Tom Chatfield: 7 ways video games engage the brain

Prevoditelj: Mislav Ante Omazić - EFZG Recezent: Tilen Pigac - EFZG

I love video games.

Obožavam video igre.

I'm also slightly in awe of them.

Gajim i neko strahopoštovanje prema njima.

I'm in awe of their power

Strahopoštovanje naspram moći

in terms of imagination, in terms of technology,

u vidu mašte, u vidu tehnologije,

in terms of concept.

u vidu koncepta.

But I think, above all,

Ali mislim, iznad svega,

I'm in awe at their power

strahopoštovanje naspram njihove moći

to motivate, to compel us,

za motivaciju, za prisiliti nas,

to transfix us,

za paralizirati nas,

like really nothing else we've ever invented

poput ničega drugoga što smo osmislili

has quite done before.

do sada.

And I think that we can learn some pretty amazing things

I mislim kako možemo naučiti neke prilično nevjerojatne stvari

by looking at how we do this.

gledajući nas kako to radimo.

And in particular, I think we can learn things

A posebno, mislim da možemo naučiti neke stvari

about learning.

o učenju.

Now the video games industry

Sada, industrija video igara

is far and away the fastest growing

je daleko najbrže rastuća

of all modern media.

od svih modernih medija.

From about 10 billion in 1990,

Od otprilike 10 milijardi u 1990.,

it's worth 50 billion dollars globally today,

danas globalno vrijedi 50 milijardi dolara,

and it shows no sign of slowing down.

i ne pokazuje nikakve znakove usporavanja.

In four years' time,

U roku od četiri godine,

it's estimated it'll be worth over 80 billion dollars.

procjena je da će vrijediti preko 80 milijardi dolara.

That's about three times the recorded music industry.

To je otprilike tri puta više od muzičke industrije.

This is pretty stunning,

To je prilično iznenađujuče,

but I don't think it's the most telling statistic of all.

ali ne mislim kako je to podatak koji ostavlja najsnažniji utisak.

The thing that really amazes me

Stvar koja me stvarno zapanjuje

is that, today,

je da, danas,

people spend about

ljudi potroše oko

eight billion real dollars a year

osam milijardi stvarnih dolara godišnje

buying virtual items

kupujući virtualne artikle

that only exist

koji samo postoje

inside video games.

u video igricama.

This is a screenshot from the virtual game world, Entropia Universe.

Ovo je snimka iz virtualnog svijeta igrice "Entropia Universe".

Earlier this year,

Ranije ove godine,

a virtual asteroid in it

virtualni asteroid u njoj

sold for 330,000 real dollars.

prodan je za stvarnih 330,000 dolara.

And this

I ovo

is a Titan class ship

je Titan klasa broda

in the space game, EVE Online.

u svemirskoj igrici, "EVE Online".

And this virtual object

I taj virtualni objekt

takes 200 real people

uzme 200 stvarnih ljudi

about 56 days of real time to build,

oko 56 dana stvarnog vremena da ga sagrade,

plus countless thousands of hours

plus bezbrojne tisuće sati

of effort before that.

napora prije toga.

And yet, many of these get built.

I opet, mnogi od ovih se sagrade.

At the other end of the scale,

S druge strane,

the game Farmville that you may well have heard of,

igricu "Farmville", za koju ste možda čuli,

has 70 million players

igra 70 milijuna igrača

around the world

širom svijeta,

and most of these players

i većina tih igrača

are playing it almost every day.

se igra gotovo svaki dan.

This may all sound

Sve to možda zvuči

really quite alarming to some people,

stvarno prilično alarmantno nekim ljudima,

an index of something worrying

kao pokazatelj nečeg zabrinjavajućeg

or wrong in society.

ili krivog u društvu.

But we're here for the good news,

Ali ovdje smo zbog dobrih vijesti,

and the good news is

a dobre vijesti su

that I think we can explore

da mislim kako možemo istraživati

why this very real human effort,

zašto taj jako stvaran ljudski napor,

this very intense generation of value, is occurring.

zašto se ta jako intenzivna generacija vrijednosti pojavljuje.

