[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:01.15,0:00:03.83,Default,,0000,0000,0000,,My name's Seth Priebatsch.\NI'm the chief ninja of SCVNGR.
Dialogue: 0,0:00:03.86,0:00:05.33,Default,,0000,0000,0000,,I'm a proud Princeton dropout.
Dialogue: 0,0:00:05.35,0:00:07.40,Default,,0000,0000,0000,,Also proud to have relocated\Nhere to Boston,
Dialogue: 0,0:00:07.43,0:00:08.98,Default,,0000,0000,0000,,where I actually grew up.
Dialogue: 0,0:00:08.100,0:00:10.78,Default,,0000,0000,0000,,(Applause) Yeah, Boston.
Dialogue: 0,0:00:10.80,0:00:14.10,Default,,0000,0000,0000,,Easy wins, I should just name\Nthe counties that we've got around here.
Dialogue: 0,0:00:14.13,0:00:16.32,Default,,0000,0000,0000,,I'm also fairly determined\Nto try and build
Dialogue: 0,0:00:16.34,0:00:17.93,Default,,0000,0000,0000,,a game layer on top of the world.
Dialogue: 0,0:00:17.96,0:00:20.62,Default,,0000,0000,0000,,This is sort of a new concept\Nand it's really important,
Dialogue: 0,0:00:20.64,0:00:23.74,Default,,0000,0000,0000,,because while the last decade\Nwas the decade of social,
Dialogue: 0,0:00:23.76,0:00:27.54,Default,,0000,0000,0000,,the decade where the framework in which\Nwe connect with other people was built,
Dialogue: 0,0:00:27.57,0:00:31.89,Default,,0000,0000,0000,,this next decade will be the decade\Nwhere the game framework is built,
Dialogue: 0,0:00:31.91,0:00:34.84,Default,,0000,0000,0000,,where the motivations we use\Nto actually influence behavior
Dialogue: 0,0:00:34.87,0:00:37.08,Default,,0000,0000,0000,,and the framework\Nin which that is constructed,
Dialogue: 0,0:00:37.10,0:00:39.22,Default,,0000,0000,0000,,is decided upon,\Nand that's really important.
Dialogue: 0,0:00:39.25,0:00:41.83,Default,,0000,0000,0000,,I say I want to build a game layer\Non top of the world,
Dialogue: 0,0:00:41.85,0:00:43.10,Default,,0000,0000,0000,,but that's not quite true,
Dialogue: 0,0:00:43.13,0:00:46.28,Default,,0000,0000,0000,,because it's already under construction;\Nit's already happening.
Dialogue: 0,0:00:46.30,0:00:48.16,Default,,0000,0000,0000,,And it looks like this right now.
Dialogue: 0,0:00:48.18,0:00:50.98,Default,,0000,0000,0000,,It looks like the Web did\Nback in 1997, right?
Dialogue: 0,0:00:51.00,0:00:52.93,Default,,0000,0000,0000,,It's not very good. It's cluttered.
Dialogue: 0,0:00:52.95,0:00:56.84,Default,,0000,0000,0000,,It's filled with lots of different things\Nthat, in short, aren't that fun.
Dialogue: 0,0:00:56.86,0:01:00.11,Default,,0000,0000,0000,,There are credit card schemes\Nand airline mile programs,
Dialogue: 0,0:01:00.13,0:01:02.77,Default,,0000,0000,0000,,coupon cards and all these loyalty schemes
Dialogue: 0,0:01:02.80,0:01:06.66,Default,,0000,0000,0000,,that actually do use game dynamics\Nand are building the game layer --
Dialogue: 0,0:01:06.68,0:01:07.98,Default,,0000,0000,0000,,they just suck.
Dialogue: 0,0:01:08.00,0:01:10.06,Default,,0000,0000,0000,,They're not very well-designed.
Dialogue: 0,0:01:10.09,0:01:11.13,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:01:11.16,0:01:12.70,Default,,0000,0000,0000,,So that's unfortunate.
Dialogue: 0,0:01:12.72,0:01:16.88,Default,,0000,0000,0000,,But luckily, as my favorite action\Nhero, Bob the Builder, says,
Dialogue: 0,0:01:16.91,0:01:19.14,Default,,0000,0000,0000,,"We can do better.\NWe can build this better."
Dialogue: 0,0:01:19.51,0:01:22.98,Default,,0000,0000,0000,,And the tools, the resources\Nthat we use to build a game layer,
Dialogue: 0,0:01:23.00,0:01:24.81,Default,,0000,0000,0000,,are game dynamics themselves.
Dialogue: 0,0:01:24.83,0:01:27.60,Default,,0000,0000,0000,,And so the crux of this presentation\Nis going to go through
Dialogue: 0,0:01:27.63,0:01:29.36,Default,,0000,0000,0000,,four really important game dynamics,
Dialogue: 0,0:01:29.39,0:01:32.17,Default,,0000,0000,0000,,really interesting things,\Nthat, if you use consciously,
Dialogue: 0,0:01:32.20,0:01:34.98,Default,,0000,0000,0000,,you can use to influence behavior,
Dialogue: 0,0:01:35.00,0:01:37.36,Default,,0000,0000,0000,,both for good, for bad, for in-between.
