Designing Social Network Games with SoPlay Heuristics
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Transcript of Designing Social Network Games with SoPlay Heuristics
Designing Social Network Games with SoPlay Heuristics
Janne PaavilainenSoPlay Project ManagerGame Research LabGame Research LabUniversity of Tampere, Finland
MindTrek 2010 Conference Workshop8th October 2010, Tampere, Finland
Accessibility Interruptability Continuity Discovery Virality Narrativity Expression Sharing Sociability Competition
Who am I?Personal information
Janne Paavilainen (Ms.Econ.)SoPlay project manager, games researcher, lecturer, part-time entrepreneurSocial games, usability, playability, user experience, design & evaluation, heuristics
+358 400 473 650
@rojola
http://www.facebook.com/rojola
Game Research Lab, University of Tampere, Finlandhttp://gamelab.uta.fi
SoPlay IntroductionGames research project
SoPlay – Research on games and play in social mediahttp://soplayproject.wordpress.comTwo year research project, Jan 2009 – Dec 2010
Study of implicit and explicit games and play in social web 2.0Facebook, Twitter, YouTube, Wikipedia, IRC, Forums, 4chan, Flicr…
Currently focusing on Facebook and social money gamesDeveloping theories and models for researchers and developers
The buzzword is social playability
SoPlay IntroductionGames research project
Some examples from research questionsWhat is social playability?What are the qualities of good social network games?What is the role of sociability in online money games?
Funding by Tekes, UTA and industry partnersFunding by Tekes, UTA and industry partners
SoPlay Research TeamThe four musketeers
Professor Frans Mäyrä, scientific [email protected]
Janne Paavilainen, project managerGame design and evaluation, heuristics, user experience
Jaakko Stenros, researcherThe border between games and ordinary [email protected]
Jani Kinnunen, researcherNew social forms of online money games [email protected]
Publications and PresentationsTheory and practice on social games and development
Gaming, Communicating, Sharing – Users and Their Experiences in Social Games (2010) Paavilainen, J. Games Convention Online 2010. Leipzig, Germany.
Critical Review on Video Game Evaluation Heuristics: Social Games Perspective (Forthcoming) Paavilainen, J. Future Play 2010. Vancouver, Canada. (in process).
Playing the System. Using Frame Analysis to Understand Online Play (Forthcoming) Stenros, J. Future Play 2010. Vancouver, Canada. (in process).
Social Interaction in Games (Forthcoming) Stenros, J., Paavilainen, J. & Mäyrä, F. In Sotamaa, Lugmayr, Franssila, Näränen, Vanhala (Eds.) ACM Academic MindTrek 2009: Everyday Life in the Ubiquitous Era. International Journal of Arts and Technology (in process).
Comparing Two Playability Heuristic Sets with Expert Review Method – A Case Study of Mobile Game Evaluation (Forthcoming) Paavilainen, J., Korhonen, H. & Saarenpää, H. In Lugmayr, Franssila, Näränen, Sotamaa & Vanhala (Eds.) Media in the Ubiquitous Era: Ambient, Social and Gaming Media, IGI Global (in process).
The Many Faces of Sociability and Social Play in Games (2009) Stenros, J., Paavilainen, J. & Mäyrä, F. MindTrek. Tampere, Finland.
Expert Review Method in Game Evaluations: Comparison of Two Playability Heuristic Sets(2009)Korhonen, H., Paavilainen, J. & Saarenpää, H. MindTrek. Tampere, Finland.
Publications and PresentationsSocial money games
Verkkorahapelaamisen muodonmuutos (2010) Kinnunen, J. Terveyden ja hyvinvoinnin laitos (THL), Raportti 12/2010. Helsinki. (trans. Transformation of Online Gambling)
Verkkopelit sosiaalisena toimintaympäristönä (2010) Kinnunen, J. In Meriranta, M. (Ed.). 2010. Mediakasvatuksen käsikirja. Unipress, Kuopio. (trans. Networked Games as Social Environment)
Action and Character in Social Online Gambling (2010). Kinnunen, J. Gambling, Entertainment, and Finance. Visby, Sweden.
Convergence of Online Gambling and Social Media (2010). Kinnunen, J. EASG 8th European Conference on Gambling Studies and Policy Issues. Wien, Austria.
Playful Money and Games in the Internet (2010) Kinnunen, J. ACS Crossroads Conference. Hong Kong, China.
Interconnectedness of Gambling and On-Line Communities (2009) Kinnunen, J. NAGS 19th Annual Conference. Canberra, Australia.
