Massimo Guarini

Massimo Guarini

President & CEO, Ovosonico


Approach to Emotional Design

The presentation wants to offer a point of view about the similarities between the videogame and the films industry, with specific emphasis on the approach to the emotional design. The talk wisely begins with straightforward points regarding the authorship on videogames and how this reflects its Game Director personality – same as it happens with films directors / scenographers. Continuing with an analysis of the entertainment similarities between the two media, the presentation will concentrate on the emotional design approach – from inspiration to the execution. Specifically, how to give shape to an emotional, abstract idea, strictly connected to a human element and its consequent implementation into the game mechanics, where the latter are not meant as purely entertainment but as merely instruments to generate emotions. The presentation will conclude with a more complex explanation of how and why the storytelling – precisely, the silent story telling – needs to be engaged in video games in particular.

During our presentation we will be showing our debut title Murasaki Baby – the tale of a little girl who wakes up in a weird world, populated by children’s fantasies and fears. Lost in this dramatic, yet grotesque world made of quirky visions, peculiar characters and unique environments, she feels homesick and vulnerable. She wants her mommy.

Murasaki Baby is a game for human that wants to further the medium where emotion is involved.


Visionary Creative Director and long-time industry veteran, Massimo Guarini attained cult status by directing the award-winning Shadows of the Damned with Suda51, Shinji Mikami and Akira Yamaoka, for Grasshopper Manufacture in Tokyo. At Ubisoft Montreal, he directed Naruto – Rise of a Ninja, awarded by IGN with the E3 2007 Best Fighting Game award. In 2011 Massimo moves back to his home country, Italy, to establish his own game production studio: Ovosonico.  The studio has recently signed up a deal with Sony Computer Entertainment Worldwide Studios Europe to work together on a new intellectual property. Based in one of the most sought after location in Northern Italy, Ovosonico is located in a splendid eighteenth-century villa situated by the shores of lake Varese. 



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