Dialogue: 0,0:01:37.38,0:01:38.68,Default,,0000,0000,0000,,Hopefully for good.
Dialogue: 0,0:01:38.70,0:01:42.70,Default,,0000,0000,0000,,But this is the important stage\Nin which that framework will get built,
Dialogue: 0,0:01:42.73,0:01:45.82,Default,,0000,0000,0000,,and so we want to all be thinking\Nabout it consciously now.
Dialogue: 0,0:01:45.85,0:01:48.11,Default,,0000,0000,0000,,Before we jump into that,\Nthere's a question of:
Dialogue: 0,0:01:48.13,0:01:49.28,Default,,0000,0000,0000,,Why is this important?
Dialogue: 0,0:01:49.30,0:01:50.46,Default,,0000,0000,0000,,I'm making this claim
Dialogue: 0,0:01:50.48,0:01:52.63,Default,,0000,0000,0000,,that there's a game layer\Non top of the world,
Dialogue: 0,0:01:52.66,0:01:54.100,Default,,0000,0000,0000,,and it's very important\Nthat we build it properly.
Dialogue: 0,0:01:55.02,0:01:57.69,Default,,0000,0000,0000,,The reason it's so important\Nis that, in the last decade,
Dialogue: 0,0:01:57.71,0:02:00.60,Default,,0000,0000,0000,,what we've seen has been\Nbuilding the social layer,
Dialogue: 0,0:02:00.62,0:02:03.09,Default,,0000,0000,0000,,has been this framework for connections,
Dialogue: 0,0:02:03.12,0:02:06.68,Default,,0000,0000,0000,,and construction on that layer\Nis over, it's finished.
Dialogue: 0,0:02:06.70,0:02:08.18,Default,,0000,0000,0000,,There's still a lot to explore,
Dialogue: 0,0:02:08.20,0:02:10.50,Default,,0000,0000,0000,,still a lot of people\Ntrying to figure out social
Dialogue: 0,0:02:10.52,0:02:12.62,Default,,0000,0000,0000,,and how we leverage this\Nand how we use this,
Dialogue: 0,0:02:12.65,0:02:14.43,Default,,0000,0000,0000,,but the framework itself is done,
Dialogue: 0,0:02:14.45,0:02:15.94,Default,,0000,0000,0000,,and it's called Facebook.
Dialogue: 0,0:02:16.92,0:02:20.29,Default,,0000,0000,0000,,And that's OK, right? A lot of people\Nare very happy with Facebook.
Dialogue: 0,0:02:20.31,0:02:21.90,Default,,0000,0000,0000,,I like it quite a lot.
Dialogue: 0,0:02:21.92,0:02:24.23,Default,,0000,0000,0000,,They've created this thing\Ncalled the Open Graph,
Dialogue: 0,0:02:24.25,0:02:25.98,Default,,0000,0000,0000,,and they own all of our connections.
Dialogue: 0,0:02:26.00,0:02:27.61,Default,,0000,0000,0000,,They own half a billion people.
Dialogue: 0,0:02:27.63,0:02:29.82,Default,,0000,0000,0000,,So when you want to build\Non the social layer,
Dialogue: 0,0:02:29.84,0:02:33.05,Default,,0000,0000,0000,,the framework has been decided;\Nit is the Open Graph API.
Dialogue: 0,0:02:33.08,0:02:35.08,Default,,0000,0000,0000,,And if you're happy with that, fantastic.
Dialogue: 0,0:02:35.11,0:02:37.83,Default,,0000,0000,0000,,If you're not, too bad.\NThere's nothing you can do.
Dialogue: 0,0:02:38.29,0:02:40.98,Default,,0000,0000,0000,,And that's a real thing.
Dialogue: 0,0:02:41.00,0:02:45.98,Default,,0000,0000,0000,,I mean, we want to build frameworks\Nin a way that makes it acceptable
Dialogue: 0,0:02:46.00,0:02:48.09,Default,,0000,0000,0000,,and makes it productive down the road.
Dialogue: 0,0:02:48.11,0:02:50.73,Default,,0000,0000,0000,,So, the social layer\Nis all about these connections.
Dialogue: 0,0:02:51.24,0:02:53.65,Default,,0000,0000,0000,,The game layer is all about influence.
Dialogue: 0,0:02:53.67,0:02:55.92,Default,,0000,0000,0000,,It's not about adding\Na social fabric to the web
Dialogue: 0,0:02:55.94,0:02:57.57,Default,,0000,0000,0000,,and connecting you to other people
Dialogue: 0,0:02:57.59,0:02:59.54,Default,,0000,0000,0000,,everywhere you are and everywhere you go,
Dialogue: 0,0:02:59.57,0:03:01.86,Default,,0000,0000,0000,,it's actually about using\Ndynamics, using forces,
Dialogue: 0,0:03:01.89,0:03:05.02,Default,,0000,0000,0000,,to influence the behavior\Nof where you are, what you do there,
Dialogue: 0,0:03:05.04,0:03:06.19,Default,,0000,0000,0000,,how you do it.
