CREATING A COMPELLING PLAYER

COMMUNICATION
 2017, Mentor
2009, Lookandfeel Games
2007-2012, MediaMind 2013-2016, TabTale 2016-2022, Matific 2022, SciPlay
Game Design Atoms
Game Design Atoms
 Game Mechanics
A set of rules or interactions which produce a particular outcome in the game
 Game Dynamics
The rules of the game in motion
Bartle's player types
Bartle taxonomy of player types
 ACTING
INTERACTING
Bartle taxonomy of player types
 OTHER PLAYERS
Bartle taxonomy

INTERACTING ACTING
of
player
types

CONTENT
 OTHER PLAYERS
Bartle taxonomy

ER
LIZ
A
CI
SO
Interacting with
other players in the
game

INTERACTING ACTING
of
player
types

CONTENT
 OTHER PLAYERS
Bartle taxonomy

ER

KI
LIZ

LL
A

ER
CI
SO
Acting on other
players in the game

INTERACTING ACTING
of
player
types

CONTENT
 OTHER PLAYERS
Bartle taxonomy

ER

KI
LIZ

LL
A

ER
CI
SO
INTERACTING ACTING
of

Interacting with the

player

game’s content
EX
PL
OR
types

ER

CONTENT
 OTHER PLAYERS
Bartle taxonomy

ER

KI
LIZ

LL
A

ER
CI
SO
INTERACTING ACTING
of

Acting on the
player

game’s content

ER
EX
PL

EV
OR

HI
types

AC
ER

CONTENT
 ACTING

ER
ER
LL
EV
KI
HI
AC
OTHER PLAYERS

CONTENT
ER
ER
OR
LIZ
PL
A
CI
SO EX
INTERACTING
THE MOTIVATIONAL COMMUNICATION TOOLKIT
 OTHER PLAYERS
THE
MOTIVATIONAL COMMUNICATION

Join, Share,

ER

KI
Help, Gift, Greet,

LIZ

LL
A

ER
CI
Donate, Contribute,

SO
Trade, Rate, Vote, Visit,
Comment, Congratulate,
Participate, Support, Follow,
Discuss, Celebrate, Collaborate,
Host, Connect, Play, Request, Invite

INTERACTING ACTING

ER
EX
PL

EV
OR

HI
AC
ER
TOOLKIT

CONTENT
 OTHER PLAYERS
THE
MOTIVATIONAL COMMUNICATION

Join, Share, Fight, Beat,

ER

KI
Help, Gift, Greet, Battle, Attack,

LIZ

LL
A

ER
CI
Donate, Contribute, Defeat, Destroy, Kill,

SO
Trade, Rate, Vote, Visit,
Comment, Congratulate,
Participate, Support, Follow,
Discuss, Celebrate, Collaborate,
Host, Connect, Play, Request, Invite
Brag, Steal, Challenge,
Take, Make, Capture, Hunt,
Dominate, Outplay, Betray,
Trick, Duel, Sabotage, Evade,
Own, Humiliate, Raid, Disrupt

INTERACTING ACTING

ER
EX
PL

EV
OR

HI
AC
ER
TOOLKIT

CONTENT
 OTHER PLAYERS
THE
MOTIVATIONAL COMMUNICATION

Join, Share, Fight, Beat,

ER

KI
Help, Gift, Greet, Battle, Attack,

LIZ

LL
A

ER
CI
Donate, Contribute, Defeat, Destroy, Kill,

SO
Trade, Rate, Vote, Visit,
Comment, Congratulate,
Participate, Support, Follow,
Discuss, Celebrate, Collaborate,
Host, Connect, Play, Request, Invite
Brag, Steal, Challenge,
Take, Make, Capture, Hunt,
Dominate, Outplay, Betray,
Trick, Duel, Sabotage, Evade,
Own, Humiliate, Raid, Disrupt

INTERACTING ACTING
View, Read, Search, Choose,
Create, Design, Customize, Build,
Try, Explore, Unlock, Collect,
Discover, Research, Change,
Solve, Investigate, Find,
Understand, Navigate,
Scan, Test,

ER
EX
PL

EV
Analyse
OR

HI
AC
ER
TOOLKIT

CONTENT
 OTHER PLAYERS
THE
MOTIVATIONAL COMMUNICATION

Join, Share, Fight, Beat,

ER

KI
Help, Gift, Greet, Battle, Attack,

LIZ

LL
A

ER
CI
Donate, Contribute, Defeat, Destroy, Kill,

SO
Trade, Rate, Vote, Visit,
Comment, Congratulate,
Participate, Support, Follow,
Discuss, Celebrate, Collaborate,
Host, Connect, Play, Request, Invite
Brag, Steal, Challenge,
Take, Make, Capture, Hunt,
Dominate, Outplay, Betray,
Trick, Duel, Sabotage, Evade,
Own, Humiliate, Raid, Disrupt

