My name's Seth Priebatsch. I'm the chief ninja of SCVNGR. I'm a proud Princeton dropout. Also proud to have relocated here to Boston, where I actually grew up.
Moje ime je Seth Priebatsch. Ja sam glavni nindža SCVNGR-a. Ja sam ponosni otpadnik sa Princeton-a. Jednako tako sam ponosan što sam se preselio ovdje u Boston, gdje sam u stvari odrastao.
(Applause) Yeah, Boston.
Da, Boston.
Easy wins, I should just name the counties that we've got around here. I'm also fairly determined to try and build a game layer on top of the world. This is sort of a new concept and it's really important, because while the last decade was the decade of social, the decade where the framework in which we connect with other people was built, this next decade will be the decade where the game framework is built, where the motivations we use to actually influence behavior and the framework in which that is constructed, is decided upon, and that's really important.
Lake pobjede. Trebao bih krenuti i nabrajati imena okruga koje imamo u okolini. Dakle, također sam prilično odlučan pokušati izgraditi sloj igre povrh svijeta. Ovo je na neki način novi koncept i stvarno je važan. Jer dok je zadnje desetljeće bilo desetljeće društvenog i desetljeće u kojem je izgrađen okvir unutar kojeg se spajamo s ostalim ljudima, slijedeće desetljeće će biti desetljeće u kojem se gradi okvir za igre, gdje su motivacije koje koristimo usmjerene na stvarni utjecaj na ponašanje, a okvir u kojem je to konstruirano, određen spram toga, a to je stvarno važno.
I say I want to build a game layer on top of the world, but that's not quite true, because it's already under construction; it's already happening. And it looks like this right now. It looks like the Web did back in 1997, right? It's not very good. It's cluttered. It's filled with lots of different things that, in short, aren't that fun. There are credit card schemes and airline mile programs, coupon cards and all these loyalty schemes that actually do use game dynamics and are building the game layer -- they just suck. They're not very well-designed.
I tako ja kažem kako želim izgraditi sloj igre preko svijeta, ali to nije u potpunosti točno jer se on već gradi; to se već događa. A upravo sada izgleda ovako. Izgleda kao što je Web izgledao 1997., zar ne? To nije jako dobro. Zatrpano je. Prepuno je velikog broja raznih stvari, koje, ukratko, nisu zabavne. Tu su planovi za kreditne kartice i programi skupljanja milja i kuponi, i sve te sheme lojalnosti koje u stvari koriste principe igre i grade sloj igre, ali su zapravo grozni. Nisu baš dobro dizajnirani, zar ne?
(Laughter)
Dakle, to je jadno.
So that's unfortunate. But luckily, as my favorite action hero, Bob the Builder, says, "We can do better. We can build this better." And the tools, the resources that we use to build a game layer, are game dynamics themselves. And so the crux of this presentation is going to go through four really important game dynamics, really interesting things, that, if you use consciously, you can use to influence behavior, both for good, for bad, for in-between. Hopefully for good. But this is the important stage in which that framework will get built, and so we want to all be thinking about it consciously now.
Ali na sreću, kako moj omiljeni akcijski junak, Graditelj Bob, kaže, "Možemo bolje. Možemo to bolje izgraditi." A alati, resursi, koje koristimo za izgradnju sloja igre, su sami principi igre. I tako će srž ove prezentacije prolaziti kroz četiri stvarno važna principa igre, stvarno zanimljive stvari, koje, ako ih koristite svjesno, možete upotrijebiti kako biste utjecali na ponašanje, podjednako na bolje, na gore, i nešto između toga. Nadam se na bolje. Ali ovo su važne razlike na kojima će se taj okvir izgraditi,
Before we jump into that, there's a question of: Why is this important? I'm making this claim that there's a game layer on top of the world, and it's very important that we build it properly. The reason it's so important is that, in the last decade, what we've seen has been building the social layer, has been this framework for connections, and construction on that layer is over, it's finished. There's still a lot to explore, still a lot of people trying to figure out social and how we leverage this and how we use this, but the framework itself is done, and it's called Facebook. And that's OK, right? A lot of people are very happy with Facebook. I like it quite a lot. They've created this thing called the Open Graph, and they own all of our connections. They own half a billion people. So when you want to build on the social layer, the framework has been decided; it is the Open Graph API. And if you're happy with that, fantastic. If you're not, too bad. There's nothing you can do.