Dialogue: 0,0:03:06.22,0:03:07.71,Default,,0000,0000,0000,,That's really, really powerful.
Dialogue: 0,0:03:07.74,0:03:10.47,Default,,0000,0000,0000,,And it's going to be more important\Nthan the social layer,
Dialogue: 0,0:03:10.49,0:03:13.39,Default,,0000,0000,0000,,and affect our lives more deeply\Nand perhaps more invisibly.
Dialogue: 0,0:03:13.41,0:03:16.21,Default,,0000,0000,0000,,So it's incredibly critical\Nthat at this moment,
Dialogue: 0,0:03:16.23,0:03:17.95,Default,,0000,0000,0000,,while it's just getting constructed,
Dialogue: 0,0:03:17.98,0:03:20.28,Default,,0000,0000,0000,,while the frameworks\Nlike Facebook or Open Graph
Dialogue: 0,0:03:20.31,0:03:22.58,Default,,0000,0000,0000,,are being created\Nfor the game-layer equivalent,
Dialogue: 0,0:03:22.60,0:03:24.52,Default,,0000,0000,0000,,that we think about it very consciously,
Dialogue: 0,0:03:24.55,0:03:26.94,Default,,0000,0000,0000,,and that we do it in a way\Nthat is open, available,
Dialogue: 0,0:03:26.96,0:03:28.45,Default,,0000,0000,0000,,and can be leveraged for good.
Dialogue: 0,0:03:28.47,0:03:31.00,Default,,0000,0000,0000,,So that's what I want to talk\Nabout for game dynamics,
Dialogue: 0,0:03:31.03,0:03:32.75,Default,,0000,0000,0000,,because construction has just begun,
Dialogue: 0,0:03:32.77,0:03:35.12,Default,,0000,0000,0000,,and the more consciously\Nwe can think about this,
Dialogue: 0,0:03:35.15,0:03:38.21,Default,,0000,0000,0000,,the better we'll be able to use it\Nfor anything we want.
Dialogue: 0,0:03:38.24,0:03:41.38,Default,,0000,0000,0000,,So like I said, the way you go\Nthrough and build on the game layer
Dialogue: 0,0:03:41.40,0:03:44.53,Default,,0000,0000,0000,,is not with glass and steel and cement.
Dialogue: 0,0:03:44.56,0:03:47.77,Default,,0000,0000,0000,,And the resources we use are not\Nthis two-dimensional swath of land
Dialogue: 0,0:03:47.79,0:03:48.95,Default,,0000,0000,0000,,that we have.
Dialogue: 0,0:03:48.97,0:03:50.32,Default,,0000,0000,0000,,The resources are mindshare,
Dialogue: 0,0:03:50.34,0:03:53.13,Default,,0000,0000,0000,,and the tools, the raw materials,\Nare these game dynamics.
Dialogue: 0,0:03:53.15,0:03:55.40,Default,,0000,0000,0000,,With that, a couple\Ngame dynamics to talk about.
Dialogue: 0,0:03:55.88,0:03:57.40,Default,,0000,0000,0000,,Back at SCVNGR, we like to joke
Dialogue: 0,0:03:57.43,0:04:00.50,Default,,0000,0000,0000,,that with seven game dynamics,\Nyou can get anyone to do anything.
Dialogue: 0,0:04:00.52,0:04:02.16,Default,,0000,0000,0000,,Today, I'm going to show you four,
Dialogue: 0,0:04:02.18,0:04:05.66,Default,,0000,0000,0000,,because I hope to have a competitive\Nadvantage at the end of this, still.
Dialogue: 0,0:04:05.69,0:04:07.82,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:04:07.84,0:04:10.35,Default,,0000,0000,0000,,So the first one,\Nit's a very simple game dynamic.
Dialogue: 0,0:04:10.38,0:04:12.17,Default,,0000,0000,0000,,It's called the appointment dynamic.
Dialogue: 0,0:04:12.19,0:04:14.00,Default,,0000,0000,0000,,It's a dynamic in which to succeed,
Dialogue: 0,0:04:14.02,0:04:16.40,Default,,0000,0000,0000,,players have to do something\Nat a predefined time,
Dialogue: 0,0:04:16.43,0:04:18.11,Default,,0000,0000,0000,,generally at a predefined place.
Dialogue: 0,0:04:18.14,0:04:20.41,Default,,0000,0000,0000,,And these dynamics\Nare a little scary sometimes,
Dialogue: 0,0:04:20.44,0:04:23.18,Default,,0000,0000,0000,,because you think, "Other people\Ncan be using forces
Dialogue: 0,0:04:23.20,0:04:25.08,Default,,0000,0000,0000,,that will manipulate how I interact:
Dialogue: 0,0:04:25.10,0:04:27.08,Default,,0000,0000,0000,,what I do, where I do it, when I do it."
Dialogue: 0,0:04:27.10,0:04:29.59,Default,,0000,0000,0000,,This sort of "loss of free will"\Nthat occurs in games
Dialogue: 0,0:04:29.61,0:04:30.85,Default,,0000,0000,0000,,can be frightening.
