[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:09.07,0:00:10.17,Default,,0000,0000,0000,,Hello everybody.
Dialogue: 0,0:00:10.18,0:00:11.60,Default,,0000,0000,0000,,So, good to be here,
Dialogue: 0,0:00:11.60,0:00:15.49,Default,,0000,0000,0000,,and here at New World Stages,\Nnot on that side but on this side,
Dialogue: 0,0:00:15.49,0:00:16.76,Default,,0000,0000,0000,,which is very fun.
Dialogue: 0,0:00:16.76,0:00:18.84,Default,,0000,0000,0000,,I want to talk to you today
Dialogue: 0,0:00:18.86,0:00:23.74,Default,,0000,0000,0000,,about the end of the audience\Nand the dawn of the player.
Dialogue: 0,0:00:24.30,0:00:27.78,Default,,0000,0000,0000,,Let me start by introducing you\Nto your new customer,
Dialogue: 0,0:00:27.81,0:00:29.41,Default,,0000,0000,0000,,your next generation customer.
Dialogue: 0,0:00:29.44,0:00:32.01,Default,,0000,0000,0000,,This is your millennial audience,
Dialogue: 0,0:00:32.02,0:00:38.82,Default,,0000,0000,0000,,and they are at turns brilliant\Nand also unbelievably annoying.
Dialogue: 0,0:00:38.91,0:00:42.64,Default,,0000,0000,0000,,It's like a really sort of shocking\Ncombination of things.
Dialogue: 0,0:00:42.67,0:00:45.26,Default,,0000,0000,0000,,But there's a reason\Nwhy the millennials are this way.
Dialogue: 0,0:00:45.30,0:00:48.95,Default,,0000,0000,0000,,They didn't end up this way\Njust kind of out of happenstance.
Dialogue: 0,0:00:49.72,0:00:51.75,Default,,0000,0000,0000,,They're super easily distracted.
Dialogue: 0,0:00:51.75,0:00:53.14,Default,,0000,0000,0000,,It's the world we live in,
Dialogue: 0,0:00:53.16,0:00:55.35,Default,,0000,0000,0000,,but millennials are\Nvery easily distracted.
Dialogue: 0,0:00:55.37,0:00:56.95,Default,,0000,0000,0000,,They've a device in their pocket,
Dialogue: 0,0:00:56.96,0:00:59.50,Default,,0000,0000,0000,,it's constantly buzzing,\Nand its buzzing all the time,
Dialogue: 0,0:00:59.51,0:01:01.30,Default,,0000,0000,0000,,whether they're at work or at play.
Dialogue: 0,0:01:01.32,0:01:06.01,Default,,0000,0000,0000,,They also have conquered boredom,\Nwhich is kind of amazing, right?
Dialogue: 0,0:01:06.04,0:01:10.12,Default,,0000,0000,0000,,There's no reason to be bored ever again,\Neven if you're not a Grindr user.
Dialogue: 0,0:01:10.43,0:01:12.81,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:01:13.46,0:01:16.89,Default,,0000,0000,0000,,They are technologically literate\Nand obsessed.
Dialogue: 0,0:01:16.90,0:01:18.97,Default,,0000,0000,0000,,By the age of five or six
Dialogue: 0,0:01:18.98,0:01:21.59,Default,,0000,0000,0000,,today's American kids\Nhave used more technology,
Dialogue: 0,0:01:21.61,0:01:24.49,Default,,0000,0000,0000,,and understand more\Nabout the Internet and tech,
Dialogue: 0,0:01:24.51,0:01:28.11,Default,,0000,0000,0000,,than most of us understood\Nby the age of 30 in our generation.
Dialogue: 0,0:01:28.11,0:01:30.35,Default,,0000,0000,0000,,It's a shocking, shocking change.
Dialogue: 0,0:01:30.36,0:01:31.93,Default,,0000,0000,0000,,And because they grew up
Dialogue: 0,0:01:31.94,0:01:35.07,Default,,0000,0000,0000,,in an environment with very few limits\Nand very little discipline,
Dialogue: 0,0:01:35.08,0:01:36.93,Default,,0000,0000,0000,,they love obsession.
Dialogue: 0,0:01:36.94,0:01:40.30,Default,,0000,0000,0000,,And "obsessed" is not just a word\Nthat entered our culture recently
Dialogue: 0,0:01:40.31,0:01:43.57,Default,,0000,0000,0000,,on kind of a drag queen's wing\Nand a prayer,
Dialogue: 0,0:01:43.58,0:01:47.65,Default,,0000,0000,0000,,it's also something that legitimately\Nis part of our view of the world.
Dialogue: 0,0:01:47.66,0:01:50.77,Default,,0000,0000,0000,,Now we don't have discipline, we have OCD.
Dialogue: 0,0:01:50.80,0:01:56.59,Default,,0000,0000,0000,,Their rise has given extra momentum\Nin leverage to the nerdy anti-hero.
Dialogue: 0,0:01:56.61,0:01:59.02,Default,,0000,0000,0000,,We've always had nerdy anti-heroes,
Dialogue: 0,0:01:59.05,0:02:02.34,Default,,0000,0000,0000,,but today the hero is the nerdy anti-hero,
Dialogue: 0,0:02:02.35,0:02:06.03,Default,,0000,0000,0000,,and we can't get away from this idea\Nin the constructive narrative.
Dialogue: 0,0:02:06.05,0:02:11.03,Default,,0000,0000,0000,,The reason for all of this, my friends,\Nbehind all this, is the power of games.
Dialogue: 0,0:02:11.05,0:02:13.76,Default,,0000,0000,0000,,Even for people who don't play games,
Dialogue: 0,0:02:13.77,0:02:15.66,Default,,0000,0000,0000,,the way games have influenced culture,
Dialogue: 0,0:02:15.67,0:02:18.34,Default,,0000,0000,0000,,the way they've changed\Nthe way we think about things,
Dialogue: 0,0:02:18.35,0:02:23.21,Default,,0000,0000,0000,,is the reason why we end up\Nin this fun-frustrating place.