INTERACTING
View, Read, Search, Choose,
Create, Design, Customize, Build,
Try, Explore, Unlock, Collect,
Discover, Research, Change,
Solve, Investigate, Find,
Understand, Navigate,
Scan, Test,
ACTING
Win, Challenge, Pass, Raise,
Complete, Collect, Finish, Obtain,
Gain, Earn, Clear, Score, Master,
Achieve, Progress, Level-up,
Maximize, Upgrade,
Advance, Improve,
Learn, Accomplish,

ER
EX
PL

EV
Analyse Boost
OR

HI
AC
ER
TOOLKIT

CONTENT
The Motivational Communication Toolkit, Amir Dori
Microcopy Examples
In-game milestones system
Cars: Mater-National Championship Titanfall

Find all wheel sets Customize Your Ride INTERACTING View, Read, Search, Choose,
Find all 8 new wheel sets Create a custom titan Create, Design, Customize, Build,
for Lightning McQueen loadout Try, Explore, Unlock, Collect,
Discover, Research, Change,
Solve, Investigate, Find,
Buddy Simulator 1984 True Fear: Forsaken Souls Part 2
Understand, Navigate,
Scan, Test,

EX
Investigate the investigator

PL
How Does it Taste? Analyse

OR
Learn what has happened

ER
Try the pond water
to the Journalist

Mindjack The Lord of the Rings: Gollum

CONTENT
SEARCH
Scout
Search the port for hidden
Discover all vantage points
bodies
 Afro Samurai ClusterTruck

Win, Challenge, Pass, Raise, ACTING Completionist Earn 10,000 Style Points
Complete, Collect, Finish, Obtain, Complete the game on Earn 10,000 Style Points In
Gain, Earn, Clear, Score, Master, both difficulties. One Level
Achieve, Progress, Level-up,
Maximize, Upgrade,
NASCAR Heat 4 No More Heroes 3
Advance, Improve,
Learn, Accomplish,
ER

Best At All The Rest Best Bout!

IEV

Boost
H

Win a race at every Collect all Battle Recreation

AC

speedway track capsule toys

Ghostwire: Tokyo Killer Frequency

CONTENT Forrest Dash

On the Same Wavelength
Finish the game in under 4
Raise your synergy level to
hours with all callers
50 or higher
surviving

OTHER PLAYERS
Fight, Beat,
KI
Battle, Attack,
LL
ER
Defeat, Destroy, Kill,
Brag, Steal, Challenge,
Take, Make, Capture, Hunt,
Dominate, Outplay, Betray,
Trick, Duel, Sabotage, Evade,
Own, Humiliate, Raid, Disrupt
Minecraft Legends CATAN - Console Edition
With Light Comes Hope Road block
Destroy the Night Beacon Disrupt the longest road by
Base building a settlement on it
Inscryption Call of Duty: Advanced Warfare
Role Reversal Carma
Steal back one of your Kill an enemy by throwing a
creatures from The Angler car door at them
Kung Fu Panda Shoot Many Robots
Dominate at Fatherhood
Awesomely Awesome
Beat a mission wearing the
Defeat 250 Enemies
ACTING baby carrier
The Club Bubble Guriko

Join the Club

Share your score!
Play an event with every
Share your score in some of
one of the 6 unlocked
your social networks
characters
OTHER PLAYERS
Fallout 4 World of Van Helsing: Deathtrap

Follow my lead
Tradecraft
Host a party and complete Join, Share,
Join the Railroad

ER
a map Help, Gift, Greet,

LIZ
A
CI
Donate, Contribute,

SO
DarkStar One: Broken Alliance Hexic Trade, Rate, Vote, Visit,
Comment, Congratulate,
Participate, Support, Follow,
Visitor Invite a Friend
Discuss, Celebrate, Collaborate,
Visit 30 trading stations Invite a friend to play Hexic
INTERACTING Host, Connect, Play, Request, Invite
Microcopy Examples
ASO store screens
 OTHER PLAYERS

RS

KI
IZE

LL
AL

ER
CI

S
SO
INTERACTING PLAYER ACTING

EX

S
ER
PL

IEV
OR

H
ER

AC
S

CONTENT
 OTHER PLAYERS

RS

KI
IZE

LL
AL

ER
CI

S
SO
INTERACTING PLAYER ACTING

EX

S
ER
PL

IEV
OR

H
ER

AC
S

CONTENT
 OTHER PLAYERS

RS

KI
IZE

LL
AL

ER
CI

S
SO
INTERACTING PLAYER ACTING

EX

S
ER
PL

IEV
OR

H
ER

AC
S

CONTENT
Microcopy Examples
Push notifications
 OTHER PLAYERS

RS

KI
IZE

LL
AL

ER
CI

S
SO
INTERACTING PLAYER ACTING

EX

S
ER
PL

IEV
OR

H
ER

AC
S

CONTENT
 OTHER PLAYERS

Join, Share, Fight, Beat,

KI
IZE
Help, Gift, Greet, Battle, Attack,

LL
AL
When focusing on the word

ER
CI
Donate, Contribute, Defeat, Destroy, Kill,

SO
Trade, Rate, Vote, Visit, Brag, Steal, Challenge,
Comment, Congratulate, Take, Make, Capture, Hunt,

