[Script Info] Title: [Events] Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text Dialogue: 0,0:00:08.75,0:00:11.43,Default,,0000,0000,0000,,My name's Seth Priebatsch.\NI'm the chief ninja of SCVNGR. Dialogue: 0,0:00:11.46,0:00:12.93,Default,,0000,0000,0000,,I'm a proud Princeton dropout. Dialogue: 0,0:00:12.95,0:00:15.00,Default,,0000,0000,0000,,Also proud to have relocated\Nhere to Boston, Dialogue: 0,0:00:15.03,0:00:16.58,Default,,0000,0000,0000,,where I actually grew up. Dialogue: 0,0:00:16.60,0:00:18.38,Default,,0000,0000,0000,,(Applause) Yeah, Boston. Dialogue: 0,0:00:18.40,0:00:21.70,Default,,0000,0000,0000,,Easy wins, I should just name\Nthe counties that we've got around here. Dialogue: 0,0:00:21.73,0:00:23.92,Default,,0000,0000,0000,,I'm also fairly determined\Nto try and build Dialogue: 0,0:00:23.94,0:00:25.53,Default,,0000,0000,0000,,a game layer on top of the world. Dialogue: 0,0:00:25.56,0:00:28.22,Default,,0000,0000,0000,,This is sort of a new concept\Nand it's really important, Dialogue: 0,0:00:28.24,0:00:31.34,Default,,0000,0000,0000,,because while the last decade\Nwas the decade of social, Dialogue: 0,0:00:31.36,0:00:35.14,Default,,0000,0000,0000,,the decade where the framework in which\Nwe connect with other people was built, Dialogue: 0,0:00:35.17,0:00:39.49,Default,,0000,0000,0000,,this next decade will be the decade\Nwhere the game framework is built, Dialogue: 0,0:00:39.51,0:00:42.44,Default,,0000,0000,0000,,where the motivations we use\Nto actually influence behavior Dialogue: 0,0:00:42.47,0:00:44.68,Default,,0000,0000,0000,,and the framework\Nin which that is constructed, Dialogue: 0,0:00:44.70,0:00:46.82,Default,,0000,0000,0000,,is decided upon,\Nand that's really important. Dialogue: 0,0:00:46.85,0:00:49.43,Default,,0000,0000,0000,,I say I want to build a game layer\Non top of the world, Dialogue: 0,0:00:49.45,0:00:50.70,Default,,0000,0000,0000,,but that's not quite true, Dialogue: 0,0:00:50.73,0:00:53.88,Default,,0000,0000,0000,,because it's already under construction;\Nit's already happening. Dialogue: 0,0:00:53.90,0:00:55.76,Default,,0000,0000,0000,,And it looks like this right now. Dialogue: 0,0:00:55.78,0:00:58.58,Default,,0000,0000,0000,,It looks like the Web did\Nback in 1997, right? Dialogue: 0,0:00:58.60,0:01:00.53,Default,,0000,0000,0000,,It's not very good. It's cluttered. Dialogue: 0,0:01:00.55,0:01:04.44,Default,,0000,0000,0000,,It's filled with lots of different things\Nthat, in short, aren't that fun. Dialogue: 0,0:01:04.46,0:01:07.71,Default,,0000,0000,0000,,There are credit card schemes\Nand airline mile programs, Dialogue: 0,0:01:07.73,0:01:10.37,Default,,0000,0000,0000,,coupon cards and all these loyalty schemes Dialogue: 0,0:01:10.40,0:01:14.26,Default,,0000,0000,0000,,that actually do use game dynamics\Nand are building the game layer -- Dialogue: 0,0:01:14.28,0:01:15.58,Default,,0000,0000,0000,,they just suck. Dialogue: 0,0:01:15.60,0:01:17.66,Default,,0000,0000,0000,,They're not very well-designed. Dialogue: 0,0:01:17.69,0:01:18.73,Default,,0000,0000,0000,,(Laughter) Dialogue: 0,0:01:18.76,0:01:20.30,Default,,0000,0000,0000,,So that's unfortunate. Dialogue: 0,0:01:20.32,0:01:24.48,Default,,0000,0000,0000,,But luckily, as my favorite action\Nhero, Bob the Builder, says, Dialogue: 0,0:01:24.51,0:01:26.74,Default,,0000,0000,0000,,"We can do better.