Seth Priebatsch: Building the game layer on top of the world

Prevoditelj: Mislav Ante Omazić - EFZG Recezent: Željko Babić

Moje ime je Seth Priebatsch. Ja sam glavni nindža SCVNGR-a.

My name's Seth Priebatsch. I'm the chief ninja of SCVNGR.

Ja sam ponosni otpadnik sa Princeton-a.

I'm a proud Princeton dropout.

Also proud to have relocated here to Boston,

Jednako tako sam ponosan što sam se preselio ovdje u Boston,

where I actually grew up.

gdje sam u stvari odrastao.

(Applause) Yeah, Boston.

Da, Boston.

Easy wins, I should just name the counties that we've got around here.

Lake pobjede. Trebao bih krenuti i nabrajati imena okruga koje imamo u okolini.

I'm also fairly determined to try and build

Dakle, također sam prilično odlučan pokušati izgraditi

a game layer on top of the world.

sloj igre povrh svijeta.

This is sort of a new concept and it's really important,

Ovo je na neki način novi koncept i stvarno je važan.

because while the last decade was the decade of social,

Jer dok je zadnje desetljeće

bilo desetljeće društvenog

the decade where the framework in which we connect with other people was built,

i desetljeće u kojem je izgrađen okvir

unutar kojeg se spajamo s ostalim ljudima,

this next decade will be the decade where the game framework is built,

slijedeće desetljeće će biti desetljeće u kojem

se gradi okvir za igre,

where the motivations we use to actually influence behavior

gdje su motivacije koje koristimo usmjerene na stvarni utjecaj na ponašanje,

and the framework in which that is constructed,

a okvir u kojem je to konstruirano,

is decided upon, and that's really important.

određen spram toga, a to je stvarno važno.

I say I want to build a game layer on top of the world,

I tako ja kažem kako želim izgraditi sloj igre preko svijeta,

but that's not quite true,

ali to nije u potpunosti točno

because it's already under construction; it's already happening.

jer se on već gradi; to se već događa.

And it looks like this right now.

A upravo sada izgleda ovako.

It looks like the Web did back in 1997, right?

Izgleda kao što je Web izgledao 1997., zar ne?

It's not very good. It's cluttered.

To nije jako dobro. Zatrpano je.

It's filled with lots of different things that, in short, aren't that fun.

Prepuno je velikog broja raznih stvari,

koje, ukratko, nisu zabavne.

There are credit card schemes and airline mile programs,

Tu su planovi za kreditne kartice i programi skupljanja milja

coupon cards and all these loyalty schemes

i kuponi, i sve te sheme lojalnosti

that actually do use game dynamics and are building the game layer --

koje u stvari koriste principe igre

i grade sloj igre, ali su zapravo grozni.

they just suck.

They're not very well-designed.

Nisu baš dobro dizajnirani, zar ne?

(Laughter)

So that's unfortunate.

Dakle, to je jadno.

But luckily, as my favorite action hero, Bob the Builder, says,

Ali na sreću, kako moj omiljeni akcijski junak,

Graditelj Bob, kaže,

"We can do better. We can build this better."

"Možemo bolje. Možemo to bolje izgraditi."

And the tools, the resources that we use to build a game layer,

A alati, resursi,

koje koristimo za izgradnju sloja igre,

are game dynamics themselves.

su sami principi igre.

And so the crux of this presentation is going to go through

I tako će srž ove prezentacije prolaziti kroz

four really important game dynamics,

četiri stvarno važna principa igre, stvarno zanimljive stvari,

really interesting things, that, if you use consciously,

koje, ako ih koristite svjesno,

you can use to influence behavior,

možete upotrijebiti kako biste utjecali na ponašanje,

both for good, for bad, for in-between.

podjednako na bolje, na gore, i nešto između toga.

Hopefully for good.

Nadam se na bolje.

But this is the important stage in which that framework will get built,

Ali ovo su važne razlike

na kojima će se taj okvir izgraditi,

and so we want to all be thinking about it consciously now.

i sada svi želimo o tome razmišljati svjesno.

