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

104,169 views ใƒป 2010-08-20

TED


์•„๋ž˜ ์˜๋ฌธ์ž๋ง‰์„ ๋”๋ธ”ํด๋ฆญํ•˜์‹œ๋ฉด ์˜์ƒ์ด ์žฌ์ƒ๋ฉ๋‹ˆ๋‹ค.

๋ฒˆ์—ญ: Dongyeon Kim ๊ฒ€ํ† : Nancy Schultz
์ œ ์ด๋ฆ„์€ ์„ธ์Šค ํ”„๋ฆฌ๋ฑƒ์ทจ ์ž…๋‹ˆ๋‹ค. ์ €๋Š” SCVNGR์˜ ์ตœ๊ณ  ๋‹Œ์ž์ž…๋‹ˆ๋‹ค.
00:16
My name's Seth Priebatsch. I'm the chief ninja of SCVNGR.
0
16410
2684
์ €๋Š” ์ž๋ž‘์Šค๋Ÿฌ์šด ํ”„๋ฆฐ์Šคํ„ด ๋Œ€ํ•™๊ต ์žํ‡ด์ƒ์ž…๋‹ˆ๋‹ค.
00:19
I'm a proud Princeton dropout.
1
19118
1468
00:20
Also proud to have relocated here to Boston,
2
20610
2054
๊ทธ๋ฆฌ๊ณ  ์ €๋Š” ์ œ๊ฐ€ ์ž๋ผ๋‚ฌ๋˜ ๊ณณ์ธ
00:22
where I actually grew up.
3
22688
1547
๋ณด์Šคํ„ด์— ๋‹ค์‹œ ์˜ค๊ฒŒ ๋œ ๊ฒƒ์„ ์ž๋ž‘์Šค๋Ÿฝ๊ฒŒ ์ƒ๊ฐํ•ฉ๋‹ˆ๋‹ค.
00:24
(Applause) Yeah, Boston.
4
24259
1780
๋„ค, ๋ณด์Šคํ„ด์ž…๋‹ˆ๋‹ค.
00:26
Easy wins, I should just name the counties that we've got around here.
5
26063
3302
๋ชป๋ฏฟ์œผ์‹œ๊ฒ ๋‹ค๋ฉด ์ œ๊ฐ€ ์ด ๋„์‹œ ์ฃผ๋ณ€์— ์žˆ๋Š” ์ž์น˜์ฃผ๋“ค์„ ๋‚˜์—ดํ•ด ๋“œ๋ฆด ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
00:29
I'm also fairly determined to try and build
6
29389
2191
์ž, ์ €๋Š” ์„ธ์ƒ ์œ„์— ๊ฒŒ์ž„ ๋ ˆ์ด์–ด๋ฅผ ๋งŒ๋“ค์–ด ๋ณด๊ธฐ ์œ„ํ•ด
00:31
a game layer on top of the world.
7
31604
1589
๋‹จ๋‹จํžˆ ๊ฒฐ์‹ฌํ–ˆ์Šต๋‹ˆ๋‹ค.
00:33
This is sort of a new concept and it's really important,
8
33217
2660
์ด๊ฒƒ์€ ์ผ์ข…์˜ ์ƒˆ๋กœ์šด ๊ฐœ๋…์ด๊ณ , ๋งค์šฐ ์ค‘์š”ํ•œ ๊ฐœ๋…์ž…๋‹ˆ๋‹ค.
00:35
because while the last decade was the decade of social,
9
35901
3097
์™œ๋ƒํ•˜๋ฉด ์ง€๋‚œ 10๋…„์€
์†Œ์…œ ๊ฐœ๋…์ด ์ฒ˜์Œ ๋„์ž…๋˜์–ด
00:39
the decade where the framework in which we connect with other people was built,
10
39022
3781
์‚ฌ๋žŒ๋“ค ์‚ฌ์ด๋ฅผ ์—ฐ๊ฒฐํ•ด ์ฃผ๋Š”
ํ”„๋ ˆ์ž„์›Œํฌ๊ฐ€ ๋งŒ๋“ค์–ด์ง€๊ธฐ ์‹œ์ž‘ํ•œ ๊ธฐ๊ฐ„์ด์—ˆ๋‹ค๋ฉด,
00:42
this next decade will be the decade where the game framework is built,
11
42827
4323
๋‹ค์Œ 10๋…„์€
์‚ฌ๋žŒ๋“ค์˜ ํ–‰๋™์— ์˜ํ–ฅ์„ ๋ฏธ์น˜๋Š” ๋™๊ธฐ ๋ถ€์—ฌ์ ์ธ ์š”์†Œ์™€
00:47
where the motivations we use to actually influence behavior
12
47174
2928
์ด๋Ÿฌํ•œ ํ–‰๋™์„ ๋ฐœ์ƒ์‹œํ‚ค๋Š” ํ”„๋ ˆ์ž„์›Œํฌ๊ฐ€ ๊ฒฐ์ •๋˜๋Š”
00:50
and the framework in which that is constructed,
13
50126
2215
๊ฒŒ์ž„ ํ”„๋ ˆ์ž„์›Œํฌ๊ฐ€ ๋งŒ๋“ค์–ด์ง€๋Š” ์‹œ์ ์ด๊ณ 
00:52
is decided upon, and that's really important.
14
52365
2119
์ด ๊ฒƒ์€ ๋Œ€๋‹จํžˆ ์ค‘์š”ํ•ฉ๋‹ˆ๋‹ค.
00:54
I say I want to build a game layer on top of the world,
15
54508
2579
๋”ฐ๋ผ์„œ ์ œ๊ฐ€ ์„ธ์ƒ ์œ„์— ๊ฒŒ์ž„ ๋ ˆ์ด์–ด๋ฅผ ๋งŒ๋“ค๊ณ  ์‹ถ๋‹ค๊ณ  ์–˜๊ธฐํ•œ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
00:57
but that's not quite true,
16
57111
1251
ํ•˜์ง€๋งŒ ์ œ๊ฐ€ ๋ง์”€๋“œ๋ฆฐ ๊ฒƒ์€ ์—„๋ฐ€ํžˆ ๋งํ•˜๋ฉด ์‚ฌ์‹ค์ด ์•„๋‹™๋‹ˆ๋‹ค.
00:58
because it's already under construction; it's already happening.
17
58386
3150
์™œ๋ƒํ•˜๋ฉด ๊ฒŒ์ž„ ๋ ˆ์ด์–ด๋Š” ์ด๋ฏธ ๋งŒ๋“ค์–ด์ง€๊ณ  ์žˆ๊ธฐ ๋•Œ๋ฌธ์ž…๋‹ˆ๋‹ค; ์ด ์ผ์€ ์ด๋ฏธ ์ผ์–ด๋‚˜๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
01:01
And it looks like this right now.
18
61560
1860
๊ฒŒ์ž„ ๋ ˆ์ด์–ด๋Š” ํ˜„์žฌ๋กœ๋Š” ์ด์™€ ๊ฐ™์ด ์ƒ๊ฒผ์Šต๋‹ˆ๋‹ค.
01:03
It looks like the Web did back in 1997, right?
19
63444
2792
๋งˆ์น˜ 1997๋…„์˜ ์›น๊ณผ ๊ฐ™์ง€ ์•Š๋‚˜์š”?
01:06
It's not very good. It's cluttered.
20
66260
1926
๊ทธ๋ ‡๊ฒŒ ์ข‹์ง€ ์•Š์Šต๋‹ˆ๋‹ค. ๋งค์šฐ ์–ด์ˆ˜์„ ํ•ฉ๋‹ˆ๋‹ค.
01:08
It's filled with lots of different things that, in short, aren't that fun.
21
68210
3890
๊ฐ„๋‹จํžˆ ๋งํ•˜๋ฉด ํ˜„์žฌ ๊ฒŒ์ž„ ๋ ˆ์ด์–ด๋Š”
๊ทธ๋ ‡๊ฒŒ ์žฌ๋ฏธ์žˆ์ง€ ์•Š์€ ์—ฌ๋Ÿฌ ์š”์†Œ๋“ค๋กœ ์ฑ„์›Œ์ ธ ์žˆ์Šต๋‹ˆ๋‹ค.
01:12
There are credit card schemes and airline mile programs,
22
72124
3244
์‹ ์šฉ ์นด๋“œ ์ œ๋„, ํ•ญ๊ณต์‚ฌ ๋งˆ์ผ๋ฆฌ์ง€ ์ œ๋„,
01:15
coupon cards and all these loyalty schemes
23
75392
2640
์ฟ ํฐ ์นด๋“œ ๋“ฑ๊ณผ ๊ฐ™์€ ํšŒ์› ํ˜œํƒ ์ œ๋„๋“ค์€
01:18
that actually do use game dynamics and are building the game layer --
24
78056
3861
์‹ค์ œ๋กœ ๊ฒŒ์ž„ ์—ญํ•™์„ ์‚ฌ์šฉํ•˜๊ณ ,
๊ฒŒ์ž„ ๋ ˆ์ด์–ด๋ฅผ ๊ตฌ์„ฑํ•˜๊ณ  ์žˆ์ง€๋งŒ, ๋„ˆ๋ฌด ํ›„์กŒ์Šต๋‹ˆ๋‹ค.
01:21
they just suck.
25
81941
1295
01:23
They're not very well-designed.
26
83260
2065
์ด ๊ฒƒ๋“ค์€ ์ œ๋Œ€๋กœ ๊ณ ์•ˆ๋˜์–ด ๋งŒ๋“ค์–ด์ง€์ง€ ์•Š์•˜์Šต๋‹ˆ๋‹ค.
01:25
(Laughter)
27
85349
1044
01:26
So that's unfortunate.
28
86417
1544
์ •๋ง ์•ˆํƒ€๊น์Šต๋‹ˆ๋‹ค.
01:27
But luckily, as my favorite action hero, Bob the Builder, says,
29
87985
4158
ํ•˜์ง€๋งŒ ๋‹คํ–‰์Šค๋Ÿฝ๊ฒŒ๋„, ์ œ๊ฐ€ ๊ฐ€์žฅ ์ข‹์•„ํ•˜๋Š” ์•ก์…˜ ์˜์›…์ธ ๋ฐฅ ๋” ๋นŒ๋”๊ฐ€ ๋งํ–ˆ์Šต๋‹ˆ๋‹ค.
(Bob the Builder: ๋ชจ๋“  ์ผ์„ "ํ•  ์ˆ˜ ์žˆ๋‹ค"๋ผ๋Š” ๊ธ์ •์  ํƒœ๋„๋กœ ํ•ด๊ฒฐํ•˜๋Š” ์˜๊ตญ ์• ๋‹ˆ๋ฉ”์ด์…˜ ์บ๋ฆญํ„ฐ)
01:32
"We can do better. We can build this better."
30
92167
2236
"์šฐ๋ฆฌ๋Š” ๋” ์ž˜ ํ•  ์ˆ˜ ์žˆ๋‹ค. ์šฐ๋ฆฌ๋Š” ๋” ์ž˜ ๋งŒ๋“ค ์ˆ˜ ์žˆ๋‹ค."
01:34
And the tools, the resources that we use to build a game layer,
31
94769
3467
์šฐ๋ฆฌ๊ฐ€ ๊ฒŒ์ž„ ๋ ˆ์ด์–ด๋ฅผ ๊ตฌ์„ฑํ•˜๋Š” ๋ฐ ์‚ฌ์šฉํ•˜๋Š”
๋„๊ตฌ์™€ ์žฌ๋ฃŒ๋Š”
01:38
are game dynamics themselves.
32
98260
1809
๋ฐ”๋กœ ๊ฒŒ์ž„ ์—ญํ•™ ๊ทธ ์ž์ฒด์ž…๋‹ˆ๋‹ค.
01:40
And so the crux of this presentation is going to go through
33
100093
2769
๋”ฐ๋ผ์„œ ์ด ํ”„๋ ˆ์  ํ…Œ์ด์…˜์˜ ๋ณธ๋ก ์—์„œ๋Š”
01:42
four really important game dynamics,
34
102886
1738
๊ฐ€์žฅ ์ค‘์š”ํ•˜๊ณ  ๊ฐ€์žฅ ํฅ๋ฏธ๋กœ์šด ๋„ค ๊ฐ€์ง€ ๊ฒŒ์ž„ ์—ญํ•™ ์š”์†Œ์— ๋Œ€ํ•ด ์„ค๋ช…ํ•  ๊ฒƒ์ž…๋‹ˆ๋‹ค.