\NWe can build this better." Dialogue: 0,0:01:27.11,0:01:30.58,Default,,0000,0000,0000,,And the tools, the resources\Nthat we use to build a game layer, Dialogue: 0,0:01:30.60,0:01:32.41,Default,,0000,0000,0000,,are game dynamics themselves. Dialogue: 0,0:01:32.43,0:01:35.20,Default,,0000,0000,0000,,And so the crux of this presentation\Nis going to go through Dialogue: 0,0:01:35.23,0:01:36.96,Default,,0000,0000,0000,,four really important game dynamics, Dialogue: 0,0:01:36.99,0:01:39.77,Default,,0000,0000,0000,,really interesting things,\Nthat, if you use consciously, Dialogue: 0,0:01:39.80,0:01:42.58,Default,,0000,0000,0000,,you can use to influence behavior, Dialogue: 0,0:01:42.60,0:01:44.96,Default,,0000,0000,0000,,both for good, for bad, for in-between. Dialogue: 0,0:01:44.98,0:01:46.28,Default,,0000,0000,0000,,Hopefully for good. Dialogue: 0,0:01:46.30,0:01:50.30,Default,,0000,0000,0000,,But this is the important stage\Nin which that framework will get built, Dialogue: 0,0:01:50.33,0:01:53.42,Default,,0000,0000,0000,,and so we want to all be thinking\Nabout it consciously now. Dialogue: 0,0:01:53.45,0:01:55.71,Default,,0000,0000,0000,,Before we jump into that,\Nthere's a question of: Dialogue: 0,0:01:55.73,0:01:56.88,Default,,0000,0000,0000,,Why is this important? Dialogue: 0,0:01:56.90,0:01:58.06,Default,,0000,0000,0000,,I'm making this claim Dialogue: 0,0:01:58.08,0:02:00.23,Default,,0000,0000,0000,,that there's a game layer\Non top of the world, Dialogue: 0,0:02:00.26,0:02:02.60,Default,,0000,0000,0000,,and it's very important\Nthat we build it properly. Dialogue: 0,0:02:02.62,0:02:05.29,Default,,0000,0000,0000,,The reason it's so important\Nis that, in the last decade, Dialogue: 0,0:02:05.31,0:02:08.20,Default,,0000,0000,0000,,what we've seen has been\Nbuilding the social layer, Dialogue: 0,0:02:08.22,0:02:10.69,Default,,0000,0000,0000,,has been this framework for connections, Dialogue: 0,0:02:10.72,0:02:14.28,Default,,0000,0000,0000,,and construction on that layer\Nis over, it's finished. Dialogue: 0,0:02:14.30,0:02:15.78,Default,,0000,0000,0000,,There's still a lot to explore, Dialogue: 0,0:02:15.80,0:02:18.10,Default,,0000,0000,0000,,still a lot of people\Ntrying to figure out social Dialogue: 0,0:02:18.12,0:02:20.22,Default,,0000,0000,0000,,and how we leverage this\Nand how we use this, Dialogue: 0,0:02:20.25,0:02:22.03,Default,,0000,0000,0000,,but the framework itself is done, Dialogue: 0,0:02:22.05,0:02:23.54,Default,,0000,0000,0000,,and it's called Facebook. Dialogue: 0,0:02:24.52,0:02:27.89,Default,,0000,0000,0000,,And that's OK, right? A lot of people\Nare very happy with Facebook. Dialogue: 0,0:02:27.91,0:02:29.50,Default,,0000,0000,0000,,I like it quite a lot. Dialogue: 0,0:02:29.52,0:02:31.83,Default,,0000,0000,0000,,They've created this thing\Ncalled the Open Graph, Dialogue: 0,0:02:31.85,0:02:33.58,Default,,0000,0000,0000,,and they own all of our connections. Dialogue: 0,0:02:33.60,0:02:35.21,Default,,0000,0000,0000,,They own half a billion people. Dialogue: 0,0:02:35.23,0:02:37.42,Default,,0000,0000,0000,,So when you want to build\Non the social layer, Dialogue: 0,0:02:37.44,0:02:40.65,Default,,0000,0000,0000,,the framework has been decided;\Nit is the Open Graph API. Dialogue: 0,0:02:40.68,0:02:42.68,Default,,0000,0000,0000,,And if you're happy with that, fantastic. Dialogue: 0,0:02:42.71,0:02:45.43,Default,,0000,0000,0000,,If you're not, too bad.\NThere's nothing you can do. Dialogue: 0,0:02:47.69,0:02:49.31,Default,,0000,0000,0000,,And that's a real thing. Dialogue: 0,0:02:49.34,0:02:54.28,Default,,0000,0000,0000,,I mean, we want to build frameworks\Nin a way that makes it acceptable Dialogue: 0,0:02:54.30,0:02:56.39,Default,,0000,0000,0000,,and makes it productive down the road. Dialogue: 0,0:02:56.41,0:02:59.01,Default,,0000,0000,0000,,So, the social layer\Nis all about these connections. Dialogue: 0,0:02:59.04,0:03:01.45,Default,,0000,0000,0000,,The game layer is all about influence. Dialogue: 0,0:03:01.47,0:03:03.72,Default,,0000,0000,0000,,It's not about adding\Na social fabric to the web Dialogue: 0,0:03:03.74,0:03:05.37,Default,,0000,0000,0000,,and connecting you to other people Dialogue: 0,0:03:05.39,0:03:07.34,Default,,0000,0000,0000,,everywhere you are and everywhere you go, Dialogue: 0,0:03:07.37,0:03:09.66,Default,,0000,0000,0000,,it's actually about using\Ndynamics, using forces, Dialogue: 0,0:03:09.69,0:03:12.82,Default,,0000,0000,0000,,to