Tom Chatfield: 7 ways video games engage the brain

Prevodilac: Ivana Korom Lektor: Sandra Gojic

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

Prema njihovoj moći

in terms of imagination, in terms of technology,

u smislu mašte, tehnologije,

in terms of concept.

u smislu ideje.

But I think, above all,

Ali mislim da povrh svega

I'm in awe at their power

gajim strahopoštovanje prema njihovoj moći

to motivate, to compel us,

da nas motivišu, podstaknu,

to transfix us,

fiksiraju za sebe

like really nothing else we've ever invented

kao što ništa drugo što smo napravili

has quite done before.

nije uspevalo ranije.

And I think that we can learn some pretty amazing things

Mislim da možemo naučiti neke prilično neverovatne stvari

by looking at how we do this.

ako posmatramo kako one to čine.

And in particular, I think we can learn things

I posebno, mislim da možemo naučiti

about learning.

o učenju.

Now the video games industry

Industrija video igara

is far and away the fastest growing

se najbrže razvija

of all modern media.

od svih modernih medija.

From about 10 billion in 1990,

Od oko 10 milijardi 1990.,

it's worth 50 billion dollars globally today,

danas na svetskom nivou vredi 50 milijardi dolara

and it shows no sign of slowing down.

i ne pokazuje znake usporavanja.

In four years' time,

Procenjuje se da će

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

za četiri godine vredeti preko 80 milijardi dolara.

That's about three times the recorded music industry.

To je tri puta više od muzičke industrije.

This is pretty stunning,

To je prilično zapanjujuće, ali

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

to nije podatak koji ostavlja najsnažniji utisak.

The thing that really amazes me

Ono što me zaista fascinira

is that, today,

je to da, danas,

people spend about

ljudi troše oko

eight billion real dollars a year

osam milijardi pravih dolara godišnje

buying virtual items

kupujući virtuelne predmete

that only exist

koji postoje samo

inside video games.

unutar video igara.

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

Ovo je snimak iz virtuelnog sveta "Entropia Universe".

Earlier this year,

Početkom ove godine,

a virtual asteroid in it

virtuelni asteroid je tu

sold for 330,000 real dollars.

prodat za 330 000 pravih dolara.

And this

Ovo je brod

is a Titan class ship

klase "Titan"

in the space game, EVE Online.

u svemirskoj igri "EVE Online".

And this virtual object

Za izgradnju ovog virtuelnog predmeta

takes 200 real people

potrebno je da 200 pravih ljudi

about 56 days of real time to build,

uloži 56 dana pravog vremena,

plus countless thousands of hours

plus mnogo hiljada sati

of effort before that.

napora pre toga.

And yet, many of these get built.

A opet, mnogi od ovih se grade.

At the other end of the scale,

S druge strane,

the game Farmville that you may well have heard of,

igru "Farmville", za koju ste sigurno čuli,

has 70 million players

igra 70 miliona ljudi

around the world

širom sveta,

and most of these players

a većina njih

are playing it almost every day.

igra je skoro svakog dana.

This may all sound

Sve ovo možda zvuči

really quite alarming to some people,

prilično alarmantno, nekim ljudima,

an index of something worrying

kao pokazatelj nečeg zabrinjavajućeg

or wrong in society.

ili pogrešnog u društvu.

But we're here for the good news,

Ali ovde smo zbog dobrih vesti,

and the good news is

a dobra vest je ta

that I think we can explore

da mislim da možemo da istražujemo

why this very real human effort,

zašto se javljaju ova

this very intense generation of value, is occurring.

stremljenja i ovakve vrednosti.

And by answering that question,

Mislim da možemo,

I think we can take something

odgovaranjem na to pitanje,

extremely powerful away.

otkloniti nešto veoma moćno.

And I think the most interesting way

Mislim da, najzanimljiviji način

to think about how all this is going on

da razmišljamo o tome kako se sve ovo dešava,

is in terms of rewards.

je razmišljanje o nagradama.

And specifically, it's in terms

A posebno, u smislu

of the very intense emotional rewards

veoma intenzivnih emocionalnih nagrada

that playing games offers to people

koje igranje igara donosi 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 šta se dešava u nečijoj glavi

when they are being engaged,

dok se bavi igranjem,

two quite different processes are occurring.

vidimo da se javljaju dva procesa.

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

S jedne strane imamo procese želje.

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

Ovo liči na ambiciju i motivaciju - uradiću to. Uložiću napor.

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

S druge strane, imamo procese sviđanja,

fun and affection

zabavu i dopadanje

and delight

i oduševljenje -

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

i ogromnu leteću zver sa orkom na leđima.

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

Zaista sjajna slika. Prilično je kul.

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

To je iz igre "World of Warcraft" koja ima više od 10 miliona igrača u svetu,

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

među kojima smo i moja žena i ja.

And this kind of a world,

I ova vrsta sveta,

this vast flying beast you can ride around,

ova ogromna leteća zver koju jašete

shows why games are so very good

pokazuje zašto su igre podjednako dobre

at doing both the wanting and the liking.

u procesima želje i sviđanja.

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

Jer su veoma moćne. Prilično fantastične.

It gives you great powers.

Imate ogromne moći.

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

Ambicija vam je zadovoljena, ali je i veoma lepo.

It's a very great pleasure to fly around.

To letenje predstavlja ogromno zadovoljstvo.

And so these combine to form

Sve ovo formira

a very intense emotional engagement.

veoma intenzivnu emocionalnu uključenost.