01:44
really interesting things, that, if you use consciously,
35
104648
2785
์—ฌ๋Ÿฌ๋ถ„์ด ์ด ๊ฒƒ๋“ค์„ ์ œ๋Œ€๋กœ ์‚ฌ์šฉํ•œ๋‹ค๋ฉด
01:47
you can use to influence behavior,
36
107457
2779
ํ–‰๋™์— ์ข‹์€ ๋ฐฉํ–ฅ ๋ฐ ๋‚˜์œ ๋ฐฉํ–ฅ์œผ๋กœ, ๋˜๋Š” ๊ทธ ์ค‘๊ฐ„ ๋ฐฉํ–ฅ์œผ๋กœ
01:50
both for good, for bad, for in-between.
37
110260
2357
์˜ํ–ฅ์„ ๋ฏธ์น  ์ˆ˜ ์žˆ์„ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
01:52
Hopefully for good.
38
112641
1299
์ข‹์€ ๋ฐฉํ–ฅ์œผ๋กœ ์˜ํ–ฅ์„ ๋ฏธ์น˜๊ธฐ๋ฅผ ๋ฐ”๋ผ์ง€๋งŒ์š”.
01:53
But this is the important stage in which that framework will get built,
39
113964
4000
์ด๋Ÿฌํ•œ ์š”์†Œ๋“ค์€
์•ž์œผ๋กœ ๋งŒ๋“ค์–ด ์งˆ ํ”„๋ ˆ์ž„์›Œํฌ๋ฅผ ๊ตฌ์„ฑํ•  ์ค‘์š”ํ•œ ๋‹จ๊ณ„๋“ค์ด๊ธฐ ๋•Œ๋ฌธ์—
01:57
and so we want to all be thinking about it consciously now.
40
117988
3097
์˜ฌ๋ฐ”๋ฅธ ์‚ฌ๊ณ  ๋ฐฉ์‹์œผ๋กœ ์ ‘๊ทผํ•ด์•ผ ํ•ฉ๋‹ˆ๋‹ค.
02:01
Before we jump into that, there's a question of:
41
121109
2257
๊ทธ ๋ถ€๋ถ„์— ๋Œ€ํ•ด ์„ค๋ช…ํ•˜๊ธฐ ์ „์—, ์ด ๊ฒƒ์ด ์™œ ์ค‘์š”ํ•œ์ง€์— ๋Œ€ํ•œ ์˜๋ฌธ์ด ๋“ค ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
02:03
Why is this important?
42
123390
1151
02:04
I'm making this claim
43
124565
1154
์ €๋Š” ์„ธ์ƒ ์œ„์— ์กด์žฌํ•˜๋Š” ๊ฒŒ์ž„ ๋ ˆ์ด์–ด๊ฐ€ ์žˆ๊ณ ,
02:05
that there's a game layer on top of the world,
44
125743
2150
02:07
and it's very important that we build it properly.
45
127917
2338
์ด ๊ฒƒ์„ ์ œ๋Œ€๋กœ ๋งŒ๋“œ๋Š” ๊ฒƒ์ด ๋Œ€๋‹จํžˆ ์ค‘์š”ํ•˜๋‹ค๋Š” ์ฃผ์žฅ์„ ํ•˜๊ณ  ์žˆ๋Š” ๊ฒƒ์ธ๋ฐ,
02:10
The reason it's so important is that, in the last decade,
46
130279
2670
์ด ๊ฒƒ์ด ์™œ ์ด๋ ‡๊ฒŒ ์ค‘์š”ํ•˜๋‚˜๋ฉด, ์ง€๋‚œ 10๋…„๋™์•ˆ
02:12
what we've seen has been building the social layer,
47
132973
2886
์šฐ๋ฆฌ๋Š” ์†Œ์…œ ๋ ˆ์ด์–ด๊ฐ€ ๋งŒ๋“ค์–ด์ง€๋Š” ๊ฒƒ์„ ๋ชฉ๊ฒฉํ–ˆ๊ณ ,
02:15
has been this framework for connections,
48
135883
2468
์ด ํ”„๋ ˆ์ž„์›Œํฌ๋ฅผ ํ†ตํ•ด ์‚ฌ๋žŒ๋“ค์ด ์—ฐ๊ฒฐ๋˜๋Š” ๊ฒƒ์„ ๋ณด์•˜์Šต๋‹ˆ๋‹ค.
02:18
and construction on that layer is over, it's finished.
49
138375
3564
์†Œ์…œ ๋ ˆ์ด์–ด๋Š” ์ด๋ฏธ ๋‹ค ๋งŒ๋“ค์–ด ์กŒ์Šต๋‹ˆ๋‹ค. ๋๋‚œ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
02:21
There's still a lot to explore,
50
141963
1478
์•„์ง ์†Œ์…œ ๋ ˆ์ด์–ด์—์„œ ํƒ๊ตฌํ•  ๋ถ„์•ผ๊ฐ€ ๋งŽ๊ณ ,
02:23
still a lot of people trying to figure out social
51
143465
2291
์–ด๋–ป๊ฒŒ ์†Œ์…œ ๋ถ„์•ผ์—์„œ ์˜ํ–ฅ๋ ฅ์„ ๋ฏธ์น˜๊ณ , ์–ด๋–ป๊ฒŒ ์†Œ์…œ ๋ ˆ์ด์–ด๋ฅผ ์‚ฌ์šฉํ• ์ง€
02:25
and how we leverage this and how we use this,
52
145780
2102
์•Œ์•„๋‚ด๋ ค ๋…ธ๋ ฅํ•˜๋Š” ์‚ฌ๋žŒ๋“ค์ด ์•„์ง๋„ ๋งŽ์ด ์žˆ์Šต๋‹ˆ๋‹ค.
02:27
but the framework itself is done,
53
147906
1783
ํ•˜์ง€๋งŒ ํ”„๋ ˆ์ž„์›Œํฌ ์ž์ฒด๋Š” ์ด๋ฏธ ๋‹ค ๋งŒ๋“ค์–ด ์กŒ์Šต๋‹ˆ๋‹ค.
02:29
and it's called Facebook.
54
149713
1486
๊ทธ ๊ฒƒ์€ ๋ฐ”๋กœ Facebook ์ž…๋‹ˆ๋‹ค.
02:32
And that's OK, right? A lot of people are very happy with Facebook.
55
152175
3371
์ธ์ •ํ•  ์ˆ˜ ์žˆ์ฃ ? ๋Œ€๋ถ€๋ถ„์˜ ์‚ฌ๋žŒ๋“ค์€ Facebook์— ๋ถˆ๋งŒ์ด ์—†์Šต๋‹ˆ๋‹ค.
02:35
I like it quite a lot.
56
155570
1589
์ €๋„ Facebook์„ ์ƒ๋‹นํžˆ ์ข‹์•„ํ•ฉ๋‹ˆ๋‹ค.
02:37
They've created this thing called the Open Graph,
57
157183
2303
Facebook์€ Open Graph๋ผ๊ณ  ํ•˜๋Š” ๊ฒƒ์„ ๋งŒ๋“ค์–ด์„œ
02:39
and they own all of our connections.
58
159510
1726
์šฐ๋ฆฌ๋“ค ์‚ฌ์ด์˜ ๋ชจ๋“  ์—ฐ๊ฒฐ ๊ด€๊ณ„์— ๋Œ€ํ•œ ์ •๋ณด๋ฅผ ์†Œ์œ ํ•ฉ๋‹ˆ๋‹ค.
02:41
They own half a billion people.
59
161260
1607
๊ทธ๋“ค์€ ์ˆ˜ ์–ต์˜ ์ธ๊ตฌ๋ฅผ ์†Œ์œ ํ•˜๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
02:42
So when you want to build on the social layer,
60
162891
2184
๋”ฐ๋ผ์„œ ๋งŒ์•ฝ์— ์—ฌ๋Ÿฌ๋ถ„์ด ์†Œ์…œ ๋ ˆ์ด์–ด๋ฅผ ๊ตฌ์ถ•ํ•˜๋ ค๊ณ  ํ•œ๋‹ค๋ฉด
02:45
the framework has been decided; it is the Open Graph API.
61
165099
3212
ํ”„๋ ˆ์ž„์›Œํฌ๋Š” ์ด๋ฏธ Open Graph API๋กœ ์ •ํ•ด์กŒ์Šต๋‹ˆ๋‹ค.
02:48
And if you're happy with that, fantastic.
62
168335
2010
์—ฌ๋Ÿฌ๋ถ„์ด ์ด์— ๋งŒ์กฑํ•œ๋‹ค๋ฉด ๋‹คํ–‰์ด๊ณ ,
02:50
If you're not, too bad. There's nothing you can do.
63
170369
2718
๋งŒ์กฑํ•˜์ง€ ๋ชปํ•œ๋‹ค ํ•ด๋„ ์–ด์ฉ” ์ˆ˜ ์—†์Šต๋‹ˆ๋‹ค. ์—ฌ๋Ÿฌ๋ถ„์ด ํ•  ์ˆ˜ ์žˆ๋Š” ๊ฒƒ์€ ์—†์Šต๋‹ˆ๋‹ค.
02:53
And that's a real thing.
64
173547
2689
ํ•˜์ง€๋งŒ ๋‹ค์Œ 10๋…„์ด ์‹ค์ œ๋กœ ์ค‘์š”ํ•ฉ๋‹ˆ๋‹ค.
02:56
I mean, we want to build frameworks in a way that makes it acceptable
65
176260
4976
์ œ ๋ง์€, ์šฐ๋ฆฌ๋Š” ์‚ฌ๋žŒ๋“ค์—๊ฒŒ ์šฉ์ธ๋˜๊ณ 
์žฅ๋ž˜์— ๊ฒฐ์‹ค์„ ๋ณด๊ฒŒ ๋˜๋Š”
03:01
and makes it productive down the road.
66
181260
2087
ํ”„๋ ˆ์ž„์›Œํฌ๋ฅผ ๋งŒ๋“ค๊ณ  ์‹ถ์€ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
03:03
So, the social layer is all about these connections.
67
183371
2618
์†Œ์…œ ๋ ˆ์ด์–ด๊ฐ€ ์—ฐ๊ฒฐ์— ๊ธฐ๋ฐ˜์„ ๋‘์—ˆ๋‹ค๋ฉด
03:06
The game layer is all about influence.
68
186495
2412
๊ฒŒ์ž„ ๋ ˆ์ด์–ด๋Š” ์˜ํ–ฅ๋ ฅ์— ๊ธฐ๋ฐ˜ํ•ฉ๋‹ˆ๋‹ค.
03:08
It's not about adding a social fabric to the web
69
188931
2244
์ด ๊ฒƒ์€ ๋‹จ์ง€ ์›น์— ์†Œ์…œ ๊ตฌ์กฐ๋ฅผ ์ถ”๊ฐ€ํ•˜์—ฌ
์—ฌ๋Ÿฌ๋ถ„์ด ์–ด๋””์— ์žˆ๊ณ , ์–ด๋””๋กœ ๊ฐ€๋˜์ง€ ์ƒ๊ด€์—†์ด
03:11
and connecting you to other people
70
191199
1627
03:12
everywhere you are and everywhere you go,
71
192850
1954
๋‹น์‹ ์„ ๋‹ค๋ฅธ ์‚ฌ๋žŒ๋“ค๊ณผ ์—ฐ๊ฒฐ์‹œ์ผœ ์ฃผ๋Š” ๋ฐ์— ๊ทธ์น˜๋Š” ๊ฒƒ์ด ์•„๋‹ˆ๋ผ
03:14
it's actually about using dynamics, using forces,
72
194828
2296
์—ญํ•™ ๊ด€๊ณ„์™€ ํž˜์„ ํ†ตํ•ด
03:17
to influence the behavior of where you are, what you do there,
73
197148
3128
๋‹น์‹ ์ด ์–ด๋””์„œ, ๋ฌด์—‡์„, ์–ด๋–ป๊ฒŒ ํ•˜๋Š๋ƒ์™€ ๊ฐ™์€
ํ–‰๋™์— ์˜ํ–ฅ์„ ๋ฏธ์น˜๊ฒŒ ๋˜๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
03:20
how you do it.