influence the behavior\Nof where you are, what you do there, Dialogue: 0,0:03:12.84,0:03:13.99,Default,,0000,0000,0000,,how you do it. Dialogue: 0,0:03:14.02,0:03:15.51,Default,,0000,0000,0000,,That's really, really powerful. Dialogue: 0,0:03:15.54,0:03:18.27,Default,,0000,0000,0000,,And it's going to be more important\Nthan the social layer, Dialogue: 0,0:03:18.29,0:03:21.19,Default,,0000,0000,0000,,and affect our lives more deeply\Nand perhaps more invisibly. Dialogue: 0,0:03:21.21,0:03:24.01,Default,,0000,0000,0000,,So it's incredibly critical\Nthat at this moment, Dialogue: 0,0:03:24.03,0:03:25.75,Default,,0000,0000,0000,,while it's just getting constructed, Dialogue: 0,0:03:25.78,0:03:28.08,Default,,0000,0000,0000,,while the frameworks\Nlike Facebook or Open Graph Dialogue: 0,0:03:28.11,0:03:30.38,Default,,0000,0000,0000,,are being created\Nfor the game-layer equivalent, Dialogue: 0,0:03:30.40,0:03:32.32,Default,,0000,0000,0000,,that we think about it very consciously, Dialogue: 0,0:03:32.35,0:03:34.74,Default,,0000,0000,0000,,and that we do it in a way\Nthat is open, available, Dialogue: 0,0:03:34.76,0:03:36.25,Default,,0000,0000,0000,,and can be leveraged for good. Dialogue: 0,0:03:36.27,0:03:38.80,Default,,0000,0000,0000,,So that's what I want to talk\Nabout for game dynamics, Dialogue: 0,0:03:38.83,0:03:40.55,Default,,0000,0000,0000,,because construction has just begun, Dialogue: 0,0:03:40.57,0:03:42.92,Default,,0000,0000,0000,,and the more consciously\Nwe can think about this, Dialogue: 0,0:03:42.95,0:03:46.01,Default,,0000,0000,0000,,the better we'll be able to use it\Nfor anything we want. Dialogue: 0,0:03:46.04,0:03:49.18,Default,,0000,0000,0000,,So like I said, the way you go\Nthrough and build on the game layer Dialogue: 0,0:03:49.20,0:03:52.33,Default,,0000,0000,0000,,is not with glass and steel and cement. Dialogue: 0,0:03:52.36,0:03:55.57,Default,,0000,0000,0000,,And the resources we use are not\Nthis two-dimensional swath of land Dialogue: 0,0:03:55.59,0:03:56.75,Default,,0000,0000,0000,,that we have. Dialogue: 0,0:03:56.77,0:03:58.12,Default,,0000,0000,0000,,The resources are mindshare, Dialogue: 0,0:03:58.14,0:04:00.93,Default,,0000,0000,0000,,and the tools, the raw materials,\Nare these game dynamics. Dialogue: 0,0:04:00.95,0:04:03.20,Default,,0000,0000,0000,,With that, a couple\Ngame dynamics to talk about. Dialogue: 0,0:04:03.68,0:04:05.20,Default,,0000,0000,0000,,Back at SCVNGR, we like to joke Dialogue: 0,0:04:05.23,0:04:08.30,Default,,0000,0000,0000,,that with seven game dynamics,\Nyou can get anyone to do anything. Dialogue: 0,0:04:08.32,0:04:09.96,Default,,0000,0000,0000,,Today, I'm going to show you four, Dialogue: 0,0:04:09.98,0:04:13.46,Default,,0000,0000,0000,,because I hope to have a competitive\Nadvantage at the end of this, still. Dialogue: 0,0:04:13.49,0:04:15.62,Default,,0000,0000,0000,,(Laughter) Dialogue: 0,0:04:15.64,0:04:18.15,Default,,0000,0000,0000,,So the first one,\Nit's a very simple game dynamic. Dialogue: 0,0:04:18.18,0:04:19.97,Default,,0000,0000,0000,,It's called the appointment dynamic. Dialogue: 0,0:04:19.99,0:04:21.80,Default,,0000,0000,0000,,It's a dynamic in which to succeed, Dialogue: 0,0:04:21.82,0:04:24.20,Default,,0000,0000,0000,,players have to do something\Nat a predefined time, Dialogue: 0,0:04:24.23,0:04:25.91,Default,,0000,0000,0000,,generally at a predefined place. Dialogue: 0,0:04:25.94,0:04:28.21,Default,,0000,0000,0000,,And these dynamics\Nare a little scary sometimes, Dialogue: 0,0:04:28.24,0:04:30.98,Default,,0000,0000,0000,,because you think, "Other people\Ncan be using forces Dialogue: 0,0:04:30.100,0:04:32.88,Default,,0000,0000,0000,,that will manipulate how I interact: Dialogue: 0,0:04:32.90,0:04:34.88,Default,,0000,0000,0000,,what I do, where I do it, when I do it." Dialogue: 0,0:04:34.90,0:04:37.39,Default,,0000,0000,0000,,This sort of "loss of free will"\Nthat