Before we jump into that, there's a question of:

Prije nego započnemo, postavlja se pitanje: zašto je to važno?

Why is this important?

I'm making this claim

Ja na neki način tvrdim kako postoji sloj igre povrh svijeta,

that there's a game layer on top of the world,

and it's very important that we build it properly.

i kako je jako važno da ga izgradimo kako treba.

The reason it's so important is that, in the last decade,

Razlog zbog kojeg je to toliko važno jest, da je u zadnjem desetljeću,

what we've seen has been building the social layer,

ono što smo vidjeli, bilo građenje društvenog sloja,

has been this framework for connections,

bio je to taj okvir za veze,

and construction on that layer is over, it's finished.

i izgradnja tog sloja je gotova, ona je završena.

There's still a lot to explore,

Postoji još puno toga za istražiti.

still a lot of people trying to figure out social

Postoji još puno ljudi koji pokušavaju shvatiti društveni

and how we leverage this and how we use this,

i kako utječemo na njega i kako iskoristiti to,

but the framework itself is done,

ali sam okvir je napravljen,

and it's called Facebook.

i zove se Facebook.

And that's OK, right? A lot of people are very happy with Facebook.

I to je dobro, zar ne? Puno ljudi je jako sretno s Facebook-om.

I like it quite a lot.

Meni se prilično sviđa.

They've created this thing called the Open Graph,

Kreirali su stvar zvanu "Open Graph",

and they own all of our connections.

i posjeduju sve naše veze.

They own half a billion people.

Oni posjeduju pola milijarde ljudi.

So when you want to build on the social layer,

I stoga, kada želite graditi na društvenom sloju,

the framework has been decided; it is the Open Graph API.

okvir je već definiran; to je "Open Graph API".

And if you're happy with that, fantastic.

I ako ste s time sretni, sjajno.

If you're not, too bad. There's nothing you can do.

Ako niste, šteta. Ne možete tu ništa napraviti.

And that's a real thing.

Ali ovo slijedeće desetljeće -- a to je prava stvar.

I mean, we want to build frameworks in a way that makes it acceptable

Mislim, želimo izgraditi okvire

na način da su prihvatljivi

and makes it productive down the road.

i, znate, da su na kraju produktivni.

So, the social layer is all about these connections.

Dakle, društveni sloj je sav u tim vezama.

The game layer is all about influence.

Sloj igara je sav u utjecaju.

It's not about adding a social fabric to the web

Ne radi se o dodavanju društvenih niti na Web-u

i povezivanju s drugim ljudima

and connecting you to other people

everywhere you are and everywhere you go,

gdje god da jeste i gdje god da idete.

it's actually about using dynamics, using forces,

Ovdje se u stvari radi o korištenju principa, korištenju sila,

to influence the behavior of where you are, what you do there,

kako bi se utjecalo na ponašanje

gdje jeste, što tamo radite, kako to radite.

how you do it.

That's really, really powerful.

To je stvarno, stvarno moćno, i biti će važnije od društvenog sloja.

And it's going to be more important than the social layer,

Utjecati će na naše živote dublje

and affect our lives more deeply and perhaps more invisibly.

i možda nevidljivije.

So it's incredibly critical that at this moment,

I zato je nevjerojatno važno

da u ovom trenutku, upravo kada se gradi,

while it's just getting constructed,

dok se okviri poput Facebook-a, poput Open Graph-a,

while the frameworks like Facebook or Open Graph

are being created for the game-layer equivalent,

kreiraju za ekvivalent sloja igre,

that we think about it very consciously,

da razmislimo o tome vrlo svjesno,

and that we do it in a way that is open, available,

i da to napravimo na način koji je otvoren,

dostupan, i koji se može iskoristiti za dobro.

and can be leveraged for good.

