GDC09 Notes: Designing Engaging Relationships

GDC09 presentation by Scott Rigby at Immersyve
Powerpoint deck and white paper available at:
http://www.immersyve.com/downloads/

- Fun can have negative aspects – not always positive
- work involved, stress, etc – all can be fun

- Collecting Behaviorial Data (telemetry)
- Outcome based rather than Causal

- The underpants Gnome Dilemma (South Park reference)
- 3 part business plan
- Collect Underpants
- Something
- Collect Profit
- We know that if we make the game fun then people will love it, but what is the middle part – how do we ensure fun

- Motivational Research is happening at the academic level

- Player Experience of Need Satisfaction (PENS) Model
- Competence – to grow in skill
- Autonomy – experience personal agency/choice
- Relatedness – meaningful connection to other players – real or NPC

- Just tracking fun is not an indicator of retention – using PENS is better
- long term and short term (they had data from their study to back claim)

Competence
- efficiency, growth, mastery
- High intention to outcome ratio
- Mastery in Moment-to-monent gameplay
- getting good feedback in wins and loses
- granular, sustained, cumulative
- w/i session, w/i game, global
- guitar hero is a good example of this
- Rewards
- not just happy things, but also info to get better works well as a reward
- Challenge
- stretch, don’t overwhelm
- watch for boring and anxiety extremes
- sustained challenge is high on fun, but low on PENS
- player gets exhausted if challenge is sustained too long
- being able to express mastery is key
- PWNAGE :)
- Shaming is not helpful

Autonomy
- sense of personal agency or volition
- I am the cause of my actions, not the game design
- Opportunities for Action (OFA)
- Interactive opportunities x Possible Actions = OFA
- Not about creating more, but about perceived opportunity
- density of choice
- Make sure schemas are met
- If in other situations things work a certain way, make sure that it consistent
- in one game when you shoot at a box on the wall it explodes, but in another level the box is just a texture on the wall and does nothing when shot
- player is reminded of his place in the game at that point and enjoyment decreases

Relatedness
- connected/mattering to other people, either real or NPC
- Give positive contextual feedback – especially in the case of NPC, don’t make them just filler
- Random dialogue and serious attitude in NPCs is demotivating to players

Application
- Ask questions during game design phase
- How will overall or specific game play satisfy needs?
- Can I satisfy multiple needs simultaneously?
- Heat Maps in Game
- Push Short Surveys in game in different areas to gauge what needs are being met or not in what areas of the world

These concepts were found to be fundamental – across geography, age and game genre

SXSW09 notes

better late than never, eh?… :)

Iphone gaming session
– There are 20-30million iphones/itouchs in market
- games and entertainment 1 to 3, account for more than half
- pinch media has great iphone usage stats in US
- There are over 600 paid family apps
- 70% of mobile market (people using their phone for web use) is from iphone – not the same as market share
- make less than $1 profit margin per app
- hoping for push notifications soon

- core
- free apps – maximize traffic
- platform – multiply traffic (ads incorporated)
- paid apps – direct to premium apps (native & awesome)

- ngmico average durations on games
- 22.6 min rolando,
- topple 11.3 minuutes,
- mazefinger 6.3 minutes

- distribution
- 27,000 apps, hard to get featured
- chronological listing is the only implicit feature area
- refresh every 2-3 days
- ads not cost effective – great clickthru, but not great rev
- youtube videos and reviews
- send out press releases to every media outlets
- get them free copies of the game
- as much info as possible
- once app in top 100, it is self sustaining
- pangea hired reverb communication to handle the pr
- the more you do to encourage viral marketing
- invite and challenge features help

- price points
- started at $10

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- Learning and Gaming core conversation was a tense and interesting session. Mind Candie’s peeps headed it up and had tons prepared, but the crowd was not having it. Within the first 10 minutes a griefer in the back raised the tension stating that trying to determine how gaming in schools could ever happen with the strict educational standards in schools. A designation of learning versus educational was made, saying that while they may mean very similar things, the connotations are looser with the term “learning”. Then another griefer took it to an extremely tense moment bashing teachers for being horrible and that all of them should be gotten rid of as they were just getting worse. This caused the teachers of the room to get all riled up and many of us wondered who would bring it back to a professional conversation level. Many great applications of integrating learning into games and gaming into classrooms were given, but the topic kept coming back to the lack of a bridge to connect the developers to the educators. One gentleman offered to build such an application and was received with much fanfare a the end. All in all a very interesting session and positive outcome to know that the topic is so emotionally charged.

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Tech Moms
- Lively conversations in the room and all very passionate
- Talked about the paradox of Paid Endorsements
- lost authenicity if you pay, but risk of negative feedback if you dont
- ROI vs SOI – Sphere of Influence
- Have to figure out where the moms are
- Many moms prefer local forums over blogs
- tons of moms on twitter now
- see the saturation of mom forums/communities, etc and use twitter as a catalyst tool
- “give me the tools” to engage with your brand
- twitter hashtags of #playoutdoors, #momsxsw, #techmoms, #momswhotech
- Rachel Silverman – NYT moms/tech columnist