‘micro’ in microcopy, we Participate, Support, Follow,

Discuss, Celebrate, Collaborate,
Dominate, Outplay, Betray,
Trick, Duel, Sabotage, Evade,
Host, Connect, Play, Request, Invite Own, Humiliate, Raid, Disrupt

can guide and motivate our INTERACTING

View, Read, Search, Choose, Create, Win, Challenge, Pass, Raise,
ACTING

players better, as they scan Design, Customize, Build, Try,

Explore, Unlock, Collect,
Discover, Research, Change,
Complete, Collect, Finish, Obtain,
Gain, Earn, Clear, Score, Master,
Achieve, Progress, Level-up,

the screen and pick out Solve, Investigate, Find,

Understand, Navigate,
Scan, Test,
Maximize, Upgrade,
Advance, Improve,
Learn, Accomplish,

ER
EX
PL

EV
individual words.
Analyse Boost

OR

HI
AC
ER
CONTENT
 Case Study
Solitaire Daily Break by SciPlay
 Unlock
Get XP Level up
puzzles
Win
Solitaire
game
Progress to Get reward Build a
reward (puzzle pieces) puzzle
 BEFORE
Var.
AVG.
CONTROL 24.4-20.5.23
CTR

Enjoy a little “me time” 🧘 3.47%

A
It's time for a well-deserved break with Solitaire
 BEFORE
Var.
AVG.
CONTROL 24.4-20.5.23
CTR

Enjoy a little “me time” 🧘 3.47%

A
It's time for a well-deserved break with Solitaire

Escape your daily routine ♂ 3.26%

B
Take your mind off things with Solitaire Daily Break
 “Escape”
BEFORE “Break”
Var.
AVG. off”
CONTROL 24.4-20.5.23 “Take
CTR
“Clear”
Enjoy a little “me time” 🧘 3.47%
A
It's time for a well-deserved break with Solitaire

Escape your daily routine ♂ 3.26% “Enjoy”

“Unwind”
B
Take your mind off things with Solitaire Daily Break

Need to clear your mind?

C Take a few moments to unwind with a game of 3.46% “Re
Solitaire lax”
“Train” e”
”
“Me time “Routin
 OTHER PLAYERS

Join, Share, Fight, Beat,

KI
IZE
BEFORE Help, Gift, Greet, Battle, Attack,

LL
AL

E
R
CI
Donate, Contribute, Defeat, Destroy, Kill,

SO
Var. Trade, Rate, Vote, Visit,
AVG. Comment, Congratulate,
CONTROL 24.4-20.5.23 Participate, Support, Follow,
CTR
Discuss, Celebrate, Collaborate,
Host, Connect, Play, Request, Invite
Enjoy a little “me time” 🧘 3.47%
A INTERACTING
It's time for a well-deserved break with Solitaire
View, Read, Search, Choose, Create,
Design, Customize, Build, Try,
Escape your daily routine ♂ Explore, Unlock, Collect,
B 3.26% Discover, Research, Change,
Take your mind off things with Solitaire Daily Break Solve, Investigate, Find,
Understand, Navigate,
Scan, Test,
Brag, Steal, Challenge,
Take, Make, Capture, Hunt,
Dominate, Outplay, Betray,
Trick, Duel, Sabotage, Evade,
Own, Humiliate, Raid, Disrupt
ACTING
Win, Challenge, Pass, Raise,
Complete, Collect, Finish, Obtain,
Gain, Earn, Clear, Score, Master,
Achieve, Progress, Level-up,
Maximize, Upgrade,
Advance, Improve,
Learn, Accomplish,

ER
EX
Need to clear your mind?