So that's what I want to talk about for game dynamics,

Dakle o tome želim govoriti kada govorim o principima igre,

jer je izgradnja upravo započela,

because construction has just begun,

i što svjesnije o tome možemo razmišljati,

and the more consciously we can think about this,

bolje ćemo to moći iskoristiti

the better we'll be able to use it for anything we want.

za što god želimo.

So like I said, the way you go through and build on the game layer

Dakle, kao što sam rekao, način na koji gradimo sloj igre

is not with glass and steel and cement.

nije sa staklom, čelikom i cementom.

And the resources we use are not this two-dimensional swath of land

A resursi koje koristimo nisu ti

dvodimenzionalni otkosi zemlje koje imamo.

that we have.

The resources are mindshare,

Resursi su zajedničke ideje, a alati, sirovi materijali, su ti principi igre.

and the tools, the raw materials, are these game dynamics.

Imajući to na umu, spomenimo nekoliko principa igre.

With that, a couple game dynamics to talk about.

Četiri. U SCVNGR-u se volimo šaliti

Back at SCVNGR, we like to joke

that with seven game dynamics, you can get anyone to do anything.

kako sa sedam principa, možete navesti bilo koga da učini bilo što.

Today, I'm going to show you four,

A danas ću vam pokazati četiri,

because I hope to have a competitive advantage at the end of this, still.

jer se nadam da ću još uvijek imati kompetitivnu prednost na kraju ovoga.

(Laughter)

(Smijeh)

So the first one, it's a very simple game dynamic.

Prvi je vrlo jednostavan princip igre.

It's called the appointment dynamic.

Naziva se princip zakazanog sastanka.

It's a dynamic in which to succeed,

A to je princip u kojem, ako žele uspjeti

players have to do something at a predefined time,

igrači moraju napraviti nešto u predodređeno vrijeme,

generally at a predefined place.

uglavnom na predodređenom mjestu.

And these dynamics are a little scary sometimes,

Ovi principi su ponekad malo zastrašujući,

because you think, "Other people can be using forces

jer mislite, znate,

drugi ljudi će moći koristiti sile kojima će manipulirati

that will manipulate how I interact:

mojim interakcijama, što radim, gdje radim i kada to radim.

what I do, where I do it, when I do it."

This sort of "loss of free will" that occurs in games

Ta vrsta gubitka slobodne volje koja se javlja kod igara

can be frightening.

može biti zastrašujuća,

So with each dynamic, I'm going to give three examples:

pa ću za svaki princip, dati tri primjera --

one that shows how it's already being used in the real world,

jedan koji pokazuje kako se to već koristi u stvarnom svijetu,

so you can rationalize it a bit;

kako biste ga mogli malo racionalizirati,

one that shows it in what we consider a conventional game --

jedan koji ga prikazuje u onome što nazivamo konvencionalna igra --

I think everything is a game,

ja mislim kako je sve igra, ali ovo se odnosi

but this is more what you'd think of as a game played on a board

na ono što smatramo igrama na ploči ili na računalu,

or on a computer screen;

and one of how it can be used for good,

i onda jedan o tome kako se to može iskoristiti za dobro,

so you can see that these forces can be very powerful.

kako biste uvidjeli kako te sile mogu biti stvarno moćne.

Dakle prvi -- najslavniji princip zakazanog sastanka na svijetu --

So the first one, the most famous appointment dynamic in the world,

je nešto što nazivamo "happy hour".

is something called, "Happy Hour."

So I had just recently dropped out of Princeton

Nedavno sam se ispisao s Princeton-a

and actually ended up for the first time in a bar,

i u stvari po prvi puta završio u baru,

and I saw these happy hour things all over the place.

i vidio sam posvuda te "happy hour" stvari.

And this is simply an appointment dynamic: come here at a certain time,

A tu se jednostavno radi o principu zakazanog sastanka.

Dođi ovdje u određeno vrijeme i popij nekoliko pića u pola cijene.

get your drinks half off.

Kako bi pobijedio, sve što moraš napraviti jest doći na pravo mjesto u pravo vrijeme.

To win, all you have to do is show up at the right place at the right time.