i sada svi želimo o tome razmišljati svjesno. Prije nego započnemo, postavlja se pitanje: zašto je to važno? Ja na neki način tvrdim kako postoji sloj igre povrh svijeta, i kako je jako važno da ga izgradimo kako treba. Razlog zbog kojeg je to toliko važno jest, da je u zadnjem desetljeću, ono što smo vidjeli, bilo građenje društvenog sloja, bio je to taj okvir za veze, i izgradnja tog sloja je gotova, ona je završena. Postoji još puno toga za istražiti. Postoji još puno ljudi koji pokušavaju shvatiti društveni i kako utječemo na njega i kako iskoristiti to, ali sam okvir je napravljen, i zove se Facebook. I to je dobro, zar ne? Puno ljudi je jako sretno s Facebook-om. Meni se prilično sviđa. Kreirali su stvar zvanu "Open Graph", i posjeduju sve naše veze. Oni posjeduju pola milijarde ljudi. I stoga, kada želite graditi na društvenom sloju, okvir je već definiran; to je "Open Graph API". I ako ste s time sretni, sjajno. Ako niste, šteta. Ne možete tu ništa napraviti.
And that's a real thing. I mean, we want to build frameworks in a way that makes it acceptable and makes it productive down the road. So, the social layer is all about these connections. The game layer is all about influence. It's not about adding a social fabric to the web and connecting you to other people everywhere you are and everywhere you go, it's actually about using dynamics, using forces, to influence the behavior of where you are, what you do there, how you do it. That's really, really powerful. And it's going to be more important than the social layer, and affect our lives more deeply and perhaps more invisibly. So it's incredibly critical that at this moment, while it's just getting constructed, while the frameworks like Facebook or Open Graph are being created for the game-layer equivalent, that we think about it very consciously, and that we do it in a way that is open, available, and can be leveraged for good.
Ali ovo slijedeće desetljeće -- a to je prava stvar. Mislim, želimo izgraditi okvire na način da su prihvatljivi i, znate, da su na kraju produktivni. Dakle, društveni sloj je sav u tim vezama. Sloj igara je sav u utjecaju. Ne radi se o dodavanju društvenih niti na Web-u i povezivanju s drugim ljudima gdje god da jeste i gdje god da idete. Ovdje se u stvari radi o korištenju principa, korištenju sila, kako bi se utjecalo na ponašanje gdje jeste, što tamo radite, kako to radite. To je stvarno, stvarno moćno, i biti će važnije od društvenog sloja. Utjecati će na naše živote dublje i možda nevidljivije. I zato je nevjerojatno važno da u ovom trenutku, upravo kada se gradi, dok se okviri poput Facebook-a, poput Open Graph-a, kreiraju za ekvivalent sloja igre, da razmislimo o tome vrlo svjesno, i da to napravimo na način koji je otvoren, dostupan, i koji se može iskoristiti za dobro.
So that's what I want to talk about for game dynamics, because construction has just begun, and the more consciously we can think about this, the better we'll be able to use it for anything we want. So like I said, the way you go through and build on the game layer is not with glass and steel and cement. And the resources we use are not this two-dimensional swath of land that we have. The resources are mindshare, and the tools, the raw materials, are these game dynamics. With that, a couple game dynamics to talk about. Back at SCVNGR, we like to joke that with seven game dynamics, you can get anyone to do anything. Today, I'm going to show you four, because I hope to have a competitive advantage at the end of this, still.
Dakle o tome želim govoriti kada govorim o principima igre, jer je izgradnja upravo započela, i što svjesnije o tome možemo razmišljati, bolje ćemo to moći iskoristiti za što god želimo. Dakle, kao što sam rekao, način na koji gradimo sloj igre nije sa staklom, čelikom i cementom. A resursi koje koristimo nisu ti dvodimenzionalni otkosi zemlje koje imamo. Resursi su zajedničke ideje, a alati, sirovi materijali, su ti principi igre. Imajući to na umu, spomenimo nekoliko principa igre. Četiri. U SCVNGR-u se volimo šaliti kako sa sedam principa, možete navesti bilo koga da učini bilo što. A danas ću vam pokazati četiri, jer se nadam da ću još uvijek imati kompetitivnu prednost na kraju ovoga. (Smijeh)
(Laughter)
So the first one, it's a very simple game dynamic. It's called the appointment dynamic. It's a dynamic in which to succeed, players have to do something at a predefined time, generally at a predefined place. And these dynamics are a little scary sometimes, because you think, "Other people can be using forces that will manipulate how I interact: what I do, where I do it, when I do it." This sort of "loss of free will" that occurs in games can be frightening. So with each dynamic, I'm going to give three examples: one that shows how it's already being used in the real world, so you can rationalize it a bit; one that shows it in what we consider a conventional game -- I think everything is a game, but this is more what you'd think of as a game played on a board or on a computer screen; and one of how it can be used for good, so you can see that these forces can be very powerful.