And by answering that question,

I odgovarajući na to pitanje,

I think we can take something

mislim kako možemo uzeti nešto

extremely powerful away.

stvarno moćno.

And I think the most interesting way

I mislim kako je najinteresantniji način

to think about how all this is going on

za razmišljanje o tome kako se sve to odvija,

is in terms of rewards.

jest u smislu nagrada.

And specifically, it's in terms

I specifično, to je u smislu

of the very intense emotional rewards

vrlo intenzivnih emocionalnih nagrada

that playing games offers to people

koje igranje igrica nudi ljudima,

both individually

kako individualno,

and collectively.

tako i kolektivno.

Now if we look at what's going on in someone's head

Ako pogledamo što se događa u nečijoj glavi

when they are being engaged,

kada su uključeni,

two quite different processes are occurring.

vidimo kako se pojavljuju dva različita procesa.

On the one hand, there's the wanting processes.

S jedne strane, to je proces želje.

This is a bit like ambition and drive -- I'm going to do that. I'm going to work hard.

To je djelomično nalik ambiciji i motivaciji -- učiniti ću to. Raditi ću naporno.

On the other hand, there's the liking processes,

S druge strane, to je proces sviđanja,

fun and affection

zabave i privrženosti

and delight

te ushićenja --

and an enormous flying beast with an orc on the back.

i ogromnu leteću zvijer s orkom na leđima.

It's a really great image. It's pretty cool.

Ovo je stvarno sjajna slika. Prilično dobra.

It's from the game World of Warcraft with more than 10 million players globally,

Ovo je iz igrice "World of Warcraft" koja ima više od 10 milijuna igrača globalno,

one of whom is me, another of whom is my wife.

jedan od kojih sam i ja, drugi je moja žena.

And this kind of a world,

I ta vrsta svijeta,

this vast flying beast you can ride around,

ta ogromna leteća zvijer koju možete jahati okolo

shows why games are so very good

pokazuje zašto su igrice toliko dobre

at doing both the wanting and the liking.

za dobivanje oba osjećaja, željenja i sviđanja.

Because it's very powerful. It's pretty awesome.

Jer su jako moćne. Prilično su impresivne.

It gives you great powers.

Daju vam veliku moć.

Your ambition is satisfied, but it's very beautiful.

Vaša ambicija je zadovoljena, a jako je lijepo.

It's a very great pleasure to fly around.

Ugodno je letjeti okolo.

And so these combine to form

I sve to formira

a very intense emotional engagement.

jako intenzivnu emocionalnu povezanost.

But this isn't the really interesting stuff.

Ali to nije stvarno toliko interesantno.

The really interesting stuff about virtuality

Stvarno interesantno o virtualnosti

is what you can measure with it.

jest što možete mjeriti s njom.

Because what you can measure in virtuality

Jer ono što možete mjeriti u virtualnom svijetu

is everything.

jest sve.

Every single thing that every single person

Svaka pojedina stvar koju je svaka pojedina osoba

who's ever played in a game has ever done can be measured.

koja je ikada igrala igricu napravila, može se mjeriti.

The biggest games in the world today

Najveće igre u svijetu danas

are measuring more than one billion points of data

mjere više od milijarde pojedinačnih podataka

about their players, about what everybody does --

o svojim igračima, o tome što bilo tko napravi --

far more detail than you'd ever get from any website.

puno više detalja od onoga što ćete dobiti s bilo koje web stranice.

And this allows something very special

I to omogućava nešto stvarno posebno

to happen in games.

da se dogodi u igricama.

It's something called the reward schedule.

To je nešto što se naziva rasporedom nagrada.

And by this, I mean looking

Pod ovim, mislim na praćenje

at what millions upon millions of people have done

onoga što milijuni i milijuni ljudi rade

and carefully calibrating the rate,

i pažljivog kalibriranja mjere,

the nature, the type, the intensity of rewards in games

prirode, tipa, intenziteta nagrada u igricama

to keep them engaged

kako biste ih držali uključenima

over staggering amounts of time and effort.

iznad zapanjujuće količine vremena i napora.

