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AGDC07: The Zen of Online Game Design

September 6th, 2007

Another liveblog…

Damion Schubert, Bioware Austin (and his blog)

My title is at least as vague as Raph’s. I thought I would tell you up front what I am talking about so if it is not what you think you can leave now.

Three mental models for MMO design, and I thought I would make those public and you can tell me if they are useful, because I have not actually researched them. I will also throw out stray thoughts on MMO design as they come up, they will seem random, because I am a random guy. And I will also discuss the history of cupholders.

I worked on M59, UO2, Shadowbane, Bioware Austin. And I write on my blog. (I skip most of this because most readers here will know about Damion. I hope.)

Why Zen?

It was the only good domain available. But I also like what it has to say about design of industrial products and games. In a nuthsell, the philosophy is that enlightenment only comes from experience, meditation, and then understanding. A lot of times the discussion about MMO design is skewed in unhealthy ways — even some of my talks, talks here, and terraNova.

One way it is skewed is ant farming. Looking at it from an academic point of view. “Allowing people to set each other on fire will create interesting dynamics!” Not player centric.

Another way is beancounting. We see players as walking wallets. I am sure that we have been in several talks that made us feel dirty even as we took notes on RMT and how to get a 9 year old to tap her college fund to buy a virtual horse.

The third of course is the executioners, talks by people who have been done wrong by players and want revenge. “My job became easier once I realized I hate my customers!”

At the end of the day we are trying to sell fun, and we are competing with TV, with the Web and YouTube, movies, etc. Fundamentally, we have to provide a place to escape to, and must keep that in mind. The Zen of Design is always staying with how users are experiencing your product.

Naturally, this brings us to cupholders.

They are a recent invention, date from the 70s. Here’s the priginal design — clipped to the window. Open the door, the window, whatever, and you spill your drink. As our lives became more suburban this terrible design mattered more. Eventually we got cupholders in the center console. Auto designers now know that the cupholder is a key decision point in comparing automobiles, because customers have an hour a day in that car or more, and that cupholder is key. The first thing a customer does is sit in the car and see how it feels. HEadroom? Stereo in reach? And is the cupholder not in an asinine position ?

Some crappy cupholders I have seen:

  • The bottom holder, the one that is too shallow
  • The thin wire that can only hold a can
  • The gearshift jostler, which smashes the cup when you shift
  • The stereo blocker

Clearly not designed with the customer in mind — just with the checklist of “we need a cupholder.”

So I want to talk about long-term relationships. They want to stick with a car, and also with an MMO. They want it to be their corner bar. Tens or hundreds of hours, and that this is something that scares them, just like marrying.

This is very unlike the folks who make single player games, who make one night stands and Playboy bunnies. We make the girl next door you bring home to mom and then marry.

So what do you look for?

  • A bit of sizzle, sure
  • but also potential, the idea that there’s bigger and better things down the road
  • Flaws, because you know that if you find a flaw in the first few minutes, you extrapolate it through 500 hours.

So games that hide the cool endgame but don’t let you know it;s there early.

We still do stupid sloppy stuff. Like, what’s the first thing you do? Walk, then jump. And how many games have you played that have crappy walk and jump? It’s the first thing that people do. Do it badly, and players see it as a bad sign. Think about having this experience on a first date.

Another stray thought: don’t lose sight of how players view your potential.

Now, a visual model. I am a fan of visual models, you can waste a lot of time with designers sitting around and looking at one. Like, Bartle’s Four. I am lazier than Richard, so my model has just one line.

A player will keep playing until he quits. You can graph what they do and see the exit points.

  1. Initial credit card signup
  2. Every monthly billing
  3. Little Billy’s mom discovers the credit card  charge on her card
  4. Litle Billy discovers girls
  5. Guild kicks Billy for not contributing to the guild fund
  6. Billy finally hears the real life voice of that hot elf chick
  7. The brick wall in advancement
  8. Huge do-overs
  9. Gameplay ends because there’s nothing else to do
  10. The realization that the goal you pursue is meaningless

Never underestimate how scary guild drama is!

A designer’s job is to reduce exit points.

The three Rs:

  1. Recruitment (getting them to trial, converting them)
  2.  Retention
  3. Reduction of costs and services

Every service industry knows that retention is the most cost effective one to do

Let’s talk hardcore.

I personally believe that this word is overused, misused, and maligned. Most of the time it comes from producers.  It used to be a good thing, because that’s what you made EQ or Quake 2 for. Now it’s something producers say is bad, and bring the grandma test. “Why can’t my grandma play this?” “Boss, I don’t think my grandma will ever like a babylon 5 game.”

But hardcore is a relative and specific measurement. It is not about whether you are hardcore gamer, but whether you are hardcore to an idea before launch, how hardcor eyou are to a genre, and how hardcore you are to a game once it is live. One game’s hardcore market is not another game’s. There are hardcore Sims players. Hardcore Habbo Hotel players. It is a measure of investment.

When you think abou it that way, you have to think hardcore is goodm because investment is good. In factm we want to push people to be hardcore about our game.

Also, it’s not a binary thing. It’s not like one day you suddenly decide to be a hardcore Sims guy who is going to script objects. You move step by step.

So here is a second mental model.