Prvi je vrlo jednostavan princip igre. Naziva se princip zakazanog sastanka. A to je princip u kojem, ako žele uspjeti igrači moraju napraviti nešto u predodređeno vrijeme, uglavnom na predodređenom mjestu. Ovi principi su ponekad malo zastrašujući, jer mislite, znate, drugi ljudi će moći koristiti sile kojima će manipulirati mojim interakcijama, što radim, gdje radim i kada to radim. Ta vrsta gubitka slobodne volje koja se javlja kod igara može biti zastrašujuća, pa ću za svaki princip, dati tri primjera -- jedan koji pokazuje kako se to već koristi u stvarnom svijetu, kako biste ga mogli malo racionalizirati, jedan koji ga prikazuje u onome što nazivamo konvencionalna igra -- ja mislim kako je sve igra, ali ovo se odnosi na ono što smatramo igrama na ploči ili na računalu, i onda jedan o tome kako se to može iskoristiti za dobro, kako biste uvidjeli kako te sile mogu biti stvarno moćne. Dakle prvi -- najslavniji princip zakazanog sastanka na svijetu --
So the first one, the most famous appointment dynamic in the world, is something called, "Happy Hour." So I had just recently dropped out of Princeton and actually ended up for the first time in a bar, and I saw these happy hour things all over the place. And this is simply an appointment dynamic: come here at a certain time, get your drinks half off. To win, all you have to do is show up at the right place at the right time. This game dynamic is so powerful, it doesn't just influence our behavior; it's influenced our entire culture. That's a really scary thought, that one game dynamic can change things so powerfully.
je nešto što nazivamo "happy hour". Nedavno sam se ispisao s Princeton-a i u stvari po prvi puta završio u baru, i vidio sam posvuda te "happy hour" stvari. A tu se jednostavno radi o principu zakazanog sastanka. Dođi ovdje u određeno vrijeme i popij nekoliko pića u pola cijene. Kako bi pobijedio, sve što moraš napraviti jest doći na pravo mjesto u pravo vrijeme. Taj princip igre je toliko moćan, da ne samo da utječe na naše ponašanje, već je utjecao na cijelu kulturu. To je prilično zastrašujuća pomisao, kako jedan princip igre može toliko značajno promijeniti stvari.
It also exists in more conventional game forms. I'm sure you've all heard of Farmville by now. If you haven't, I recommend playing it. You won't do anything else for the rest of your day. Farmville has more active users than Twitter. It's incredibly powerful, and it has this dynamic where you have to return at a certain time to water your fake crops, or they wilt. And this is so powerful that when they tweak their stats, when they say your crops wilt after eight hours, or after six hours, or after 24 hours, it changes the life cycle of some 70 million people during the day. They will return, like clockwork, at different times. So if they wanted the world to end, if they wanted productivity to stop, they could make it a 30-minute cycle, and no one could do anything else, right?
Također postoji i u konvencionalnim oblicima igra. Siguran sam kako ste do sada svi čuli za Farmville. Ako niste, preporučam vam da pokušate. Nećete ništa drugo raditi ostatak dana. Farmville ima više aktivnih korisnika od Twittera. Nevjerojatno je moćan, i ima svoje principe gdje se morate vratiti u određeno vrijeme kako biste zalili svoju ljetinu -- lažnu ljetinu -- ili će uvenuti. I to je toliko snažno da, kada objave svoju statistiku, i kažu kako će vaša ljetina uvenuti poslije osam sati, ili poslije šest sati, ili poslije 24 sata, to mijenja životni ciklus za oko 70 milijuna ljudi preko dana. Oni će se vratiti točno ali u različita vremena. Dakle ako žele da svijet stane, ako žele da produktivnost stane, mogli bi napraviti cikluse od 30 minuta, i nitko ne bi mogao raditi ništa drugo.