Now, to try and explain this

Sada ću pokušati objasniti to

in sort of real terms,

u realnim pojmovima,

I want to talk about a kind of task

želim govoriti o vrsti zadatka

that might fall to you in so many games.

koji možete dobiti u velikom broju igrica.

Go and get a certain amount of a certain little game-y item.

Idite i prikupite određenu količinu određenih malih igračih predmeta.

Let's say, for the sake of argument,

Recimo, zbog ove priče,

my mission is to get 15 pies

moja misija je da uzmem 15 pita,

and I can get 15 pies

i mogu uzeti 15 pita

by killing these cute, little monsters.

ubijajući ova slatka, mala čudovišta.

Simple game quest.

Jednostavan igrački pohod.

Now you can think about this, if you like,

Sada o tome možete razmišljati, ako želimo,

as a problem about boxes.

kao o problemu kutija.

I've got to keep opening boxes.

Moram otvarati kutije,

I don't know what's inside them until I open them.

jer ne znam što se krije u njima, dok ih ne otvorim.

And I go around opening box after box until I've got 15 pies.

I idem okolo otvarajući kutiju za kutijom, dok ne skupim 15 pita.

Now, if you take a game like Warcraft,

Ako uzmete igru poput "Warcraft-a",

you can think about it, if you like,

možete o njoj razmišljati, ako želite,

as a great box-opening effort.

kao o velikom poduhvatu otvaranja kutija.

The game's just trying to get people to open about a million boxes,

Igra jednostavno od ljudi traži da otvore oko milijun kutija,

getting better and better stuff in them.

kako bi iz njih dobili sve bolje stvari.

This sounds immensely boring

To zvuči nevjerojatno dosadno,

but games are able

ali igrice su sposobne

to make this process

napraviti taj proces

incredibly compelling.

nevjerojatno neodoljivim.

And the way they do this

I način na koji to rade

is through a combination of probability and data.

jest kombinacijom vjerojatnosti i podataka.

Let's think about probability.

Razmislimo o vjerojatnosti.

If we want to engage someone

Ako želimo nekoga uključiti

in the process of opening boxes to try and find pies,

u proces otvaranja kutija kako bi pronašli pite.

we want to make sure it's neither too easy,

Želimo biti sigurni kako nije niti lagano,

nor too difficult, to find a pie.

niti previše teško, pronaći pite.

So what do you do? Well, you look at a million people --

Što onda radimo? Pratite milijun ljudi --

no, 100 million people, 100 million box openers --

ne, 100 milijuna ljudi, 100 milijuna otvarača kutija --

and you work out, if you make the pie rate

i izradite, ako podesite pokazatelje za pite

about 25 percent --

na 25 posto --

that's neither too frustrating, nor too easy.

to nije niti previše frustrirajuće, niti previše lagano;

It keeps people engaged.

to čini ljude uključenima --

But of course, that's not all you do -- there's 15 pies.

ali naravno, to nije sve što radite -- tu je 15 pita.

Now, I could make a game called Piecraft,

mogao bih napraviti igricu "Piecraft",

where all you had to do was get a million pies

gdje sve što trebate napraviti jest uzeti milijun pita,

or a thousand pies.

ili tisuću pita.

That would be very boring.

To bi bilo prilično dosadno.

Fifteen is a pretty optimal number.

15 pita je prilično optimalan broj.

You find that -- you know, between five and 20

Nalazi se -- znate, između 5 i 20,

is about the right number for keeping people going.

to je otprilike pravi broj koji će uključiti ljude.

But we don't just have pies in the boxes.

Ali mi nemamo samo pite u kutijama.

There's 100 percent up here.

Tu je gore 100 posto.

And what we do is make sure that every time a box is opened,

Mi osiguramo da se svaki puta kada se kutija otvori,

there's something in it, some little reward

nešto je unutra, neka mala nagrada,

that keeps people progressing and engaged.

zbog koje ljudi napreduju i ostaju uključeni.