This game dynamic is so powerful,

Taj princip igre je toliko moćan,

it doesn't just influence our behavior; it's influenced our entire culture.

da ne samo da utječe na naše ponašanje, već je utjecao na cijelu kulturu.

That's a really scary thought,

To je prilično zastrašujuća pomisao,

that one game dynamic can change things so powerfully.

kako jedan princip igre može toliko značajno promijeniti stvari.

It also exists in more conventional game forms.

Također postoji i u konvencionalnim oblicima igra.

I'm sure you've all heard of Farmville by now.

Siguran sam kako ste do sada svi čuli za Farmville.

If you haven't, I recommend playing it.

Ako niste, preporučam vam da pokušate.

You won't do anything else for the rest of your day.

Nećete ništa drugo raditi ostatak dana.

Farmville has more active users than Twitter.

Farmville ima više aktivnih korisnika od Twittera.

It's incredibly powerful,

Nevjerojatno je moćan, i ima svoje principe

and it has this dynamic where you have to return at a certain time

gdje se morate vratiti u određeno vrijeme

to water your fake crops, or they wilt.

kako biste zalili svoju ljetinu -- lažnu ljetinu -- ili će uvenuti.

And this is so powerful that when they tweak their stats,

I to je toliko snažno da, kada objave svoju statistiku,

when they say your crops wilt

i kažu kako će vaša ljetina uvenuti

after eight hours, or after six hours, or after 24 hours,

poslije osam sati, ili poslije šest sati, ili poslije 24 sata,

it changes the life cycle of some 70 million people during the day.

to mijenja životni ciklus

za oko 70 milijuna ljudi preko dana.

They will return, like clockwork, at different times.

Oni će se vratiti točno ali u različita vremena.

So if they wanted the world to end, if they wanted productivity to stop,

Dakle ako žele da svijet stane, ako žele da produktivnost stane,

they could make it a 30-minute cycle,

mogli bi napraviti cikluse od 30 minuta,

and no one could do anything else, right?

i nitko ne bi mogao raditi ništa drugo.

(Laughter)

(Smijeh)

That's a little scary.

To je pomalo zastrašujuće.

But this could also be used for good.

Ali to bi se moglo iskoristiti i za dobro.

This local company called Vitality

Ovo je lokalno poduzeće koje se zove Vitality, i oni su stvorili proizvod

has created a product to help people take their medicine on time.

kako bi pomogli ljudima da uzmu svoj lijek na vrijeme.

That's an appointment.

To je oblik zakazanog sastanka.

It's something that people don't do very well.

To je nešto što ljudi ne rade najbolje.

They have these GlowCaps which flash and email you

I oni imaju te svjetleće poklopce ("GlowCaps") koji, znate, svijetle i šalju vam e-poštu

and do cool things to remind you to take your medicine.

i rade cijeli niz fora stvari kako bi vas podsjetili da uzmete svoj lijek.

This isn't a game yet, but really should be.

To još uvijek nije igra, ali bi trebala biti.

You should get points for doing it on time

Trebali biste dobivati bodove kada to učinite na vrijeme.

and lose points for not doing it on time.

Trebali biste gubiti bodove kada to ne učinite na vrijeme.

They should recognize they've built an appointment dynamic,

Trebali bi svjesno prepoznati

kako grade princip zakazanog sastanka i iskoristiti igru.

and leverage the games.

Then you can really achieve good in some interesting ways.

I onda stvarno možete postići dobro na neke interesantne načine.

We're going to jump onto the next one.

Skočiti ćemo na slijedeći, možda. Da.

Influence and status.

Utjecaj i status.

This is one of the most famous game dynamics, used all over the place.

To je jedan od najpoznatijih principa igre.

Koristi se svugdje.

It's used in your wallets, right now.

Koristi se u vašim novčanicima, upravo sada.

We all want that credit card on the far left, because it's black.

Svi mi želimo tu kreditnu karticu krajnje desno,

jer je crna.