Dialogue: 0,0:02:23.51,0:02:26.15,Default,,0000,0000,0000,,You may ask yourself:\NWhy are games so powerful?
Dialogue: 0,0:02:26.16,0:02:28.44,Default,,0000,0000,0000,,Why are they so influential,\Nwhat do they do?
Dialogue: 0,0:02:28.46,0:02:31.68,Default,,0000,0000,0000,,Well, the core of it is some science\Ncalled intrinsic reinforcement.
Dialogue: 0,0:02:31.69,0:02:33.01,Default,,0000,0000,0000,,And here's how it works.
Dialogue: 0,0:02:33.02,0:02:35.18,Default,,0000,0000,0000,,Anytime you challenge\Nyourself to something,
Dialogue: 0,0:02:35.19,0:02:37.43,Default,,0000,0000,0000,,anything, no matter how big or how small,
Dialogue: 0,0:02:37.43,0:02:38.78,Default,,0000,0000,0000,,and you achieve that thing,
Dialogue: 0,0:02:38.81,0:02:42.68,Default,,0000,0000,0000,,your brain secretes a magical little bit\Nof a neurotransmitter called dopamine.
Dialogue: 0,0:02:42.68,0:02:45.92,Default,,0000,0000,0000,,And dopamine is\Na very pleasurable experience.
Dialogue: 0,0:02:45.96,0:02:49.86,Default,,0000,0000,0000,,So,challenge, achievement, mm,\Nthat feels really good.
Dialogue: 0,0:02:49.88,0:02:54.55,Default,,0000,0000,0000,,Now, Ian Robertson, a neuropsychologist,\Nhas talked about yet another construct,
Dialogue: 0,0:02:54.56,0:02:56.68,Default,,0000,0000,0000,,which is called the winner effect.
Dialogue: 0,0:02:56.71,0:02:59.56,Default,,0000,0000,0000,,The more you do this:\Nchallenge - achieve - dopamine
Dialogue: 0,0:02:59.59,0:03:01.71,Default,,0000,0000,0000,,you also start secreting testosterone
Dialogue: 0,0:03:01.73,0:03:04.71,Default,,0000,0000,0000,,in connection with the challenge -\Nachievement - dopamine loop.
Dialogue: 0,0:03:04.72,0:03:08.23,Default,,0000,0000,0000,,So, over time, challenge -\Nachievement - dopamine plus testosterone
Dialogue: 0,0:03:08.25,0:03:10.94,Default,,0000,0000,0000,,affects the way your brain is structured.
Dialogue: 0,0:03:10.95,0:03:13.88,Default,,0000,0000,0000,,And the net of effect\Nof that structural shift
Dialogue: 0,0:03:13.89,0:03:16.65,Default,,0000,0000,0000,,is that things that don't\Ngive you a constant rush
Dialogue: 0,0:03:16.65,0:03:18.63,Default,,0000,0000,0000,,of dopamine and testosterone
Dialogue: 0,0:03:18.64,0:03:21.37,Default,,0000,0000,0000,,don't feel particularly fun.
Dialogue: 0,0:03:21.39,0:03:25.49,Default,,0000,0000,0000,,So your orientation is towards the things\Nthat deliver that dopamine release:
Dialogue: 0,0:03:25.50,0:03:27.18,Default,,0000,0000,0000,,challenge - achievement.
Dialogue: 0,0:03:27.20,0:03:30.70,Default,,0000,0000,0000,,And so I posit we're\Nat a unique inflection point today
Dialogue: 0,0:03:30.72,0:03:33.16,Default,,0000,0000,0000,,in which all of these things\Nhave come together
Dialogue: 0,0:03:33.18,0:03:36.25,Default,,0000,0000,0000,,to profoundly change\Nthe nature of the audience,
Dialogue: 0,0:03:36.26,0:03:39.89,Default,,0000,0000,0000,,and change the way that we interact\Nwith content of all kinds.
Dialogue: 0,0:03:39.90,0:03:41.95,Default,,0000,0000,0000,,Now, many people have come before you,
Dialogue: 0,0:03:41.98,0:03:45.36,Default,,0000,0000,0000,,especially for those who work in content\Nor the creative industries,
Dialogue: 0,0:03:45.38,0:03:49.19,Default,,0000,0000,0000,,and have said, "I have the answer,\Neverything you do is crap!"
Dialogue: 0,0:03:49.21,0:03:52.36,Default,,0000,0000,0000,,Right? The world's change,\Neveryone's changed, everything's crap.
Dialogue: 0,0:03:52.38,0:03:54.87,Default,,0000,0000,0000,,I'm not going to position this\Nthat way at all.
Dialogue: 0,0:03:54.91,0:03:56.92,Default,,0000,0000,0000,,I'm going to tell you\Nthings are changing,
Dialogue: 0,0:03:56.92,0:03:58.76,Default,,0000,0000,0000,,some of us see it, some of us don't,
Dialogue: 0,0:03:58.78,0:04:01.14,Default,,0000,0000,0000,,some of us are millennials,\Nsome of us aren't.
Dialogue: 0,0:04:01.15,0:04:03.58,Default,,0000,0000,0000,,You may feel this intensely as I do\Nor you may not.
Dialogue: 0,0:04:03.61,0:04:06.02,Default,,0000,0000,0000,,But I want to show you\Nthrough a series of examples
Dialogue: 0,0:04:06.03,0:04:08.91,Default,,0000,0000,0000,,what people are doing,\Nhow other folks have responded to it,
Dialogue: 0,0:04:08.92,0:04:10.74,Default,,0000,0000,0000,,and what I believe the future is
Dialogue: 0,0:04:10.76,0:04:14.38,Default,,0000,0000,0000,,of this very, very august institution,\Nlive entertainment.
Dialogue: 0,0:04:14.40,0:04:18.34,Default,,0000,0000,0000,,Now, I also tell you that I think\Nwe can use the power of games
Dialogue: 0,0:04:18.37,0:04:21.53,Default,,0000,0000,0000,,to our advantage,\Nto get where we want to go.