In most adventure games,

U većini avanturističkih igara,

it's a little bit in-game currency, a little bit experience.

to je pomalo poput neke igračke valute, malog iskustva,

But we don't just do that either.

ali ne radimo samo to.

We also say there's going to be loads of other items

Također kažemo da će biti još gomila drugih predmeta

of varying qualities and levels of excitement.

različite kvalitete i razina uzbuđenja.

There's going to be a 10 percent chance you get a pretty good item.

Postoji 10 posto šanse da ćete dobiti neki dobar predmet.

There's going to be a 0.1 percent chance

Biti će 0,1 posto šanse

you get an absolutely awesome item.

da dobijete apsolutno sjajan predmet.

And each of these rewards is carefully calibrated to the item.

I svaka od tih nagrada je pažljivo kalibrirana za neki predmet.

And also, we say,

I još, kažemo,

"Well, how many monsters? Should I have the entire world full of a billion monsters?"

"Koliko čudovišta? Trebam li imati cijeli svijet zatrpan milijardom čudovišta?"

No, we want one or two monsters on the screen at any one time.

Ne, mi hoćemo jedno ili dva čudovišta na ekranu u svakom trenutku.

So I'm drawn on. It's not too easy, not too difficult.

To me privlači. Nije previše lagano, nije previše teško.

So all this is very powerful.

Sve je to jako snažno.

But we're in virtuality. These aren't real boxes.

Ali mi se nalazimo u virtualnom svijetu; te kutije nisu stvarne.

So we can do

Dakle možemo učiniti

some rather amazing things.

neke prilično nevjerojatne stvari.

We notice, looking at all these people opening boxes,

Primjećujemo, gledajući sve te ljude koji otvaraju kutije,

that when people get to about 13 out of 15 pies,

da kada ljudi uzmu 13 od 15 pita,

their perception shifts, they start to get a bit bored, a bit testy.

njihova se percepcija promijeni, postaje im pomalo dosadno, pomalo su razdražljivi.

They're not rational about probability.

Nisu racionalni oko vjerojatnosti.

They think this game is unfair.

Misle kako je igrica nepoštena.

It's not giving me my last two pies. I'm going to give up.

Ne daje mi moje zadnje dvije pite. Odustati ću.

If they're real boxes, there's not much we can do,

Kada bi to bile stvarne kutije, nebismo puno toga mogli napraviti,

but in a game we can just say, "Right, well.

ali u igrici jednostavno kažemo, "Dobro, u redu."

When you get to 13 pies, you've got 75 percent chance of getting a pie now."

Kada imate 13 pita, imate 75% vjerojatnost da ćete sada osvojiti pitu.

Keep you engaged. Look at what people do --

To vas drži uključenima. Pogledajte što ljudi naprave --

adjust the world to match their expectation.

prilagode svijet da se poklapa s njihovim očekivanjima.

Our games don't always do this.

Naše igrice ne rade uvijek to.

And one thing they certainly do at the moment

A jedna stvar koju zasigurno mogu učiniti u trenutku

is if you got a 0.1 percent awesome item,

je, ako imate 0,1 posto impresivnih stvari,

they make very sure another one doesn't appear for a certain length of time

osiguraju se da se slijedeća ne pojavi unutar određenog vremena

to keep the value, to keep it special.

kako bi zadržali vrijednost, kako bi i dalje bila posebna.

And the point is really

A stvar je u biti

that we evolved to be satisfied by the world

da smo evolvirali kako bi bili zadovoljni sa svijetom

in particular ways.

na posebne načine.

Over tens and hundreds of thousands of years,

Kroz desetke i stotine tisuća godina,

we evolved to find certain things stimulating,

mi smo evoluirali tako da nas određene stvari stimuliraju,

and as very intelligent, civilized beings,

i kao inteligentna, civilizirana bića,

we're enormously stimulated by problem solving and learning.

mi smo nevjerojatno potaknuti rješavanjem problema i učenjem.