occurs in games Dialogue: 0,0:04:37.41,0:04:38.65,Default,,0000,0000,0000,,can be frightening. Dialogue: 0,0:04:38.68,0:04:41.26,Default,,0000,0000,0000,,So with each dynamic,\NI'm going to give three examples: Dialogue: 0,0:04:41.28,0:04:44.15,Default,,0000,0000,0000,,one that shows how it's already\Nbeing used in the real world, Dialogue: 0,0:04:44.17,0:04:45.80,Default,,0000,0000,0000,,so you can rationalize it a bit; Dialogue: 0,0:04:45.82,0:04:48.64,Default,,0000,0000,0000,,one that shows it in what we consider\Na conventional game -- Dialogue: 0,0:04:48.67,0:04:50.06,Default,,0000,0000,0000,,I think everything is a game, Dialogue: 0,0:04:50.08,0:04:53.10,Default,,0000,0000,0000,,but this is more what you'd think\Nof as a game played on a board Dialogue: 0,0:04:53.12,0:04:54.27,Default,,0000,0000,0000,,or on a computer screen; Dialogue: 0,0:04:54.30,0:04:56.16,Default,,0000,0000,0000,,and one of how it can be used for good, Dialogue: 0,0:04:56.19,0:04:58.75,Default,,0000,0000,0000,,so you can see that these forces\Ncan be very powerful. Dialogue: 0,0:04:58.77,0:05:01.95,Default,,0000,0000,0000,,So the first one, the most famous\Nappointment dynamic in the world, Dialogue: 0,0:05:01.98,0:05:03.72,Default,,0000,0000,0000,,is something called, "Happy Hour." Dialogue: 0,0:05:04.20,0:05:06.68,Default,,0000,0000,0000,,So I had just recently\Ndropped out of Princeton Dialogue: 0,0:05:06.70,0:05:09.20,Default,,0000,0000,0000,,and actually ended up\Nfor the first time in a bar, Dialogue: 0,0:05:09.22,0:05:11.99,Default,,0000,0000,0000,,and I saw these happy hour things\Nall over the place. Dialogue: 0,0:05:12.01,0:05:15.42,Default,,0000,0000,0000,,And this is simply an appointment dynamic:\Ncome here at a certain time, Dialogue: 0,0:05:15.44,0:05:16.64,Default,,0000,0000,0000,,get your drinks half off. Dialogue: 0,0:05:16.66,0:05:20.21,Default,,0000,0000,0000,,To win, all you have to do is show up\Nat the right place at the right time. Dialogue: 0,0:05:20.23,0:05:21.85,Default,,0000,0000,0000,,This game dynamic is so powerful, Dialogue: 0,0:05:21.87,0:05:25.43,Default,,0000,0000,0000,,it doesn't just influence our behavior;\Nit's influenced our entire culture. Dialogue: 0,0:05:25.45,0:05:26.89,Default,,0000,0000,0000,,That's a really scary thought, Dialogue: 0,0:05:26.91,0:05:29.65,Default,,0000,0000,0000,,that one game dynamic\Ncan change things so powerfully. Dialogue: 0,0:05:29.68,0:05:31.87,Default,,0000,0000,0000,,It also exists in more\Nconventional game forms. Dialogue: 0,0:05:31.89,0:05:34.04,Default,,0000,0000,0000,,I'm sure you've all heard\Nof Farmville by now. Dialogue: 0,0:05:34.07,0:05:35.96,Default,,0000,0000,0000,,If you haven't, I recommend playing it. Dialogue: 0,0:05:35.98,0:05:38.45,Default,,0000,0000,0000,,You won't do anything else\Nfor the rest of your day. Dialogue: 0,0:05:38.47,0:05:40.60,Default,,0000,0000,0000,,Farmville has more active\Nusers than Twitter. Dialogue: 0,0:05:40.62,0:05:41.83,Default,,0000,0000,0000,,It's incredibly powerful, Dialogue: 0,0:05:41.86,0:05:44.97,Default,,0000,0000,0000,,and it has this dynamic\Nwhere you have to return at a certain time Dialogue: 0,0:05:44.100,0:05:47.57,Default,,0000,0000,0000,,to water your fake crops, or they wilt. Dialogue: 0,0:05:47.96,0:05:51.17,Default,,0000,0000,0000,,And this is so powerful\Nthat when they tweak their stats, Dialogue: 0,0:05:51.19,0:05:53.00,Default,,0000,0000,0000,,when they say your crops wilt Dialogue: 0,0:05:53.02,0:05:55.78,Default,,0000,0000,0000,,after eight hours, or after six hours,\Nor after 24 hours, Dialogue: 0,0:05:55.80,0:06:00.37,Default,,0000,0000,0000,,it changes the life cycle\Nof some 70 million people during the day. Dialogue: 0,0:06:00.39,0:06:03.01,Default,,0000,0000,0000,,They will return, like clockwork,\Nat different times. Dialogue: 0,0:06:03.03,0:06:06.42,Default,,0000,0000,0000,,So if they wanted the world to end,\Nif