Dialogue: 0,0:04:21.54,0:04:24.85,Default,,0000,0000,0000,,And if we do that deliberately\Ninstead of letting this happen to us,
Dialogue: 0,0:04:24.87,0:04:27.05,Default,,0000,0000,0000,,but we take an active role in this,
Dialogue: 0,0:04:27.07,0:04:28.52,Default,,0000,0000,0000,,that's called gamification.
Dialogue: 0,0:04:28.54,0:04:30.50,Default,,0000,0000,0000,,And that's using the constructs of games
Dialogue: 0,0:04:30.50,0:04:32.51,Default,,0000,0000,0000,,to engage people\Nand change their behavior.
Dialogue: 0,0:04:32.52,0:04:34.100,Default,,0000,0000,0000,,And we have the power to do this.\NIt's very exciting.
Dialogue: 0,0:04:35.01,0:04:37.23,Default,,0000,0000,0000,,Now, what we need\Nin order to make this happen
Dialogue: 0,0:04:37.24,0:04:40.75,Default,,0000,0000,0000,,are what are called the three F's:\NFeedback, Friends and Fun.
Dialogue: 0,0:04:40.77,0:04:43.25,Default,,0000,0000,0000,,Any system that has\Nfeedback, friends, and fun in it,
Dialogue: 0,0:04:43.27,0:04:44.68,Default,,0000,0000,0000,,is engaging and interesting.
Dialogue: 0,0:04:44.69,0:04:48.99,Default,,0000,0000,0000,,And the more of the three "F"s\Nthe system has, the more effective it is.
Dialogue: 0,0:04:48.100,0:04:50.63,Default,,0000,0000,0000,,Let's take a look at this
Dialogue: 0,0:04:50.64,0:04:54.56,Default,,0000,0000,0000,,through the prism of something that some\Nof you probably consider fairly gross:
Dialogue: 0,0:04:55.45,0:04:59.62,Default,,0000,0000,0000,,The idea of taking pictures of everything\Nyou eat before you eat it.
Dialogue: 0,0:04:59.62,0:05:01.45,Default,,0000,0000,0000,,And if you're my friend on Facebook -
Dialogue: 0,0:05:01.46,0:05:04.71,Default,,0000,0000,0000,,and I highly encourage you\Nto friend me on Facebook or Instagram -
Dialogue: 0,0:05:04.73,0:05:08.81,Default,,0000,0000,0000,,I promise to deluge you with\Nan unbelievable number of food photos.
Dialogue: 0,0:05:08.83,0:05:11.59,Default,,0000,0000,0000,,You'll get to be right there with me\Nas I eat everything.
Dialogue: 0,0:05:11.60,0:05:15.07,Default,,0000,0000,0000,,Okay, so some of you probably consider\Nthis really gross, right?
Dialogue: 0,0:05:15.07,0:05:18.74,Default,,0000,0000,0000,,Like, hey, stop taking pictures\Nof the food! Eat the freaking food!
Dialogue: 0,0:05:18.75,0:05:21.66,Default,,0000,0000,0000,,Right, you're here with me,\Nthis is our experience together,
Dialogue: 0,0:05:21.67,0:05:24.48,Default,,0000,0000,0000,,why are you so concerned\Nwith taking pictures of your food?
Dialogue: 0,0:05:24.49,0:05:28.72,Default,,0000,0000,0000,,And some people have responded to\Nthis whole multitasking in public spaces
Dialogue: 0,0:05:28.73,0:05:33.17,Default,,0000,0000,0000,,which some of you might know\Nis the don't-be-a-jerk game!
Dialogue: 0,0:05:33.18,0:05:35.33,Default,,0000,0000,0000,,And basically the way this game is played:
Dialogue: 0,0:05:35.33,0:05:39.70,Default,,0000,0000,0000,,Everyone puts their phones on the table\Nlike guns in the Old West,
Dialogue: 0,0:05:39.74,0:05:42.46,Default,,0000,0000,0000,,and the first person\Nto reach for their phone
Dialogue: 0,0:05:42.49,0:05:44.86,Default,,0000,0000,0000,,has to pay for the dinner.
Dialogue: 0,0:05:44.88,0:05:46.40,Default,,0000,0000,0000,,Not a bad idea -
Dialogue: 0,0:05:46.41,0:05:49.71,Default,,0000,0000,0000,,I feel what kind of a crowd we are.\NRight? Okay, you love this!
Dialogue: 0,0:05:49.73,0:05:52.74,Default,,0000,0000,0000,,So, here's the thing though,\Nhere's the thing:
Dialogue: 0,0:05:52.74,0:05:57.07,Default,,0000,0000,0000,,As uncomfortable as all this sounds,\Nas many of us like to deride this idea,
Dialogue: 0,0:05:57.07,0:05:59.44,Default,,0000,0000,0000,,we're missing the elemental concept here,
Dialogue: 0,0:05:59.45,0:06:03.39,Default,,0000,0000,0000,,which is that today for this gamer\Ngeneration in the gamification world,
Dialogue: 0,0:06:03.41,0:06:06.58,Default,,0000,0000,0000,,the people at home\Nare part of the experience.
Dialogue: 0,0:06:06.59,0:06:09.95,Default,,0000,0000,0000,,They're providing a lot of feedback\Non the live experience.
Dialogue: 0,0:06:09.95,0:06:12.33,Default,,0000,0000,0000,,They're clicking "Like",\Nthey're clicking "Hearts",
Dialogue: 0,0:06:12.33,0:06:13.48,Default,,0000,0000,0000,,they're commenting.
Dialogue: 0,0:06:13.48,0:06:16.25,Default,,0000,0000,0000,,They're providing\Nthat positive dopamine release,
Dialogue: 0,0:06:16.27,0:06:19.65,Default,,0000,0000,0000,,and sometimes they're more interesting\Nthan you are over dinner. Okay?