But now, we can reverse engineer that

Ali sada, možemo okrenuti proces tako da

and build worlds

mi gradimo svijetove

that expressly tick our evolutionary boxes.

koji će brzo utjecati na naše evolutivne kutije.

So what does all this mean in practice?

Dakle, što sve to znači u praksi?

Well, I've come up

Dobro, došao sam

with seven things

do sedam stvari

that, I think, show

koje, mislim, pokazuju

how you can take these lessons from games

kako bi mogli naučiti te lekcije iz igrica

and use them outside of games.

i upotrijebiti ih izvan njih.

The first one is very simple:

Prva je prilično jednostavna:

experience bars measuring progress --

indikator iskustva koji mjeri napredak --

something that's been talked about brilliantly

nešto o čemu sjajno pričaju

by people like Jesse Schell earlier this year.

ljudi poput Jesse Schell-a ranije ove godine.

It's already been done at the University of Indiana in the States, among other places.

Već je primjenjuju na državnom Sveučilištu Indiane, između ostalih mjesta.

It's the simple idea that instead of grading people incrementally

To je jednostavna ideja, umjesto da ljude ocjenjujemo postepeno

in little bits and pieces,

kroz male dijelove,

you give them one profile character avatar

date im određeni profil avatara

which is constantly progressing

koji stalno napreduje

in tiny, tiny, tiny little increments which they feel are their own.

u sićušnim, sićušnim dijelovima, za koje osjećaju da su njihovi.

And everything comes towards that,

I sve ide u tom pravcu da,

and they watch it creeping up, and they own that as it goes along.

oni gledaju kako napreduju, i oni to posjeduju kroz taj napredak.

Second, multiple long and short-term aims --

Drugo, mnoštvo kratkoročnih i dugoročnih ciljeva --

5,000 pies, boring,

5.000 pita, dosadno,

15 pies, interesting.

15 pita, zanimljivo.

So, you give people

Dakle, dajete ljudima

lots and lots of different tasks.

puno različitih zadataka.

You say, it's about

Kažete, zadatak je

doing 10 of these questions,

napraviti 10 ovih pitanja,

but another task

slijedeći zadatak

is turning up to 20 classes on time,

je da se pojavite na 20 satova na vrijeme,

but another task is collaborating with other people,

slijedeći zadatak je kolaboracija s drugim ljudima,

another task is showing you're working five times,

naredni zadatak je pokazati svoj rad pet puta,

another task is hitting this particular target.

slijedeći zadatak je pogoditi tu specifičnu metu.

You break things down into these calibrated slices

Razbijete stvari na te kalibrirane dijelove

that people can choose and do in parallel

koje ljudi biraju i paralelno rade

to keep them engaged

kako biste ih držali uključenima

and that you can use to point them

a koje vi možete iskoristiti da ih navedete

towards individually beneficial activities.

prema individualno korisnim aktivnostima.

Third, you reward effort.

Treće, nagrađujete napor.

It's your 100 percent factor. Games are brilliant at this.

To je vaš čimbenik 100 posto. Igre su sjajne za to.

Every time you do something, you get credit; you get a credit for trying.

Svaki puta kada nešto učinite, dobijete nagradu za pokušaj.

You don't punish failure. You reward every little bit of effort --

Ne kažnjavate pogreške; nagrađujete svaki mali napor --

a little bit of gold, a little bit of credit. You've done 20 questions -- tick.

malo vašeg zlata, malo vaših nagrada -- napravili ste 20 pitanja -- tik.

It all feeds in as minute reinforcement.

Sve to funkcionira kao trenutno osnaživanje.

Fourth, feedback.

Četvrto, povratna informacija.

This is absolutely crucial,

To je apsolutno krucijalno,

and virtuality is dazzling at delivering this.

a virtualni svijet je sjajan u isporuci toga.