Dialogue: 0,0:04:30.88,0:04:33.46,Default,,0000,0000,0000,,So with each dynamic,\NI'm going to give three examples:
Dialogue: 0,0:04:33.48,0:04:36.35,Default,,0000,0000,0000,,one that shows how it's already\Nbeing used in the real world,
Dialogue: 0,0:04:36.37,0:04:38.00,Default,,0000,0000,0000,,so you can rationalize it a bit;
Dialogue: 0,0:04:38.02,0:04:40.84,Default,,0000,0000,0000,,one that shows it in what we consider\Na conventional game --
Dialogue: 0,0:04:40.87,0:04:42.26,Default,,0000,0000,0000,,I think everything is a game,
Dialogue: 0,0:04:42.28,0:04:45.30,Default,,0000,0000,0000,,but this is more what you'd think\Nof as a game played on a board
Dialogue: 0,0:04:45.32,0:04:46.47,Default,,0000,0000,0000,,or on a computer screen;
Dialogue: 0,0:04:46.50,0:04:48.36,Default,,0000,0000,0000,,and one of how it can be used for good,
Dialogue: 0,0:04:48.39,0:04:50.95,Default,,0000,0000,0000,,so you can see that these forces\Ncan be very powerful.
Dialogue: 0,0:04:50.97,0:04:54.15,Default,,0000,0000,0000,,So the first one, the most famous\Nappointment dynamic in the world,
Dialogue: 0,0:04:54.18,0:04:55.92,Default,,0000,0000,0000,,is something called, "Happy Hour."
Dialogue: 0,0:04:56.40,0:04:58.88,Default,,0000,0000,0000,,So I had just recently\Ndropped out of Princeton
Dialogue: 0,0:04:58.90,0:05:01.40,Default,,0000,0000,0000,,and actually ended up\Nfor the first time in a bar,
Dialogue: 0,0:05:01.42,0:05:04.19,Default,,0000,0000,0000,,and I saw these happy hour things\Nall over the place.
Dialogue: 0,0:05:04.21,0:05:07.62,Default,,0000,0000,0000,,And this is simply an appointment dynamic:\Ncome here at a certain time,
Dialogue: 0,0:05:07.64,0:05:08.84,Default,,0000,0000,0000,,get your drinks half off.
Dialogue: 0,0:05:08.86,0:05:12.41,Default,,0000,0000,0000,,To win, all you have to do is show up\Nat the right place at the right time.
Dialogue: 0,0:05:12.43,0:05:14.05,Default,,0000,0000,0000,,This game dynamic is so powerful,
Dialogue: 0,0:05:14.07,0:05:17.63,Default,,0000,0000,0000,,it doesn't just influence our behavior;\Nit's influenced our entire culture.
Dialogue: 0,0:05:17.65,0:05:19.09,Default,,0000,0000,0000,,That's a really scary thought,
Dialogue: 0,0:05:19.11,0:05:21.85,Default,,0000,0000,0000,,that one game dynamic\Ncan change things so powerfully.
Dialogue: 0,0:05:21.88,0:05:24.07,Default,,0000,0000,0000,,It also exists in more\Nconventional game forms.
Dialogue: 0,0:05:24.09,0:05:26.24,Default,,0000,0000,0000,,I'm sure you've all heard\Nof Farmville by now.
Dialogue: 0,0:05:26.27,0:05:28.16,Default,,0000,0000,0000,,If you haven't, I recommend playing it.
Dialogue: 0,0:05:28.18,0:05:30.65,Default,,0000,0000,0000,,You won't do anything else\Nfor the rest of your day.
Dialogue: 0,0:05:30.67,0:05:32.80,Default,,0000,0000,0000,,Farmville has more active\Nusers than Twitter.
Dialogue: 0,0:05:32.82,0:05:34.03,Default,,0000,0000,0000,,It's incredibly powerful,
Dialogue: 0,0:05:34.06,0:05:37.17,Default,,0000,0000,0000,,and it has this dynamic\Nwhere you have to return at a certain time
Dialogue: 0,0:05:37.20,0:05:39.77,Default,,0000,0000,0000,,to water your fake crops, or they wilt.
Dialogue: 0,0:05:40.16,0:05:43.37,Default,,0000,0000,0000,,And this is so powerful\Nthat when they tweak their stats,
Dialogue: 0,0:05:43.39,0:05:45.20,Default,,0000,0000,0000,,when they say your crops wilt
Dialogue: 0,0:05:45.22,0:05:47.98,Default,,0000,0000,0000,,after eight hours, or after six hours,\Nor after 24 hours,
Dialogue: 0,0:05:48.00,0:05:52.57,Default,,0000,0000,0000,,it changes the life cycle\Nof some 70 million people during the day.
Dialogue: 0,0:05:52.59,0:05:55.21,Default,,0000,0000,0000,,They will return, like clockwork,\Nat different times.