Dialogue: 0,0:06:19.66,0:06:24.25,Default,,0000,0000,0000,,It just depends: not you, okay,\Nnot you, but you!
Dialogue: 0,0:06:24.28,0:06:27.13,Default,,0000,0000,0000,,So sometimes they're providing\Nmore positive feedback,
Dialogue: 0,0:06:27.14,0:06:29.07,Default,,0000,0000,0000,,and so they are part of that experience.
Dialogue: 0,0:06:29.07,0:06:31.04,Default,,0000,0000,0000,,And all that is really cute, right? Like:
Dialogue: 0,0:06:31.05,0:06:33.10,Default,,0000,0000,0000,,"Ha-ha, Jimmy won't talk\Nto me over dinner."
Dialogue: 0,0:06:33.10,0:06:35.12,Default,,0000,0000,0000,,What are the real business\Neffects of this?
Dialogue: 0,0:06:35.13,0:06:36.48,Default,,0000,0000,0000,,And let me tell you a story.
Dialogue: 0,0:06:36.49,0:06:39.35,Default,,0000,0000,0000,,One of the largest automakers\N- I was working on a project -
Dialogue: 0,0:06:39.36,0:06:40.91,Default,,0000,0000,0000,,said to me we've a problem:
Dialogue: 0,0:06:40.92,0:06:43.08,Default,,0000,0000,0000,,"Teenagers don't drive\Nthe way they used to.
Dialogue: 0,0:06:43.09,0:06:44.59,Default,,0000,0000,0000,,They don't want to anymore."
Dialogue: 0,0:06:44.59,0:06:45.90,Default,,0000,0000,0000,,I said, "What's it about?"
Dialogue: 0,0:06:45.91,0:06:48.26,Default,,0000,0000,0000,,They said, "The research\Nclassic millennial stuff.
Dialogue: 0,0:06:48.27,0:06:49.67,Default,,0000,0000,0000,,Their care's the environment.
Dialogue: 0,0:06:49.67,0:06:52.27,Default,,0000,0000,0000,,They don't want to drive a car\Nor spend money on a car,
Dialogue: 0,0:06:52.29,0:06:53.74,Default,,0000,0000,0000,,But the number one reason
Dialogue: 0,0:06:53.75,0:06:57.21,Default,,0000,0000,0000,,why driving rates have fallen off a cliff\Namong American teenagers
Dialogue: 0,0:06:57.21,0:07:00.50,Default,,0000,0000,0000,,is because they're getting the message\Nabout not texting and driving.
Dialogue: 0,0:07:00.50,0:07:02.16,Default,,0000,0000,0000,,so they're choosing not to drive."
Dialogue: 0,0:07:02.20,0:07:04.29,Default,,0000,0000,0000,,(Laughter)\N(Applause)
Dialogue: 0,0:07:04.45,0:07:05.48,Default,,0000,0000,0000,,Okay?
Dialogue: 0,0:07:05.90,0:07:07.51,Default,,0000,0000,0000,,Now, It's true!
Dialogue: 0,0:07:07.52,0:07:10.49,Default,,0000,0000,0000,,Now, if I had told you, if you had come\Nto me five years ago,
Dialogue: 0,0:07:10.52,0:07:13.38,Default,,0000,0000,0000,,and you'd said, "Gabe, Instagram\Nwould kill the car."
Dialogue: 0,0:07:13.38,0:07:16.48,Default,,0000,0000,0000,,I'd laugh you out of the room.\NI'd say, "How's that possible?"
Dialogue: 0,0:07:16.49,0:07:18.22,Default,,0000,0000,0000,,But let me explain this to you.
Dialogue: 0,0:07:18.24,0:07:20.45,Default,,0000,0000,0000,,With this generation,\Nwith our world today,
Dialogue: 0,0:07:20.47,0:07:22.33,Default,,0000,0000,0000,,with this positive reinforcement loop
Dialogue: 0,0:07:22.34,0:07:25.03,Default,,0000,0000,0000,,produced by that\Ndopamine - challenge - achievement,
Dialogue: 0,0:07:25.04,0:07:27.04,Default,,0000,0000,0000,,everything is on the table.
Dialogue: 0,0:07:27.71,0:07:30.42,Default,,0000,0000,0000,,It doesn't matter\Nhow ingrained the behavior is,
Dialogue: 0,0:07:30.44,0:07:34.02,Default,,0000,0000,0000,,it doesn't matter how culturally\Nsignificant the behavior is,
Dialogue: 0,0:07:34.04,0:07:36.39,Default,,0000,0000,0000,,people will follow their bliss.
Dialogue: 0,0:07:36.41,0:07:39.82,Default,,0000,0000,0000,,They will go where the most\Npositive reinforcement is,
Dialogue: 0,0:07:39.82,0:07:41.79,Default,,0000,0000,0000,,and that threatens to upend
Dialogue: 0,0:07:41.80,0:07:44.99,Default,,0000,0000,0000,,everything and anything\Nwe know about people's behavior,
Dialogue: 0,0:07:44.99,0:07:46.71,Default,,0000,0000,0000,,nothing is sacrosanct.
Dialogue: 0,0:07:46.89,0:07:48.92,Default,,0000,0000,0000,,And for people who work in an industry
Dialogue: 0,0:07:48.94,0:07:52.26,Default,,0000,0000,0000,,based on a very long-term view\Nof content creation,
Dialogue: 0,0:07:52.27,0:07:53.47,Default,,0000,0000,0000,,it might be meaningful.
Dialogue: 0,0:07:53.49,0:07:54.79,Default,,0000,0000,0000,,Now consider:
Dialogue: 0,0:07:54.82,0:07:59.01,Default,,0000,0000,0000,,How does the live performance industry\Nrespond to social media?
Dialogue: 0,0:07:59.02,0:08:03.11,Default,,0000,0000,0000,,It's kick the person\Nout of the room, attack them,
Dialogue: 0,0:08:03.14,0:08:05.37,Default,,0000,0000,0000,,grab them with the bouncer,\Nmake fun of them.