they wanted productivity to stop, Dialogue: 0,0:06:06.45,0:06:08.22,Default,,0000,0000,0000,,they could make it a 30-minute cycle, Dialogue: 0,0:06:08.24,0:06:10.24,Default,,0000,0000,0000,,and no one could do anything else, right? Dialogue: 0,0:06:10.26,0:06:11.78,Default,,0000,0000,0000,,(Laughter) Dialogue: 0,0:06:11.80,0:06:13.27,Default,,0000,0000,0000,,That's a little scary. Dialogue: 0,0:06:13.29,0:06:15.55,Default,,0000,0000,0000,,But this could also be used for good. Dialogue: 0,0:06:15.58,0:06:17.36,Default,,0000,0000,0000,,This local company called Vitality Dialogue: 0,0:06:17.38,0:06:20.51,Default,,0000,0000,0000,,has created a product to help people\Ntake their medicine on time. Dialogue: 0,0:06:20.54,0:06:21.69,Default,,0000,0000,0000,,That's an appointment. Dialogue: 0,0:06:21.72,0:06:23.89,Default,,0000,0000,0000,,It's something that people\Ndon't do very well. Dialogue: 0,0:06:23.91,0:06:26.31,Default,,0000,0000,0000,,They have these GlowCaps\Nwhich flash and email you Dialogue: 0,0:06:26.33,0:06:28.94,Default,,0000,0000,0000,,and do cool things to remind you\Nto take your medicine. Dialogue: 0,0:06:28.96,0:06:31.11,Default,,0000,0000,0000,,This isn't a game yet,\Nbut really should be. Dialogue: 0,0:06:31.13,0:06:33.19,Default,,0000,0000,0000,,You should get points for doing it on time Dialogue: 0,0:06:33.21,0:06:35.18,Default,,0000,0000,0000,,and lose points for not doing it on time. Dialogue: 0,0:06:35.20,0:06:37.97,Default,,0000,0000,0000,,They should recognize they've built\Nan appointment dynamic, Dialogue: 0,0:06:37.100,0:06:39.15,Default,,0000,0000,0000,,and leverage the games. Dialogue: 0,0:06:39.17,0:06:41.94,Default,,0000,0000,0000,,Then you can really achieve good\Nin some interesting ways. Dialogue: 0,0:06:41.96,0:06:44.49,Default,,0000,0000,0000,,We're going to jump onto the next one. Dialogue: 0,0:06:44.51,0:06:45.78,Default,,0000,0000,0000,,Influence and status. Dialogue: 0,0:06:45.80,0:06:49.78,Default,,0000,0000,0000,,This is one of the most famous\Ngame dynamics, used all over the place. Dialogue: 0,0:06:49.80,0:06:51.90,Default,,0000,0000,0000,,It's used in your wallets, right now. Dialogue: 0,0:06:51.93,0:06:55.78,Default,,0000,0000,0000,,We all want that credit card\Non the far left, because it's black. Dialogue: 0,0:06:55.80,0:06:57.64,Default,,0000,0000,0000,,And you see someone at CVS or -- Dialogue: 0,0:06:57.66,0:06:59.33,Default,,0000,0000,0000,,not CVS -- like, Christian Dior -- Dialogue: 0,0:06:59.36,0:07:01.38,Default,,0000,0000,0000,,(Laughter) Dialogue: 0,0:07:01.40,0:07:04.67,Default,,0000,0000,0000,,I don't know. I don't have a black\Ncard; I've got a debit card. Dialogue: 0,0:07:04.69,0:07:06.48,Default,,0000,0000,0000,,(Laughter) Dialogue: 0,0:07:06.50,0:07:09.10,Default,,0000,0000,0000,,So they whip it out and you see\Nthat black card, and: Dialogue: 0,0:07:09.13,0:07:11.72,Default,,0000,0000,0000,,"I want that because it means\Nthey're cooler than I am, Dialogue: 0,0:07:11.74,0:07:12.89,Default,,0000,0000,0000,,and I need that." Dialogue: 0,0:07:12.91,0:07:14.60,Default,,0000,0000,0000,,And this is used in games as well. Dialogue: 0,0:07:14.63,0:07:18.00,Default,,0000,0000,0000,,"Modern Warfare," one of the most\Nsuccessful selling games of all time. Dialogue: 0,0:07:18.02,0:07:21.03,Default,,0000,0000,0000,,I'm only a level four, but I desperately\Nwant to be a level 10, Dialogue: 0,0:07:21.05,0:07:22.97,Default,,0000,0000,0000,,because they've got that cool red badge, Dialogue: 0,0:07:22.99,0:07:25.78,Default,,0000,0000,0000,,and that means that I am somehow\Nbetter than everyone else. Dialogue: 0,0:07:25.80,0:07:27.37,Default,,0000,0000,0000,,And that's very powerful to me. Dialogue: 0,0:07:27.39,0:07:29.50,Default,,0000,0000,0000,,Status is really good motivator. Dialogue: 0,0:07:29.52,0:07:31.66,Default,,0000,0000,0000,,It's also used in more\Nconventional settings, Dialogue: 0,0:07:31.69,0:07:33.57,Default,,0000,0000,0000,,and can be used more consciously there. Dialogue: 0,0:07:33.59,0:07:36.54,Default,,0000,0000,0000,,School -- and remember,\NI made it through one year, Dialogue: 0,0:07:36.57,0:07:39.19,Default,,0000,0000,0000,,so I think I'm qualified\Nto talk on school -- Dialogue: 0,0:07:39.21,0:07:42.31,Default,,0000,0000,0000,,is a game; it's just not a terribly\Nwell-designed game. Dialogue: 0,0:07:42.34,0:07:44.87,Default,,0000,0000,0000,,There are levels. There are C.