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Designing & Evaluating Spectator Experiences

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Designing & Evaluating Spectator Experiences
UXR Lab
Samantha Stahlke
@samanthastahlke
@pejman_mb
Pejman Mirza-Babaei
Background
Rise of Streaming
Takeaways
Increasing Watchability
Driving Spectator Interaction
Evaluating Spectator Experience
Increasing Watchability
Motivate people to tune in to your game
What Drives People to Watch?
!Interest in subject matter
!Human Factors
Personality
Camaraderie
Competition
!Consequences & Uncertainty
Something is at stake
Outcome is not definite
Suspense
!Practicality
Do I understand what is happening?
Can I tune in and catch up easily?
Competition
!Multiplayer designs - human factors
!High-stakes environment
!Parallels to traditional sport
!Transference of competitive spirit…?
Team Play
!Players & viewers have common goal/enemy
!Shared victory or defeat
!Feeling of accomplishment by proxy
!Branding and affiliation
Round- or Match-Based Play
!Digestible segments of content
!Provide natural starting/stopping points
!Viewer defines their commitment level
!Allow for “jump in”/“jump out”
Content Variety
!Diversity of possible scenarios and outcomes:
System to support many styles of play
Updates & content injections
Thriving community = evolving meta
Support emergent gameplay or creativity
Driving Spectator Interaction
Turn viewers into players
What Drives People to Participate?
!Fun
Jumping into the action
If it looks fun, is it fun to play?
!Sense of consequence
Do my actions matter?
Will I make a difference?
!Social needs
Engage with the community
Connect with admired players
Be “a part” of something
Chat Input
!Text-driven commands
!Low barrier-to-entry for viewers
!Order, chaos, democracy, and anarchy
!The Twitch Plays Pokémon phenomenon
Voting & Polling
!Set topics/decisions to be made
!Sense of influence
!More orderly form of interaction
!Not overly demanding of spectators
Betting
!In-game currency or rewards
!Increase perceived stakes
!Low-risk environment
!Long-term engagement
Cheering & Donation Incentives
!Support player, game, organization, nonprofit, etc.
!Offer call-outs or game influence as reward
!Sense of competition between viewers
Commentary & Interviews
!User-submitted questions & commentary
!Direct line of communication
!Soapbox for viewers
!“My voice matters!”
Team Affiliation
!“Active allegiance”
!Structure interaction based on team
!Collective reward systems
!Sponsorship
Hand of the Viewer
!Put some aspect of the game world in the hands of spectators:
Dispatch monsters or enemies
Send in-game resources to players
Inject messages or dialogue
Open doors, flip switches, trigger hazards...
Viewer-Created Content
!Allow viewers to create and submit content:
Handcrafted levels
Custom characters, enemies, game agents...
!Support viewer agency, creativity, and sense of influence
Viewer Spotlight
!Viewers become players
!“Hot seat” interaction
!Sense of consequence
!Part of a larger experience
!Sense of celebrity
Evaluating Spectator Experience
Optimise Spectator-Player Experience (SPX)
Game Evaluation (UX vs SPX)
Evaluation Methods
Case 1: Spectators’ Interaction (click)
Case 2: Store UI Design
Coins spent on
various items
Store
10
5
15
5
10
20
5
20
10
5
15
10
20
10
Case 3: Spectators’ Resources & Spendings
Summary
Increasing Watchability
Driving Spectator Interaction
Evaluating Spectator Experience
Summary
Interaction Mechanic
Viewer Experience Design Goals
Chat messaging
Interesting dialogue, Create
humour and conflict
Voting
Create unpredictability
Affiliation
Foster team spirit, Create conflict
Betting
Create unpredictability, Offer
reward for participation
Cheering
Foster team spirit
Summary
Interaction Mechanic
Viewer Experience Design Goals
Donation Incentives
Create unpredictability,
Encourage participation
Commentary and
player interviews
Learn about celebrity players,
Learn about the game, Create
sociability and humour
Viewer Participation &
Lotteries
Create gameplay variety,
Encourage participation
Viewer created
content
Create content variety, Offer
unique content, Prolong view
sessions
Game Modification
Create unpredictability, Create
content variety
Additional Resources
Thanks for listening!
UXRLAB.ca
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