Dialogue: 0,0:08:05.38,0:08:07.16,Default,,0000,0000,0000,,No way, you can't use social media,
Dialogue: 0,0:08:07.16,0:08:09.74,Default,,0000,0000,0000,,while you're in the middle\Nof watching a performance.
Dialogue: 0,0:08:09.75,0:08:12.80,Default,,0000,0000,0000,,And I think this sets up one\Nof our classic kind of conflicts
Dialogue: 0,0:08:12.80,0:08:14.54,Default,,0000,0000,0000,,with this generation.
Dialogue: 0,0:08:14.55,0:08:17.81,Default,,0000,0000,0000,,You know that in the United States\Nfour-fifths of the population
Dialogue: 0,0:08:17.83,0:08:20.38,Default,,0000,0000,0000,,watched broadcast entertainment,\Nlike a TV show,
Dialogue: 0,0:08:20.40,0:08:24.11,Default,,0000,0000,0000,,with the second or third screen open\Nin the last 30 days.
Dialogue: 0,0:08:24.11,0:08:28.30,Default,,0000,0000,0000,,We can't even sit through 22 minutes\Nof television without going crazy
Dialogue: 0,0:08:28.31,0:08:31.49,Default,,0000,0000,0000,,because we are so bored. Right?
Dialogue: 0,0:08:31.50,0:08:36.33,Default,,0000,0000,0000,,How are they supposed to sit\Nthrough two hours of not interacting?
Dialogue: 0,0:08:36.36,0:08:39.93,Default,,0000,0000,0000,,So, one option is,\Ninstead of fighting this trend,
Dialogue: 0,0:08:39.93,0:08:44.25,Default,,0000,0000,0000,,let's turn and use it in kind of\Na positive way to our advantage.
Dialogue: 0,0:08:44.26,0:08:47.43,Default,,0000,0000,0000,,So this is a project that I worked on,\NI designed, called Livecube.
Dialogue: 0,0:08:47.44,0:08:51.27,Default,,0000,0000,0000,,It takes the social media to live event,\Nand makes it into a positive experience.
Dialogue: 0,0:08:51.28,0:08:52.53,Default,,0000,0000,0000,,So it focuses it.
Dialogue: 0,0:08:52.56,0:08:55.51,Default,,0000,0000,0000,,It uses game concept to get\Npeople to compete with each other,
Dialogue: 0,0:08:55.52,0:08:59.05,Default,,0000,0000,0000,,to create great social media moments,\Nto promote the event that's going on,
Dialogue: 0,0:08:59.05,0:09:00.15,Default,,0000,0000,0000,,and so on.
Dialogue: 0,0:09:00.16,0:09:02.41,Default,,0000,0000,0000,,And has been very successful,\Nvery effective -
Dialogue: 0,0:09:02.45,0:09:05.93,Default,,0000,0000,0000,,instead of fighting with it, roll with it,\Nand leverage that power
Dialogue: 0,0:09:05.94,0:09:09.65,Default,,0000,0000,0000,,to do other things, to do great things,\Nand extend the experience.
Dialogue: 0,0:09:09.66,0:09:13.06,Default,,0000,0000,0000,,And here's another of the conflicts\Nwe often see with live performance.
Dialogue: 0,0:09:13.08,0:09:16.24,Default,,0000,0000,0000,,We assume that\Nbecause the millennial generation,
Dialogue: 0,0:09:16.25,0:09:19.31,Default,,0000,0000,0000,,because this next consumer\Nlikes to be the center of the action
Dialogue: 0,0:09:19.33,0:09:22.18,Default,,0000,0000,0000,,- remember in games you're always\Nthe center of the story -
Dialogue: 0,0:09:22.19,0:09:25.40,Default,,0000,0000,0000,,many content creators believe\Nthat what this audience really want
Dialogue: 0,0:09:25.41,0:09:27.25,Default,,0000,0000,0000,,is to write their own story.
Dialogue: 0,0:09:27.25,0:09:29.39,Default,,0000,0000,0000,,They want to come and decide the outcome.
Dialogue: 0,0:09:29.40,0:09:31.00,Default,,0000,0000,0000,,And sometimes that's true, right?
Dialogue: 0,0:09:31.01,0:09:34.00,Default,,0000,0000,0000,,We've got voting in reality television.
Dialogue: 0,0:09:34.02,0:09:37.20,Default,,0000,0000,0000,,But in practice they want you\Nto give them the entertainment.
Dialogue: 0,0:09:37.23,0:09:39.01,Default,,0000,0000,0000,,They want to be part of that though,
Dialogue: 0,0:09:39.02,0:09:41.03,Default,,0000,0000,0000,,they'd like to be\Nmore viscerally involved.
Dialogue: 0,0:09:41.06,0:09:43.84,Default,,0000,0000,0000,,So you've got highly successful\Nimmersive entertainment.
Dialogue: 0,0:09:43.86,0:09:45.55,Default,,0000,0000,0000,,There's no surprise
Dialogue: 0,0:09:45.57,0:09:49.74,Default,,0000,0000,0000,,about why really immersive entertainment\Nat this moment is so popular.
Dialogue: 0,0:09:49.76,0:09:50.88,Default,,0000,0000,0000,,It really works.
Dialogue: 0,0:09:50.88,0:09:52.77,Default,,0000,0000,0000,,It allows me to be part of the story,
Dialogue: 0,0:09:52.77,0:09:56.62,Default,,0000,0000,0000,,but you're still writing great story\Nthat principally carries us through.
Dialogue: 0,0:09:56.65,0:09:58.40,Default,,0000,0000,0000,,So, if you can't do that,
Dialogue: 0,0:09:58.42,0:10:01.67,Default,,0000,0000,0000,,how could you use technology\Nto allow the user, the player,
Dialogue: 0,0:10:01.69,0:10:03.27,Default,,0000,0000,0000,,to be in the center of the story?
