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.
我叫Seth Priebatsch。我是SCVNGR公司的首席忍者。 我也因普里斯顿大学辍学而感到自豪。 同时也很自豪能够回到波士顿创业, 这是我长大的地方。
(Applause) Yeah, Boston.
是的,波士顿。
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.
我去过很多不同地方,阐述这种概念。 我决定要去尝试, 建立一个超级棒的游戏社交圈。 这是一种新的概念,很重要的概念。 因为过去十年 是网络社交的黄金十年, 这十年里 人们在网上联系彼此的平台开始出现, 下一个十年, 将是游戏社交平台建立的时候, 影响人们行为的动机, 以及游戏社交平台, 都会逐渐建立起来,这很重要。
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.
所以,我说我想建设一个超级棒的游戏社交圈, 这并不十分准确, 因为这个社交圈已经开始建立了:这已经在发生了。 现在的情况就像这样。 这很像1997年的电脑页面对不对? 不太好。很拥挤的页面。 它充斥着很多信息。 一句话,不怎么好。 这有信用卡刷卡方案、飞行里程计划、 优惠券和其它很多提升客户忠诚度的计划。 它们都利用人们玩游戏的动机 来建立游戏社交圈,但这些游戏动机很糟糕。 这种消费游戏设计的不好,对吧?
(Laughter)
这太糟糕了。
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.
幸运的是,正如我最喜欢的动作巨星, 建筑师巴布(Bob the Builder欧美卡通影片)说的, “我们可以做的更好。我们可以盖出更好的建筑。” 其实,我们用来建设游戏圈的 工具、资源 就是玩游戏的动机。 所以我今天演讲的关键就是 四种重要的玩游戏的动机,非常有趣, 如果你意识到, 你就可以用这些动机来影响人们的行为, 既可以朝着好的方面施加影响,也可以带来坏的影响,或者让它们同时发生。 当然我们希望是好的影响。 平台建设是 很重要的阶段,
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.
所以现在我们都要自然而然地思考这个问题。 当我们开始讨论这个问题之前,还有一个问题,那就是:为什么重要? 为什么我刚才说的建设最棒的游戏社交网络 非常重要。 重要的原因是,最近十年, 建立的网络社交圈, 也就是网上人与人的联系, 这种社交网络的建设已经完成了。 但是还有很多值得开发的地方。 仍然有很多人试着提升这种网络平台, 摸索如何使用这个平台, 但是这平台本身已经搭建起来了, 叫做Facebook。 平台已经建成也没有关系,不是吗?很多人很喜欢Facebook。 我也很喜欢。 它们搭建了所谓的“开放列表Open Graph”, 它可以拥有所有使用者的关系资料。 FACEBOOK拥有5亿人的资料。 所以当你想建立社交关系网时, 这个平台已经搭建好了,也就是开放列表应用程序(Open Graph API)。 如果你很乐意使用它,那就太好了。 如果你不高兴用它,很可惜。我们无能为力。
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.
但是下一个十年——一定会有事情发生。 我的意思是,我们想建立一个平台- 一个人人都能读取 和改变信息的平台,这个平台会不断丰富。 网络社交圈是处理人与人关系的, 而游戏社交圈全是有关影响力的平台。 并不是简单地在网上增加一个社会联系 而是把你和其他人联系起来, 无论你在哪里和要去哪里。 它完全利用的是某种动力、影响力, 来影响人们 在哪里,去哪里以及怎样行动的方式。 这种方式真的很强大,比网络社交圈更加重要。 它会更深刻地影响到人们的生活, 或许以更无形的方式。 所以游戏社交圈无比重要, 此时,我们刚刚开始建立它, 我们认为游戏社交圈 堪与Facebook和开放列表这样的平台并驾齐驱, 我们认为这是非常准确的, 我们把它做成一个开放的、 每个人都能够使用的、不断提升的平台。
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.
这也就是我所提到的游戏动机, 因为建设才刚刚开始, 我们设想的越精确, 我们就能够更好地利用它 来做任何我们想让它实现的事情。 就像我刚才说的,我们建设这个游戏社交圈的方式 并不是用玻璃、钢筋和水泥。 我们所用的资源并不是 屏幕上的两维的平面地图。 而是俘获的人们心灵,我们的工具和原材料就是人们玩游戏的动机。 所以今天我就主要谈一谈玩游戏的四个动机。 在SCVNGR的时候,我们总开玩笑说, 如果有7个玩游戏的动机的话,我们就能让任何人做任何事情。 今天我给大家介绍四种, 因为我想保留一些,以保证我的相对优势。 (笑声)
(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.