PL

EV
Analyse Boost

OR

HI
C Take a few moments to unwind with a game of 3.46%

AC
ER
Solitaire

CONTENT
 OTHER PLAYERS

Join, Share, Fight, Beat,

KI
IZE
BEFORE Help, Gift, Greet, Battle, Attack,

LL
AL

ER
CI
Donate, Contribute, Defeat, Destroy, Kill,

SO
Var. Trade, Rate, Vote, Visit,
AVG. Comment, Congratulate,
CONTROL 24.4-20.5.23 Participate, Support, Follow,
CTR
Discuss, Celebrate, Collaborate,
Host, Connect, Play, Request, Invite
Enjoy a little “me time” 🧘 3.47%
A INTERACTING
It's time for a well-deserved break with Solitaire
View, Read, Search, Choose, Create,
Design, Customize, Build, Try,
Escape your daily routine ♂ Explore, Unlock, Collect,
B 3.26% Discover, Research, Change,
Take your mind off things with Solitaire Daily Break Solve, Investigate, Find,
Understand, Navigate,
Scan, Test,
Brag, Steal, Challenge,
Take, Make, Capture, Hunt,
Dominate, Outplay, Betray,
Trick, Duel, Sabotage, Evade,
Own, Humiliate, Raid, Disrupt
ACTING
Win, Challenge, Pass, Raise,
Complete, Collect, Finish, Obtain,
Gain, Earn, Clear, Score, Master,
Achieve, Progress, Level-up,
Maximize, Upgrade,
Advance, Improve,
Learn, Accomplish,

ER
EX
Need to clear your mind?

PL

EV
Analyse Boost

OR

HI
C Take a few moments to unwind with a game of 3.46%

AC
ER
Solitaire

CONTENT
 BEFORE
Var.
AVG.
CONTROL 24.4-20.5.23
CTR

Enjoy a little “me time” 🧘 3.47%

A
It's time for a well-deserved break with Solitaire

Escape your daily routine ♂ 3.26%

B
Take your mind off things with Solitaire Daily Break

Need to clear your mind?

C Take a few moments to unwind with a game of 3.46%
Solitaire
 BEFORE AFTER
Var.
AVG. AVG.
CONTROL 24.4-20.5.23 MCT (TEST) 21.5-19.6.23
CTR CTR

Enjoy a little “me time” 🧘 3.47% Gain a little “me time” 🧘

A
It's time for a well-deserved break with Solitaire It's time for your well-earned break with Solitaire

Escape your daily routine ♂ 3.26% Boost your daily routine ♂

B
Take your mind off things with Solitaire Daily Break Take your mind off things and win Solitaire games

Need to clear your mind? Need to clear your mind?

C Take a few moments to unwind with a game of 3.46% Gain a few moments to complete a game of Solitaire
Solitaire
 BEFORE AFTER
Var. %Diff
AVG. AVG.
CONTROL 24.4-20.5.23 MCT (TEST) 21.5-19.6.23
CTR CTR

Enjoy a little “me time” 🧘 3.47% Gain a little “me time” 🧘 3.62% 4%
A
It's time for a well-deserved break with Solitaire It's time for your well-earned break with Solitaire

Escape your daily routine ♂ 3.26% Boost your daily routine ♂ 5.43% 66%
B
Take your mind off things with Solitaire Daily Break Take your mind off things and win Solitaire games

Need to clear your mind? Need to clear your mind?

C Take a few moments to unwind with a game of 3.46% Gain a few moments to complete a game of Solitaire 4.16% 20%
Solitaire
 OTHER PLAYERS
THE
MOTIVATIONAL COMMUNICATION

Join, Share, Fight, Beat,

ER

KI
Help, Gift, Greet, Battle, Attack,

LIZ

LL
A

ER
CI
Donate, Contribute, Defeat, Destroy, Kill,

SO
Trade, Rate, Vote, Visit,
Comment, Congratulate,
Participate, Support, Follow,
Discuss, Celebrate, Collaborate,
Host, Connect, Play, Request, Invite
Brag, Steal, Challenge,
Take, Make, Capture, Hunt,
Dominate, Outplay, Betray,
Trick, Duel, Sabotage, Evade,
Own, Humiliate, Raid, Disrupt

INTERACTING
View, Read, Search, Choose,
Create, Design, Customize, Build,
Try, Explore, Unlock, Collect,
Discover, Research, Change,
Solve, Investigate, Find,
Understand, Navigate,
Scan, Test,
ACTING
Win, Challenge, Pass, Raise,
Complete, Collect, Finish, Obtain,
Gain, Earn, Clear, Score, Master,
Achieve, Progress, Level-up,
Maximize, Upgrade,
Advance, Improve,
Learn, Accomplish,

ER
EX
PL

EV
Analyse Boost
OR

HI
AC
ER
TOOLKIT

CONTENT
The Motivational Communication Toolkit, Amir Dori
SUMMARY

Takeaways

● Know your players and their motivations

● Handpick the motivational verbs to communicate with your players
● Utilize the toolkit for in-game microcopy, ASO assets, and push notifications
● Test, adjust, and level up!
THANK YOU!
Amir Dori • Director of Game Design @SciPlay
www.linkedin.com/in/amirdori/