Dialogue: 0,0:10:03.30,0:10:06.15,Default,,0000,0000,0000,,And I think Domino's tells us\Na great case study on this.
Dialogue: 0,0:10:06.15,0:10:08.88,Default,,0000,0000,0000,,So, Domino's built this app\Ncalled Domino's Pizza Hero.
Dialogue: 0,0:10:08.88,0:10:12.21,Default,,0000,0000,0000,,And in it you play a pizzaiolo,\Nsomeone who makes pizzas. Okay?
Dialogue: 0,0:10:12.22,0:10:14.78,Default,,0000,0000,0000,,So, they teach you in the app\Nhow to knead the dough,
Dialogue: 0,0:10:14.79,0:10:17.46,Default,,0000,0000,0000,,roll the dough up, like Luigi,\Nand put some sauce on it,
Dialogue: 0,0:10:17.48,0:10:19.22,Default,,0000,0000,0000,,and cheese and vegetables.
Dialogue: 0,0:10:19.23,0:10:20.28,Default,,0000,0000,0000,,And flick your finger,
Dialogue: 0,0:10:20.30,0:10:22.30,Default,,0000,0000,0000,,it's instantly baked\Nat your local Domino's
Dialogue: 0,0:10:22.32,0:10:24.02,Default,,0000,0000,0000,,and delivered right to your door
Dialogue: 0,0:10:24.03,0:10:25.08,Default,,0000,0000,0000,,from inside the game.
Dialogue: 0,0:10:25.08,0:10:26.98,Default,,0000,0000,0000,,And if you're especially good at it,
Dialogue: 0,0:10:26.99,0:10:29.26,Default,,0000,0000,0000,,Domino's will invite you\Nto apply for a job
Dialogue: 0,0:10:29.27,0:10:30.37,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:10:30.38,0:10:31.48,Default,,0000,0000,0000,,from inside the game!
Dialogue: 0,0:10:33.43,0:10:38.38,Default,,0000,0000,0000,,Now, ha-ha-ha, but this company\Nneeds to recruit 30,000 people a year -
Dialogue: 0,0:10:38.39,0:10:42.73,Default,,0000,0000,0000,,and by the way they make a $1M a week\Nin incremental revenue from this game.
Dialogue: 0,0:10:42.75,0:10:46.56,Default,,0000,0000,0000,,This game replaces\Nthe soaring inspirational video
Dialogue: 0,0:10:46.58,0:10:49.92,Default,,0000,0000,0000,,on how Domino's uses only the freshest\Ningredients to make your pizza,
Dialogue: 0,0:10:49.93,0:10:51.61,Default,,0000,0000,0000,,and watch this guy make your pizza,
Dialogue: 0,0:10:51.61,0:10:54.55,Default,,0000,0000,0000,,and everyone is well paid\Nand happy in white. Uhm!
Dialogue: 0,0:10:56.46,0:10:59.38,Default,,0000,0000,0000,,Now, it's an interactive experience,\Nit's visceral,
Dialogue: 0,0:10:59.38,0:11:03.43,Default,,0000,0000,0000,,and this is an important part\Nof the difference in storytelling.
Dialogue: 0,0:11:03.47,0:11:05.74,Default,,0000,0000,0000,,Many storytelling opportunities\Nin the theater
Dialogue: 0,0:11:05.75,0:11:09.41,Default,,0000,0000,0000,,are about where the boundary ends\Nbetween the audience and the performance,
Dialogue: 0,0:11:09.42,0:11:12.64,Default,,0000,0000,0000,,where the performance ends\Nand the rest of people's lives begin.
Dialogue: 0,0:11:12.67,0:11:16.46,Default,,0000,0000,0000,,And with new technology we don't\Nhave to end the story when the story ends.
Dialogue: 0,0:11:16.47,0:11:19.47,Default,,0000,0000,0000,,We've got new - I'm not saying\Nyou should all get Google Glass,
Dialogue: 0,0:11:19.48,0:11:20.52,Default,,0000,0000,0000,,but just as an idea.
Dialogue: 0,0:11:20.52,0:11:23.17,Default,,0000,0000,0000,,Some of you may have seen\Nthis amazing Google Glass game
Dialogue: 0,0:11:23.19,0:11:24.60,Default,,0000,0000,0000,,called "Zombies, Run!"
Dialogue: 0,0:11:24.60,0:11:27.97,Default,,0000,0000,0000,,And the idea is to get you to run\Nby chasing you with zombies.
Dialogue: 0,0:11:28.20,0:11:29.62,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:11:30.05,0:11:33.99,Default,,0000,0000,0000,,But you can extend your stories and\Nyour storytelling in much the same way,
Dialogue: 0,0:11:33.100,0:11:35.95,Default,,0000,0000,0000,,whether it's with Google Glass or not,
Dialogue: 0,0:11:35.96,0:11:38.81,Default,,0000,0000,0000,,it allows you to connect with people\Nin a different place.
Dialogue: 0,0:11:38.81,0:11:42.64,Default,,0000,0000,0000,,And this is another piece of the core\Nvalue proposition in the millennials,
Dialogue: 0,0:11:42.64,0:11:46.98,Default,,0000,0000,0000,,which is that the idea of personal\Nachievement is critical, it's primary.
Dialogue: 0,0:11:46.98,0:11:50.52,Default,,0000,0000,0000,,How I feel about the things\Nthat I do is very important,
Dialogue: 0,0:11:50.52,0:11:52.43,Default,,0000,0000,0000,,and I want to know I'm making progress,
Dialogue: 0,0:11:52.44,0:11:55.58,Default,,0000,0000,0000,,and I want your product or service,\Nyour idea, your content,
Dialogue: 0,0:11:55.58,0:11:59.71,Default,,0000,0000,0000,,to be part of my story of progression\Nand mastery in my life.
Dialogue: 0,0:11:59.73,0:12:01.48,Default,,0000,0000,0000,,And this is core to gamification.
Dialogue: 0,0:12:01.51,0:12:04.24,Default,,0000,0000,0000,,So apps like Nike Plus\Nhave been hugely successful.