74
200300
1153
03:21
That's really, really powerful.
75
201477
1494
์ด ๊ฒƒ์€ ๋งค์šฐ ๊ฐ•๋ ฅํ•˜๋ฉฐ, ์†Œ์…œ ๋ ˆ์ด์–ด๋ณด๋‹ค ํ›จ์”ฌ ์ค‘์š”ํ•ด ์งˆ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
03:22
And it's going to be more important than the social layer,
76
202995
2732
๊ฒŒ์ž„ ๋ ˆ์ด์–ด๋Š” ๋ˆˆ์— ๋„์ง€ ์•Š๊ฒŒ
03:25
and affect our lives more deeply and perhaps more invisibly.
77
205751
2895
์šฐ๋ฆฌ์˜ ์‚ถ ๊นŠ์ˆ™ํžˆ ์˜ํ–ฅ์„ ๋ฏธ์น  ๊ฒƒ์ž…๋‹ˆ๋‹ค.
03:28
So it's incredibly critical that at this moment,
78
208670
2798
Facebook ๋ฐ Open Graph์™€ ๊ฐ™์€
ํ”„๋ ˆ์ž„์›Œํฌ๊ฐ€ ๋งŒ๋“ค์–ด์ง€๊ณ  ์žˆ๋Š” ๋•Œ์—
03:31
while it's just getting constructed,
79
211492
1720
๊ฒŒ์ž„ ๋ ˆ์ด์–ด๋ฅผ ๋ง‰ ๊ตฌ์ถ•ํ•˜๊ธฐ ์‹œ์ž‘ํ•œ ์ด ์‹œ์ ์—์„œ๋ถ€ํ„ฐ
03:33
while the frameworks like Facebook or Open Graph
80
213236
2306
03:35
are being created for the game-layer equivalent,
81
215566
2270
์ด์— ๋Œ€ํ•ด ๋งค์šฐ ์‹ ์ค‘ํ•˜๊ฒŒ ๊ณ ๋ คํ•˜์—ฌ
03:37
that we think about it very consciously,
82
217860
1924
๋ณด๋‹ค ์—ด๋ ค์žˆ๊ณ  ๋ˆ„๊ตฌ๋‚˜ ์‰ฝ๊ฒŒ ์ ‘๊ทผ์ด ๊ฐ€๋Šฅํ•˜๋ฉฐ
03:39
and that we do it in a way that is open, available,
83
219808
2388
์ข‹์€ ๋ฐฉํ–ฅ์œผ๋กœ ์˜ํ–ฅ์„ ๋ฏธ์น  ์ˆ˜ ์žˆ๋„๋ก
์ ‘๊ทผํ•˜๋ ค๊ณ  ๋…ธ๋ ฅํ•˜๊ณ  ์žˆ๋‹ค๋Š” ์ ์€ ์ƒ๋‹นํžˆ ์ค‘์š”ํ•ฉ๋‹ˆ๋‹ค.
03:42
and can be leveraged for good.
84
222220
1489
03:43
So that's what I want to talk about for game dynamics,
85
223733
2530
์ด ๊ฒƒ์ด ์ œ๊ฐ€ ๊ฒŒ์ž„ ์—ญํ•™์— ๋Œ€ํ•ด ๋งํ•˜๊ณ  ์‹ถ์€ ์ ์ธ๋ฐ,
๊ฒŒ์ž„ ๋ ˆ์ด์–ด์˜ ๊ตฌ์ถ•์ด ๋ง‰ ์‹œ์ž‘๋˜์—ˆ๊ธฐ ๋•Œ๋ฌธ์—
03:46
because construction has just begun,
86
226287
1723
์šฐ๋ฆฌ๊ฐ€ ์ด์— ๋Œ€ํ•ด ๋”์šฑ ์‹ ์ค‘ํ•˜๊ฒŒ ์ƒ๊ฐํ•  ์ˆ˜๋ก
03:48
and the more consciously we can think about this,
87
228034
2349
์šฐ๋ฆฌ๊ฐ€ ์›ํ•˜๋Š” ๊ฒƒ๋“ค์„ ์œ„ํ•ด
03:50
the better we'll be able to use it for anything we want.
88
230407
3064
๋”์šฑ ์˜ฌ๋ฐ”๋ฅด๊ฒŒ ์‚ฌ์šฉํ•  ์ˆ˜ ์žˆ์„ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
03:53
So like I said, the way you go through and build on the game layer
89
233495
3146
์ œ๊ฐ€ ๋งํ•œ ๊ฒƒ๊ณผ ๊ฐ™์ด, ๊ฒŒ์ž„ ๋ ˆ์ด์–ด๋Š”
03:56
is not with glass and steel and cement.
90
236665
3127
์œ ๋ฆฌ, ์ฒ ๊ทผ๊ณผ ์‹œ๋ฉ˜ํŠธ๋กœ ๋งŒ๋“ค์–ด ์ง€๋Š” ๊ฒƒ์ด ์•„๋‹™๋‹ˆ๋‹ค.
03:59
And the resources we use are not this two-dimensional swath of land
91
239816
3211
์—ฌ๊ธฐ์— ์“ฐ์—ฌ์งˆ ์ž์›๋“ค์€
๊ธฐ์กด์˜ 2์ฐจ์›์ ์ธ ๋ฌผ์งˆ์  ์„ธ๊ณ„์— ๊ตฌ์ถ•๋˜๋Š”๊ฒŒ ์•„๋‹™๋‹ˆ๋‹ค.
04:03
that we have.
92
243051
1156
04:04
The resources are mindshare,
93
244231
1349
๊ฒŒ์ž„ ๋ ˆ์ด์–ด๋Š” ๋งˆ์ธ๋“œ์…ฐ์–ด์— ๊ฒŒ์ž„ ์—ญํ•™์„ ๋„๊ตฌ์™€ ์žฌ๋ฃŒ๋กœ ์‚ฌ์šฉํ•˜์—ฌ ๋งŒ๋“ค์–ด ์ง€๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
04:05
and the tools, the raw materials, are these game dynamics.
94
245604
2784
๋”ฐ๋ผ์„œ ์ €๋Š” ๋„ค ๊ฐ€์ง€ ๊ฒŒ์ž„ ์—ญํ•™์— ๋Œ€ํ•ด์„œ ๋ง์”€๋“œ๋ฆฌ๋ ค๊ณ  ํ•ฉ๋‹ˆ๋‹ค.
04:08
With that, a couple game dynamics to talk about.
95
248412
2253
SCVNGR์—์„œ๋Š” ์ผ๊ณฑ ๊ฐ€์ง€์˜ ๊ฒŒ์ž„ ์—ญํ•™์ด ์žˆ์œผ๋ฉด
04:11
Back at SCVNGR, we like to joke
96
251137
1525
04:12
that with seven game dynamics, you can get anyone to do anything.
97
252686
3072
๊ทธ ๋ˆ„๊ตฌ์—๊ฒŒ ๋ญ๋“  ์‹œํ‚ฌ์ˆ˜ ์žˆ์„๊ฑฐ๋ผ๊ณ  ๋†๋‹ดํ•ฉ๋‹ˆ๋‹ค.
04:15
Today, I'm going to show you four,
98
255782
1638
์ €ํฌ ์ œํ’ˆ์˜ ๊ฒฝ์Ÿ๋ ฅ์„ ์žƒ๊ฒŒ๋ ํ…Œ๋‹ˆ
04:17
because I hope to have a competitive advantage at the end of this, still.
99
257444
3478
์˜ค๋Š˜์€ ๊ทธ ์ค‘ ๋„ค ๊ฐ€์ง€๋งŒ ๋ง์”€๋“œ๋ฆฌ๊ฒ ์Šต๋‹ˆ๋‹ค.
04:20
(Laughter)
100
260946
2131
(์›ƒ์Œ)
04:23
So the first one, it's a very simple game dynamic.
101
263101
2512
์ฒซ ๋ฒˆ์งธ๋Š” ์•ฝ์† ์—ญํ•™์ด๋ผ๊ณ  ๋ถˆ๋ฆฌ๋Š”
04:25
It's called the appointment dynamic.
102
265637
1792
๋งค์šฐ ๊ฐ„๋‹จํ•œ ๊ฒŒ์ž„ ์—ญํ•™์ž…๋‹ˆ๋‹ค.
04:27
It's a dynamic in which to succeed,
103
267453
1807
์ด ์—ญํ•™์—์„œ ์„ฑ๊ณตํ•˜๊ณ ์ž ํ•˜๋ฉด
04:29
players have to do something at a predefined time,
104
269284
2381
ํ”Œ๋ ˆ์ด์–ด๋Š” ํŠน์ •ํ•œ ์‹œ๊ฐ„์— ํŠน์ •ํ•œ ์žฅ์†Œ์—์„œ
04:31
generally at a predefined place.
105
271689
1682
๋ฌด์—‡์ธ๊ฐ€๋ฅผ ํ•ด์•ผ ํ•ฉ๋‹ˆ๋‹ค.
04:33
And these dynamics are a little scary sometimes,
106
273395
2276
์ด์™€ ๊ฐ™์€ ์—ญํ•™ ๊ตฌ์กฐ์—์„œ๋Š” ๋‹ค๋ฅธ ์‚ฌ๋žŒ๋“ค์ด ํž˜์„ ์ž‘์šฉํ•˜์—ฌ
04:35
because you think, "Other people can be using forces
107
275695
2740
๋‚ด๊ฐ€ ์–ธ์ œ, ์–ด๋””์„œ, ๋ฌด์—‡์„, ์–ด๋–ป๊ฒŒ ํ•˜๋Š”์ง€์— ๋Œ€ํ•ด
์˜ํ–ฅ์„ ๋ฏธ์น  ์ˆ˜ ์žˆ๊ธฐ ๋•Œ๋ฌธ์—
04:38
that will manipulate how I interact:
108
278459
1876
๊ฐ€๋”์€ ์กฐ๊ธˆ ๋‘๋ ต๊ฒŒ ์—ฌ๊ฒจ์ง€๊ธฐ๋„ ํ•ฉ๋‹ˆ๋‹ค.
04:40
what I do, where I do it, when I do it."
109
280359
1977
04:42
This sort of "loss of free will" that occurs in games
110
282360
2488
์ด์™€ ๊ฐ™์ด ๊ฒŒ์ž„ ์•ˆ์—์„œ ๋ฐœ์ƒํ•˜๋Š” ์ž์œ  ์˜์ง€์˜ ๊ฒฐ์—ฌ๋Š”
04:44
can be frightening.
111
284872
1239
๋ฌด์„ญ์Šต๋‹ˆ๋‹ค.
04:46
So with each dynamic, I'm going to give three examples:
112
286135
2585
์ €๋Š” ๊ฐ ์—ญํ•™์— ๋Œ€ํ•ด ์„ธ ๊ฐ€์ง€์˜ ์˜ˆ๋ฅผ ๋“ค๋ ค๊ณ  ํ•ฉ๋‹ˆ๋‹ค --
04:48
one that shows how it's already being used in the real world,
113
288744
2866
ํ•˜๋‚˜์˜ ์˜ˆ๋Š” ์—ฌ๋Ÿฌ๋ถ„์„ ์กฐ๊ธˆ์ด๋ผ๋„ ๋” ๋‚ฉ๋“์‹œํ‚ค๊ธฐ ์œ„ํ•ด
04:51
so you can rationalize it a bit;
114
291634
1626
์ด๋Ÿฐ ์š”์†Œ๊ฐ€ ์ด๋ฏธ ์‹ค์ œ ์„ธ๊ณ„์—์„œ ์–ด๋–ป๊ฒŒ ์‚ฌ์šฉ๋˜๊ณ  ์žˆ๋Š”์ง€ ๋ณด์—ฌ์ค„ ๊ฒƒ์ด๊ณ ,
04:53
one that shows it in what we consider a conventional game --
115
293284
2818
๋˜ ํ•˜๋‚˜์˜ ์˜ˆ๋Š” ์ผ๋ฐ˜์ ์ธ ๊ฒŒ์ž„ ์•ˆ์—์„œ ๋ณด์—ฌ์ง€๋Š” ์˜ˆ์ž…๋‹ˆ๋‹ค.