Player Experiences in and Around Social On-Line Gambling (2009) Kinnunen, J. 14th International Conference of Gambling and Risk Taking. Lake Tahoe, USA.
Towards Social Internet Gambling? (2009) Kinnunen, J. The Big Picture, Gambling in Perspective. 7th Conference of SNSUS. Helsinki, Finland.
Participant introductionWho are you... and what are you doing here?
Short introduction of participantsWho are you?What do you do?Why are you here?
Complete the following sentences...Complete the following sentences...
”I will be happy at the end of the workshop if...”
”I will be furiously mad at the end of the workshop if...”
Workshop IntroductionWhy are we here?
WorkshopHeuristic approach for designing social games for Facebook platformSoPlay project aims to develop design and evaluation heuristics for this domainThis workshop is one step for validating and refining the current heuristic set
Participant Take-awayKnowledge of the dynamics of social network games Knowledge about SoPlay heuristics and how to use them in designKnowledge how to design social network game concepts
The workshop aim is a win-win situation!The workshop will be partly video recorded for research purposes
Workshop Timetable & Structure10:15 – 10:45 Introduction to workshop and participants (30 min)10:45 – 11:30 Introduction to social games and SoPlay heuristics (45 min)11:30 – 13:00 Design Exercise (90 min)13:00 – 14:00 Lunch break (60 min)14:00 – 15:00 Design Exercise (60 min)15:00 – 16:00 Presentation, evaluation and discussion (60 min)15:00 – 16:00 Presentation, evaluation and discussion (60 min)16:00 Workshop closing
We’ll have short breaks now and then
Timetable subject to change as-we-work
Social GamesA brief introduction
Social GamesThe term is a misnomer, games have always been socialCan be found in online social networks like Facebook, MySpace and TwitterPlaying with your friends, but still massively single player gamesCasual game design principles, focus on accessibility and asynchronicityCasual game design principles, focus on accessibility and asynchronicityGame services, not stand-alone products per se (”eternal beta”)Metrics-based iteration, close feedback loop between user and developer Early emphasis was on virality, (was) especially powerful in FacebookQuality has gone up a lot, social games have evolved since the beginningFreemium business model, free to play, double currencyRun by (formerly) ”unknown” companies such as Zynga or PlayfishThere is not much sociability in them
Social GamesPictures speak for themselves
Examples of various social games by Zynga, PopCap, Digital Chocolate, EA...
Social Games Player Attitudes Some notes from the SoPlay user interviews
Social games are played for killing time, filling gaps and relaxationSimplicity is accessibility, but simple becomes boring eventuallyThe audience has matured, more complex social games are neededDue the vast audience, there are also reachable niche marketsTwo main motivators, novel game mechanics or good social aspectsTwo main motivators, novel game mechanics or good social aspectsWhen game expands too much, grinding becomes boring (accelerators!)When friends are quitting the game, the player will soon followEnthusiastic social gamers care for exclusive contentReciprocity (gifts) is a two way sword due massive spammingQuality of games is not high enough currently for players to pay for themUsability and ease of access is the key factor for impulsive buying
HeuristicsShortcuts for being awesome
Heuristics are used in many fields and used in different waysDerived from the Greek word ”Εὑρίσκω” for “find” or “discover” Psychology, philosophy, law, human-computer interaction…
Heuristics in human-computer interactionTen heuristics for usability (Nielsen)Heuristic evaluation
Heuristics are notStandards or guidelines which pinpoint issues in great detail Be-all-end-all as they can be neglected when there is a good reason
Challenges with heuristicsHeuristics are based on existing knowledge from a systemToo abstract of high-level heuristics lose their usefulness (”Easy to learn, hard to master”)Too detailed or low-level heuristics
Nielsen’s Usability HeuristicsFew examples
Visibility of system statusThe system should always keep users informed about what is going on, through appropriate feedback within reasonable time.
Flexibility and efficiency of useAccelerators - unseen by the novice user - may often speed up the interaction for the Accelerators - unseen by the novice user - may often speed up the interaction for the expert user such that the system can cater to both inexperienced and experienced users. Allow users to tailor frequent actions.
Aesthetic and minimalist designDialogues should not contain information which is irrelevant or rarely needed. Every extra unit of information in a dialogue competes with the relevant units of information and diminishes their relative visibility.