Dialogue: 0,0:12:04.27,0:12:06.57,Default,,0000,0000,0000,,They are effectively loyalty programs.
Dialogue: 0,0:12:06.59,0:12:08.38,Default,,0000,0000,0000,,This is like a loyalty program.
Dialogue: 0,0:12:08.38,0:12:12.05,Default,,0000,0000,0000,,But it leverages my own personal drive\Nto be better and do better,
Dialogue: 0,0:12:12.06,0:12:16.69,Default,,0000,0000,0000,,and allows you to extend\Nyour content beyond where it is.
Dialogue: 0,0:12:16.69,0:12:19.87,Default,,0000,0000,0000,,And this extension, this consumptive\Nextension, is very important,
Dialogue: 0,0:12:19.87,0:12:23.20,Default,,0000,0000,0000,,because the millennials\Nare also on the leading edge
Dialogue: 0,0:12:23.20,0:12:25.23,Default,,0000,0000,0000,,of this concept of binge consumption
Dialogue: 0,0:12:25.23,0:12:29.34,Default,,0000,0000,0000,,made famous by the Portlandia\N"Battlestar Galactica" episode. Right?
Dialogue: 0,0:12:29.38,0:12:32.98,Default,,0000,0000,0000,,So binge consumption is the idea\Nthat I should be able to decide
Dialogue: 0,0:12:32.100,0:12:34.71,Default,,0000,0000,0000,,how much I want to consume as well.
Dialogue: 0,0:12:34.73,0:12:37.42,Default,,0000,0000,0000,,I don't only want to consume\Nthe nuggets you've given me,
Dialogue: 0,0:12:37.43,0:12:39.43,Default,,0000,0000,0000,,if I'm really into the thing\Nyou're making,
Dialogue: 0,0:12:39.44,0:12:41.82,Default,,0000,0000,0000,,I want to consume as much of it\Nas I possibly can.
Dialogue: 0,0:12:41.82,0:12:44.89,Default,,0000,0000,0000,,And I want to consume it\Nto the exclusion of other things.
Dialogue: 0,0:12:44.92,0:12:48.55,Default,,0000,0000,0000,,So there's an opportunity to extend\Nthe concepts that you make
Dialogue: 0,0:12:48.61,0:12:50.84,Default,,0000,0000,0000,,even if you don't have the resources,
Dialogue: 0,0:12:50.85,0:12:52.97,Default,,0000,0000,0000,,even if the content that you're creating
Dialogue: 0,0:12:52.99,0:12:56.41,Default,,0000,0000,0000,,doesn't fit neatly into\Na binge consumption model. Right?
Dialogue: 0,0:12:56.43,0:13:00.39,Default,,0000,0000,0000,,There's an opportunity using technology\Nin gamification to extend what you create
Dialogue: 0,0:13:00.42,0:13:03.54,Default,,0000,0000,0000,,and to come into people's lives\Nin a different way.
Dialogue: 0,0:13:03.54,0:13:05.54,Default,,0000,0000,0000,,And one of my favorite examples of this
Dialogue: 0,0:13:05.55,0:13:10.21,Default,,0000,0000,0000,,that also leverages an important concept\Nin gamification is Tabasco Nation.
Dialogue: 0,0:13:10.28,0:13:12.28,Default,,0000,0000,0000,,And that concept is tribalism.
Dialogue: 0,0:13:12.31,0:13:14.75,Default,,0000,0000,0000,,Because above everything else\Nwe've talked about,
Dialogue: 0,0:13:14.77,0:13:16.43,Default,,0000,0000,0000,,millennials care about connecting,
Dialogue: 0,0:13:16.44,0:13:19.30,Default,,0000,0000,0000,,they care about finding\Nand being together with their tribe.
Dialogue: 0,0:13:19.32,0:13:21.61,Default,,0000,0000,0000,,So Tabasco Nation want a way of extending
Dialogue: 0,0:13:21.62,0:13:23.72,Default,,0000,0000,0000,,the concept of their hot sauce\Ninto the world
Dialogue: 0,0:13:23.74,0:13:27.23,Default,,0000,0000,0000,,and drive behavior among people\Nwho like hot sauce to the media assertion
Dialogue: 0,0:13:27.25,0:13:29.70,Default,,0000,0000,0000,,that if you like spicy food,\Nyou're part of a tribe.
Dialogue: 0,0:13:29.70,0:13:33.21,Default,,0000,0000,0000,,Every drop of hot sauce that you use\Nis a point that you earn.
Dialogue: 0,0:13:33.22,0:13:37.02,Default,,0000,0000,0000,,The crazier things you do with hot sauce,\Nthe more points you earn:
Dialogue: 0,0:13:37.06,0:13:40.91,Default,,0000,0000,0000,,like putting it on a piece of cake,\Ntake it to the top of the Eiffel Tower,
Dialogue: 0,0:13:40.91,0:13:43.50,Default,,0000,0000,0000,,you know, put some\Nin your teacher's drink.
Dialogue: 0,0:13:43.51,0:13:44.58,Default,,0000,0000,0000,,It's cool.
Dialogue: 0,0:13:44.58,0:13:46.55,Default,,0000,0000,0000,,The more you do,\Nthe more points you earn.
Dialogue: 0,0:13:46.55,0:13:48.74,Default,,0000,0000,0000,,the more cool experiences\Nthey unlock for you.
Dialogue: 0,0:13:48.75,0:13:51.57,Default,,0000,0000,0000,,But the core value,\Nand it's a very successful campaign,
Dialogue: 0,0:13:51.59,0:13:53.92,Default,,0000,0000,0000,,the core value is\Nthat you're part of a tribe.
Dialogue: 0,0:13:53.93,0:13:57.62,Default,,0000,0000,0000,,Just like you may be a part of a tribe\Nif you really like Sondheim musicals.
Dialogue: 0,0:13:57.62,0:13:58.65,Default,,0000,0000,0000,,You probably are!