04:56
I think everything is a game,
116
296126
1392
์ €๋Š” ๋ชจ๋“  ๊ฒƒ์ด ๊ฒŒ์ž„์ด๋ผ๊ณ  ์ƒ๊ฐํ•˜์ง€๋งŒ, ์—ฌ๊ธฐ์„œ ๋งํ•˜๋Š” ๊ฒŒ์ž„์€
04:57
but this is more what you'd think of as a game played on a board
117
297542
3015
๋ณด๋“œ ๊ฒŒ์ž„์ด๋‚˜ ์ปดํ“จํ„ฐ ๊ฒŒ์ž„๊ณผ ๊ฐ™์ด ์—ฌ๋Ÿฌ๋ถ„์ด ์ผ๋ฐ˜์ ์œผ๋กœ ์ƒ๊ฐํ•˜์‹œ๋Š” ๊ฒŒ์ž„์„ ์˜๋ฏธํ•ฉ๋‹ˆ๋‹ค.
05:00
or on a computer screen;
118
300581
1153
05:01
and one of how it can be used for good,
119
301758
1867
๋งˆ์ง€๋ง‰ ์˜ˆ๋Š” ์ด ๊ฒƒ์ด ์–ด๋–ป๊ฒŒ ์ข‹์€ ๋ฐฉํ–ฅ์œผ๋กœ ์‚ฌ์šฉ๋  ์ˆ˜ ์žˆ๋Š”์ง€์— ๋Œ€ํ•œ ๊ฒƒ์ธ๋ฐ,
05:03
so you can see that these forces can be very powerful.
120
303649
2558
์ด๋ฅผ ํ†ตํ•ด ์šฐ๋ฆฌ๋Š” ์ด๋Ÿฌํ•œ ํž˜์ด ์ƒ๋‹นํžˆ ๊ฐ•๋ ฅํ•˜๋‹ค๋Š” ๊ฒƒ์„ ํ™•์ธํ•  ์ˆ˜ ์žˆ์„ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
์ฒซ ๋ฒˆ์งธ ์˜ˆ๋กœ, ์„ธ์ƒ์—์„œ ๊ฐ€์žฅ ์œ ๋ช…ํ•œ ์˜ˆ์•ฝ ์—ญํ•™์ธ
05:06
So the first one, the most famous appointment dynamic in the world,
121
306231
3183
ํ•ดํ”ผ ์•„์›Œ์— ๋Œ€ํ•ด ๋ง์”€๋“œ๋ฆฌ๊ฒ ์Šต๋‹ˆ๋‹ค. (ํ•ดํ”ผ ์•„์›Œ: ์ˆ ์ง‘์—์„œ ์‹ผ ๊ฐ’์— ์ˆ ์„ ํŒŒ๋Š” ํŠน๋ณ„ ํ• ์ธ ์‹œ๊ฐ„๋Œ€)
05:09
is something called, "Happy Hour."
122
309438
1737
05:11
So I had just recently dropped out of Princeton
123
311656
2482
์ €๋Š” ์ตœ๊ทผ์— ํ”„๋ฆฐ์Šคํ„ด์„ ์žํ‡ดํ•˜๊ณ 
05:14
and actually ended up for the first time in a bar,
124
314162
2493
์ฒ˜์Œ์œผ๋กœ ๋ฐ”์— ๊ฐ€๊ฒŒ ๋˜์—ˆ๋Š”๋ฐ,
05:16
and I saw these happy hour things all over the place.
125
316679
2770
๋ฐ” ์–ด๋””์„œ๋‚˜ ์ด ํ•ดํ”ผ ์•„์›Œ๊ฐ€ ์ ํ˜€ ์žˆ๋Š” ๊ฒƒ์„ ๋ณด์•˜์Šต๋‹ˆ๋‹ค.
05:19
And this is simply an appointment dynamic: come here at a certain time,
126
319473
3404
์ด ๊ฒƒ์€ ๊ฐ„๋‹จํžˆ ๋งํ•˜๋ฉด ์•ฝ์† ์—ญํ•™์ž…๋‹ˆ๋‹ค.
"ํŠน์ •ํ•œ ์‹œ๊ฐ„์— ์˜ค๋ฉด, ์Œ๋ฃŒ๋ฅผ ๋ฐ˜ ๊ฐ’์— ๋“œ๋ฆฝ๋‹ˆ๋‹ค."
05:22
get your drinks half off.
127
322901
1198
์ด ๊ฒŒ์ž„์—์„œ ์ด๊ธฐ๋ ค๋ฉด ์—ฌ๋Ÿฌ๋ถ„์€ ์ œ ๋•Œ์— ๋งž๋Š” ์žฅ์†Œ์— ๋‚˜ํƒ€๋‚˜๊ธฐ๋งŒ ํ•˜๋ฉด ๋ฉ๋‹ˆ๋‹ค.
05:24
To win, all you have to do is show up at the right place at the right time.
128
324123
3544
05:27
This game dynamic is so powerful,
129
327691
1615
์ด ๊ฒŒ์ž„ ์—ญํ•™์€ ์šฐ๋ฆฌ์˜ ํ–‰๋™์— ์˜ํ–ฅ์„ ๋ฏธ์น  ๋ฟ ์•„๋‹ˆ๋ผ
05:29
it doesn't just influence our behavior; it's influenced our entire culture.
130
329330
3560
๋ฌธํ™” ์ž์ฒด์— ์˜ํ–ฅ์„ ๋ฏธ์น˜๊ธฐ ๋•Œ๋ฌธ์— ์ƒ๋‹นํžˆ ๊ฐ•๋ ฅํ•œ ์š”์†Œ์ž…๋‹ˆ๋‹ค.
05:32
That's a really scary thought,
131
332914
1436
ํ•˜๋‚˜์˜ ๊ฒŒ์ž„ ์—ญํ•™์ด ์ด์ฒ˜๋Ÿผ ๊ฐ•๋ ฅํ•˜๊ฒŒ ์˜ํ–ฅ์„ ๋ฏธ์นœ๋‹ค๋Š” ๊ฒƒ์€
05:34
that one game dynamic can change things so powerfully.
132
334374
2737
์ƒ๋‹นํžˆ ๋ฌด์„ญ๊ฒŒ ๋Š๊ปด์ง€๋Š” ์ผ์ž…๋‹ˆ๋‹ค.
05:37
It also exists in more conventional game forms.
133
337135
2195
๊ฒŒ์ž„ ์—ญํ•™์€ ์ผ๋ฐ˜์ ์ธ ๊ฒŒ์ž„์˜ ํ˜•ํƒœ๋กœ ์กด์žฌํ•˜๊ธฐ๋„ ํ•ฉ๋‹ˆ๋‹ค.
05:39
I'm sure you've all heard of Farmville by now.
134
339354
2151
์—ฌ๋Ÿฌ๋ถ„์€ ์ง€๊ธˆ์ฏค์ด๋ฉด Farmville์ด๋ž€ ๊ฒŒ์ž„์— ๋Œ€ํ•ด ๋“ค์–ด๋ณด์…จ์„ ํ…๋ฐ์š”.
05:41
If you haven't, I recommend playing it.
135
341529
1886
๋ชป ๋“ค์–ด๋ณด์…จ๋‹ค๋ฉด ํ•œ ๋ฒˆ ํ•ด๋ณด์‹œ๋Š” ๊ฒƒ์„ ์ถ”์ฒœํ•ฉ๋‹ˆ๋‹ค.
05:43
You won't do anything else for the rest of your day.
136
343439
2469
ํ•˜๋ฃจ ์ข…์ผ ์•„๋ฌด ๊ฒƒ๋„ ์•ˆํ•˜๊ณ  ์ด ๊ฒŒ์ž„๋งŒ ํ•˜๊ฒŒ ๋  ๊ฒƒ์ž…๋‹ˆ๋‹ค.
05:45
Farmville has more active users than Twitter.
137
345932
2128
Farmville์€ Twitter๋ณด๋‹ค ๋” ๋งŽ์€ ์‚ฌ์šฉ์ž๋ฅผ ๋ณด์œ ํ•˜๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
05:48
It's incredibly powerful,
138
348084
1207
์ด ๊ฒŒ์ž„์€ ์ •๋ง ๊ฐ•๋ ฅํ•˜๋ฉฐ,
05:49
and it has this dynamic where you have to return at a certain time
139
349315
3117
ํŠน์ •ํ•œ ์‹œ๊ฐ„์— ๊ฒŒ์ž„์— ๋‹ค์‹œ ์ ‘์†ํ•˜์—ฌ
05:52
to water your fake crops, or they wilt.
140
352456
2572
๊ฐ€์ƒ์˜ ์ž‘๋ฌผ์— ๋ฌผ์„ ์ฃผ์ง€ ์•Š์œผ๋ฉด ์ž‘๋ฌผ์ด ์‹œ๋“ค์–ด ๋ฒ„๋ฆฌ๋Š” ์—ญํ•™์„ ๊ฐ€์ง€๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
05:55
And this is so powerful that when they tweak their stats,
141
355416
3212
์ด ๊ฒƒ์€ ์ •๋ง ํšจ๊ณผ์ ์ธ๋ฐ, ๊ทธ๋“ค์ด ๊ฒŒ์ž„์„ ์ˆ˜์ •ํ•˜์—ฌ
05:58
when they say your crops wilt
142
358652
1809
์ž‘๋ฌผ์ด 8์‹œ๊ฐ„, 6์‹œ๊ฐ„, ๋˜๋Š” 24์‹œ๊ฐ„ ํ›„์—
06:00
after eight hours, or after six hours, or after 24 hours,
143
360485
2751
์‹œ๋“ค์–ด ๋ฒ„๋ฆฐ๋‹ค๊ณ  ํ•˜๋ฉด
06:03
it changes the life cycle of some 70 million people during the day.
144
363260
4567
์ด ๊ฒŒ์ž„์„ ํ”Œ๋ ˆ์ดํ•˜๋Š” 7์ฒœ๋งŒ ์‚ฌ๋žŒ๋“ค์˜
์ƒํ™œ ํŒจํ„ด์„ ๋ฐ”๊พธ์–ด ๋ฒ„๋ฆฝ๋‹ˆ๋‹ค.
06:07
They will return, like clockwork, at different times.
145
367851
2618
์‚ฌ๋žŒ๋“ค์€ ์‹œ๊ณ„์ฒ˜๋Ÿผ ์ •ํ™•ํ•˜๊ฒŒ ๊ฐ์ž์— ๋งž๋Š” ์‹œ๊ฐ„์— ์žฌ์ ‘์†ํ•ฉ๋‹ˆ๋‹ค.
06:10
So if they wanted the world to end, if they wanted productivity to stop,
146
370493
3390
๋”ฐ๋ผ์„œ ๋ชจ๋“  ์ƒ์‚ฐ ํ™œ๋™์„ ์ค‘๋‹จํ•˜์—ฌ ์„ธ์ƒ์„ ๋งํ•˜๊ฒŒ ํ•˜๋ ค๋ฉด
06:13
they could make it a 30-minute cycle,
147
373907
1770
30๋ถ„๋งŒ์— ์ž‘๋ฌผ์ด ์‹œ๋“ค๊ฒŒ ๋งŒ๋“ค์–ด์„œ
06:15
and no one could do anything else, right?
148
375701
1994
์•„๋ฌด๋„ ๋‹ค๋ฅธ ์ผ์„ ๋ชปํ•˜๋„๋ก ๋งŒ๋“ค๋ฉด ๋ฉ๋‹ˆ๋‹ค.
06:17
(Laughter)
149
377719
1516
(์›ƒ์Œ)
06:19
That's a little scary.
150
379259
1468
๋ฌด์„œ์šด ์ผ์ด์ฃ .
06:20
But this could also be used for good.
151
380751
2262
ํ•˜์ง€๋งŒ ์ด ๊ฒƒ์€ ์ข‹์€ ๋ฐฉํ–ฅ์œผ๋กœ๋„ ์‚ฌ์šฉ๋  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
06:23
This local company called Vitality
152
383037
1778
์ด ๊ณณ์€ Vitality๋ผ๊ณ  ํ•˜๋Š” ํšŒ์‚ฌ์ธ๋ฐ,
06:24
has created a product to help people take their medicine on time.