第一个,很简单的玩游戏的动机。 它叫做约定动机appointment dynamic。 要想使这种动机发挥作用, 参与游戏者需要在约定的时间做某种事情, 通常也约定好了地点。 有时这种动机有些吓人, 因为,你可以设想, 其他人可能用这种力量来控制 人们该如何交流,做什么,在什么地方做以及什么时候去做。 在游戏过程中,这种自由的丧失确实存在 有些恐怖, 每种动机我都会举三个例子—— 一个是已经在真实世界中应用的例子, 所以你们可以更好地体会它, 另一个是指出它在传统游戏中表现—— 我认为所有的事情都是游戏, 这与棋盘游戏或者电脑游戏很相似, 最后一个例子是如何向着好的方向利用这种动机, 由此我们可以看到这些力量是如何的强大。 第一个例子——也就是世界上有关约定动机的最有名的例子——
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.
被称作快乐时刻(注:欧美酒吧里的减价时段)的例子。 因为我刚刚从普林斯顿辍学, 第一次在酒吧中结束学业生涯, 我发现在很多地方都有这种优惠时段。 这是一种简单的约定动机。 在特定的时间到这里聚会,喝一杯半价饮料。 为了好处,你会在特定时间出现在特定地方。 这种游戏动力如此强大, 以至于它不仅影响到我们的行为,还影响了整个文化。 这确实让人害怕, 一种玩游戏的动机居然使事情发生如此大的改变。
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?
这种动机也存在于很多传统游戏中。 我敢肯定你们都听说过了美国农场游戏Farmville。 如果你没听过,我推荐你玩一下。 有了它,一天的其他时间里你都不会再去做别的事了。 美国农场游戏Farmville的用户比Twitter的用户还活跃。 它的力量是如此的强大,能让你 在特定的时刻赶回来玩游戏, 为你的庄稼浇水——虚拟的庄稼——否则它们就枯萎了。 它的力量如此强大,当信息显示, 你的庄稼会在 8个小时、6个小时或者24个小时之后枯萎, 它就能改变这一天 7千万人的生物钟。 他们会像闹钟一样准时地在不同时间回来给庄稼浇水。 如果制定游戏的人想要农场倒闭,生产力停滞, 他们可以把浇水的周期改为30分钟, 所有人就无法做其他事情了。
(Laughter)
(笑声)
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.
这有些恐怖。 但是也可以用这种动机做好事。 有一个本地的企业叫做Vitality,他们生产一种产品 来帮助人们按时吃药。 这是一种约定。 在这个方面,有时人们表现的并不好。 所以他们就制造了GlowCaps,能够闪烁,还能够给你发邮件 还会做一些其他有趣的事情来提醒你吃药。 这不太像是一种游戏,但实际上它是。 当你按时吃药的话,你就能够得分。 没有做到就要被扣分。 他们应该意识到 他们已经拥有了约定动机,提升了游戏的水平。 你确实可以巧妙地利用这一动机做些好事。
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 --
或许我们可以开始讨论下一个动机了。 影响力和地位Influence and status。 这是最出名的游戏动机之一。 在很多地方都可以利用它。 你的钱包里现在就有它。 我们都想拥有最左边那张信用卡, 因为它是美国运通顶级黑卡。 你会见到在财富五百强工作的人或者——
(Laughter)
不是财富五百强——在迪奥或者别的什么精品店,这张卡会出现,
I don't know. I don't have a black card; I've got a debit card.
我不大清楚,因为我没有运通黑卡,我只有一张借记卡。
(Laughter)
(笑声)
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.
他们把卡拿出来。你会看着这个人,哇,他们有运通黑卡。 我也想要有这样的卡片因为这张卡意味着身份高人一等, 所以我也想要一个。 游戏中也有这种动机。 “魔兽世界”是一款卖的最好的游戏。 我现在只玩到了4级,我特别想达到10级, 因为到达十级后就可以拿到很酷的红色勋章, 意味着我比其他人都棒。 这对我很有吸引力。地位确实是很强的动力。 在很传统的地方也会有地位发挥作用的情况,
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.
并且可以在这些地方更加刻意地利用它。 比如学校——别忘了我还上过一学年, 所以我还是有资格谈论学校的—— 它就是一个游戏,是一款设计的不那么好的游戏。 那里也有等级,包括C等,B等,A等。 这里有地位之分。我的意思是,如果把毕业生致辞比作地位? 如果我们把毕业生致辞的地位命名为“白爵士圣骑士二十级”, 我认为同学们会更加努力的学习。
(Laughter)
(笑声)
(Applause)
所以学校就是一个游戏场。我们可以做很多实验
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.