Dialogue: 0,0:13:58.65,0:13:59.71,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:13:59.71,0:14:03.64,Default,,0000,0000,0000,,And here's the sort of coup de grâce\Nfor all of us, you guys.
Dialogue: 0,0:14:03.65,0:14:05.01,Default,,0000,0000,0000,,Everything I've talked about
Dialogue: 0,0:14:05.02,0:14:07.78,Default,,0000,0000,0000,,I put through the framework\Nof this millennial generation,
Dialogue: 0,0:14:07.79,0:14:08.87,Default,,0000,0000,0000,,the next generation,
Dialogue: 0,0:14:08.88,0:14:11.29,Default,,0000,0000,0000,,but, in fact, everything\Nthat the millennials want,
Dialogue: 0,0:14:11.30,0:14:13.74,Default,,0000,0000,0000,,be the center of the story,\Nconsume more content,
Dialogue: 0,0:14:13.75,0:14:15.83,Default,,0000,0000,0000,,feel they're making progress,
Dialogue: 0,0:14:15.83,0:14:18.08,Default,,0000,0000,0000,,understand how your thing\Nfits into their world
Dialogue: 0,0:14:18.08,0:14:19.76,Default,,0000,0000,0000,,and be viscerally connected to it,
Dialogue: 0,0:14:19.76,0:14:21.100,Default,,0000,0000,0000,,that's stuff that people of all ages want.
Dialogue: 0,0:14:21.100,0:14:24.36,Default,,0000,0000,0000,,You don't have to be 24\Nto want those things.
Dialogue: 0,0:14:24.37,0:14:26.10,Default,,0000,0000,0000,,It just so happens, if you're 24,
Dialogue: 0,0:14:26.11,0:14:29.88,Default,,0000,0000,0000,,because you played a bunch of games,\Nyou expect those things.
Dialogue: 0,0:14:29.90,0:14:32.96,Default,,0000,0000,0000,,But it's also true that if you're 45,\Nyou still want challenging,
Dialogue: 0,0:14:32.96,0:14:34.72,Default,,0000,0000,0000,,you still want the content you want,
Dialogue: 0,0:14:34.72,0:14:38.44,Default,,0000,0000,0000,,you still want to feel connected\Nto the story and be able to do more.
Dialogue: 0,0:14:38.45,0:14:39.80,Default,,0000,0000,0000,,It shouldn't surprise you,
Dialogue: 0,0:14:39.83,0:14:43.79,Default,,0000,0000,0000,,the single biggest game playing\Ndemographic in the world is women over 40.
Dialogue: 0,0:14:43.79,0:14:45.21,Default,,0000,0000,0000,,It's true.
Dialogue: 0,0:14:45.24,0:14:46.63,Default,,0000,0000,0000,,If you text my mom right now,
Dialogue: 0,0:14:46.64,0:14:49.23,Default,,0000,0000,0000,,and you're like: "Hey Gabe's mom,\Nwhat are you doing?"
Dialogue: 0,0:14:49.24,0:14:50.79,Default,,0000,0000,0000,,She'd be, like, "Candy Crush."
Dialogue: 0,0:14:50.82,0:14:52.23,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:14:52.43,0:14:55.07,Default,,0000,0000,0000,,Okay? That's this demographic!
Dialogue: 0,0:14:55.08,0:14:56.100,Default,,0000,0000,0000,,So, if you're not concerned
Dialogue: 0,0:14:57.00,0:15:01.12,Default,,0000,0000,0000,,[about] the future of the live media\Nconsumption industry,
Dialogue: 0,0:15:01.13,0:15:03.00,Default,,0000,0000,0000,,you've got twenty years to go,
Dialogue: 0,0:15:03.00,0:15:04.92,Default,,0000,0000,0000,,let me be the one to tell you don't.
Dialogue: 0,0:15:04.94,0:15:07.67,Default,,0000,0000,0000,,So, in closing, I just want to say,
Dialogue: 0,0:15:07.68,0:15:10.46,Default,,0000,0000,0000,,I feel like we are\Nat this important inflection point.
Dialogue: 0,0:15:10.49,0:15:12.96,Default,,0000,0000,0000,,We're at a moment in time\Nin live performance,
Dialogue: 0,0:15:12.96,0:15:14.66,Default,,0000,0000,0000,,in the creation of content.
Dialogue: 0,0:15:14.68,0:15:16.89,Default,,0000,0000,0000,,We've been doing\Nthe same thing the same way
Dialogue: 0,0:15:16.89,0:15:19.58,Default,,0000,0000,0000,,for literally thousands\Nof years, more or less.
Dialogue: 0,0:15:19.61,0:15:22.00,Default,,0000,0000,0000,,And as many the other speakers\Nhave told you today,
Dialogue: 0,0:15:22.01,0:15:24.94,Default,,0000,0000,0000,,lots of technological advances\Nare happening on the periphery.
Dialogue: 0,0:15:24.95,0:15:28.59,Default,,0000,0000,0000,,We can use lots of different techniques,\Nincorporate lots of different ideas,
Dialogue: 0,0:15:28.59,0:15:31.49,Default,,0000,0000,0000,,to make live performance\Nand our connection with the audience
Dialogue: 0,0:15:31.49,0:15:32.86,Default,,0000,0000,0000,,deeper and more meaningful.
Dialogue: 0,0:15:32.87,0:15:36.86,Default,,0000,0000,0000,,Along the way though, we're going to need\Nto adapt our entire concepts
Dialogue: 0,0:15:36.86,0:15:41.08,Default,,0000,0000,0000,,to think about things\Nusing the new and improved brains
Dialogue: 0,0:15:41.08,0:15:42.52,Default,,0000,0000,0000,,of the next generation.
Dialogue: 0,0:15:42.53,0:15:45.100,Default,,0000,0000,0000,,And gamification is the platform\Nwe'll use to make that happen.
Dialogue: 0,0:15:46.01,0:15:47.14,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:15:47.14,0:15:49.14,Default,,0000,0000,0000,,(Applause)