153
384839
3135
์ด๋“ค์€ ์‚ฌ๋žŒ๋“ค์ด ์ œ ์‹œ๊ฐ„์— ์•ฝ์„ ๋จน์„ ์ˆ˜ ์žˆ๋„๋ก ๋„์™€์ฃผ๋Š” ์ œํ’ˆ์„ ๋งŒ๋“ค์—ˆ์Šต๋‹ˆ๋‹ค.
06:27
That's an appointment.
154
387998
1153
์ด ๊ฒƒ์€ ์•ฝ์†์ž…๋‹ˆ๋‹ค.
06:29
It's something that people don't do very well.
155
389175
2175
์ด ๊ฒƒ์€ ์‚ฌ๋žŒ๋“ค์ด ์ž˜ ํ•˜์ง€ ๋ชปํ•˜๋Š” ๊ฒƒ ์ค‘ ํ•˜๋‚˜์ž…๋‹ˆ๋‹ค.
06:31
They have these GlowCaps which flash and email you
156
391374
2396
์ด ํšŒ์‚ฌ๋Š” GlowCaps๋ผ๊ณ  ํ•˜๋Š” ์ œํ’ˆ์„ ํŒ๋งคํ•˜๋Š”๋ฐ, ์ด ์ œํ’ˆ์€ ๋ฐ˜์ง์ด๊ณ  ์—ฌ๋Ÿฌ๋ถ„์—๊ฒŒ ๋ฉ”์ผ์„ ๋ณด๋‚ด๋Š” ๋“ฑ
06:33
and do cool things to remind you to take your medicine.
157
393794
2603
์˜จ๊ฐ– ๋ฐฉ๋ฒ•์„ ๋™์›ํ•˜์—ฌ ์—ฌ๋Ÿฌ๋ถ„์ด ์•ฝ์„ ๋จน์–ด์•ผ ํ•œ๋‹ค๋Š” ๊ฒƒ์„ ์•Œ๋ ค์ค๋‹ˆ๋‹ค.
06:36
This isn't a game yet, but really should be.
158
396421
2146
์ด ๊ฒƒ์€ ์•„์ง ๊ฒŒ์ž„์€ ์•„๋‹ˆ์ง€๋งŒ ๊ฒŒ์ž„์ด ๋˜์–ด์•ผ ํ•ฉ๋‹ˆ๋‹ค.
06:38
You should get points for doing it on time
159
398591
2058
์—ฌ๋Ÿฌ๋ถ„์€ ์•ฝ์„ ์ œ ์‹œ๊ฐ„์— ๋จน์œผ๋ฉด ์ ์ˆ˜๋ฅผ ์–ป์„ ์ˆ˜ ์žˆ์–ด์•ผ ํ•ฉ๋‹ˆ๋‹ค.
06:40
and lose points for not doing it on time.
160
400673
1966
์—ฌ๋Ÿฌ๋ถ„์€ ์ œ ๋•Œ๋ฅผ ๋†“์น˜๋ฉด ์ ์ˆ˜๋ฅผ ์žƒ์–ด์•ผ ํ•ฉ๋‹ˆ๋‹ค.
06:42
They should recognize they've built an appointment dynamic,
161
402663
2771
๊ทธ๋“ค์€ ์˜์‹์ ์œผ๋กœ ๊ทธ๋“ค์ด ์•ฝ์† ์—ญํ•™์„ ๋งŒ๋“ค์—ˆ๊ณ 
์˜ํ–ฅ์„ ๋ฏธ์น˜๊ณ  ์žˆ๋‹ค๋Š” ๊ฒƒ์„ ์ธ์‹ํ•ด์•ผ ํ•ฉ๋‹ˆ๋‹ค.
06:45
and leverage the games.
162
405458
1151
06:46
Then you can really achieve good in some interesting ways.
163
406633
2767
๊ทธ๋Ÿฌ๋ฉด ์—ฌ๋Ÿฌ ํฅ๋ฏธ๋กœ์šด ๋ฐฉํ–ฅ์œผ๋กœ ์ข‹์€ ์ผ์„ ์ด๋ฃฐ ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
06:49
We're going to jump onto the next one.
164
409424
2522
๋‹ค์Œ ๋‚ด์šฉ์œผ๋กœ ๋„˜์–ด๊ฐ€๊ฒ ์Šต๋‹ˆ๋‹ค. ๊ทธ๋ ‡์Šต๋‹ˆ๋‹ค.
06:51
Influence and status.
165
411970
1265
์˜ํ–ฅ๊ณผ ์ง€์œ„ ์ž…๋‹ˆ๋‹ค.
06:53
This is one of the most famous game dynamics, used all over the place.
166
413259
3977
์ด ๊ฒƒ์€ ๊ฐ€์žฅ ์œ ๋ช…ํ•œ ๊ฒŒ์ž„ ์—ญํ•™ ์ค‘์— ํ•˜๋‚˜์ž…๋‹ˆ๋‹ค.
์ด๋ฏธ ์ˆ˜๋งŽ์€ ๊ณณ์—์„œ ์‚ฌ์šฉ๋˜๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
06:57
It's used in your wallets, right now.
167
417260
2105
์ง€๊ธˆ ์—ฌ๋Ÿฌ๋ถ„์˜ ์ง€๊ฐ‘์—๋„ ์žˆ์„ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
06:59
We all want that credit card on the far left, because it's black.
168
419389
3847
์šฐ๋ฆฌ๋Š” ๊ฐ€์žฅ ์˜ค๋ฅธ์ชฝ์— ์žˆ๋Š” ์‹ ์šฉ ์นด๋“œ๋ฅผ ์›ํ•ฉ๋‹ˆ๋‹ค.
์™œ๋ƒํ•˜๋ฉด ๊ทธ ๊ฒƒ์€ ์„ ๋ง์˜ ๋ธ”๋ž™ ์•„๋ฉ•์Šค์ด๊ธฐ ๋•Œ๋ฌธ์ด์ฃ .
07:03
And you see someone at CVS or --
169
423260
1841
์—ฌ๋Ÿฌ๋ถ„์ด ํŽธ์˜์ ์—์„œ ๋ˆ„๊ตฐ๊ฐ€๋ฅผ ๋ดค๊ฑฐ๋‚˜
07:05
not CVS -- like, Christian Dior --
170
425125
1667
์•„๋‹ˆ, ํŽธ์˜์  ๋ง๊ณ  Christian Dior์™€ ๊ฐ™์€ ๊ณณ์—์„œ ๋ˆ„๊ตฐ๊ฐ€๊ฐ€ ...
07:06
(Laughter)
171
426816
2020
07:08
I don't know. I don't have a black card; I've got a debit card.
172
428860
3268
์ €์•ผ ๋ชจ๋ฅด์ฃ , ์ œ๊ฒ ๋ธ”๋ž™์นด๋“œ๊ฐ€ ์—†์œผ๋‹ˆ, ์ €๋Š” ์ฒดํฌ ์นด๋“œ๋Š” ์žˆ์Šต๋‹ˆ๋‹ค.
(์›ƒ์Œ)
07:12
(Laughter)
173
432152
1785
07:13
So they whip it out and you see that black card, and:
174
433961
2603
์–ด๋–ค ์‚ฌ๋žŒ์ด ๋ธ”๋ž™ ์นด๋“œ๋ฅผ ๊บผ๋‚ด๋Š” ๊ฒƒ์„ ๋ดค๋‹ค๋ฉด
07:16
"I want that because it means they're cooler than I am,
175
436588
2587
๊ทธ ์‚ฌ๋žŒ์€ ์ €๋ณด๋‹ค ๋Œ€๋‹จํ•œ ์‚ฌ๋žŒ์ด๋ผ๋Š” ๊ฒƒ์„ ์ƒ์ง•ํ•˜๊ธฐ ๋•Œ๋ฌธ์—
์ €๋Š” ๊ทธ ์นด๋“œ๋ฅผ ์›ํ•  ๊ฒƒ์ด๊ณ , ์ €๋Š” ๊ทธ ์นด๋“œ๊ฐ€ ํ•„์š”ํ•ฉ๋‹ˆ๋‹ค.
07:19
and I need that."
176
439199
1151
07:20
And this is used in games as well.
177
440374
1690
์ด ๊ฒƒ์€ ๊ฒŒ์ž„์—๋„ ์‚ฌ์šฉ๋ฉ๋‹ˆ๋‹ค.
07:22
"Modern Warfare," one of the most successful selling games of all time.
178
442088
3373
"๋ชจ๋˜ ์›ŒํŽ˜์–ด"๋Š” ๊ฐ€์žฅ ๋งŽ์ด ํŒ”๋ฆฐ ๊ฒŒ์ž„ ์ค‘ ํ•˜๋‚˜์ธ๋ฐ์š”.
07:25
I'm only a level four, but I desperately want to be a level 10,
179
445485
3001
์ €๋Š” ์•„์ง ๋ ˆ๋ฒจ 4์ด์ง€๋งŒ ์ •๋ง๋กœ ๋ ˆ๋ฒจ 10์ด ๋˜๊ณ  ์‹ถ์Šต๋‹ˆ๋‹ค.
07:28
because they've got that cool red badge,
180
448510
1917
์™œ๋ƒํ•˜๋ฉด ๋ ˆ๋ฒจ 10์ด ๋˜๋ฉด ์ € ๋ฉ‹์ง„ ๋นจ๊ฐ„ ๋ฑƒ์ง€๋ฅผ ๊ฐ€์งˆ ์ˆ˜ ์žˆ๊ธฐ ๋•Œ๋ฌธ์ž…๋‹ˆ๋‹ค.
07:30
and that means that I am somehow better than everyone else.
181
450451
2785
์ € ๋ฑƒ์ง€๋Š” ์ œ๊ฐ€ ๋‹ค๋ฅธ ์‚ฌ๋žŒ๋“ค๋ณด๋‹ค ๋‚ซ๋‹ค๋Š” ๊ฒƒ์„ ์˜๋ฏธํ•ฉ๋‹ˆ๋‹ค.
07:33
And that's very powerful to me.
182
453260
1566
์ด ๊ฒƒ์€ ์ €์—๊ฒŒ๋Š” ์ •๋ง ๊ฐ•๋ ฅํ•œ ์š”์†Œ์ž…๋‹ˆ๋‹ค. ์ง€์œ„๋Š” ์ •๋ง๋กœ ์ข‹์€ ๋™๊ธฐ ๋ถ€์—ฌ์ œ ์ž…๋‹ˆ๋‹ค.
07:34
Status is really good motivator.
183
454850
2109
07:36
It's also used in more conventional settings,
184
456983
2140
์ง€์œ„๋Š” ๋ณด๋‹ค ํ‰๋ฒ”ํ•œ ํ™˜๊ฒฝ์—์„œ๋„ ์ ์šฉ๋˜๊ณ ,
์ด๋Ÿฐ ํ™˜๊ฒฝ์—์„œ ๋”์šฑ ์˜์‹์ ์œผ๋กœ ์‚ฌ์šฉ๋  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
07:39
and can be used more consciously there.
185
459147
1881
07:41
School -- and remember, I made it through one year,
186
461052
2953
ํ•™๊ต๋Š” -- ์ €๋Š” ์ ์–ด๋„ ๋Œ€ํ•™๊ต 1๋…„์€ ๋งˆ์ณค๊ธฐ ๋•Œ๋ฌธ์—
07:44
so I think I'm qualified to talk on school --
187
464029
2617
ํ•™๊ต์— ๋Œ€ํ•ด์„œ ๋งํ•  ์ž๊ฒฉ์ด ์žˆ๋‹ค๊ณ  ์ƒ๊ฐํ•˜๋Š”๋ฐ์š” --
07:46
is a game; it's just not a terribly well-designed game.
188
466670
3103
ํ•™๊ต๋Š” ๊ฒŒ์ž„์ž…๋‹ˆ๋‹ค. ๋‹จ์ง€ ๊ทธ๋ ‡๊ฒŒ ์ž˜ ๊ณ ์•ˆ๋œ ๊ฒŒ์ž„์ด ์•„๋‹ ๋ฟ์ž…๋‹ˆ๋‹ค.
07:49
There are levels. There are C. There are B. There's A.
189
469797
2534
ํ•™๊ต์—๋Š” ๋ ˆ๋ฒจ์ด ์žˆ์Šต๋‹ˆ๋‹ค. Cํ•™์ ์ด ์žˆ๊ณ , Bํ•™์ ์ด ์žˆ๊ณ , Aํ•™์ ์ด ์žˆ์Šต๋‹ˆ๋‹ค.