\NThere are B. There's A. Dialogue: 0,0:07:44.90,0:07:47.96,Default,,0000,0000,0000,,There are statuses. I mean,\Nwhat is valedictorian, but a status? Dialogue: 0,0:07:47.99,0:07:52.37,Default,,0000,0000,0000,,If we called valedictorian\Na "White Knight Paladin level 20," Dialogue: 0,0:07:52.39,0:07:54.65,Default,,0000,0000,0000,,I think people would probably\Nwork a lot harder. Dialogue: 0,0:07:54.67,0:07:56.67,Default,,0000,0000,0000,,(Laughter) Dialogue: 0,0:07:56.70,0:07:57.88,Default,,0000,0000,0000,,(Applause) Dialogue: 0,0:07:58.47,0:08:00.14,Default,,0000,0000,0000,,So school is a game, Dialogue: 0,0:08:00.16,0:08:03.48,Default,,0000,0000,0000,,and there has been lots of experimentation\Non how we do this properly. Dialogue: 0,0:08:03.50,0:08:04.89,Default,,0000,0000,0000,,But let's use it consciously. Dialogue: 0,0:08:04.91,0:08:08.16,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: 0,0:08:08.19,0:08:09.71,Default,,0000,0000,0000,,That sucks. Why not level-up? Dialogue: 0,0:08:09.74,0:08:12.29,Default,,0000,0000,0000,,At Princeton, they've actually\Nexperimented with this, Dialogue: 0,0:08:12.32,0:08:14.48,Default,,0000,0000,0000,,with quizzes where\Nyou gain experience points, Dialogue: 0,0:08:14.51,0:08:16.24,Default,,0000,0000,0000,,and you level up from B to an A. Dialogue: 0,0:08:16.26,0:08:17.78,Default,,0000,0000,0000,,And it's very powerful. Dialogue: 0,0:08:17.80,0:08:20.69,Default,,0000,0000,0000,,It can be used in interesting ways. Dialogue: 0,0:08:20.71,0:08:23.43,Default,,0000,0000,0000,,The third one I'll talk about\Nis the progression dynamic, Dialogue: 0,0:08:23.45,0:08:26.36,Default,,0000,0000,0000,,where you have to make progress,\Nmove through different steps Dialogue: 0,0:08:26.38,0:08:28.04,Default,,0000,0000,0000,,in a very granular fashion. Dialogue: 0,0:08:28.06,0:08:30.78,Default,,0000,0000,0000,,This is used all over the place,\Nincluding LinkedIn, Dialogue: 0,0:08:30.80,0:08:33.09,Default,,0000,0000,0000,,where I am an unwhole individual. Dialogue: 0,0:08:33.12,0:08:36.40,Default,,0000,0000,0000,,I am only 85 percent complete on LinkedIn, Dialogue: 0,0:08:36.42,0:08:37.78,Default,,0000,0000,0000,,and that bothers me. Dialogue: 0,0:08:37.80,0:08:40.88,Default,,0000,0000,0000,,And this is so deep-seated in our psyche Dialogue: 0,0:08:40.90,0:08:43.02,Default,,0000,0000,0000,,that when we're presented\Nwith a progress bar Dialogue: 0,0:08:43.05,0:08:45.59,Default,,0000,0000,0000,,and presented with easy,\Ngranular steps to take Dialogue: 0,0:08:45.61,0:08:48.20,Default,,0000,0000,0000,,to try and complete\Nthat progress bar, we will do it. Dialogue: 0,0:08:48.22,0:08:50.19,Default,,0000,0000,0000,,We will find a way to move that blue line Dialogue: 0,0:08:50.22,0:08:52.38,Default,,0000,0000,0000,,all the way to the right edge\Nof the screen. Dialogue: 0,0:08:52.51,0:08:54.65,Default,,0000,0000,0000,,This is used in conventional\Ngames as well. Dialogue: 0,0:08:54.67,0:08:56.86,Default,,0000,0000,0000,,I mean, this is a Paladin level 10, Dialogue: 0,0:08:56.89,0:08:58.49,Default,,0000,0000,0000,,and that's a Paladin level 20. Dialogue: 0,0:08:58.52,0:09:02.08,Default,,0000,0000,0000,,And if you were going to fight\NOrcs on the fields of Mordor Dialogue: 0,0:09:02.11,0:09:03.58,Default,,0000,0000,0000,,against the Ra's Al Ghul, Dialogue: 0,0:09:03.60,0:09:05.89,Default,,0000,0000,0000,,you'd probably want