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 Set Pribeč. Ja sam glavni nindža u "SCVNGR". Ja sam ponosni ispisnik sa "Prinstona". Takođe ponosan što sam se preselio ovde u Boston, gde sam zapravo odrastao.
(Applause) Yeah, Boston.
(Aplauz) 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 pobede. Mogao bih samo da navedem imena okruga u okolini. Takođe sam vrlo odlučan u tome da izgradim sloj igre povrh sveta. Ovo je donekle novi koncept i veoma je važan. Jer, dok je prošla decenija bila decenija društvenog i decenija gde je izgrađen okvir u kome se povezujemo sa drugim ljudima, sledeća decenija će biti decenija gde se gradi okvir igre, gde će se odlučiti o motivaciji koju koristimo da utičemo na ponašanje i okviru u kom će se to graditi, a to je veoma 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.
Ja kažem da želim da izgradim sloj igre preko sveta, ali to nije u potpunosti tačno jer je to već u izgradnji; već se dešava. I trenutno izgleda ovako. Izgleda kao internet 1997, zar ne? Nije baš dobro. Zatrpano je. Prepuno je raznih stvari koje, ukratko, nisu toliko zabavne. Tu su prevare sa kreditnim karticama, programi letačkih milja i kuponi i sve te šeme lojalnosti koje stvarno koriste dinamiku igre i zaista grade sloj igre, samo su sranje. Nisu baš dobro osmišljene, zar ne?
(Laughter)
Dakle, to je nezgodno.
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 srećom, kao što moj omiljeni akcioni heroj, Bob Graditelj, kaže: "Možemo bolje. Možemo bolje izgraditi ovo." A alati, resursi koje koristimo da bismo izgradili sloj igre su sami principi igre. Srž ove prezentacije će biti četiri zaista važna principa igre, veoma interesantne stvari, koje, ako ih koristite svesno, možete upotrebiti za kontrolu ponašanja, i za dobro i za loše i za između. Nadam se za dobro. Ali ovo su važni stadijumi kroz koje 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.
tako da želimo da svi razmišljamo svesno o tome sada. Samo pre nego što uskočimo u to, tu je pitanje: zašto je ovo važno? Ja kao tvrdim da postoji igrački sloj povrh sveta, i veoma je važno da ga izgradimo kako treba. Razlog za to je, videli smo da je u prošloj deceniji izgrađen društveni sloj, okvir za veze i izgradnja tog sloja je gotova, završeno je. Postoji još mnogo da se istraži. Još mnogo ljudi pokušava da shvati socijalni sloj i kako utičemo na njega i kako ga koristimo, ali sam okvir je završen i zove se "Fejsbuk". I to je ok. Mnogo ljudi je zadovoljno "Fejsbukom". Meni se veoma dopada. Oni su napravili nešto što se zove "Open Graph" protokol i oni poseduju sve naše veze. Poseduju pola milijarde ljudi. Tako da, kad želite da gradite preko društvenog sloja, okvir je određen; to je "Open Graph API". I ako ste zadovoljni time, sjajno. Ako niste, šteta. Ne možete ništa da uradite.
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 sledeća decenija - to je prava stvar. Mislim, želimo da gradimo okvire na način koji je prihvatljiv i znate, produktivan na duge staze. Dakle, društveni sloj je o vezama. Sloj igre je o uticaju. Ne radi se o dodavanju društvenog tkanja na net i povezivanju sa drugim ljudima gde god da se nalazite i kuda god da idete. Radi se o korišćenju principa, snaga, za uticanje na ponašanje kad se negde nalazite i kad nešto tamo radite i kako radite. Ovo je veoma, veoma moćno i biće važnije od društvenog sloja. Uticaće na naše živote dublje i možda nevidljivije. Tako da je neverovatno bitno da u ovom trenutku, dok se još gradi, dok se stvaraju okviri kao što je "Fejsbuk", kao "Open Graph" za ekvivalent koji je igrački sloj, da razmislimo veoma svesno o tome i to na način koji je otvoren, dostupan i koji može da se iskoristi 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.
I o tome želim da govorim, o principima igre, jer izgradnja je tek počela i što svesnije mislimo o tome, bolje ćemo moći da ga koristimo za šta god želimo. Dakle, kao što sam rekao, način na koji gradite sloj igre nije sa staklom, čelikom i cementom. A resursi koje koristimo nisu dvodimenzionalni otkosi zemlje koje imamo. Resursi su svest, a alati, sirovi materijali, su principi igre. Kad smo tu, da pomenem nekoliko principa. U "SCVNGR"-u volimo da se šalimo, kako sa sedam principa igre možete navesti bilo koga da uradi bilo šta. Danas ću vam pokazati četiri, jer se nadam da ću na kraju ovoga i dalje biti u takmičarskoj prednosti.