If you look at some of the most intractable problems in the world today

Ako pogledate na neke od najtežih problema u svijetu danas

that we've been hearing amazing things about,

o kojima čujemo nevjerojatne stvari,

it's very, very hard for people to learn

jako, jako je teško ljudima učiti

if they cannot link consequences to actions.

ako ne mogu povezati posljedice i aktivnosti.

Pollution, global warming, these things --

Zagađivanje, globalno zatopljavanje, te stvari,

the consequences are distant in time and space.

imaju posljedice koje su udaljene u vremenu i prostoru.

It's very hard to learn, to feel a lesson.

Jako je teško učiti i osjećati lekciju,

But if you can model things for people,

ali ako možete modelirati stvari za ljude,

if you can give things to people that they can manipulate

ako možete dati stvari ljudima s kojima oni mogu manipulirati

and play with and where the feedback comes,

i igrati se te da dobiju povratnu informaciju,

then they can learn a lesson, they can see,

oni će naučiti lekciju, mogu je vidjeti,

they can move on, they can understand.

mogu napredovati, mogu razumijeti.

And fifth,

I peto,

the element of uncertainty.

element nesigurnosti.

Now this is the neurological goldmine,

To je neurološki rudnik zlata,

if you like,

ako želite,

because a known reward

jer poznate nagrade

excites people,

uzbuđuju ljude,

but what really gets them going

ali ono što ih stvarno tjera na napredak

is the uncertain reward,

jest nesigurnost nagrada,

the reward pitched at the right level of uncertainty,

nagrade koje su javljaju na određenoj razini nesigurnosti,

that they didn't quite know whether they were going to get it or not.

za koje nisu sa sigurnošću znali hoće li ih dobiti ili ne.

The 25 percent. This lights the brain up.

25%. To stimulira mozak.

And if you think about

I ako razmislite o

using this in testing,

korištenju ovoga u ispitivanju,

in just introducing control elements of randomness

o tome da jednostavno uvedete kontrolirane elemente slučajnosti

in all forms of testing and training,

u sve oblike testiranja i treninga,

you can transform the levels of people's engagement

onda možete transformirati razine uključenosti ljudi

by tapping into this very powerful

u taj vrlo moćni

evolutionary mechanism.

evolutivni mehanizam.

When we don't quite predict something perfectly,

Koji kada ne predvidimo nešto savršeno,

we get really excited about it.

shvaća kako se oko toga jako uzbudimo.

We just want to go back and find out more.

Jednostavno se želimo vratiti i saznati više.

As you probably know, the neurotransmitter

Kao što vjerojatno znate, neurotransmiter

associated with learning is called dopamine.

povezan s učenjem se zove dopamin.

It's associated with reward-seeking behavior.

On je povezan s ponašanjem traženja nagrada.

And something very exciting is just beginning to happen

I nešto jako uzbudljivo se počinje događati

in places like the University of Bristol in the U.K.,

na mjestima poput Sveučilišta u Bristolu u Velikoj Britaniji,

where we are beginning to be able to model mathematically

gdje započinjemo biti u mogućnosti da matematički modeliramo

dopamine levels in the brain.

razine dopamina u mozgu.

And what this means is we can predict learning,

A to znači da možemo predvidjeti učenje,

we can predict enhanced engagement,

možemo predvidjeti pojačano angažiranje,

these windows, these windows of time,

te periode, te vremenske periode,

in which the learning is taking place at an enhanced level.

u kojima se učenje događa na višoj razini.

And two things really flow from this.

I dvije stvari slijede iz ovoga.

The first has to do with memory,

Prva ima veze s pamćenjem,

that we can find these moments.

koje možemo pronaći u tim trenucima.

When someone is more likely to remember,

Kada postoji veća mogućnost da će netko nešto zapamtiti,

we can give them a nugget in a window.

možemo im dati nagradu u tim trenucima.

And the second thing is confidence,

A druga stvar je smjelost,

that we can see how game-playing and reward structures

koju vidimo kako igranje igrica i strukture nagrada

make people braver, make them more willing to take risks,

čine ljude hrabrijima, čine ljude spremnijima da preuzmu rizik,

more willing to take on difficulty,

spremnijima da preuzmu težinu,

harder to discourage.

težima za obeshrabrenje.