to be\Nthe bigger one, right? Dialogue: 0,0:09:06.71,0:09:08.38,Default,,0000,0000,0000,,I would. Dialogue: 0,0:09:08.40,0:09:10.51,Default,,0000,0000,0000,,And so people work very hard to level-up. Dialogue: 0,0:09:10.54,0:09:13.77,Default,,0000,0000,0000,,"World of Warcraft" is one\Nof the most successful games of all time. Dialogue: 0,0:09:13.79,0:09:17.42,Default,,0000,0000,0000,,The average player spends some six,\Nsix-and-a-half hours a day on it, Dialogue: 0,0:09:17.44,0:09:21.04,Default,,0000,0000,0000,,their most dedicated players --\Nit's like a full-time job, it's insane. Dialogue: 0,0:09:21.06,0:09:23.51,Default,,0000,0000,0000,,And they have these systems\Nwhere you can level-up. Dialogue: 0,0:09:23.53,0:09:26.26,Default,,0000,0000,0000,,And that's a very powerful thing.\NProgression is powerful. Dialogue: 0,0:09:26.46,0:09:29.48,Default,,0000,0000,0000,,It can also be used\Nin very compelling ways for good. Dialogue: 0,0:09:29.50,0:09:31.52,Default,,0000,0000,0000,,One of the things we work on at SCVNGR is: Dialogue: 0,0:09:31.55,0:09:34.95,Default,,0000,0000,0000,,How do you use games to drive traffic\Nand business to local businesses, Dialogue: 0,0:09:34.98,0:09:37.12,Default,,0000,0000,0000,,to something that is very key\Nto the economy? Dialogue: 0,0:09:37.15,0:09:39.44,Default,,0000,0000,0000,,And here, we have a game that people play. Dialogue: 0,0:09:39.47,0:09:41.49,Default,,0000,0000,0000,,They go places,\Ndo challenges, earn points. Dialogue: 0,0:09:41.51,0:09:44.10,Default,,0000,0000,0000,,And we've introduced\Na progression dynamic into it, Dialogue: 0,0:09:44.12,0:09:47.23,Default,,0000,0000,0000,,where, by going to the same place\Nover and over, doing challenges, Dialogue: 0,0:09:47.25,0:09:48.55,Default,,0000,0000,0000,,engaging with the business, Dialogue: 0,0:09:48.57,0:09:51.73,Default,,0000,0000,0000,,you move a green bar from the left edge\Nof the screen to the right, Dialogue: 0,0:09:51.76,0:09:52.91,Default,,0000,0000,0000,,and unlock rewards. Dialogue: 0,0:09:52.94,0:09:56.85,Default,,0000,0000,0000,,This is powerful enough that we can see\Nit hooks people into these dynamics, Dialogue: 0,0:09:56.88,0:09:58.97,Default,,0000,0000,0000,,pulls them back to the same\Nlocal businesses, Dialogue: 0,0:09:58.100,0:10:00.73,Default,,0000,0000,0000,,creates loyalty, creates engagement, Dialogue: 0,0:10:00.76,0:10:04.68,Default,,0000,0000,0000,,and is able to drive meaningful revenue\Nand fun and engagement to businesses. Dialogue: 0,0:10:04.71,0:10:08.58,Default,,0000,0000,0000,,These progression dynamics are powerful\Nand can be used in the real world. Dialogue: 0,0:10:08.60,0:10:11.95,Default,,0000,0000,0000,,The final one I want to talk about --\Nand it's a great one to end on -- Dialogue: 0,0:10:11.98,0:10:13.83,Default,,0000,0000,0000,,is this concept of communal discovery, Dialogue: 0,0:10:13.86,0:10:18.12,Default,,0000,0000,0000,,a dynamic in which everyone\Nhas to work together to achieve something. Dialogue: 0,0:10:18.14,0:10:19.97,Default,,0000,0000,0000,,Communal discovery is powerful Dialogue: 0,0:10:19.99,0:10:23.01,Default,,0000,0000,0000,,because it leverages\Nthe network that is society Dialogue: 0,0:10:23.03,0:10:24.50,Default,,0000,0000,0000,,to solve problems. Dialogue: 0,0:10:25.41,0:10:29.19,Default,,0000,0000,0000,,This is used in some famous\Nconsumer web stories like Digg, Dialogue: 0,0:10:29.21,0:10:30.90,Default,,0000,0000,0000,,which I'm sure you've all heard of. Dialogue: 0,0:10:30.92,0:10:32.58,Default,,0000,0000,0000,,Digg is a communal dynamic Dialogue: 0,0:10:32.60,0:10:36.58,Default,,0000,0000,0000,,to try to find and source the best news,\Nthe most interesting stories. Dialogue: 0,0:10:36.60,0:10:38.60,Default,,0000,0000,0000,,And they made this into a game, initially. Dialogue: 0,0:10:38.62,0:10:41.79,Default,,0000,0000,0000,,They had a leader board where,\Nif you recommended