Dialogue: 0,0:05:55.23,0:05:58.62,Default,,0000,0000,0000,,So if they wanted the world to end,\Nif they wanted productivity to stop,
Dialogue: 0,0:05:58.65,0:06:00.42,Default,,0000,0000,0000,,they could make it a 30-minute cycle,
Dialogue: 0,0:06:00.44,0:06:02.44,Default,,0000,0000,0000,,and no one could do anything else, right?
Dialogue: 0,0:06:02.46,0:06:03.98,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:06:03.100,0:06:05.47,Default,,0000,0000,0000,,That's a little scary.
Dialogue: 0,0:06:05.49,0:06:07.75,Default,,0000,0000,0000,,But this could also be used for good.
Dialogue: 0,0:06:07.78,0:06:09.56,Default,,0000,0000,0000,,This local company called Vitality
Dialogue: 0,0:06:09.58,0:06:12.71,Default,,0000,0000,0000,,has created a product to help people\Ntake their medicine on time.
Dialogue: 0,0:06:12.74,0:06:13.89,Default,,0000,0000,0000,,That's an appointment.
Dialogue: 0,0:06:13.92,0:06:16.09,Default,,0000,0000,0000,,It's something that people\Ndon't do very well.
Dialogue: 0,0:06:16.11,0:06:18.51,Default,,0000,0000,0000,,They have these GlowCaps\Nwhich flash and email you
Dialogue: 0,0:06:18.53,0:06:21.14,Default,,0000,0000,0000,,and do cool things to remind you\Nto take your medicine.
Dialogue: 0,0:06:21.16,0:06:23.31,Default,,0000,0000,0000,,This isn't a game yet,\Nbut really should be.
Dialogue: 0,0:06:23.33,0:06:25.39,Default,,0000,0000,0000,,You should get points for doing it on time
Dialogue: 0,0:06:25.41,0:06:27.38,Default,,0000,0000,0000,,and lose points for not doing it on time.
Dialogue: 0,0:06:27.40,0:06:30.17,Default,,0000,0000,0000,,They should recognize they've built\Nan appointment dynamic,
Dialogue: 0,0:06:30.20,0:06:31.35,Default,,0000,0000,0000,,and leverage the games.
Dialogue: 0,0:06:31.37,0:06:34.14,Default,,0000,0000,0000,,Then you can really achieve good\Nin some interesting ways.
Dialogue: 0,0:06:34.16,0:06:36.69,Default,,0000,0000,0000,,We're going to jump onto the next one.
Dialogue: 0,0:06:36.71,0:06:37.98,Default,,0000,0000,0000,,Influence and status.
Dialogue: 0,0:06:37.100,0:06:41.98,Default,,0000,0000,0000,,This is one of the most famous\Ngame dynamics, used all over the place.
Dialogue: 0,0:06:42.00,0:06:44.10,Default,,0000,0000,0000,,It's used in your wallets, right now.
Dialogue: 0,0:06:44.13,0:06:47.98,Default,,0000,0000,0000,,We all want that credit card\Non the far left, because it's black.
Dialogue: 0,0:06:48.00,0:06:49.84,Default,,0000,0000,0000,,And you see someone at CVS or --
Dialogue: 0,0:06:49.86,0:06:51.53,Default,,0000,0000,0000,,not CVS -- like, Christian Dior --
Dialogue: 0,0:06:51.56,0:06:53.58,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:06:53.60,0:06:56.87,Default,,0000,0000,0000,,I don't know. I don't have a black\Ncard; I've got a debit card.
Dialogue: 0,0:06:56.89,0:06:58.68,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:06:58.70,0:07:01.30,Default,,0000,0000,0000,,So they whip it out and you see\Nthat black card, and:
Dialogue: 0,0:07:01.33,0:07:03.92,Default,,0000,0000,0000,,"I want that because it means\Nthey're cooler than I am,
Dialogue: 0,0:07:03.94,0:07:05.09,Default,,0000,0000,0000,,and I need that."
Dialogue: 0,0:07:05.11,0:07:06.80,Default,,0000,0000,0000,,And this is used in games as well.
Dialogue: 0,0:07:06.83,0:07:10.20,Default,,0000,0000,0000,,"Modern Warfare," one of the most\Nsuccessful selling games of all time.
Dialogue: 0,0:07:10.22,0:07:13.23,Default,,0000,0000,0000,,I'm only a level four, but I desperately\Nwant to be a level 10,
Dialogue: 0,0:07:13.25,0:07:15.17,Default,,0000,0000,0000,,because they've got that cool red badge,
Dialogue: 0,0:07:15.19,0:07:17.98,Default,,0000,0000,0000,,and that means that I am somehow\Nbetter than everyone else.
Dialogue: 0,0:07:18.00,0:07:19.57,Default,,0000,0000,0000,,And that's very powerful to me.
Dialogue: 0,0:07:19.59,0:07:21.70,Default,,0000,0000,0000,,Status is really good motivator.
Dialogue: 0,0:07:21.72,0:07:23.86,Default,,0000,0000,0000,,It's also used in more\Nconventional settings,
Dialogue: 0,0:07:23.89,0:07:25.77,Default,,0000,0000,0000,,and can be used more consciously there.