And you see someone at CVS or --

I vidite nekoga u apoteci ili --

not CVS -- like, Christian Dior --

ne u apoteci -- u Christian Dior-u ili negdje, i onda...

(Laughter)

I don't know. I don't have a black card; I've got a debit card.

Ne znam. Nemam crnu karticu; imam samo debitnu karticu.

(Smijeh)

(Laughter)

So they whip it out and you see that black card, and:

Oni je izvuku. I onda ih primjetite, oni imaju crnu karticu.

"I want that because it means they're cooler than I am,

Ja to želim jer to znači da su oni bolji od mene,

i ja to trebam.

and I need that."

And this is used in games as well.

A to se također koristi u igrama.

"Modern Warfare," one of the most successful selling games of all time.

"Modern Warfare", jedna od najprodavanijih igri svih vremena.

I'm only a level four, but I desperately want to be a level 10,

Ja sam došao samo do četvrte razine, ali bih očajnički želio biti na desetoj,

because they've got that cool red badge,

jer oni imaju taj fora crveni bedž,

and that means that I am somehow better than everyone else.

i to na neki način znači da sam ja bolji od bilo koga drugoga.

And that's very powerful to me.

I to je moćno za mene. Status je jako dobar motivator.

Status is really good motivator.

It's also used in more conventional settings,

On se koristi i u konvencionalnijem okruženju

i može se svjesnije koristiti u konvecionalnom okruženju.

and can be used more consciously there.

School -- and remember, I made it through one year,

Škola -- i zapamtite, prošao sam jednu godinu,

so I think I'm qualified to talk on school --

tako da smatram kako sam kvalificiran pričati o tome --

is a game; it's just not a terribly well-designed game.

to je igra, samo što nije jako dobro dizajnirana igra, zar ne?

There are levels. There are C. There are B. There's A.

Postoje razine. Postoji trica. Postoji četvorka. Postoji petica.

There are statuses. I mean, what is valedictorian, but a status?

Postoje statusi. Mislim, što je odlikaš, ako nije status?

If we called valedictorian a "White Knight Paladin level 20,"

Kada bi nazvali odlikaša "bijeli vitez paladin razine 20",

I think people would probably work a lot harder.

mislim da bi se ljudi puno više trudili.

(Laughter)

(Smijeh)

(Applause)

So school is a game,

Dakle škola je igra, i postoji jako puno eksperimentiranja

and there has been lots of experimentation on how we do this properly.

kako to napraviti na pravi način.

But let's use it consciously.

Ali iskoristimo to svjesno. Zašto imate igre u kojima možete izgubiti?

Why have games you can lose? Why go from an A to an F or a B to a C?

Zašto ići s petice na jedinicu ili s četvorke na tricu.

That sucks. Why not level-up?

To je bezveze. Zašto ne podignemo razinu?

At Princeton, they've actually experimented with this,

Na Princeton-u su stvarno s time eksperimentirali.

with quizzes where you gain experience points,

Imaju testove gdje dobijete bodove za iskustvo,

and you level up from B to an A.

i dođete s četvorke na peticu.

And it's very powerful.

I to je jako moćno.

It can be used in interesting ways.

Može se koristiti na interesantne načine,

The third one I'll talk about is the progression dynamic,

Treći o kojem vam brzinski želim pričati jest princip napredovanja,

where you have to make progress, move through different steps

gdje na određeni način morate napredovati,

morate proći kroz različite korake, postepeno.

in a very granular fashion.

This is used all over the place, including LinkedIn,

To se koristi posvuda, uključujući LinkedIn,

where I am an unwhole individual.

gdje sam nepotpuna osoba.

I am only 85 percent complete on LinkedIn,

Ja sam samo 85% ispunjen na LinkedIn-u,

and that bothers me.

i to me muči.

And this is so deep-seated in our psyche

I to je toliko duboko usađeno u našu psihu

that when we're presented with a progress bar

da, kada se nađemo pred linijom napredovanja,

and presented with easy, granular steps to take

suočeni s jednostavnim postepenim koracima

koje moramo poduzeti kako bismo napredovali, mi ćemo to učiniti.

to try and complete that progress bar, we will do it.