SoPlay HeuristicsDesign and evaluation tool for social games
SoPlay heuristics are used as ”mindset shortcuts” for examining a social game from different perspectivesSoPlay heuristics are based on the research done in the SoPlay project and influenced by other social network/games researchers and designers
Game Design for Social Networks: Interaction Design for Playful Dispositions (Järvinen 2009)Game Design for Social Networks: Interaction Design for Playful Dispositions (Järvinen 2009)§ Facebook Applications and Playful Mood: the Construction of Facebook as a “Third
Place” (Rao 2008)Building the Foundation of a Social Future (Ventrice 2009)
SoPlay heuristics were first presented in Future Play conference, Vancouver, in May 2010
Critical Review of Video Game Evaluation Heuristics: Social Games Approach (Paavilainen 2010)
CORESHARING CONTINUITY
Theme
SG1 - AccessibilityMaking the game easy to approach, understand and play
Design question examples
Does the game feature easily approachable TITLE and THEME?Does the game feature quick, short and inspiring TUTORIAL?Are the CORE MECHANICS easily understood?Is the INTERACTION LOOP fun?Is the INTERACTION LOOP fun?How to make the LOADING TIME as short as possible?Is this game FUN in under 2 minutes of game play?
How would these design questions be addressed in your social game concept?What would be the result of addressing these items poorly?What other aspects could be associated with Accessibility?
FarmVille, FrontierVille, Bejeweled Blitz, Cafe World, Safari Kingdom
SG2 - InterruptabilityTaking advantage of asynchronous, spontaneous and irregular play sessions
Design question examples:
Can the game play be STOPPED at any point?Are the gameplay tasks SHORT?Does the gameplay support BREAKS?Is returning to the game REWARDED somehow?Is returning to the game REWARDED somehow?
How would these design questions be addressed in your social game concept?What would be the result of addressing these items poorly?What other aspects could be associated with Interruptability?
Mafia Wars, Parking Wars
SG3 - ContinuityProviding continuous game world which attracts the player to come back
Design question examples:
Does the game provide an interesting permanent game world, which fosters CONTINUOUS play?How the game advances while the player is OFFLINE?Are there multi-layered REWARD mechanisms?Are the both short and long term GOALS presented?Are the both short and long term GOALS presented?Does the gameplay promote PROGRESS with every click?Are there BADGES, ACHIEVEMENTS, LEVELS, EXPERIENCE or similar progress indicators present?
How would these design questions be addressed in your social game concept?What would be the result of addressing these items poorly?What other aspects could be associated with Continuity?
FrontierVille, Bejeweled Blitz
SG4 - DiscoveryProviding new experiences, content and surprises
Design question examples:
What is the new EXPERIENCE provided for the player?How can the game pleasantly SURPRISE the player?What could be the NEW components generated later in the game’s life cycle?What are the UNLOCKABLE components available to the player?What are the UNLOCKABLE components available to the player?Are there items with different COMMONNESS like common, rare, unique?Are there more ADVANCED game mechanics for the player to discover later?
How would these design questions be addressed in your social game concept?What would be the result of addressing these items poorly?What other aspects could be associated with Discovery?
Treasure Island, Pirates Ahoy!, Millionaire City
SG5 – ViralitySupporting viral growth in the player’s social network
Design question examples:
What are the means for promoting the game VIRALLY in the social network?How are viral actions REWARDED in the game?
How would these design questions be addressed in your social game concept?How would these design questions be addressed in your social game concept?What would be the result of addressing these items poorly?What other aspects could be associated with Virality?
Safari Kingdom, FarmVille
Note: The power of the viral channel has decreased a lot since the introduction of social games. Before the latest Facebook policy change, viral channel provided 1/3 of new players while cross-promotion and marketing provided the 2/3.
SG6 – NarrativityCreating in-game and off-game narratives that elicit curiosity
Design question examples:
What are the in-game actions that launch IN-GAME narratives to the player?What are the in-game actions that launch OFF-GAME narratives to feed?How are CALL TO ACTION principles used?How are the small achievements presented as BIG WINS?How are the small achievements presented as BIG WINS?Does the game tell a STORY to the player?
How would these design questions be addressed in your social game concept?What would be the result of addressing these items poorly?What other aspects could be associated with Narrativity?
FarmVille, Castle Age, FrontierVille
SG7 – ExpressionSupporting self-discovery, customization and virtual spaces
Design question examples:
What are the methods for allowing the player to feel UNIQUE in the game?How the player can brag about his/her ACCOMPLISHMENTS?Can the player CHEER for other’s performances?Is the player able to SHOW his/her virtual space?Is the player able to SHOW his/her virtual space?