尝试把学校办的更好。 让我们自觉地利用它。比如为什么制定会输的游戏? 为什么会从A到F,从B到C? 这太糟了。为什么不能晋级? 在普里斯顿,他们正实验着这么做, 有一些可以得到经验分的小测试, 可以从B等升到A等。 这种力量很强大。 人们可以采取各种有趣的形式利用它。
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.
第三个我想快速讲一下的是进步动机progression dynamic, 当你不得不进步的时候, 你很规律地一步一步前进。 这种动机在各地都适用,包括Linkedln(注:Linkedln是注册者职业履历网络社交), 我并没有全部完成。 只完成了85%, 我很在意这个。 这种进步的动机在每个人身上如此根深蒂固 以至于当我们面对一个有进度条的任务, 它会细分成很多小的步骤, 让你会愿意尝试完成这个进度条, 我们会尽力移动那条蓝线, 一直移到屏幕的最右边。
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.
这一动机在传统的游戏中也有所体现。 我的意思是,你看这是圣骑士10级, 那是圣骑士20级, 当各位将士准备前往摩多 攻击半兽人, 你或许想用那个大块头,对吧。 我会想要右边的。 所以人们拼了命想升级。 “魔兽世界”是一款卖的很好的游戏。 平均每个玩家每天花大概 6到6.5个小时玩这个游戏。 最专注的玩家,恐怕是全职的。 这简直是疯了。游戏系统规定可以升级。 这个很强大。进步的驱动力是巨大的。
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.
这也可以被用来做好事。 我们在SCVNGR做的一件事情就是 想出利用游戏的手法,对当地企业进行操作, 这对经济发展非常重要。 这里我们给大家设计了这样一个游戏, 他们到一个地方,完成挑战,赢得经验值。 我们已经把进步动力的方式引入游戏之中, 人们通过一次次到相同的地方, 不断地完成挑战,参与经济活动, 会使的一根绿色的进度条从屏幕的左边不断向右边推移, 最终你能得到奖赏。 这种方法也很有效, 它能够激起人们的进步动机, 不断把他们拉回到同一个当地企业, 建立巨大的客户忠诚和亲密关系, 这给企业带来了可观的收入, 娱乐和承诺。 这种进步的动机很强
The final one I want to talk about -- and it's a great one to end on --
可以在现实生活中使用。
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.
我最后想讲的是——用来结尾很好的例子是—— 社群探索的概念, 人们需要一起工作 来达到某个目标的动机。 社群探索有影响力的原因是因为 它能够利用人际网络 解决各种问题。 它多用于著名的网上店铺, 例如Digg(注:社群新闻站点),我相信你们都听说过。 Digg就是一个社群动力 寻找最好的新闻, 最有趣的故事。 起初,这就是一种游戏。 当你推荐的某个故事上了网站首页, 你会得到加分。 这激励人们去寻找最好的故事。 这很有影响力,很像某种帮派, 也就是一群人,领袖榜的前七个, 他们会通力合作保证他们的位置。 他们会推荐彼此的故事。
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.
游戏的过程变得比目标达成的影响力更大。 最后,霸占主页成为主要的目标, 当这种情形发生时, 社群动力就会使参与者不再推荐好故事, 并且,有些人开始专门为了维持领导地位忙活。 所以我们必须谨慎使用这一动机。 再举一个例子,像麦当劳大富翁游戏(麦当劳从1987年开始在欧美的促销活动,在麦当劳店里玩类似大富翁的游戏。), 这不像我们平常玩的大富翁游戏, 消费者会像寻找农舍一样 寻找滨海长堤(Boardwalk,纽泽西州大西洋城明景)。 他们都希望找到一种有“滨海长堤”的小贴纸(抽中此贴纸通常都有大奖)。 这能够用于寻找真实存在的东西。 DARPA(美国国防高级研究规划局)推出了气球挑战赛, 他们随机在美国境内放了10个气球 他们宣布“请使用网络, 最快找到这些气球的人会得到4万美元奖金。” 拿走奖金的是麻省理工的一个团队, 他们制作了一个类似于老鼠会的网站, 第一个到网站报告气球位置的人 就能拿到2000美元,并且把这个消息传给 其他人就能够分到一些。 12个小时后,他们发现了 境内的所有10个气球。 真的是非常有效的驱动力。
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.
我还有20秒钟的时间, 让我做个总结, 过去的十年是网络社交的黄金十年。 接下来的十年是游戏社交的十年。 我们正在用这些游戏驱动力来建立。我们用的是心灵占有率。 我们影响行为。 这很有影响力,这很激动人心。 让我们共同打造这个游戏社交圈,让我们一起玩游戏。
(Applause)