We will find a way to move that blue line

Pronaći ćemo način kako pomaknuti plavu liniju,

all the way to the right edge of the screen.

skroz na desni kraj ekrana.

This is used in conventional games as well.

To se koristi i u konvecionalnim igrama također.

I mean, this is a Paladin level 10,

Mislim, ovo je paladinova razina 10,

and that's a Paladin level 20.

a ovo je paladinova razina 20,

And if you were going to fight Orcs on the fields of Mordor

i ako ćete se boriti, znate, s orcima na poljima Mordora

against the Ra's Al Ghul,

protiv Raz al Ghula,

you'd probably want to be the bigger one, right?

vjerojatne biste željeli biti onaj veći.

I would.

Ja bih.

And so people work very hard to level-up.

I tako se ljudi jako trude kako bi dostigli čim višu razinu.

"World of Warcraft" is one of the most successful games of all time.

"World of Warcraft" je jedna od najuspješnijih igara svih vremena.

Prosječni igrač potroši negdje oko

The average player spends some six, six-and-a-half hours a day on it,

šest, šest i pol sati dnevno na nju.

their most dedicated players -- it's like a full-time job, it's insane.

Njihovim najpredanijim igračima, to je kao posao s punim radnim vremenom.

To je ludo. I imaju taj sustav gdje možete doći na višu razinu.

And they have these systems where you can level-up.

And that's a very powerful thing. Progression is powerful.

I to je jako moćna stvar. Napredak je moćan.

It can also be used in very compelling ways for good.

To se može koristiti na jako uvjerljiv način za dobro.

One of the things we work on at SCVNGR is:

Jedna od stvari na kojima radimo u SCVNGR-u

How do you use games to drive traffic and business to local businesses,

jest kako koristiti igre da se preusmjeri promet i posao prema lokalnom gospodarstvu,

to something that is very key to the economy?

za nešto što je srž ekonomije.

And here, we have a game that people play.

I ovdje imamo igru koju ljudi igraju.

They go places, do challenges, earn points.

Oni odlaze na mjesta, imaju izazove, zarađuju bodove.

And we've introduced a progression dynamic into it,

Uveli smo princip napretka u sve to,

where, by going to the same place over and over, doing challenges,

gdje, kada idete na jedno mjesto opetovano,

kada savladavate izazove, kada uključujete gospodarstvo,

engaging with the business,

pomičete zelenu liniju s lijevog ruba ekrana na desni rub ekrana,

you move a green bar from the left edge of the screen to the right,

i na kraju dobivate nagrade.

and unlock rewards.

This is powerful enough that we can see it hooks people into these dynamics,

I to je dovoljno snažno da možemo vidjeti

kako privlači ljude u tu dinamiku,

pulls them back to the same local businesses,

vraća ih nazad prema istim lokalnim gospodarstvima,

creates loyalty, creates engagement,

kreira ogromnu lojalnost, kreira angažman,

and is able to drive meaningful revenue and fun and engagement to businesses.

i u mogućnosti su osigurati pristojan prihod

i zabavu i angažman za gospodarstvo.

These progression dynamics are powerful and can be used in the real world.

Ti principi napretka su jako moćni

i mogu se iskoristiti u stvarnom svijetu.

The final one I want to talk about -- and it's a great one to end on --

Zadnji o kojem želim pričati -- i on je sjajan za završiti s njime --

is this concept of communal discovery,

jest koncept zajedničkog otkrića.

a dynamic in which everyone has to work together to achieve something.

Princip po kojem svi moraju raditi zajedno

kako bi postigli nešto.

Communal discovery is powerful

I zajedničko otkriće je moćno jer koristi

because it leverages the network that is society

mrežu, to jest društvo,

to solve problems.

za rješavanje problema.

This is used in some famous consumer web stories like Digg,

To se koristi u nekim vrstama poznatih potrošačkih web priča,

which I'm sure you've all heard of.

poput "Digg-a", za kojeg sam siguran da ste svi čuli.

