GDC 2014

GDC 2014 Session Scheduler

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The Four Emotions That Monetize Free-to-Play Games

Nicole Lazzaro  |  President, XEODesign, Inc.

Location: Room 2020, West Hall

Format: Session
Track: Free to Play Design & Business Summit
Vault Recording: Video

Gameplay that converts players creates strong emotions that A/B testing and traditional marketing methods can't measure. Other methods can, and developers that access player emotions early in game development can innovate with much less risk. Beyond level packs and ammo, players crave specific emotions in exchange for their hard-earned cash. Come find out how games such as Candy Crush Saga, Minecraft and Jetpack Joyride go beyond emotions like fiero and schadenfreude to motivate players to convert. Starting with new XEODesign research of the top grossing free-to-play games, together we dive deep into the world of player emotion to explore why players pay for lollipop hammers and custom G-suits. This diagnostic approach to sculpt emotional responses can improve conversion as early as the design document. Emotions are more than rewards for a job well done. Join us for the full story and add the emotions that aid player conversion to your game. Free white papers on emotion and games:


Participants will walk away with four emotions to design into their next game to increase monetization. They'll take away game mechanics to create these four emotions: curiosity, challenge, friendship and desire. They'll also hear specific examples of how other successful games have implemented these emotions in their stores and ideas for untapped opportunities for new mechanics that increase monetization.