07:52
There are statuses. I mean, what is valedictorian, but a status?
190
472355
3068
ํ•™๊ต์—๋Š” ์ง€์œ„๊ฐ€ ์žˆ์Šต๋‹ˆ๋‹ค. ์กธ์—…์ƒ ์ˆ˜์„์ƒ์ด ์ง€์œ„๊ฐ€ ์•„๋‹ˆ๋ฉด ๋ญ˜๊นŒ์š”?
07:55
If we called valedictorian a "White Knight Paladin level 20,"
191
475447
4380
๋งŒ์•ฝ ์šฐ๋ฆฌ๊ฐ€ ์กธ์—…์ƒ ์ˆ˜์„์ƒ์„ "20 ๋ ˆ๋ฒจ ๋ฐฑ์ธ ์„ฑ๊ธฐ์‚ฌ"๋ผ๊ณ  ๋ถˆ๋ €์œผ๋ฉด
07:59
I think people would probably work a lot harder.
192
479851
2257
์•„๋งˆ ์‚ฌ๋žŒ๋“ค์ด ๋”์šฑ ์—ด์‹ฌํžˆ ๊ณต๋ถ€๋ฅผ ํ•  ๊ฒƒ์ž…๋‹ˆ๋‹ค.
08:02
(Laughter)
193
482132
2000
(์›ƒ์Œ)
08:04
(Applause)
194
484156
1179
08:05
So school is a game,
195
485930
1666
๋”ฐ๋ผ์„œ ํ•™๊ต๋Š” ๊ฒŒ์ž„์ž…๋‹ˆ๋‹ค. ๊ทธ๋ฆฌ๊ณ  ํ•™๊ต๋ผ๋Š” ๊ฒŒ์ž„์„ ์–ด๋–ป๊ฒŒ ํ•˜๋ฉด ์ œ๋Œ€๋กœ ๋งŒ๋“ค๊นŒ ํ•˜๋Š” ๊ฒƒ์— ๋Œ€ํ•œ
08:07
and there has been lots of experimentation on how we do this properly.
196
487620
3315
์ˆ˜๋งŽ์€ ์‹คํ—˜์ด ์žˆ์—ˆ์Šต๋‹ˆ๋‹ค.
08:10
But let's use it consciously.
197
490959
1389
ํ•˜์ง€๋งŒ ๊ฒŒ์ž„์„ ์˜ฌ๋ฐ”๋ฅด๊ฒŒ ์‚ฌ์šฉํ•ฉ์‹œ๋‹ค. ์™œ ์—ฌ๋Ÿฌ๋ถ„์ด ์งˆ ์ˆ˜๋„ ์žˆ๋Š” ๊ฒŒ์ž„์„ ๋งŒ๋“ค๋ ค๊ณ  ํ•ฉ๋‹ˆ๊นŒ?
08:12
Why have games you can lose? Why go from an A to an F or a B to a C?
198
492372
3253
์™œ Aํ•™์ ์—์„œ Fํ•™์ ์œผ๋กœ ๋–จ์–ด์ง€๊ฑฐ๋‚˜ Bํ•™์ ์—์„œ Cํ•™์ ์œผ๋กœ ๋–จ์–ด์ง€์ฃ ?
08:15
That sucks. Why not level-up?
199
495649
1523
์ด ๊ฒƒ์€ ์ •๋ง ์•ˆ์ข‹์Šต๋‹ˆ๋‹ค. ์™œ ๋ ˆ๋ฒจ ์—…์„ ํ•˜์ง€ ์•Š์ฃ ?
08:17
At Princeton, they've actually experimented with this,
200
497196
2555
์‚ฌ์‹ค ํ”„๋ฆฐ์Šคํ„ด์—์„œ๋Š” ์‹ค์ œ๋กœ ์ด๋ฅผ ์‹คํ—˜ํ•œ ์ ์ด ์žˆ์Šต๋‹ˆ๋‹ค.
08:19
with quizzes where you gain experience points,
201
499775
2167
ํ€ด์ฆˆ๋ฅผ ํ†ตํ•ด ๊ฒฝํ—˜์น˜๋ฅผ ์–ป์–ด์„œ
08:21
and you level up from B to an A.
202
501966
1731
Bํ•™์ ์—์„œ Aํ•™์ ์œผ๋กœ ๋ ˆ๋ฒจ ์—…์„ ํ•  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
08:23
And it's very powerful.
203
503721
1515
์ด ๊ฒƒ์€ ์ •๋ง ๊ฐ•๋ ฅํ•ฉ๋‹ˆ๋‹ค.
08:25
It can be used in interesting ways.
204
505260
2888
ํฅ๋ฏธ๋กœ์šด ๋ฐฉํ–ฅ์œผ๋กœ ์‚ฌ์šฉ๋  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
08:28
The third one I'll talk about is the progression dynamic,
205
508172
2714
์„ธ ๋ฒˆ์งธ๋กœ ๊ฐ„๋‹จํžˆ ๋งํ•˜๊ณ  ์‹ถ์€ ๊ฒƒ์€ ์ง„ํ–‰ ์—ญํ•™์ž…๋‹ˆ๋‹ค.
08:30
where you have to make progress, move through different steps
206
510910
2907
์—ฌ๊ธฐ์—์„œ ์—ฌ๋Ÿฌ๋ถ„์€ ์ง„์ „์„ ๋ณด์—ฌ์•ผ ํ•˜๊ณ 
์—ฌ๋Ÿฌ ๋‹จ๊ณ„๋ฅผ ์กฐ๊ธˆ์”ฉ ์ „์ง„ํ•ด ๋‚˜๊ฐ€์•ผ ํ•ฉ๋‹ˆ๋‹ค.
08:33
in a very granular fashion.
207
513841
1658
08:35
This is used all over the place, including LinkedIn,
208
515523
2713
์ด ๊ฒƒ์€ LinkedIn์„ ํฌํ•จํ•ด์„œ ์ˆ˜๋งŽ์€ ๊ณณ์—์„œ ์‚ฌ์šฉ๋˜๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
08:38
where I am an unwhole individual.
209
518260
2294
๊ทธ ๊ณณ์—์„œ ์ €๋Š” ์™„์ „ํ•˜์ง€ ์•Š์€ ๊ฐœ์ธ์ž…๋‹ˆ๋‹ค.
08:40
I am only 85 percent complete on LinkedIn,
210
520578
3280
LinkedIn์—์„œ ์ €๋Š” 85 ํผ์„ผํŠธ๋ฐ–์— ์™„๋ฃŒ๋˜์ง€ ์•Š์•˜๊ณ ,
08:43
and that bothers me.
211
523882
1354
์ด ์‚ฌ์‹ค์ด ํ•ญ์ƒ ์ €๋ฅผ ๊ดด๋กญํž™๋‹ˆ๋‹ค.
08:45
And this is so deep-seated in our psyche
212
525260
3075
์šฐ๋ฆฌ์˜ ์ •์‹  ์„ธ๊ณ„ ๊นŠ์€ ๊ณณ์—๋Š”
08:48
that when we're presented with a progress bar
213
528359
2123
์šฐ๋ฆฌ์—๊ฒŒ ์ง„ํ–‰ ์ƒํƒœ๋ฅผ ๋ณด์—ฌ์ฃผ๋Š” ์ƒํƒœ ๋ฐ”๋ฅผ ๋ณด์—ฌ ์ฃผ๊ณ 
08:50
and presented with easy, granular steps to take
214
530506
2540
์ƒํƒœ ๋ฐ”๋ฅผ ๋‹ค ์ฑ„์šฐ๊ธฐ ์œ„ํ•œ ์‰ฝ๊ณ  ๋‹จ๊ณ„์ ์ธ ๋ฐฉ๋ฒ•์„ ์ œ์‹œํ–ˆ์„ ๋•Œ
์šฐ๋ฆฌ๋Š” ์ƒํƒœ ๋ฐ”๋ฅผ ์ฑ„์šฐ๊ธฐ ์œ„ํ•ด ๊ทธ๋Ÿฐ ๋ฐฉ๋ฒ•์„ ์ˆ˜ํ–‰ํ•˜๋ ค๋Š” ์ถฉ๋™์ด ์žˆ์Šต๋‹ˆ๋‹ค.
08:53
to try and complete that progress bar, we will do it.
215
533070
2587
08:55
We will find a way to move that blue line
216
535681
1970
์šฐ๋ฆฌ๋Š” ์ € ํŒŒ๋ž€ ์„ ์„ ํ™”๋ฉด ์˜ค๋ฅธ์ชฝ ๋๊นŒ์ง€ ์ฑ„์šฐ๊ธฐ ์œ„ํ•ด
08:57
all the way to the right edge of the screen.
217
537675
2165
๋ฐฉ๋ฒ•์„ ๋ฌผ์ƒ‰ํ•  ๊ฒƒ์ž…๋‹ˆ๋‹ค.
09:00
This is used in conventional games as well.
218
540172
2136
์ด ๊ฒƒ์€ ์ผ๋ฐ˜์ ์ธ ๊ฒŒ์ž„์—๋„ ์‚ฌ์šฉ๋ฉ๋‹ˆ๋‹ค.
09:02
I mean, this is a Paladin level 10,
219
542332
2193
์™ผ์ชฝ์€ 10๋ ˆ๋ฒจ ์„ฑ๊ธฐ์‚ฌ์ด๊ณ ,
09:04
and that's a Paladin level 20.
220
544549
1604
์˜ค๋ฅธ์ชฝ์€ 20๋ ˆ๋ฒจ ์„ฑ๊ธฐ์‚ฌ ์ž…๋‹ˆ๋‹ค.
09:06
And if you were going to fight Orcs on the fields of Mordor
221
546177
3565
๋งŒ์•ฝ ์—ฌ๋Ÿฌ๋ถ„์ด ๋ชจ๋ฅด๋„๋ฅด ํ•„๋“œ์—์„œ ๋ผ์ฆˆ์•Œ๊ตด์— ๋Œ€ํ•ญํ•˜์—ฌ
09:09
against the Ra's Al Ghul,
222
549766
1470
์˜คํฌ๋“ค๊ณผ ์‹ธ์šฐ๊ฒŒ ๋œ๋‹ค๋ฉด
09:11
you'd probably want to be the bigger one, right?
223
551260
2286
์—ฌ๋Ÿฌ๋ถ„์€ ์•„๋งˆ๋„ ๋” ํฐ ์บ๋ฆญํ„ฐ๋ฅผ ์›ํ•  ๊ฒƒ์ž…๋‹ˆ๋‹ค.
09:13
I would.
224
553570
1667
์ €๋Š” ์•„๋งˆ ๊ทธ๋Ÿด ๊ฒƒ์ž…๋‹ˆ๋‹ค.
09:15
And so people work very hard to level-up.
225
555261
2511
๊ทธ๋ ‡๊ธฐ ๋•Œ๋ฌธ์— ์‚ฌ๋žŒ๋“ค์€ ๋ ˆ๋ฒจ ์—…์„ ํ•˜๊ธฐ ์œ„ํ•ด ์—ด์‹ฌํžˆ ๊ฒŒ์ž„์„ ํ•ฉ๋‹ˆ๋‹ค.
09:17
"World of Warcraft" is one of the most successful games of all time.
226
557796
3230
"์›”๋“œ ์˜ค๋ธŒ ์›Œํฌ๋ž˜ํ”„ํŠธ"๋Š” ์ „ ์„ธ๊ณ„์ ์œผ๋กœ ๊ฐ€์žฅ ์„ฑ๊ณตํ•œ ๊ฒŒ์ž„ ์ค‘ ํ•˜๋‚˜์ž…๋‹ˆ๋‹ค.
์ด ๊ฒŒ์ž„์„ ํ•˜๋Š” ์‚ฌ๋žŒ๋“ค์€ ํ‰๊ท ์ ์œผ๋กœ ํ•˜๋ฃจ์— 6์‹œ๊ฐ„์—์„œ 6์‹œ๊ฐ„ ๋ฐ˜์”ฉ
09:21
The average player spends some six, six-and-a-half hours a day on it,
227
561050
3628
๊ฒŒ์ž„์— ๋ชฐ๋‘ํ•ฉ๋‹ˆ๋‹ค.