Dialogue: 0,0:07:25.79,0:07:28.74,Default,,0000,0000,0000,,School -- and remember,\NI made it through one year,
Dialogue: 0,0:07:28.77,0:07:31.39,Default,,0000,0000,0000,,so I think I'm qualified\Nto talk on school --
Dialogue: 0,0:07:31.41,0:07:34.51,Default,,0000,0000,0000,,is a game; it's just not a terribly\Nwell-designed game.
Dialogue: 0,0:07:34.54,0:07:37.07,Default,,0000,0000,0000,,There are levels. There are C.\NThere are B. There's A.
Dialogue: 0,0:07:37.10,0:07:40.16,Default,,0000,0000,0000,,There are statuses. I mean,\Nwhat is valedictorian, but a status?
Dialogue: 0,0:07:40.19,0:07:44.57,Default,,0000,0000,0000,,If we called valedictorian\Na "White Knight Paladin level 20,"
Dialogue: 0,0:07:44.59,0:07:46.85,Default,,0000,0000,0000,,I think people would probably\Nwork a lot harder.
Dialogue: 0,0:07:46.87,0:07:48.87,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:07:48.90,0:07:50.08,Default,,0000,0000,0000,,(Applause)
Dialogue: 0,0:07:50.67,0:07:52.34,Default,,0000,0000,0000,,So school is a game,
Dialogue: 0,0:07:52.36,0:07:55.68,Default,,0000,0000,0000,,and there has been lots of experimentation\Non how we do this properly.
Dialogue: 0,0:07:55.70,0:07:57.09,Default,,0000,0000,0000,,But let's use it consciously.
Dialogue: 0,0:07:57.11,0:08:00.36,Default,,0000,0000,0000,,Why have games you can lose?\NWhy go from an A to an F or a B to a C?
Dialogue: 0,0:08:00.39,0:08:01.91,Default,,0000,0000,0000,,That sucks. Why not level-up?
Dialogue: 0,0:08:01.94,0:08:04.49,Default,,0000,0000,0000,,At Princeton, they've actually\Nexperimented with this,
Dialogue: 0,0:08:04.52,0:08:06.68,Default,,0000,0000,0000,,with quizzes where\Nyou gain experience points,
Dialogue: 0,0:08:06.71,0:08:08.44,Default,,0000,0000,0000,,and you level up from B to an A.
Dialogue: 0,0:08:08.46,0:08:09.98,Default,,0000,0000,0000,,And it's very powerful.
Dialogue: 0,0:08:10.00,0:08:12.89,Default,,0000,0000,0000,,It can be used in interesting ways.
Dialogue: 0,0:08:12.91,0:08:15.63,Default,,0000,0000,0000,,The third one I'll talk about\Nis the progression dynamic,
Dialogue: 0,0:08:15.65,0:08:18.56,Default,,0000,0000,0000,,where you have to make progress,\Nmove through different steps
Dialogue: 0,0:08:18.58,0:08:20.24,Default,,0000,0000,0000,,in a very granular fashion.
Dialogue: 0,0:08:20.26,0:08:22.98,Default,,0000,0000,0000,,This is used all over the place,\Nincluding LinkedIn,
Dialogue: 0,0:08:23.00,0:08:25.29,Default,,0000,0000,0000,,where I am an unwhole individual.
Dialogue: 0,0:08:25.32,0:08:28.60,Default,,0000,0000,0000,,I am only 85 percent complete on LinkedIn,
Dialogue: 0,0:08:28.62,0:08:29.98,Default,,0000,0000,0000,,and that bothers me.
Dialogue: 0,0:08:30.00,0:08:33.08,Default,,0000,0000,0000,,And this is so deep-seated in our psyche
Dialogue: 0,0:08:33.10,0:08:35.22,Default,,0000,0000,0000,,that when we're presented\Nwith a progress bar
Dialogue: 0,0:08:35.25,0:08:37.79,Default,,0000,0000,0000,,and presented with easy,\Ngranular steps to take
Dialogue: 0,0:08:37.81,0:08:40.40,Default,,0000,0000,0000,,to try and complete\Nthat progress bar, we will do it.
Dialogue: 0,0:08:40.42,0:08:42.39,Default,,0000,0000,0000,,We will find a way to move that blue line
Dialogue: 0,0:08:42.42,0:08:44.58,Default,,0000,0000,0000,,all the way to the right edge\Nof the screen.
Dialogue: 0,0:08:44.91,0:08:47.05,Default,,0000,0000,0000,,This is used in conventional\Ngames as well.
Dialogue: 0,0:08:47.07,0:08:49.26,Default,,0000,0000,0000,,I mean, this is a Paladin level 10,
Dialogue: 0,0:08:49.29,0:08:50.89,Default,,0000,0000,0000,,and that's a Paladin level 20.
Dialogue: 0,0:08:50.92,0:08:54.48,Default,,0000,0000,0000,,And if you were going to fight\NOrcs on the fields of Mordor
Dialogue: 0,0:08:54.51,0:08:55.98,Default,,0000,0000,0000,,against the Ra's Al Ghul,
Dialogue: 0,0:08:56.00,0:08:58.29,Default,,0000,0000,0000,,you'd probably want to be\Nthe bigger one, right?