How would these design questions be addressed in your social game concept?What would be the result of addressing these items poorly?What other aspects could be associated with Expression?
Yack Attack!, Social City, Nightclub City, Pet Society
SG8 – SharingCollaborating with friends by gifting and boosting
Design question examples:
What are the components or resources that can be shared via GIFTING to friends?How the player can BOOST friends? What are the REWARDS for gifting and boosting?
How would these design questions be addressed in your social game concept?What would be the result of addressing these items poorly?What other aspects could be associated with Sharing?
Mafia Wars, FrontierVille
SG9 – SociabilitySupporting sociability among friends in the game dynamics
Design question examples:
How the player can use his/her social network as an ASSET in the game?Can the player gain new FRIENDS through the game?Are there TASKS that require collaboration?Are there CONFLICT mechanics present?Are there CONFLICT mechanics present?Can the player INTERACT with others than friends?
How would these design questions be addressed in your social game concept?What would be the result of addressing these items poorly?What other aspects could be associated with Sociability?
Castle Age, Bubble Island, Mafia Wars
SG10 – CompetitionPromoting playful social competition with others
Design question examples:
How can the player COMPETE against his/her friends?Can the player COMPARE his/her performance in a flexible manner?What RANKING features does the game support?How is the player REWARDED for climbing the ladder?How is the player REWARDED for climbing the ladder?
How would these design questions be addressed in your social game concept?What would be the result of addressing these items poorly?What other aspects could be associated with Competition?
Bejeweled Blitz, Mafia Wars
Design ExerciseStructure and timetable
The purpose of the design exercise is to produce social game concepts for Facebook platform
The design exercise will be done in two parts11:30 – 13:00 Part I11:30 – 13:00 Part I14:00 – 15:00 Part II
Step-by-step procedureChoose an existing AAA title to work withDesign the five Game Fundamentals of your social game conceptAddress SoPlay heuristics to your game conceptsWork on the five aspects from the Business Perspective viewpointShort presentation at the end of the day
Game Fundamentals SoPlay Heuristics Business Perspective
Theme and core Accessibility Acquisition
Gameplay description Interruptability Retention
Interaction loop Continuity Referral
Offline mechanic Discovery Monetization
Game resources Virality FollowingGame resources Virality Following
Narrativity
Expression
Sharing
Sociability
Competition
Choose GameGame Fundamentals
SoPlay HeuristicsSoPlay HeuristicsBusiness Perspectives
Presentation
Choose one AAA game title to use as a base for your social game concept.
You can also select some other title, if you are not familiar with these ones.
Civilization- Turn based strategy game
- Develop your civilization from stone age to space age
- Build cities, wonders and units
- Research technology- Research technology
- War and diplomacy against other civilizations
- Romans, Babylonians, German, Americans etc…
- Multiple ways to win the game
- Typical 4X game: Explore, Expand, Exploit, and Exterminate
Final Fantasy- Japanese console RPG game
- Group of heroes battling against great evil
- Player is represented by a protagonist
- Various other characters with capabilities
- Real-time adventure on game world / map- Real-time adventure on game world / map
- Quests, side quests
- Turn-based combat
- Magic and technology, old and new
- Character development through experience
- Weapons, spells, items, potions…
Starcraft- Real-time strategy game
- Three races battle in distant future
- Terran, Protos, Zerg
- Each race has unique units and strategies
- Terrans are all-rounders- Terrans are all-rounders
- Zergs are many, cheap but fragile
- Protos are effective and expensive
- Base building
- Resource management, minerals & gas
- Tier based unit construction
- Most successful RTS multiplayer game
Halo- First-person shooter
- Science fiction theme
- Player is ”Master Chief”, unique warrior
- Destroy aliens who threat the mankind
- Fast paced combat game- Fast paced combat game
- Various weapons and vehicles
- Shield and health
- Special items
- Popular multiplayer shooter for Xbox 360
Choose GameGame Fundamentals
SoPlay HeuristicsSoPlay HeuristicsBusiness Perspectives
Presentation
Game FundamentalsBasic building blocks for your social game concept
1 Game theme and core – Short description what the game is about
2 Gameplay description – Main high-level features of the game
3 Interaction loop – Basic interaction loop patterns in the game
4 Offline progress mechanic – How asynchronicity is used in the gameplay
5 Game resources – Resources in the game used by the player
Theme and Core, Gameplay Description
Theme and core contain basic information from the gameWhat the game is about?What the player does in the game?