09:24
their most dedicated players -- it's like a full-time job, it's insane.
228
564702
3598
๊ฐ€์žฅ ํ—Œ์‹ ์ ์ธ ๊ฒŒ์ด๋จธ๋“ค์€ ๋งˆ์น˜ ์ •๊ทœ์ง ์ง์žฅ์—์„œ ์ผํ•˜๋Š” ๊ฒƒ๊ณผ ๊ฐ™์ด ๊ฒŒ์ž„์— ์‹œ๊ฐ„์„ ์†Œ๋น„ํ•ฉ๋‹ˆ๋‹ค.
์ •๋ง ์žฅ๋‚œ ์•„๋‹™๋‹ˆ๋‹ค. ์ด ๊ฒŒ์ž„์—๋Š” ๋ ˆ๋ฒจ ์—…์„ ํ•  ์ˆ˜ ์žˆ๋Š” ์‹œ์Šคํ…œ์ด ๋งˆ๋ จ๋˜์–ด ์žˆ์Šต๋‹ˆ๋‹ค.
09:28
And they have these systems where you can level-up.
229
568324
2442
09:30
And that's a very powerful thing. Progression is powerful.
230
570790
2780
์ด ๊ฒƒ์€ ์ •๋ง ์—„์ฒญ๋‚ฉ๋‹ˆ๋‹ค. ์ง„ํ–‰ ์—ญํ•™์€ ๊ฐ•๋ ฅํ•ฉ๋‹ˆ๋‹ค.
09:34
It can also be used in very compelling ways for good.
231
574121
3015
์ด ๊ฒƒ ์—ญ์‹œ ์ƒ๋‹นํžˆ ๊ฐ•๋ ฅํ•œ ๋ฐฉ๋ฒ•์„ ํ†ตํ•ด ์ข‹์€ ๋ฐฉํ–ฅ์œผ๋กœ ์‚ฌ์šฉ๋  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
09:37
One of the things we work on at SCVNGR is:
232
577160
2022
SCVNGR์—์„œ ํ•˜๊ณ  ์žˆ๋Š” ์ผ ์ค‘ ํ•˜๋‚˜๋Š”
09:39
How do you use games to drive traffic and business to local businesses,
233
579206
3408
์–ด๋–ป๊ฒŒ ๊ฒŒ์ž„์„ ์‚ฌ์šฉํ•ด์„œ ์ง€์—ญ ์ƒ๊ถŒ์„ ํ™œ์„ฑํ™”์‹œํ‚ฌ์ง€์— ๋Œ€ํ•œ ๊ฒƒ์ธ๋ฐ,
09:42
to something that is very key to the economy?
234
582638
2146
์ด ๊ฒƒ์€ ๊ฒฝ์ œ์— ํ•ต์‹ฌ์ด ๋˜๋Š” ๋ถ€๋ถ„์ž…๋‹ˆ๋‹ค.
09:44
And here, we have a game that people play.
235
584808
2294
์—ฌ๊ธฐ ์šฐ๋ฆฌ๋Š” ์‚ฌ๋žŒ๋“ค์ด ํ”Œ๋ ˆ์ดํ•˜๋Š” ๊ฒŒ์ž„์„ ์ œ๊ณตํ•ฉ๋‹ˆ๋‹ค.
09:47
They go places, do challenges, earn points.
236
587126
2024
์‚ฌ๋žŒ๋“ค์€ ์–ด๋–ค ์žฅ์†Œ๋“ค์— ๊ฐ€์„œ ๋„์ „์„ ํ•˜๊ณ  ํฌ์ธํŠธ๋ฅผ ์–ป์Šต๋‹ˆ๋‹ค.
09:49
And we've introduced a progression dynamic into it,
237
589174
2584
์šฐ๋ฆฌ๋Š” ์—ฌ๊ธฐ์— ์ง„ํ–‰ ์—ญํ•™์„ ๋„์ž…ํ•˜์—ฌ
09:51
where, by going to the same place over and over, doing challenges,
238
591782
3108
๊ฐ™์€ ์žฅ์†Œ์— ์—ฌ๋Ÿฌ๋ฒˆ ๊ฐ€๊ณ ,
๋„์ „์„ ํ•˜๊ณ , ์ƒ์ ๊ณผ ๊ด€๊ณ„๋ฅผ ๋งบ์œผ๋ฉด์„œ
09:54
engaging with the business,
239
594914
1294
์—ฌ๋Ÿฌ๋ถ„์€ ๋…น์ƒ‰ ๋ฐ”๋ฅผ ํ™”๋ฉด ์™ผ์ชฝ ๋์—์„œ ์˜ค๋ฅธ์ชฝ ๋์œผ๋กœ ์˜ฎ๊ธธ ์ˆ˜ ์žˆ๊ณ ,
09:56
you move a green bar from the left edge of the screen to the right,
240
596232
3162
๊ทธ ๊ฒฐ๊ณผ ๋ณด์ƒ์„ ๋ฐ›์„ ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
09:59
and unlock rewards.
241
599418
1154
10:00
This is powerful enough that we can see it hooks people into these dynamics,
242
600596
3916
์šฐ๋ฆฌ๋Š” ์‚ฌ๋žŒ๋“ค์ด ์ด์™€ ๊ฐ™์€ ์—ญํ•™ ๊ตฌ์กฐ์— ๋น ์ ธ๋“ค์–ด
๊ฐ™์€ ์ƒ์ ์„ ๋‹ค์‹œ ๋ฐฉ๋ฌธํ•˜๊ฒŒ ๋˜๊ณ ,
10:04
pulls them back to the same local businesses,
243
604536
2098
๋‹จ๊ณจ์ด ๋˜๊ณ  ๊ด€๊ณ„๋ฅผ ํ˜•์„ฑํ•˜๋ฉฐ,
10:06
creates loyalty, creates engagement,
244
606658
1734
์ƒ์ ์— ์˜๋ฏธ์žˆ๋Š” ์ˆ˜์ต๊ณผ
10:08
and is able to drive meaningful revenue and fun and engagement to businesses.
245
608416
3927
์žฌ๋ฏธ, ๊ด€๊ณ„๋ฅผ ๊ฐ€์ ธ๋‹ค ์ฃผ๋Š” ๊ฒƒ์„ ๋ณผ ์ˆ˜ ์žˆ๋Š” ๊ฒƒ ๋งŒ์œผ๋กœ๋„
์ด ์š”์†Œ๊ฐ€ ์ถฉ๋ถ„ํžˆ ๊ฐ•๋ ฅํ•˜๋‹ค๋Š” ๊ฒƒ์„ ์•Œ ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
10:12
These progression dynamics are powerful and can be used in the real world.
246
612367
3869
์ง„ํ–‰ ์—ญํ•™์€ ํšจ๊ณผ์ ์ด๋ฉฐ
์‹ค์ œ ์„ธ๊ณ„์—์„œ ์‚ฌ์šฉ๋  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
10:16
The final one I want to talk about -- and it's a great one to end on --
247
616260
3353
๋งˆ์ง€๋ง‰์œผ๋กœ ์ œ๊ฐ€ ๋งํ•˜๊ณ  ์‹ถ์€ ์ฃผ์ œ์ด๊ณ , ๋๋งบ์Œ ํ•˜๊ธฐ์—๋„ ์ ์ ˆํ•œ ์š”์†Œ๋Š”
10:19
is this concept of communal discovery,
248
619637
1857
๋ชจ๋“  ์‚ฌ๋žŒ์ด ๊ฐ™์ด ํ˜‘๋ ฅํ•˜์—ฌ
10:21
a dynamic in which everyone has to work together to achieve something.
249
621518
4258
๋ฌด์—‡์ธ๊ฐ€๋ฅผ ์ด๋ฃจ์–ด์•ผ ํ•˜๋Š”
์ง‘๋‹จ ๋ฐœ๊ฒฌ์ด๋ผ๊ณ  ํ•˜๋Š” ๊ฐœ๋…์ž…๋‹ˆ๋‹ค.
10:25
Communal discovery is powerful
250
625800
1826
์ง‘๋‹จ ๋ฐœ๊ฒฌ์€ ์‚ฌํšŒ๋ผ๊ณ  ํ•˜๋Š” ๋„คํŠธ์›Œํฌ๋ฅผ ํ†ตํ•ด
10:27
because it leverages the network that is society
251
627650
3016
๋ฌธ์ œ๋ฅผ ํ•ด๊ฒฐํ•˜๊ธฐ ๋•Œ๋ฌธ์—
10:30
to solve problems.
252
630690
1468
๋งค์šฐ ๊ฐ•๋ ฅํ•ฉ๋‹ˆ๋‹ค.
10:33
This is used in some famous consumer web stories like Digg,
253
633071
3778
์ด ๊ฒƒ์€ ์—ฌ๋Ÿฌ๋ถ„์ด ๋ชจ๋‘ ๋“ค์–ด๋ณด์…จ์œผ๋ฆฌ๋ผ ์ƒ๊ฐํ•˜๋Š” Digg๊ณผ ๊ฐ™์€
10:36
which I'm sure you've all heard of.
254
636873
1685
์œ ๋ช…ํ•œ ์†Œ์…œ ๋‰ด์Šค ์›น์‚ฌ์ดํŠธ์—์„œ ์‚ฌ์šฉ๋˜๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
10:38
Digg is a communal dynamic
255
638582
1654
Digg์€ ์ตœ๊ณ ์˜ ๋‰ด์Šค ๋ฐ ๊ฐ€์žฅ ํฅ๋ฏธ๋กœ์šด ์†Œ์‹์„
10:40
to try to find and source the best news, the most interesting stories.
256
640260
3976
์ฐพ์•„๋‚ด๊ธฐ ์œ„ํ•ด
์ง‘๋‹จ ์—ญํ•™์„ ์‚ฌ์šฉํ•ฉ๋‹ˆ๋‹ค.
10:44
And they made this into a game, initially.
257
644260
2000
๊ทธ๋“ค์€ ์ฒ˜์Œ์— ์ด ๊ฒƒ์„ ๊ฒŒ์ž„์œผ๋กœ ๋งŒ๋“ค์—ˆ์Šต๋‹ˆ๋‹ค.
10:46
They had a leader board where, if you recommended the best stories,
258
646284
3164
์–ด๋–ค ์‚ฌ๋žŒ์ด ์ตœ๊ณ ๋กœ ์ธ๊ธฐ์žˆ๋Š” ๋‰ด์Šค๋ฅผ ์˜ฌ๋ ธ์„ ๋•Œ
10:49
you would get points.
259
649472
1352
๊ทธ ์‚ฌ๋žŒ์€ ํฌ์ธํŠธ๋ฅผ ์–ป์–ด ์ˆœ์œ„ํ‘œ์— ์ด๋ฆ„์„ ์˜ฌ๋ฆด ์ˆ˜ ์žˆ์—ˆ์Šต๋‹ˆ๋‹ค.
10:50
And that really motivated people to find the best stories.
260
650848
2752
์ด ๊ฒƒ์€ ์ •๋ง๋กœ ์‚ฌ๋žŒ๋“ค์—๊ฒŒ ์ตœ๊ณ ์˜ ์†Œ์‹์„ ์ฐพ๋„๋ก ํ•˜๋Š” ๋™๊ธฐ ๋ถ€์—ฌ๋ฅผ ์ฃผ์—ˆ์Šต๋‹ˆ๋‹ค.
10:53
But it became so powerful, there was actually a cabal,
261
653624
2612
ํ•˜์ง€๋งŒ ์ด ๊ฒƒ์€ ๋„ˆ๋ฌด ๊ฐ•๋ ฅํ•ด์ ธ์„œ
10:56
a group of people, the top seven on the leader board,
262
656260
3399
๊ฐ€์žฅ ๋†’์€ ์ˆœ์œ„์— ์žˆ๋Š” 7๋ช…์ด ๊ทธ๋ฃน์„ ํ˜•์„ฑํ•ด์„œ
10:59
who would work together to make sure they maintained that position,
263
659683
3179
๊ทธ๋“ค์ด ๊ณ„์† ์ˆœ์œ„์— ๋จธ๋ฌผ๋Ÿฌ ์žˆ์„ ์ˆ˜ ์žˆ๋„๋ก
11:02
recommending people's stories.