Dialogue: 0,0:08:58.31,0:08:59.98,Default,,0000,0000,0000,,I would.
Dialogue: 0,0:09:00.00,0:09:02.51,Default,,0000,0000,0000,,And so people work very hard to level-up.
Dialogue: 0,0:09:02.54,0:09:05.77,Default,,0000,0000,0000,,"World of Warcraft" is one\Nof the most successful games of all time.
Dialogue: 0,0:09:05.79,0:09:09.42,Default,,0000,0000,0000,,The average player spends some six,\Nsix-and-a-half hours a day on it,
Dialogue: 0,0:09:09.44,0:09:13.04,Default,,0000,0000,0000,,their most dedicated players --\Nit's like a full-time job, it's insane.
Dialogue: 0,0:09:13.06,0:09:15.51,Default,,0000,0000,0000,,And they have these systems\Nwhere you can level-up.
Dialogue: 0,0:09:15.53,0:09:18.31,Default,,0000,0000,0000,,And that's a very powerful thing.\NProgression is powerful.
Dialogue: 0,0:09:18.86,0:09:21.88,Default,,0000,0000,0000,,It can also be used\Nin very compelling ways for good.
Dialogue: 0,0:09:21.90,0:09:23.92,Default,,0000,0000,0000,,One of the things we work on at SCVNGR is:
Dialogue: 0,0:09:23.95,0:09:27.35,Default,,0000,0000,0000,,How do you use games to drive traffic\Nand business to local businesses,
Dialogue: 0,0:09:27.38,0:09:29.52,Default,,0000,0000,0000,,to something that is very key\Nto the economy?
Dialogue: 0,0:09:29.55,0:09:31.84,Default,,0000,0000,0000,,And here, we have a game that people play.
Dialogue: 0,0:09:31.87,0:09:33.89,Default,,0000,0000,0000,,They go places,\Ndo challenges, earn points.
Dialogue: 0,0:09:33.91,0:09:36.50,Default,,0000,0000,0000,,And we've introduced\Na progression dynamic into it,
Dialogue: 0,0:09:36.52,0:09:39.63,Default,,0000,0000,0000,,where, by going to the same place\Nover and over, doing challenges,
Dialogue: 0,0:09:39.65,0:09:40.95,Default,,0000,0000,0000,,engaging with the business,
Dialogue: 0,0:09:40.97,0:09:44.13,Default,,0000,0000,0000,,you move a green bar from the left edge\Nof the screen to the right,
Dialogue: 0,0:09:44.16,0:09:45.31,Default,,0000,0000,0000,,and unlock rewards.
Dialogue: 0,0:09:45.34,0:09:49.25,Default,,0000,0000,0000,,This is powerful enough that we can see\Nit hooks people into these dynamics,
Dialogue: 0,0:09:49.28,0:09:51.37,Default,,0000,0000,0000,,pulls them back to the same\Nlocal businesses,
Dialogue: 0,0:09:51.40,0:09:53.13,Default,,0000,0000,0000,,creates loyalty, creates engagement,
Dialogue: 0,0:09:53.16,0:09:57.08,Default,,0000,0000,0000,,and is able to drive meaningful revenue\Nand fun and engagement to businesses.
Dialogue: 0,0:09:57.11,0:10:00.98,Default,,0000,0000,0000,,These progression dynamics are powerful\Nand can be used in the real world.
Dialogue: 0,0:10:01.00,0:10:04.35,Default,,0000,0000,0000,,The final one I want to talk about --\Nand it's a great one to end on --
Dialogue: 0,0:10:04.38,0:10:06.23,Default,,0000,0000,0000,,is this concept of communal discovery,
Dialogue: 0,0:10:06.26,0:10:10.52,Default,,0000,0000,0000,,a dynamic in which everyone\Nhas to work together to achieve something.
Dialogue: 0,0:10:10.54,0:10:12.37,Default,,0000,0000,0000,,Communal discovery is powerful
Dialogue: 0,0:10:12.39,0:10:15.41,Default,,0000,0000,0000,,because it leverages\Nthe network that is society
Dialogue: 0,0:10:15.43,0:10:16.90,Default,,0000,0000,0000,,to solve problems.
Dialogue: 0,0:10:17.81,0:10:21.59,Default,,0000,0000,0000,,This is used in some famous\Nconsumer web stories like Digg,
Dialogue: 0,0:10:21.61,0:10:23.30,Default,,0000,0000,0000,,which I'm sure you've all heard of.
Dialogue: 0,0:10:23.32,0:10:24.98,Default,,0000,0000,0000,,Digg is a communal dynamic
Dialogue: 0,0:10:25.00,0:10:28.98,Default,,0000,0000,0000,,to try to find and source the best news,\Nthe most interesting stories.
Dialogue: 0,0:10:29.00,0:10:31.00,Default,,0000,0000,0000,,And they made this into a game, initially.
Dialogue: 0,0:10:31.02,0:10:34.19,Default,,0000,0000,0000,,They had a leader board where,\Nif you recommended the best stories,
Dialogue: 0,0:10:34.21,0:10:35.56,Default,,0000,0000,0000,,you would get points.
