June 8, 2006 4:00 AM PDT
Making virtual worlds more lifelike
If so, then a team of researchers from the famed Palo Alto Research Center might be your heroes.
The PARC team--Bob Moore, Nicolas Ducheneaut and Eric Nickell, plus Stanford's Nick Yee--have spent the better part of three years studying the social dimensions of so-called massively multiplayer online games (MMOs) to better understand the design challenges behind creating satisfying face-to-face avatar and other interactions in such environments.
The basic concept behind the team's research, according to Moore, a sociologist in PARC's computing science laboratory, is to analyze and potentially develop systems that publishers would pay for to make their games more attractive to more players.
But along the way, the group says, it has encountered one substantial hurdle: conventional wisdom in the games industry that development resources should be spent on content, since content is what players want.
"When faced with the decision, 'Do I put in another dungeon or do I improve the experience for (groups of players)?'" said Ducheneaut, publishers often say "'I'll put in another dungeon.' I think that's incredibly shortsighted."
That's because the PARC team--whose project and blog are called PlayOn--firmly believes there's real money to be made in designing MMOs so that they make it substantially easier for players to not only slay beasts together, but also communicate and socialize.
The group acknowledges that it may be hard to convince publishers to change fundamental design principles of existing games in order to improve socialization. But should publishers do so, it may well make worthwhile the countless hours the team has spent collecting and analyzing data about the ways people play MMOs.
"We want to get in at the ground level" of a new MMO, said Moore, "before it's too late."
Ducheneaut, a member of the research staff of PARC's computer science lab (CSL), agreed.
"I think we can make a dollars-and-cents argument," Ducheneaut said. "They can look at a new dungeon and how many extra players it'll get them, and we can counter very easily, because now we have the numbers (showing the value of improved socialization tools) and you can translate that into money."
The group has studied large numbers of players, and their in-world interactions, in six online games and virtual worlds: "World of Warcraft," "EverQuest," "EverQuest II," "Star Wars Galaxies," "Second Life" and "There."
Massively multiplayer games like "EverQuest" are usually made up of tens or hundreds of thousands of players, each of whom pays a monthly fee to play. Some such games, like "World of Warcraft," have millions of players. Others, like "Second Life," are free to play, but charge for things like owning virtual land.
To Moore, the problem starts in the design phase of a game when publishers fail to see the value of, for example, making social spaces that players actually consider social.
Keeping design in mind
He pointed to a "cantina," or barlike place, in "Star Wars Galaxies" where players can come to get healed by spells and such. But the space is designed as a social place, and Moore and his colleagues noticed that few players ever took the time to stop and actually socialize.
"You can make them go to the cantina," Moore joked, "but you can't make them socialize."
The problem, Moore suggested, is that in the end the cantina wasn't designed with enough attention to making it the sort of spot players want to gather. He didn't detail what about it made it less appealing than it could be.
But at least one publisher disagrees with the notion that it doesn't pay enough attention to players' needs.
"We spend a great deal of time talking to our players about the game," said Chris Kramer, director of corporate communications at "Star Wars Galaxies" publisher Sony Online Entertainment. "(We ask) what they like about the games...and what they'd like to see in the games. We put a huge deal of effort into that."
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