  • Casual: char creation, newbie quests and areas
  • Interested: adventuring in low levels, chatting, bnlow battlegrounds
  • Committed: higher levels, crafting, gropuping
  • Devoted: running instances, 10 man raids, guilds
  • Hardcore : 25 man raids, rep grinding, Competitive PvP, modding

Also, the reward cycle gets long, from seconds, to minutes, hours, days, and weeks per tier.

This is something we can probably improve. Even if your game does not look like this, it’s important for game designers to fill out this table for their own game. What are people doing at different levels of investment? And how often are they rewarded? You want to ask yourself, are there any gaps? Any boxes that have nothing? You are asking people to make huge leap, like jumping from short reward cycles to long ones without indoctrinating them. You need to use a “boiling frog’ approach.

Make the movement up the investment ladder as seamless as you can.

We want people to stick because communities that are full are interestingm, and empty ones are boring.

Don’t ask your players to make a leap of faith over a stage of development.

Hardcore can also help with the other graph — the more hardcore, the more dramatic the exit point has to be. A casual player exits easily.

People are not as hardcore as they think. Everyone thought they were leet hardcore until they got to Shadowbane. Most of them realized they were actually there to die. And no one is hardcore on their first log in. Sure, we have all encountered fanboys who were there two years in advance, and so on. But until you touch it, you cannot truly be hardcore. They are just at the “interested” level at best.

Why are hardcore import? They are rockstars in the game. People knw who you are. These are cultural touchstones, provide aspiration for other players, provide a trajectory and horizon for people. Hopefully they evangelize. And this is really important. Blockbusters happen when the hardcore evangelize to the casual people they have as friends. (I hope everyone here has read The Tipping Point).

When you go to make a purchase decision, you go to the folks whom you think know the space. So when a hardcoreguy evangelizes, other people take notice.

But your game is too hardcore if:

  • if hardcore players are too ashamed to admit they play the game. I had a boss who played EQ obsessively — 5 accounts. I asked him, “How many times have you recommended EQ to your wife or your brother.” “No, I wouldn’t do that to them.” That’s a bad thing.
  • Your hardcore customers are exclusionary. We made this mistake on Shadowbane. Casual people wander intot he boards, express casual interest, get told “U suk, play2crush!” and they leave. Yes, it is possible to make a good martini bar, but they probably charge $15 per martini. Mass market is more like selling beer.

You must control your culture. You wanna know why more women aren’t playing? Because the game environment is often sexist. And never underestimate the damage that can be done by a charismatic idiot. You have to control the tone. People are deciding whether they want to live in your game.

People easily take cues for social behavior. Go read about the Stanford Prison Experiment.  On the flip side, last year Mike Steele talked about Burning Man, where there is a culture of 50,000 dirty screaming hippies who pick up trash and clean up after themselves. Control your culture, or it will get hijacked.

Another stray thought: matchmake. We really should see more experimentation on this — EQ2 does cool stuff here.

Have you ever heard a rock band talk after breaking up? “It was like being married to five people.” Well, being in a raiding guild is like being married to fifty people. Guild drama fucks you up. And we let guilds form ad hoc, and let people find them randomly. How much stickier would things be if we could actually put people in compatible groups and let adults find adults instead of finding people who spell dude with zeroes?

I didn’t have a good segue, so here’s a slide about hippos.

The great game/world debate. My third mental model.

For a very long time, people have argued about whether these thngs should be games or worlds. And honestly, it’s mostly been driven by the world guys because worlds sound important. I tend to be traditionalist and on the gamey side. But this is much more relevant than the academic debate makes it seem.

World guys tend to talk about freedom and realism and immersion and simulation. And games are about balance, limitations, powerups, and fun.

First observation, it’s a sliding scale. Almost no game is all the way to one or the other.

Second observation is that there is a third point, which is equally important, and that is community.  After all, the “multiplayer” part is a key unique element of “massively multiplayer.”

Th first time I talked about this, Bartle pointed out that if you added “Arena” you woul dbe at the Bartle Four, but I disagree. More on that soon.

Socialization has its own key elements too: socialization, cooperation, competition, interdependence, social rewards.

You can graph games on this triangle. Raph called it the Schubert Triangle, but I am not that egotistical, and now call it the activity landscape.

The sweet spot is in the middle. If you are not in the middle, your community will tend to push you there. When Quake launched, it was heavy on game, on world, and players added in the stuff that made community happen and pushed the game to the middle. Players invented Capture the Flag. UO started over closer to the world point, but players added in stuff — so they rerolled characters to add guild name tags to their name, or ran IRC tofix the lack of global chat. And on the game side, they created wrestling matches, etc.

If players are nudging it, that may be a sign you should push in that direction too.

My take is we need to build well-centered games. This is not a purely academic exercise, because it gave me the rule of three. And this is why I excluded the arena, which would make it the rule of four.

Systems should satisfy two of the three points. Try asking players to vote on a system.

Let’s say that you are considering adding permadeath (fire that guy). World says “yes! realistic!” Game says “No fun.” And community says “disappearing identities makes it harder for me to track my friends.” Permadeath out.

Voice chat: World says it breaks immersion, game and community people both like it, games because of the tactical benefit and social because of chatting.

Long travel times: world says it is realistic, but  it makes it longer to hit the fun, and makes community harder because it takes too long to find your friends.

Crafting: yes across the board. Shouldn’t even be a debate.

*

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