Dialogue: 0,0:10:35.59,0:10:38.34,Default,,0000,0000,0000,,And that really motivated people\Nto find the best stories.
Dialogue: 0,0:10:38.36,0:10:40.98,Default,,0000,0000,0000,,But it became so powerful,\Nthere was actually a cabal,
Dialogue: 0,0:10:41.00,0:10:44.40,Default,,0000,0000,0000,,a group of people, the top seven\Non the leader board,
Dialogue: 0,0:10:44.42,0:10:47.60,Default,,0000,0000,0000,,who would work together to make sure\Nthey maintained that position,
Dialogue: 0,0:10:47.63,0:10:49.07,Default,,0000,0000,0000,,recommending people's stories.
Dialogue: 0,0:10:49.10,0:10:51.31,Default,,0000,0000,0000,,The game became\Nmore powerful than the goal.
Dialogue: 0,0:10:51.33,0:10:54.98,Default,,0000,0000,0000,,They ended up shutting down the leader\Nboard because, while it was effective,
Dialogue: 0,0:10:55.00,0:10:57.90,Default,,0000,0000,0000,,it was so powerful that it stopped\Nsourcing the best stories,
Dialogue: 0,0:10:57.93,0:11:00.48,Default,,0000,0000,0000,,and started having people work\Nto maintain leadership.
Dialogue: 0,0:11:00.50,0:11:02.27,Default,,0000,0000,0000,,So we have to use this one carefully.
Dialogue: 0,0:11:02.29,0:11:04.64,Default,,0000,0000,0000,,It's also used in things\Nlike McDonald's Monopoly,
Dialogue: 0,0:11:04.67,0:11:07.06,Default,,0000,0000,0000,,where the game is not\Nthe Monopoly you're playing,
Dialogue: 0,0:11:07.08,0:11:10.41,Default,,0000,0000,0000,,but the cottage industries\Nthat form to try and find Boardwalk.
Dialogue: 0,0:11:10.44,0:11:13.65,Default,,0000,0000,0000,,There, they're just looking\Nfor a sticker that says "Boardwalk,"
Dialogue: 0,0:11:13.67,0:11:15.73,Default,,0000,0000,0000,,but it can also be used\Nto find real things.
Dialogue: 0,0:11:15.76,0:11:17.49,Default,,0000,0000,0000,,This is the DARPA balloon challenge,
Dialogue: 0,0:11:17.51,0:11:20.85,Default,,0000,0000,0000,,where they hid a couple balloons\Nall across the United States and said,
Dialogue: 0,0:11:20.88,0:11:23.31,Default,,0000,0000,0000,,"Use networks. Try and find\Nthese balloons fastest,
Dialogue: 0,0:11:23.33,0:11:24.98,Default,,0000,0000,0000,,and the winner will get $40,000."
Dialogue: 0,0:11:25.00,0:11:26.85,Default,,0000,0000,0000,,The winner was a group out of MIT,
Dialogue: 0,0:11:26.87,0:11:29.47,Default,,0000,0000,0000,,where they created sort\Nof a pyramid scheme, a network,
Dialogue: 0,0:11:29.49,0:11:32.92,Default,,0000,0000,0000,,where the first person to recommend\Nthe location of a balloon got $2,000,
Dialogue: 0,0:11:32.94,0:11:35.88,Default,,0000,0000,0000,,and anyone else to push\Nthat recommendation up also got a cut.
Dialogue: 0,0:11:35.90,0:11:38.89,Default,,0000,0000,0000,,And in 12 hours, they were able\Nto find all these balloons,
Dialogue: 0,0:11:38.92,0:11:40.38,Default,,0000,0000,0000,,all across the country.
Dialogue: 0,0:11:40.40,0:11:42.13,Default,,0000,0000,0000,,Really powerful dynamic.
Dialogue: 0,0:11:42.15,0:11:44.98,Default,,0000,0000,0000,,And so, I've got about 20 seconds left,
Dialogue: 0,0:11:45.00,0:11:47.05,Default,,0000,0000,0000,,so if I'm going to leave\Nyou with anything,
Dialogue: 0,0:11:47.07,0:11:48.85,Default,,0000,0000,0000,,last decade was the decade of social.
Dialogue: 0,0:11:48.88,0:11:50.98,Default,,0000,0000,0000,,This next decade is the decade of games.
Dialogue: 0,0:11:51.00,0:11:53.87,Default,,0000,0000,0000,,We use game dynamics to build on it.\NWe build with mindshare.
Dialogue: 0,0:11:53.89,0:11:55.14,Default,,0000,0000,0000,,We can influence behavior.
Dialogue: 0,0:11:55.16,0:11:57.02,Default,,0000,0000,0000,,It's very powerful. It's very exciting.
Dialogue: 0,0:11:57.05,0:12:00.40,Default,,0000,0000,0000,,Let's all build it together,\Nlet's do it well and have fun playing.
Dialogue: 0,0:12:00.43,0:12:02.50,Default,,0000,0000,0000,,(Applause)