(Laughter)
(Smeh)
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 veoma jednostavan princip. Zove se princip zakazanog sastanka. Po ovom principu, da bi uspeli, igrači moraju da urade nešto u prethodno dogovoreno vreme i obično na dogovorenom mestu. Ovi principi mogu biti pomalo zastrašujući nekad, jer znate, mislite da drugi ljudi mogu da koriste sile kojim će upravljati mojim interakcijama, šta radim, gde radim, kad radim. Ova vrsta gubitka slobodne volje koja se javlja u igrama može biti zastrašujuća, pa ću za svaki princip dati tri primera - jedan koji pokazuje kako se ovo već koristi u realnom svetu, da biste mogli malo da racionalizujete, jedan koji ga pokazuje u konvencionalnoj igri - ja mislim da je sve igra, ali ovo se odnosi na ono što se smatra igrom na tabli ili na kompjuteru, i onda kako se ovo može iskoristiti za dobro, da bismo videli da ove sile mogu biti stvarno moćne. Dakle prvi - najpoznatiji princip zakazanog sastanka na svetu -
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 se zove "happy hour". Nedavno sam se ispisao sa "Prinstona" i po prvi put završio u baru i video sam te "happy hour" stvari svuda okolo. Ovo je jednostavno princip zakazanog sastanka. Dođite u određeno vreme, dobićete piće upola cene. Da biste pobedili, treba samo da se pojavite na pravom mestu u pravo vreme. Ovaj princip je toliko moćan, da ne utiče samo na naše ponašanje, utiče na celu kulturu. To je stvarno zastrašujuća misao, da jedan princip igre može tako moćno da promeni 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?
On takođe postoji u konvecionalnijim oblicima igre. Siguran sam da ste svi već čuli za "Farmvil". Ako niste, preporučujem da ga igrate. Do kraja svog dana nećete raditi ništa drugo. "Farmvil" ima više aktivnih korisnika od "Tvitera". Neverovatno je moćan, i ima taj princip da morate da se vratite u određeno vreme da zalijete useve - lažne useve - ili će uvenuti. I to je toliko moćno, da kada oni podese svoju statistiku, kada kažu da će vam usevi uvenuti posle osam sati, ili šest sati, 24 sata, to menja životni ciklus 70-i-nešto miliona ljudi tokom dana. Oni se vraćaju kao navijeni u određeno vreme. Kada bi poželeli da svet stane, da produktivnost stane, mogli bi ovo da naprave u 30-minutnom ciklusu i niko ne bi radio ništa drugo.
(Laughter)
(Smeh)
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 ovo može da se iskoristi za dobro. Ovo je lokalna firma "Vitality", oni su napravili proizvod koji pomaže ljudima da na vreme uzmu lek. To je zakazani sastanak. Ljudi u tome nisu baš dobri. Oni imaju ove sijajuće poklopce koji trepću i šalju vam imejl i rade sve neke kul stvar da vas podsete da uzmete lek. Ovo još uvek nije igra, ali trebalo bi da bude. Trebalo bi da dobijate poene za uzimanje leka na vreme. A da gubite poene kad ne uradite to na vreme. Trebalo bi da svesno prepoznaju da grade princip zakazanog sastanka i da iskoriste igre. I onda 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 --
Preći ćemo na sledeći. Uticaj i status. Ovo je jedan od najpoznatijih principa. Svuda se upotrebljava. U vašim novčanicima, trenutno. Svi želimo tu karticu s leve strane jer je crna. I vidite nekog u apoteci ili -
(Laughter)
ne apoteci - u "Kristijan Dioru" ili negde i onda...
I don't know. I don't have a black card; I've got a debit card.
Ne znam. Ja nemam crnu karticu, imam debitnu karticu.
(Laughter)
(Smeh)
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 vidite, čoveče, ovaj ima crnu karticu. Ja je želim jer to znači da sam više kul nego što jesam, a to mi je potrebno. A ovo se koristi i u igrama. "Modern Warfare", jedna od najprodavanijih igara svih vremena. Ja sam tek na četvrtom nivou, ali očajnički želim na deseti, jer oni imaju tu kul crvenu značku, a to znači da sam nekako bolji od svih ostalih. To je za mene vrlo moćno. Status je vrlo dobar motivator. Takođe se koristi u konvencionalnijiim okruženjima
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 svesnije koristiti u konvencionalnim okruženjima. Škola - upamtite, završio sam jednu godinu, pa mislim da sam kvalifikovan da govorim o školi - je igra, samo ne baš strašno dobro osmišljena igra, zar ne. Postoje nivoi. Postoji 3. Postoji 4. Postoji 5. Postoje statusi. Mislim, šta je vukovac, ako nije status? Da se vukovac zove "beli vitez paladin, nivo 20", mislim da bi se ljudi mnogo više trudili.
