Nicole Lazzaro

President and Founder at XEODesign, Inc.

Nicole Lazzaro, President and Founder of XEODesign, is the leading authority on emotion and player experience and designed the first true iPhone game. With a Stanford degree in psychology Lazzaro is the first to use facial expressions to measure player emotions. A leading designer, developer, and researcher Lazzaro applies her expertise to design award-winning XR experiences for games as well as enterprise. One of the top 20 women working in video games, millions of leading developers worldwide use Lazzaro’s emotion framework The 4 Keys to Fun, including Assassins Creed, WOW, and Battlefield. Since 1992 her clients include Disney, EA, Facebook, Oculus, Survios, BOSEAR, Double Eye Studios, TRIPP, Samantha Bee, and the Obama White House; on titles such as The Sims, Myst, Star Wars and Horizon Worlds. She is widely cited by global news media such as Wired, Rolling Stone, Fast Company, CNN, CNET, Wall Street Journal, and TED. Lazzaro is currently developing Follow the White Rabbit a mind-bending XR adventure about a magician whose magic one day suddenly works. (http://playwhiterabbit.com)