264
662886
1445
์„œ๋กœ์˜ ์ด์•ผ๊ธฐ๋ฅผ ์ถ”์ฒœํ•˜๋ฉฐ ํ˜‘๋ ฅํ–ˆ์Šต๋‹ˆ๋‹ค.
11:04
The game became more powerful than the goal.
265
664355
2213
๊ฒฐ๊ตญ ๊ฒŒ์ž„ ์ž์ฒด๊ฐ€ ๊ฒŒ์ž„์˜ ๋ชฉ์ ๋ณด๋‹ค ๋”์šฑ ์ค‘์š”ํ•ด ์กŒ๊ณ ,
11:06
They ended up shutting down the leader board because, while it was effective,
266
666592
3644
Digg์—์„œ๋Š” ์ˆœ์œ„ํ‘œ๋ฅผ ์—†์•จ ์ˆ˜ ๋ฐ–์— ์—†์—ˆ๋Š”๋ฐ,
์ˆœ์œ„ํ‘œ๊ฐ€ ํšจ๊ณผ์ ์ด๊ธฐ๋Š” ํ–ˆ์ง€๋งŒ
11:10
it was so powerful that it stopped sourcing the best stories,
267
670260
2904
์‚ฌ๋žŒ๋“ค์ด ์ตœ๊ณ ์˜ ์†Œ์‹์„ ์ฐพ์•„์˜ค๋Š” ํ–‰๋™์„ ๋ฉˆ์ถ”๊ณ 
์ˆœ์œ„๋ฅผ ์œ ์ง€ํ•˜๊ธฐ ์œ„ํ•œ ํ–‰๋™๋งŒ ํ•˜๊ฒŒ ๋˜์—ˆ๊ธฐ ๋•Œ๋ฌธ์ž…๋‹ˆ๋‹ค.
11:13
and started having people work to maintain leadership.
268
673188
2547
11:15
So we have to use this one carefully.
269
675759
1767
๋”ฐ๋ผ์„œ ์šฐ๋ฆฌ๋Š” ์ด ๊ฒƒ์„ ์กฐ์‹ฌ์Šค๋Ÿฝ๊ฒŒ ์‚ฌ์šฉํ•ด์•ผ ํ•ฉ๋‹ˆ๋‹ค.
11:17
It's also used in things like McDonald's Monopoly,
270
677550
2355
์ง‘๋‹จ ์—ญํ•™์€ ๋งฅ๋„๋‚ ๋“œ์—์„œ ์ฃผ์ตœํ•˜๋Š” ๋ชจ๋…ธํด๋ฆฌ ์ด๋ฒคํŠธ์™€ ๊ฐ™์€ ๊ณณ์—์„œ๋„ ์‚ฌ์šฉ๋ฉ๋‹ˆ๋‹ค.
11:19
where the game is not the Monopoly you're playing,
271
679929
2389
์—ฌ๊ธฐ์—์„œ ์—ฌ๋Ÿฌ๋ถ„์€ ๋ชจ๋…ธํด๋ฆฌ ๊ฒŒ์ž„์„ ํ•˜๋Š” ๊ฒƒ์ด ์•„๋‹ˆ๋ผ
๋ณด๋“œ์›Œํฌ ์กฐ๊ฐ์„ ์ฐพ๊ธฐ ์œ„ํ•œ (๋ณด๋“œ์›Œํฌ:๊ฐ€์žฅ ๋น„์‹ผ ๋•… ์นด๋“œ)
11:22
but the cottage industries that form to try and find Boardwalk.
272
682342
3329
ํ–‰๋™์„ ํ•˜๊ฒŒ ๋ฉ๋‹ˆ๋‹ค.
11:25
There, they're just looking for a sticker that says "Boardwalk,"
273
685695
3214
์‚ฌ๋žŒ๋“ค์€ ๋ณด๋“œ์›Œํฌ๋ผ๊ณ  ์ ํ˜€์žˆ๋Š” ์ž‘์€ ์Šคํ‹ฐ์ปค๋งŒ ์ฐพ๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
11:28
but it can also be used to find real things.
274
688933
2058
ํ•˜์ง€๋งŒ ์ง‘๋‹จ ์—ญํ•™์€ ์‹ค์ œ ์‚ฌ๋ฌผ์„ ์ฐพ๋Š” ๋ฐ ์‚ฌ์šฉ๋  ์ˆ˜๋„ ์žˆ์Šต๋‹ˆ๋‹ค.
์ด ๊ฒƒ์€ DARPA(๊ตญ๋ฐฉ๊ณ ๋“ฑ์—ฐ๊ตฌ๊ธฐํš๊ตญ)์—์„œ ์ฃผ๊ด€ํ•˜๋Š” ํ’์„  ์ปจํ…Œ์ŠคํŠธ์ธ๋ฐ,
11:31
This is the DARPA balloon challenge,
275
691015
1733
11:32
where they hid a couple balloons all across the United States and said,
276
692772
3341
๋ฏธ๊ตญ ์ „์—ญ์— ํ’์„  ๋ช‡๊ฐœ๋ฅผ ์ˆจ๊ฒจ ๋†“๊ณ 
"๋„คํŠธ์›Œํฌ๋ฅผ ์‚ฌ์šฉํ•˜์—ฌ ์ˆจ๊ฒจ๋†“์€ ํ’์„ ๋“ค์„ ๊ฐ€์žฅ ๋นจ๋ฆฌ ์ฐพ์œผ๋ฉด
11:36
"Use networks. Try and find these balloons fastest,
277
696137
2430
4๋งŒ ๋‹ฌ๋Ÿฌ์˜ ์ƒ๊ธˆ์„ ๋ฐ›๋Š”๋‹ค."๋ผ๊ณ  ํ–ˆ์Šต๋‹ˆ๋‹ค.
11:38
and the winner will get $40,000."
278
698591
1646
11:40
The winner was a group out of MIT,
279
700261
1847
์šฐ์Šน์ž๋Š” MIT ํŒ€์ด์—ˆ๋Š”๋ฐ,
11:42
where they created sort of a pyramid scheme, a network,
280
702132
2596
๊ทธ๋“ค์€ ํ”ผ๋ผ๋ฏธ๋“œ ๋„คํŠธ์›Œํฌ ์ „๋žต์„ ์‚ฌ์šฉํ•˜์—ฌ
11:44
where the first person to recommend the location of a balloon got $2,000,
281
704752
3429
ํ’์„ ์˜ ์œ„์น˜๋ฅผ ๊ฐ€์žฅ ๋จผ์ € ์ œ๋ณดํ•˜๋Š” ์‚ฌ๋žŒ์—๊ฒŒ 2000๋‹ฌ๋Ÿฌ๋ฅผ ์ฃผ๊ณ ,
ํ•ด๋‹น ์ œ๋ณด๋ฅผ ์ถ”์ฒœํ•˜๋Š” ์‚ฌ๋žŒ๋“ค์—๊ฒŒ๋„
11:48
and anyone else to push that recommendation up also got a cut.
282
708205
2931
์ƒ๊ธˆ์˜ ์ผ๋ถ€๋ฅผ ๋ถ„๋ฐฐํ–ˆ์Šต๋‹ˆ๋‹ค.
11:51
And in 12 hours, they were able to find all these balloons,
283
711160
2991
๊ทธ ๊ฒฐ๊ณผ 12์‹œ๊ฐ„ ์•ˆ์— ๊ทธ๋“ค์€ ๋ฏธ๊ตญ ์ „์—ญ์— ์ˆจ๊ฒจ์ ธ ์žˆ๋Š”
ํ’์„ ์„ ๋ชจ๋‘ ์ฐพ์„ ์ˆ˜ ์žˆ์—ˆ์Šต๋‹ˆ๋‹ค.
11:54
all across the country.
284
714175
1466
11:55
Really powerful dynamic.
285
715665
1724
์ •๋ง ๊ฐ•๋ ฅํ•œ ์—ญํ•™์ž…๋‹ˆ๋‹ค.
11:57
And so, I've got about 20 seconds left,
286
717413
2823
์ž, ์ด์ œ ๋Œ€๋žต 20์ดˆ๊ฐ€ ๋‚จ์•˜๋Š”๋ฐ์š”,
12:00
so if I'm going to leave you with anything,
287
720260
2048
๋งˆ์ง€๋ง‰์œผ๋กœ ์ด ๊ฒƒ๋งŒ ๊ธฐ์–ตํ•ด ์ฃผ์…จ์œผ๋ฉด ์ข‹๊ฒ ์Šต๋‹ˆ๋‹ค.
12:02
last decade was the decade of social.
288
722332
1782
์ง€๋‚œ 10๋…„์€ ์†Œ์…œ ๋„คํŠธ์›Œํฌ์˜ ๊ธฐ๊ฐ„์ด์—ˆ๋‹ค๋ฉด,
12:04
This next decade is the decade of games.
289
724138
2098
๋‹ค์Œ 10๋…„์€ ๊ฒŒ์ž„์„ ์œ„ํ•œ ๊ธฐ๊ฐ„์ž…๋‹ˆ๋‹ค.
12:06
We use game dynamics to build on it. We build with mindshare.
290
726260
2867
์šฐ๋ฆฌ๋Š” ๊ฒŒ์ž„ ์—ญํ•™์„ ๋ฐ”ํƒ•์œผ๋กœ ๋งˆ์ธ๋“œ์…ฐ์–ด๋ฅผ ์‚ฌ์šฉํ•˜์—ฌ ์ด ๋ ˆ์ด์–ด๋ฅผ ๊ตฌ์„ฑํ•ฉ๋‹ˆ๋‹ค.
์šฐ๋ฆฌ๋Š” ์‚ฌ๋žŒ๋“ค์˜ ํ–‰๋™์— ์˜ํ–ฅ์„ ๋ฏธ์น  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
12:09
We can influence behavior.
291
729151
1245
12:10
It's very powerful. It's very exciting.
292
730420
1863
์ด ๊ฒƒ์€ ๋งค์šฐ ๊ฐ•๋ ฅํ•ฉ๋‹ˆ๋‹ค. ์ด ๊ฒƒ์€ ์ •๋ง ํฅ๋ฏธ๋กญ์Šต๋‹ˆ๋‹ค.
12:12
Let's all build it together, let's do it well and have fun playing.
293
732307
3357
๋ชจ๋‘ ๊ฐ™์ด ๋งŒ๋“ค์–ด ๋‚˜๊ฐ‘์‹œ๋‹ค. ์ œ๋Œ€๋กœ ๋งŒ๋“ค์–ด์„œ ์ฆ๊น์‹œ๋‹ค.
12:15
(Applause)
294
735688
2072
์ด ์›น์‚ฌ์ดํŠธ ์ •๋ณด

์ด ์‚ฌ์ดํŠธ๋Š” ์˜์–ด ํ•™์Šต์— ์œ ์šฉํ•œ YouTube ๋™์˜์ƒ์„ ์†Œ๊ฐœํ•ฉ๋‹ˆ๋‹ค. ์ „ ์„ธ๊ณ„ ์ตœ๊ณ ์˜ ์„ ์ƒ๋‹˜๋“ค์ด ๊ฐ€๋ฅด์น˜๋Š” ์˜์–ด ์ˆ˜์—…์„ ๋ณด๊ฒŒ ๋  ๊ฒƒ์ž…๋‹ˆ๋‹ค. ๊ฐ ๋™์˜์ƒ ํŽ˜์ด์ง€์— ํ‘œ์‹œ๋˜๋Š” ์˜์–ด ์ž๋ง‰์„ ๋”๋ธ” ํด๋ฆญํ•˜๋ฉด ๊ทธ๊ณณ์—์„œ ๋™์˜์ƒ์ด ์žฌ์ƒ๋ฉ๋‹ˆ๋‹ค. ๋น„๋””์˜ค ์žฌ์ƒ์— ๋งž์ถฐ ์ž๋ง‰์ด ์Šคํฌ๋กค๋ฉ๋‹ˆ๋‹ค. ์˜๊ฒฌ์ด๋‚˜ ์š”์ฒญ์ด ์žˆ๋Š” ๊ฒฝ์šฐ ์ด ๋ฌธ์˜ ์–‘์‹์„ ์‚ฌ์šฉํ•˜์—ฌ ๋ฌธ์˜ํ•˜์‹ญ์‹œ์˜ค.

https://forms.gle/WvT1wiN1qDtmnspy7