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Creating an MSO: Viral Emotions and the Keys to Social Play
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There is more to social gaming than spamming your friends. Rather than play to the edges of a social network to increase viral distribution playing to the center deepens the connections between friends. The Keys to Social Play map out new forms of engagement that create tension and motivation through social interaction. These Keys structure social engagement (what we call People Fun) by giving players what they value the most: shared experiences and increased bonds between friends. Like micropayments there are nickels of time in peoples lives and a thirst to convert them into social capital. The biggest opportunity in multiplayer gaming is an MSO (massively social online game) that aggregates these into meaningful social experiences. Together we will explore social gaming from WOW, MAPLE STORY, PARKING WARS, to XEODesign's own iPhone games: TILT and TATTLETALZ.com.

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