(Laughter)
(Smeh)
(Applause)
Dakle, škola je igra i postoji mnogo eksperimenata
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 da se ovo uradi kako treba. Ali koristimo to svesno. Zašto bismo imali igre u kojima možete izgubiti? Zašto ići sa 5 na 1, sa 4 na 3? To je bezveze. Zašto da ne napredujemo? Na "Prinstonu" su eksperimentisali s ovim, imaju kvizove gde dobijate poene za iskustvo i napredujete sa 4 na 5. Veoma je moćno. Može da se koristi 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 kom želim ukratko da kažem je princip napretka, gde morate da napredujete, morate da prođete kroz neke korake, stepenasto. Ovo se svuda koristi, uključujući "LinkedIn", gde sam ja nekompletna ličnost. Samo sam 85% potpun na "LinkedIn" i to mi smeta. I to je toliko duboko ukorenjeno u našoj psihi, da, kada se nađemo pred linijom napretka i pred lakim, postepenim koracima koje treba preći da bi se postigao napredak, to ćemo uraditi. Pronaći ćemo način da pomerimo tu plavu liniju skroz do desne ivice 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.
Ovo se takođe koristi u konvencionalnim igrama. Mislim, ovo je paladin na nivou 10, a to paladin na nivou 20 i ako treba da se bortire sa orcima na poljima Mordora protiv Raz al Gula, verovatno ćete želeti da budete onaj veći, je l' tako. Ja bih. I ljudi se veoma trude da napreduju. "World of Warcraft" je jedna od najuspešnijih igara svih vremena. Prosečni igrač provede oko šest, šest ipo sati dnevno igrajući je. To su najposvećeniji igrači, kao puno radno vreme. To je ludo. I postoje sistemi kako napredujete. I to je veoma 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.
Na veoma ubedljiv način se može koristiti za dobro. Jedna od stvari na kojima radimo u "SCVNGR"-u je kako koristiti igre za upravljanje lokalnim biznisom, za nešto što je od značaja za ekonomiju. I imamo igru koju ljudi igraju. Idu na mesta, rešavaju izazove, stiču poene. Uveli smo i princip napretka, gde, idući iznova na isto mesto, rešavanjem izazova, uključivanjem u posao, pomerate zelenu liniju sa leve na desnu stranu ekrana i na kraju otključate nagrade. Ovo je dovoljno moćno, da vidimo da se ljudi vezuju za ove principe, vraćaju se istim lokalnim biznisima, stvara se ogromna lojalnost, uključenost, i stvara se značajan prihod i zabava i povezanost sa biznisima. Ovi principi napretka su moćni
The final one I want to talk about -- and it's a great one to end on --
i mogu se koristiti u realnom svetu.
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.
Poslednji o kom želim da pričam - i odličan je za kraj - je koncept zajedničkog otkrića, princip u kom ljudi moraju da rade zajedno da bi postigli nešto. Zajedničko otkriće je moćno zato što koristi mrežu, koju čini društvo, za rešavanje problema. Ovo se koristi u nekim poznatim potrošačkim veb pričama, kao što je "Digg", mislim da svi znate za to. "Digg" je zajednički princip za pronalaženje najboljih vesti, najinteresantnijih priča. Prvo su ovo napravili kao igru. Imali su tabelu najboljih, gde, ako biste preporučili najbolje priče, dobijali biste poene. To je stvarno motivisalo ljude da nalaze najbolje priče. Ali postalo je toliko moćno, da je nastala zavera, grupa ljudi, najboljih sedam, radila je zajedno kako bi održavali tu poziciju. Preporučivali bi priče drugih.
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 $2,000, and anyone else to push that recommendation up also got a cut. And in 12 hours, they were able to find all these balloons, all across the country. Really powerful dynamic.
I igra je postala moćnija od cilja. Na kraju su morali da ugase tabelu s rezultatima jer, koliko god efektivna, prestalo se sa nalaženjem najboljih priča i ljudi su počeli da rade kako bi zadržali vođstvo. Dakle ovo treba pažljivo da koristimo. To se koristi i na primer u "MekDonalds Monopolu", gde igra nije "Monopol", nego industrije kućica koje se formiraju kako bi pronašle "Boardwalk" ulicu. I sada samo traže malu nalepnicu na kojoj piše "Boardwalk". Ali može se koristiti i za nalaženje pravih stvari. Ovo je izazov sa balonima kompanije "DARPA", u kom su sakrili dva balona širom SAD-a i rekli, "Koristite mreže. Pokušajte najbrže da nađete ove balone i pobednik dobija 40.000$". A pobedila je grupa studenata sa MIT-a koja je kreirala piramidalnu šemu, mrežu, gde je prva osoba koja je predložila lokaciju balona dobila 2.000$ i svako ko bi to proširio takođe je dobijao deo. I za 12 sati su uspeli da nađu sve ove balone, širom zemlje. Zaista moćan 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.
Ostalo mi je oko 20 sekundi, pa ću vam reći sledeće, prošla decenija bila je decenija društvenog. Ovo je decenija igara. Izgrađujemo na principa igre. Gradimo zajedničkim idejama. Možemo da utičemo na ponašanje. Veoma je moćno. Veoma je uzbudljivo. Gradimo zajedno, uradimo to dobro i zabavimo se igrajući.
(Applause)