This can all seem very sinister.

To se sve može činiti jako zlokobnim.

But you know, sort of "our brains have been manipulated; we're all addicts."

Znate, na neki način "Našim mozgovima se manipulira, svi smo mi ovisnici."

The word "addiction" is thrown around.

Riječ ovisnost se koristi.

There are real concerns there.

To su legitimne brige.

But the biggest neurological turn-on for people

Ali najveće neurološko uzbuđenje za ljude

is other people.

su drugi ljudi.

This is what really excites us.

To je ono što nas stvarno potiče.

In reward terms, it's not money;

U smislu nagrada, to nije novac,

it's not being given cash -- that's nice --

to nije dobivanje gotovine -- to je lijepo --

it's doing stuff with our peers,

to je rad na stvarima s našim kolegama,

watching us, collaborating with us.

kada nas promatraju, kada surađujemo.

And I want to tell you a quick story about 1999 --

I reči ću vam kratku priču o 1999. --

a video game called EverQuest.

video igrica koja se zvala "Everquest".

And in this video game,

I u toj video igrici,

there were two really big dragons, and you had to team up to kill them --

postoje dva stvarno velika zmaja, i morate se udružiti kako biste ih ubili --

42 people, up to 42 to kill these big dragons.

42 ljudi -- do 42 kako bi se ubili ti zmajevi.

That's a problem

To je problem,

because they dropped two or three decent items.

jer su oni za sobom ostavljali dva ili tri dobra predmeta.

So players addressed this problem

Tako su igrači pristupili ovom problemu

by spontaneously coming up with a system

tako da su spontano složili sustav

to motivate each other,

međusobne motivacije,

fairly and transparently.

pošten i transparentan.

What happened was, they paid each other a virtual currency

Ono što se dogodilo jest, da su jedini drugima plaćali virtualnom valutom

they called "dragon kill points."

koju su nazivali bodovi za ubijanje zmaja.

And every time you turned up to go on a mission,

I svaki puta kada se pojavite za odlazak u misiju,

you got paid in dragon kill points.

plaća vam se u bodovima za ubijanje zmaja.

They tracked these on a separate website.

To su pratili na zasebnoj web stranici.

So they tracked their own private currency,

Tako su pratili svoju vlastitu valutu,

and then players could bid afterwards

i onda su se igrači poslije mogli nadmetati

for cool items they wanted --

za stvari koje su željeli --

all organized by the players themselves.

sve organizirano od strane igrača.

Now the staggering system, not just that this worked in EverQuest,

Ovaj zadivljujući sustav nije funkcionirao samo u ovoj igrici,

but that today, a decade on,

već danas, desetljeće kasnije,

every single video game in the world with this kind of task

svaka video igrica koja ima sličan zadatak

uses a version of this system --

koristi verziju tog sustava --

tens of millions of people.

deseci milijuna ljudi.

And the success rate

A stopa uspješnosti

is at close to 100 percent.

je blizu 100 posto.

This is a player-developed,

To je razvijena od strane igrača,

self-enforcing, voluntary currency,

samo-potaknuta, dobrovoljna valuta,

and it's incredibly sophisticated

i to nevjerojatno sofisticirano

player behavior.

ponašanje igrača.

And I just want to end by suggesting

I želio bih završiti sugestijom

a few ways in which these principles

nekoliko načina putem kojih se ovi principi

could fan out into the world.

mogu proširiti svijetom.

Let's start with business.

Započeti ću s poslovnim svijetom.

I mean, we're beginning to see some of the big problems

Mislim, počinjemo uviđati neke velike probleme

around something like business are

oko poslovnog svijeta,

recycling and energy conservation.

recikliranje i sačuvanje energije.

We're beginning to see the emergence of wonderful technologies

Počinjemo vidjeti nastajanje prekrasnih tehnologija

like real-time energy meters.

poput energometara u realnom vremenu.