Digg is a communal dynamic

"Digg" jest princip zajedništva

to try to find and source the best news, the most interesting stories.

koji pokušava pronaći izvor najboljih vijesti,

najinteresantnijih priča.

And they made this into a game, initially.

Oni su to pretvorili u igru, isprva.

They had a leader board where, if you recommended the best stories,

Imali su tablicu najboljih, gdje biste ako preporučite najbolju priču,

you would get points.

dobivali bodove.

And that really motivated people to find the best stories.

A to je motiviralo ljude da pronađu najbolje priče.

But it became so powerful, there was actually a cabal,

No postalo je toliko moćno, da se stvorila spletka,

a group of people, the top seven on the leader board,

grupe ljudi, najboljih sedam na tablici,

who would work together to make sure they maintained that position,

koji su radili zajedno kako bi bili sigurni da će zadržati tu poziciju.

recommending people's stories.

Oni bi preporučivali priče drugih ljudi.

The game became more powerful than the goal.

A time je igra postala moćnija od cilja.

They ended up shutting down the leader board because, while it was effective,

Tako da su na kraju morali ugasiti tablicu najboljih,

jer iako je bila efektivna,

it was so powerful that it stopped sourcing the best stories,

bila je toliko moćna da je prestala pronalaziti najbolje priče

i držala fokus na zadržavanju vodeće pozicije.

and started having people work to maintain leadership.

So we have to use this one carefully.

Zato to moramo koristiti pažljivije.

It's also used in things like McDonald's Monopoly,

To se također koristi u stvarima poput McDonald's-ovog Monopoly-a,

where the game is not the Monopoly you're playing,

gdje fokus nije na samoj igri koju igrate,

već na industriji gradnje kućica

but the cottage industries that form to try and find Boardwalk.

kako bi se osvojio "Boardwalk", točno?

There, they're just looking for a sticker that says "Boardwalk,"

I sada traže samo malu naljepnicu s nazivom "Boardwalk".

but it can also be used to find real things.

ali može se koristiti i za pronalaženje pravih stvari.

Ovo je DARPA-in izazov balona,

This is the DARPA balloon challenge,

where they hid a couple balloons all across the United States and said,

gdje su sakrili nekoliko balona širom SAD-a

i rekli, "Iskoristite mreže".

"Use networks. Try and find these balloons fastest,

Pokušajte pronaći balone i oni koji budu najbrži dobiti će 40,000 US$."

and the winner will get $40,000."

The winner was a group out of MIT,

A pobjednik je zapravo bila grupa s MIT-a,

where they created sort of a pyramid scheme, a network,

gdje su kreirali neki oblik piramidalne sheme, mrežu,

where the first person to recommend the location of a balloon got $2,000,

u kojoj je prva osoba koja predloži lokaciju balona

dobila 2,000 US$ i svi koji bi tome doprinijeli

and anyone else to push that recommendation up also got a cut.

također su dobili dio nagrade.

And in 12 hours, they were able to find all these balloons,

I u 12 sati, pronašli su

sve te balone, širom zemlje.

all across the country.

Really powerful dynamic.

Stvarno snažan princip.

And so, I've got about 20 seconds left,

I tako, preostalo mi je oko 20 sekundi

so if I'm going to leave you with anything,

tako da ću vas ostaviti sa slijedećim.

last decade was the decade of social.

Prošlo desetljeće je bilo desetljeće društvenog.

This next decade is the decade of games.

Slijedeće desetljeće će biti desetljeće igri.

We use game dynamics to build on it. We build with mindshare.

Koristimo principe igre na kojima gradimo. Gradimo zajedničkim idejama.

Možemo utjecati na ponašanje.

We can influence behavior.

It's very powerful. It's very exciting.

To je jako moćno. To je jako uzbudljivo.

Let's all build it together, let's do it well and have fun playing.

Idemo zajedno to izgraditi, izgradimo to dobro i zabavljajmo se pritom.

(Applause)