(Laughter)
(Smijeh)
That's a little scary. But this could also be used for good. This local company called Vitality has created a product to help people take their medicine on time. That's an appointment. It's something that people don't do very well. They have these GlowCaps which flash and email you and do cool things to remind you to take your medicine. This isn't a game yet, but really should be. You should get points for doing it on time and lose points for not doing it on time. They should recognize they've built an appointment dynamic, and leverage the games. Then you can really achieve good in some interesting ways.
To je pomalo zastrašujuće. Ali to bi se moglo iskoristiti i za dobro. Ovo je lokalno poduzeće koje se zove Vitality, i oni su stvorili proizvod kako bi pomogli ljudima da uzmu svoj lijek na vrijeme. To je oblik zakazanog sastanka. To je nešto što ljudi ne rade najbolje. I oni imaju te svjetleće poklopce ("GlowCaps") koji, znate, svijetle i šalju vam e-poštu i rade cijeli niz fora stvari kako bi vas podsjetili da uzmete svoj lijek. To još uvijek nije igra, ali bi trebala biti. Trebali biste dobivati bodove kada to učinite na vrijeme. Trebali biste gubiti bodove kada to ne učinite na vrijeme. Trebali bi svjesno prepoznati kako grade princip zakazanog sastanka i iskoristiti igru. I onda stvarno možete postići dobro na neke interesantne načine.
We're going to jump onto the next one. Influence and status. This is one of the most famous game dynamics, used all over the place. It's used in your wallets, right now. We all want that credit card on the far left, because it's black. And you see someone at CVS or -- not CVS -- like, Christian Dior --
Skočiti ćemo na slijedeći, možda. Da. Utjecaj i status. To je jedan od najpoznatijih principa igre. Koristi se svugdje. Koristi se u vašim novčanicima, upravo sada. Svi mi želimo tu kreditnu karticu krajnje desno, jer je crna. I vidite nekoga u apoteci ili --
(Laughter)
ne u apoteci -- u Christian Dior-u ili negdje, i onda...
I don't know. I don't have a black card; I've got a debit card.
Ne znam. Nemam crnu karticu; imam samo debitnu karticu.
(Laughter)
(Smijeh)
So they whip it out and you see that black card, and: "I want that because it means they're cooler than I am, and I need that." And this is used in games as well. "Modern Warfare," one of the most successful selling games of all time. I'm only a level four, but I desperately want to be a level 10, because they've got that cool red badge, and that means that I am somehow better than everyone else. And that's very powerful to me. Status is really good motivator.
Oni je izvuku. I onda ih primjetite, oni imaju crnu karticu. Ja to želim jer to znači da su oni bolji od mene, i ja to trebam. A to se također koristi u igrama. "Modern Warfare", jedna od najprodavanijih igri svih vremena. Ja sam došao samo do četvrte razine, ali bih očajnički želio biti na desetoj, jer oni imaju taj fora crveni bedž, i to na neki način znači da sam ja bolji od bilo koga drugoga. I to je moćno za mene. Status je jako dobar motivator. On se koristi i u konvencionalnijem okruženju
It's also used in more conventional settings, and can be used more consciously there. School -- and remember, I made it through one year, so I think I'm qualified to talk on school -- is a game; it's just not a terribly well-designed game. There are levels. There are C. There are B. There's A. There are statuses. I mean, what is valedictorian, but a status? If we called valedictorian a "White Knight Paladin level 20," I think people would probably work a lot harder.
i može se svjesnije koristiti u konvecionalnom okruženju. Škola -- i zapamtite, prošao sam jednu godinu, tako da smatram kako sam kvalificiran pričati o tome -- to je igra, samo što nije jako dobro dizajnirana igra, zar ne? Postoje razine. Postoji trica. Postoji četvorka. Postoji petica. Postoje statusi. Mislim, što je odlikaš, ako nije status? Kada bi nazvali odlikaša "bijeli vitez paladin razine 20", mislim da bi se ljudi puno više trudili.