And I just look at this, and I think, yes,

I samo gledam u to, i mislim, da,

we could take that so much further

mogli bismo to pomaknuti dalje

by allowing people to set targets

dozvoljavajući ljudima da si postave ciljeve

by setting calibrated targets,

postavljajući kalibrirane ciljeve,

by using elements of uncertainty,

koristeći elemente nesigurnosti,

by using these multiple targets,

koristeći mnogobrojne mete,

by using a grand, underlying reward and incentive system,

koristeći snažan, suptilni sustav implicitnih nagrada i motivacije,

by setting people up

potičući ljude

to collaborate in terms of groups, in terms of streets

na suradnju u smislu grupa, u smislu da ulice

to collaborate and compete,

međusobno surađuju i takmiče se,

to use these very sophisticated

da koriste ove jako profinjene

group and motivational mechanics we see.

grupe i motivacijske mehanizme koje vidite.

In terms of education,

U smislu edukacije,

perhaps most obviously of all,

možda najočitije od svega,

we can transform how we engage people.

možemo transformirati na koji način se ljudi uključuju.

We can offer people the grand continuity

Možemo ponuditi ljudima veliki kontinuitet

of experience and personal investment.

iskustava i osobnih investicija.

We can break things down

Možemo razbiti stvari

into highly calibrated small tasks.

na jako dobro odmjerene male zadatke.

We can use calculated randomness.

Možemo koristiti proračunatu slučajnost.

We can reward effort consistently

Možemo nagrađivati napor konzistentno

as everything fields together.

dok se stvari zajedno preklapaju.

And we can use the kind of group behaviors

I možemo koristiti vrstu grupnog ponašanja

that we see evolving when people are at play together,

koja nastaje kada se ljudi zajedno igraju,

these really quite unprecedentedly complex

te stvarno nepredvidive kompleksne

cooperative mechanisms.

mehanizme suradnje.

Government, well, one thing that comes to mind

Vlada, jedna stvar koja mi pada na pamet

is the U.S. government, among others,

je da američka vlada, poput drugih,

is literally starting to pay people

doslovno plaća ljudima

to lose weight.

da izgube na težini.

So we're seeing financial reward being used

Kažem da se koriste financijske nagrade

to tackle the great issue of obesity.

kako bi se napao veliki problem pretilosti.

But again, those rewards

Ali opet, te nagrade

could be calibrated so precisely

bi se mogle tako dobro kalibrirati

if we were able to use the vast expertise

kada bismo bili sposobni koristiti veliku stručnost

of gaming systems to just jack up that appeal,

igračkih sustava za pokretanje samo,

to take the data, to take the observations,

prikupljanje podataka, prikupljanje promatranja,

of millions of human hours

milijuna ljudskih sati

and plow that feedback

kako bismo utkali tu povratnu informaciju

into increasing engagement.

u povećanu uključenost.

And in the end, it's this word, "engagement,"

I na kraju, to je ta riječ, angažman,

that I want to leave you with.

s kojom vas želim ostaviti.

It's about how individual engagement

Radi se o tome kako se pojedinačni angažman

can be transformed

može transformirati

by the psychological and the neurological lessons

kroz psihološke i neurološke lekcije

we can learn from watching people that are playing games.

koje možemo naučiti promatrajući ljude dok se igraju.

But it's also about collective engagement

Ali radi se i o kolektivnoj uključenosti

and about the unprecedented laboratory

i jedinstvenom laboratoriju

for observing what makes people tick

za promatranje onoga što čini ljude da se povežu

and work and play and engage

i rade i igraju se i uključe

on a grand scale in games.

u velikom broju u igrice.

And if we can look at these things and learn from them

I ako možemo promatrati te stvari i učiti iz njih

and see how to turn them outwards,

i vidjeti kako ih poslije pretvoriti,

then I really think we have something quite revolutionary on our hands.

onda stvarno mislim da imamo nešto revolucionarno u svojim rukama.

Thank you very much.

Hvala vam puno.

(Applause)

(Pljesak)