Gameplay description goes deeper into game mechanicsGameplay description goes deeper into game mechanicsWhat are the various actions player does in the game?What are the main features of the game?
Interaction Loop
Interaction loop is a pattern of clicks, which make the game progressExamples from various social games
Plow ; Seed – Grow – Gather (FarmVille)Clear – Build ; Rent – Collect (Millionaire City)Battle – Collect ; Locate – Search (Pirates Ahoy!)Battle – Collect ; Locate – Search (Pirates Ahoy!)Action – Collect (FrontierVille)Do job --- Level Up! – Allocate points (Mafia Wars)Plow ; Seed – Grow – Gather – Feed (Happy Habitat)Play set – Manage club (Nightclub City)Nest ; Egg – Feed – Free – Fix (Safari Kingdom)Click cow (Cow Clicker)
Offline Progress Mechanic
Offline progress mechanic is key part of the asynchronous gameplayIt determines how the game progresses when the player is offlineTwo major styles
Appointment, actions require time to be completed, e.g. growing in FarmVilleEnergy, action require energy to to be completed, e.g. doing jobs in Mafia WarsEnergy, action require energy to to be completed, e.g. doing jobs in Mafia Wars
§ Energy is refilled when time passes
Some social games only feature one styleAppointment in FarmVilleAppointment in Millionaire CityEnergy in Perfect Warrior
Many games feature mix of bothIn FrontierVille actions require energy, growing is based on timeIn Mafia Wars actions require energy, income is based on time
Game Resources
Game resources (along with energy) restrict how much player can do in one play sessionOne of the most common resource is in-game money (double currency)
Coins and Farm Cash (FarmVille)Millionaire Dollars and Millionaire Gold (Millionaire City)Millionaire Dollars and Millionaire Gold (Millionaire City)Safari Coins and Safari Cash (Safari Kingdom)
Resources can be generated by time, or by manipulating game componentsMoney increases as time passes (Mafia Wars)Collect money from rents (Millionaire City)Sell goods for money (FrontierVille)
Choose gameGame FundamentalsSoPlay HeuristicsSoPlay Heuristics
Business PerspectivesPresentation
SoPlay HeuristicsPart I
1 Accessibility – Making the game easy to approach, understand and play
2 Interruptability – Taking advantage of asynch, spontaneous and irregular play sessions
3 Continuity – Providing continuous game world which attracts the player to come back
4 Discovery – Providing new experiences, content and surprises
5 Virality – Supporting viral growth in the player’s social network
SoPlay HeuristicsPart II
6 Narrativity – Creating in-game and off-game narratives that elicit curiosity
7 Expression – Supporting self-discovery, customization and virtual spaces
8 Sharing – Collaborating with friends by gifting and boosting
9 Sociability – Supporting sociability among friends in the game dynamics
10 Competition – Promoting playful social competition with others
Choose GameGame Fundamentals
SoPlay HeuristicsSoPlay HeuristicsBusiness Perspectives
Presentation
Business PerspectiveKeeping it real
1 Acquisition – How the player’s attention is gained and invited into the game?
2 Retention – How the player is hooked in the game and made to come back?
3 Referral – What are the driving forces for the player to invite others to join?
4 Monetization – What is sold for the player and how? Why the player would pay?
5 Following – How to build a sustainable customership with the player?
Choose GameGame Fundamentals
SoPlay HeuristicsSoPlay HeuristicsBusiness Perspectives
Presentation
PresentationGive a short presentation of your social game concept
Present your social game concept’s fundamentalsTell us about the theme, core gameplay, interaction loop etc.
How each SoPlay heuristic was addressedWere there heuristics that you did not address?Did you come up with new design questions related to some heuristics?Were there any specific or novel features you would like to emphasis?Did you bring something outside of the scope of the heuristics?
Did you find credible answers to the five business perspectives?What was challenging in designing the concept?What is your overall opinion from the design process?
DiscussionWhat have we learned today?
What did you think about the design process in general? How would you improve the process?Did you learn something new today?Were you able to build solid social games concepts? Did your concepts suffer from ”blank” spots which were not covered today?What was most challenging in the design process?What was most challenging in the design process?
Did the heuristics help you to design? What heuristics you considered to be useful or useless?Which heuristics could be merged?Do you currently use any kind of heuristics in your own design work?Do you see problems with heuristics?Did you feel that some issues were not addressed by the process/heuristics?
QuestionnairePlease leave feedback!
Thank You!
Janne PaavilainenSoPlay Project Manager
Game Research LabGame Research Lab
+358 400 473 650
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