President and Founder of XEODesign Nicole Lazzaro has 30+ years in Player Experience Design and over a decade in XR. Lazzaro’s model “The 4 Keys to Fun” has influenced millions of designers on games such as WOW, Halo, and Assassin's Creed. Lazzaro has helped create emotion-driven experiences for giants like Disney, EA, DICE, Meta, and Ubisoft on Myst, The Matrix, Diner Dash, TRIPP, Flow Immersive, and more. From advising LucasArts on Star Wars and Will Wright on The Sims 2, to designing the first iPhone game and being the first to measure facial emotions in games, Lazzaro continues to innovate.

An XR Hall of Fame inductee (XR Design Language and Spatial Audio Innovation), no one understands XR design better than Nicole. Lazzaro can be spotted on the keynote stage at MWC, AWE, GamesBeat, and GDC. Currently developing (design & code) “Follow the White Rabbit Tales” an episodic XR Mystery Adventure about a Magician whose magic one day suddenly works. Now soft launched on Apple Vision Pro.