(Laughter)
(Smijeh)
(Applause)
Dakle škola je igra, i postoji jako puno eksperimentiranja
So school is a game, and there has been lots of experimentation on how we do this properly. But let's use it consciously. Why have games you can lose? Why go from an A to an F or a B to a C? That sucks. Why not level-up? At Princeton, they've actually experimented with this, with quizzes where you gain experience points, and you level up from B to an A. And it's very powerful. It can be used in interesting ways.
kako to napraviti na pravi način. Ali iskoristimo to svjesno. Zašto imate igre u kojima možete izgubiti? Zašto ići s petice na jedinicu ili s četvorke na tricu. To je bezveze. Zašto ne podignemo razinu? Na Princeton-u su stvarno s time eksperimentirali. Imaju testove gdje dobijete bodove za iskustvo, i dođete s četvorke na peticu. I to je jako moćno. Može se koristiti na interesantne načine,
The third one I'll talk about is the progression dynamic, where you have to make progress, move through different steps in a very granular fashion. This is used all over the place, including LinkedIn, where I am an unwhole individual. I am only 85 percent complete on LinkedIn, and that bothers me. And this is so deep-seated in our psyche that when we're presented with a progress bar and presented with easy, granular steps to take to try and complete that progress bar, we will do it. We will find a way to move that blue line all the way to the right edge of the screen.
Treći o kojem vam brzinski želim pričati jest princip napredovanja, gdje na određeni način morate napredovati, morate proći kroz različite korake, postepeno. To se koristi posvuda, uključujući LinkedIn, gdje sam nepotpuna osoba. Ja sam samo 85% ispunjen na LinkedIn-u, i to me muči. I to je toliko duboko usađeno u našu psihu da, kada se nađemo pred linijom napredovanja, suočeni s jednostavnim postepenim koracima koje moramo poduzeti kako bismo napredovali, mi ćemo to učiniti. Pronaći ćemo način kako pomaknuti plavu liniju, skroz na desni kraj ekrana.
This is used in conventional games as well. I mean, this is a Paladin level 10, and that's a Paladin level 20. And if you were going to fight Orcs on the fields of Mordor against the Ra's Al Ghul, you'd probably want to be the bigger one, right? I would. And so people work very hard to level-up. "World of Warcraft" is one of the most successful games of all time. The average player spends some six, six-and-a-half hours a day on it, their most dedicated players -- it's like a full-time job, it's insane. And they have these systems where you can level-up. And that's a very powerful thing. Progression is powerful.
To se koristi i u konvecionalnim igrama također. Mislim, ovo je paladinova razina 10, a ovo je paladinova razina 20, i ako ćete se boriti, znate, s orcima na poljima Mordora protiv Raz al Ghula, vjerojatne biste željeli biti onaj veći. Ja bih. I tako se ljudi jako trude kako bi dostigli čim višu razinu. "World of Warcraft" je jedna od najuspješnijih igara svih vremena. Prosječni igrač potroši negdje oko šest, šest i pol sati dnevno na nju. Njihovim najpredanijim igračima, to je kao posao s punim radnim vremenom. To je ludo. I imaju taj sustav gdje možete doći na višu razinu. I to je jako moćna stvar. Napredak je moćan.
It can also be used in very compelling ways for good. One of the things we work on at SCVNGR is: How do you use games to drive traffic and business to local businesses, to something that is very key to the economy? And here, we have a game that people play. They go places, do challenges, earn points. And we've introduced a progression dynamic into it, where, by going to the same place over and over, doing challenges, engaging with the business, you move a green bar from the left edge of the screen to the right, and unlock rewards. This is powerful enough that we can see it hooks people into these dynamics, pulls them back to the same local businesses, creates loyalty, creates engagement, and is able to drive meaningful revenue and fun and engagement to businesses. These progression dynamics are powerful and can be used in the real world.
To se može koristiti na jako uvjerljiv način za dobro. Jedna od stvari na kojima radimo u SCVNGR-u jest kako koristiti igre da se preusmjeri promet i posao prema lokalnom gospodarstvu, za nešto što je srž ekonomije. I ovdje imamo igru koju ljudi igraju. Oni odlaze na mjesta, imaju izazove, zarađuju bodove. Uveli smo princip napretka u sve to, gdje, kada idete na jedno mjesto opetovano, kada savladavate izazove, kada uključujete gospodarstvo, pomičete zelenu liniju s lijevog ruba ekrana na desni rub ekrana, i na kraju dobivate nagrade. I to je dovoljno snažno da možemo vidjeti kako privlači ljude u tu dinamiku, vraća ih nazad prema istim lokalnim gospodarstvima, kreira ogromnu lojalnost, kreira angažman, i u mogućnosti su osigurati pristojan prihod i zabavu i angažman za gospodarstvo. Ti principi napretka su jako moćni
The final one I want to talk about -- and it's a great one to end on --
i mogu se iskoristiti u stvarnom svijetu.
is this concept of communal discovery, a dynamic in which everyone has to work together to achieve something. Communal discovery is powerful because it leverages the network that is society to solve problems. This is used in some famous consumer web stories like Digg, which I'm sure you've all heard of. Digg is a communal dynamic to try to find and source the best news, the most interesting stories. And they made this into a game, initially. They had a leader board where, if you recommended the best stories, you would get points. And that really motivated people to find the best stories. But it became so powerful, there was actually a cabal, a group of people, the top seven on the leader board, who would work together to make sure they maintained that position, recommending people's stories.