the best stories, Dialogue: 0,0:10:41.81,0:10:43.16,Default,,0000,0000,0000,,you would get points. Dialogue: 0,0:10:43.19,0:10:45.94,Default,,0000,0000,0000,,And that really motivated people\Nto find the best stories. Dialogue: 0,0:10:45.96,0:10:48.58,Default,,0000,0000,0000,,But it became so powerful,\Nthere was actually a cabal, Dialogue: 0,0:10:48.60,0:10:51.100,Default,,0000,0000,0000,,a group of people, the top seven\Non the leader board, Dialogue: 0,0:10:52.02,0:10:55.20,Default,,0000,0000,0000,,who would work together to make sure\Nthey maintained that position, Dialogue: 0,0:10:55.23,0:10:56.67,Default,,0000,0000,0000,,recommending people's stories. Dialogue: 0,0:10:56.70,0:10:58.91,Default,,0000,0000,0000,,The game became\Nmore powerful than the goal. Dialogue: 0,0:10:58.93,0:11:02.58,Default,,0000,0000,0000,,They ended up shutting down the leader\Nboard because, while it was effective, Dialogue: 0,0:11:02.60,0:11:05.50,Default,,0000,0000,0000,,it was so powerful that it stopped\Nsourcing the best stories, Dialogue: 0,0:11:05.53,0:11:08.08,Default,,0000,0000,0000,,and started having people work\Nto maintain leadership. Dialogue: 0,0:11:08.10,0:11:09.87,Default,,0000,0000,0000,,So we have to use this one carefully. Dialogue: 0,0:11:09.89,0:11:12.24,Default,,0000,0000,0000,,It's also used in things\Nlike McDonald's Monopoly, Dialogue: 0,0:11:12.27,0:11:14.66,Default,,0000,0000,0000,,where the game is not\Nthe Monopoly you're playing, Dialogue: 0,0:11:14.68,0:11:18.01,Default,,0000,0000,0000,,but the cottage industries\Nthat form to try and find Boardwalk. Dialogue: 0,0:11:18.04,0:11:21.25,Default,,0000,0000,0000,,There, they're just looking\Nfor a sticker that says "Boardwalk," Dialogue: 0,0:11:21.27,0:11:23.33,Default,,0000,0000,0000,,but it can also be used\Nto find real things. Dialogue: 0,0:11:23.36,0:11:25.09,Default,,0000,0000,0000,,This is the DARPA balloon challenge, Dialogue: 0,0:11:25.11,0:11:28.45,Default,,0000,0000,0000,,where they hid a couple balloons\Nall across the United States and said, Dialogue: 0,0:11:28.48,0:11:30.91,Default,,0000,0000,0000,,"Use networks. Try and find\Nthese balloons fastest, Dialogue: 0,0:11:30.93,0:11:32.58,Default,,0000,0000,0000,,and the winner will get $40,000." Dialogue: 0,0:11:32.60,0:11:34.45,Default,,0000,0000,0000,,The winner was a group out of MIT, Dialogue: 0,0:11:34.47,0:11:37.07,Default,,0000,0000,0000,,where they created sort\Nof a pyramid scheme, a network, Dialogue: 0,0:11:37.09,0:11:40.52,Default,,0000,0000,0000,,where the first person to recommend\Nthe location of a balloon got $2,000, Dialogue: 0,0:11:40.54,0:11:43.48,Default,,0000,0000,0000,,and anyone else to push\Nthat recommendation up also got a cut. Dialogue: 0,0:11:43.50,0:11:46.49,Default,,0000,0000,0000,,And in 12 hours, they were able\Nto find all these balloons, Dialogue: 0,0:11:46.52,0:11:47.98,Default,,0000,0000,0000,,all across the country. Dialogue: 0,0:11:48.00,0:11:49.73,Default,,0000,0000,0000,,Really powerful dynamic. Dialogue: 0,0:11:49.75,0:11:52.58,Default,,0000,0000,0000,,And so, I've got about 20 seconds left, Dialogue: 0,0:11:52.60,0:11:54.65,Default,,0000,0000,0000,,so if I'm going to leave\Nyou with anything, Dialogue: 0,0:11:54.67,0:11:56.45,Default,,0000,0000,0000,,last decade was the decade of social. Dialogue: 0,0:11:56.48,0:11:58.58,Default,,0000,0000,0000,,This next decade is the decade of games. Dialogue: 0,0:11:58.60,0:12:01.47,Default,,0000,0000,0000,,We use game dynamics to build on it.\NWe build with mindshare. Dialogue: 0,0:12:01.49,0:12:02.74,Default,,0000,0000,0000,,We can influence behavior. Dialogue: 0,0:12:02.76,0:12:04.62,Default,,0000,0000,0000,,It's very powerful. It's very exciting. Dialogue: 0,0:12:04.65,0:12:08.00,Default,,0000,0000,0000,,Let's all build it together,\Nlet's do it well and have fun playing. Dialogue: 0,0:12:08.03,0:12:11.01,Default,,0000,0000,0000,,(Applause)