Zadnji o kojem želim pričati -- i on je sjajan za završiti s njime -- jest koncept zajedničkog otkrića. Princip po kojem svi moraju raditi zajedno kako bi postigli nešto. I zajedničko otkriće je moćno jer koristi mrežu, to jest društvo, za rješavanje problema. To se koristi u nekim vrstama poznatih potrošačkih web priča, poput "Digg-a", za kojeg sam siguran da ste svi čuli. "Digg" jest princip zajedništva koji pokušava pronaći izvor najboljih vijesti, najinteresantnijih priča. Oni su to pretvorili u igru, isprva. Imali su tablicu najboljih, gdje biste ako preporučite najbolju priču, dobivali bodove. A to je motiviralo ljude da pronađu najbolje priče. No postalo je toliko moćno, da se stvorila spletka, grupe ljudi, najboljih sedam na tablici, koji su radili zajedno kako bi bili sigurni da će zadržati tu poziciju. Oni bi preporučivali priče drugih ljudi.
The game became more powerful than the goal. They ended up shutting down the leader board because, while it was effective, it was so powerful that it stopped sourcing the best stories, and started having people work to maintain leadership. So we have to use this one carefully. It's also used in things like McDonald's Monopoly, where the game is not the Monopoly you're playing, but the cottage industries that form to try and find Boardwalk. There, they're just looking for a sticker that says "Boardwalk," but it can also be used to find real things. This is the DARPA balloon challenge, where they hid a couple balloons all across the United States and said, "Use networks. Try and find these balloons fastest, and the winner will get $40,000." The winner was a group out of MIT, where they created sort of a pyramid scheme, a network, where the first person to recommend the location of a balloon got $2,000, and anyone else to push that recommendation up also got a cut. And in 12 hours, they were able to find all these balloons, all across the country. Really powerful dynamic.
A time je igra postala moćnija od cilja. Tako da su na kraju morali ugasiti tablicu najboljih, jer iako je bila efektivna, bila je toliko moćna da je prestala pronalaziti najbolje priče i držala fokus na zadržavanju vodeće pozicije. Zato to moramo koristiti pažljivije. To se također koristi u stvarima poput McDonald's-ovog Monopoly-a, gdje fokus nije na samoj igri koju igrate, već na industriji gradnje kućica kako bi se osvojio "Boardwalk", točno? I sada traže samo malu naljepnicu s nazivom "Boardwalk". ali može se koristiti i za pronalaženje pravih stvari. Ovo je DARPA-in izazov balona, gdje su sakrili nekoliko balona širom SAD-a i rekli, "Iskoristite mreže". Pokušajte pronaći balone i oni koji budu najbrži dobiti će 40,000 US$." A pobjednik je zapravo bila grupa s MIT-a, gdje su kreirali neki oblik piramidalne sheme, mrežu, u kojoj je prva osoba koja predloži lokaciju balona dobila 2,000 US$ i svi koji bi tome doprinijeli također su dobili dio nagrade. I u 12 sati, pronašli su sve te balone, širom zemlje. Stvarno snažan princip.
And so, I've got about 20 seconds left, so if I'm going to leave you with anything, last decade was the decade of social. This next decade is the decade of games. We use game dynamics to build on it. We build with mindshare. We can influence behavior. It's very powerful. It's very exciting. Let's all build it together, let's do it well and have fun playing.
I tako, preostalo mi je oko 20 sekundi tako da ću vas ostaviti sa slijedećim. Prošlo desetljeće je bilo desetljeće društvenog. Slijedeće desetljeće će biti desetljeće igri. Koristimo principe igre na kojima gradimo. Gradimo zajedničkim idejama. Možemo utjecati na ponašanje. To je jako moćno. To je jako uzbudljivo. Idemo zajedno to izgraditi, izgradimo to dobro i zabavljajmo se pritom.
(Applause)