But this isn't the really interesting stuff.

Ali ovo nije najinteresatnije od svega.

The really interesting stuff about virtuality

Ono što je stvarno interesantno u vezi virtuelnog

is what you can measure with it.

sveta je da njime možete da merite.

Because what you can measure in virtuality

Jer u virtuelnom svetu možete

is everything.

da merite sve.

Every single thing that every single person

Svaka pojedina stvar koju je svaka osoba

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

koja je nekad igrala neku igru uradila, može da se meri.

The biggest games in the world today

Najveće igre na svetu danas

are measuring more than one billion points of data

prate više od milijardu pojedinačnih podataka

about their players, about what everybody does --

o svojim igračima, o tome šta svi rade -

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

mnogo više od detalja koje biste dobili preko nekog sajta.

And this allows something very special

Ovo omogućava da se

to happen in games.

u igrama dešava nešto posebno.

It's something called the reward schedule.

To se zove raspored nagrada.

And by this, I mean looking

Pod ovim mislim na posmatranje

at what millions upon millions of people have done

onoga šta milioni i milioni ljudi rade

and carefully calibrating the rate,

i pažljivo odmeravanje rasporeda,

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

prirode, vrste, intenziteta nagrada u igrama,

to keep them engaged

kako bi se održavali u igri

over staggering amounts of time and effort.

i ulagali zapanjujuće količine napora i vremena.

Now, to try and explain this

Pokušaću da objasnim ovo

in sort of real terms,

u realnim terminima,

I want to talk about a kind of task

pa ću govoriti o vrsti zadatka

that might fall to you in so many games.

koji verovatno dobijate u mnogim igrama.

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

Idite i nabavite određenu količinu određenog igračkog predmeta.

Let's say, for the sake of argument,

Recimo, u svrhu ove priče,

my mission is to get 15 pies

da je moja misija da nabavim 15 pita,

and I can get 15 pies

i nabaviću ih

by killing these cute, little monsters.

ako ubijem ova slatka, mala čudovišta.

Simple game quest.

Jednostavna misija u igri.

Now you can think about this, if you like,

Ako želite, možete o ovome razmišljati

as a problem about boxes.

kao o problemu kutija.

I've got to keep opening boxes.

Moram da nastavim da otvaram te kutije.

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

Ne znam šta je u njima dok ih ne otvorim.

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

Idem okolo i otvaram jednu po jednu, dok ne skupim 15 pita.

Now, if you take a game like Warcraft,

Sad, ako uzmete igru kao što je "Warcraft",

you can think about it, if you like,

možete je, ako želite, posmatrati

as a great box-opening effort.

kao naporni poduhvat otvaranja kutija.

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

Igra navodi ljude da otvore oko milion kutija,

getting better and better stuff in them.

u kojima se nalaze sve bolje i bolje stvari.

This sounds immensely boring

Ovo zvuči izuzetno dosadno,

but games are able

ali igre imaju moć

to make this process

da ovaj proces učine

incredibly compelling.

neverovatno ubedljivim.

And the way they do this

A to čine

is through a combination of probability and data.

kombinacijom verovatnoće i podataka.

Let's think about probability.

Razmislimo o verovatnoći.

If we want to engage someone

Ako želimo da uključimo nekoga

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

u taj proces otvaranja kutija i traženja pita,

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

želimo da budemo sigurni da nije ni previše lako,

nor too difficult, to find a pie.

ni previše teško pronaći pitu.

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

Šta tada radimo? Pa, pogledajte milion ljudi -

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

ne, 100 miliona ljudi, 100 miliona koji otvaraju kutije -

and you work out, if you make the pie rate

i izračunajte, ako je verovatnoća pite

about 25 percent --

oko 25% -

that's neither too frustrating, nor too easy.

to nije ni previše frustrirajuće, ni previše lako;

It keeps people engaged.

drži ljude angažovanim -

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

ali naravno, to nije sve - ima 15 pita.

Now, I could make a game called Piecraft,

Sad, mogao bih da nazovem igru "Piecraft" (pie - pita),

where all you had to do was get a million pies

gde samo tražite milion pita

or a thousand pies.

ili hiljadu pita.

That would be very boring.

To bi bilo veoma dosadno.

Fifteen is a pretty optimal number.

15 je prilično optimalan broj.

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

Vidite da je između pet i 20

is about the right number for keeping people going.

to prilično dobar broj da bi ljudi nastavljali.

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

Ali u kutijama nisu samo pite.

There's 100 percent up here.

Ovde je sto procenata.

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

Mi osiguramo da se svaki put kad se kutija otvori,

there's something in it, some little reward

u njoj nalazi neka mala nagrada

that keeps people progressing and engaged.

zbog koje ljudi napreduju i nastavljaju.

In most adventure games,

U većini avanturističkih igara

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

to je neka valuta ili iskustvo unutar igre,

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

Takođe kažemo da će biti još gomila drugih predmeta

of varying qualities and levels of excitement.

različitog kvaliteta i nivoa uzbuđenja.

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

Postoji 10% šanse da dobijete prilično dobar predmet.

There's going to be a 0.1 percent chance

Imate šansu od 0.1%

you get an absolutely awesome item.

da dobijete stvarno izuzetan predmet.

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

I svaka od ovih nagrada pažljivo je odmerena za neki predmet.

And also, we say,

Takođe, kažemo, "Pa, koliko

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

čudovišta? Da li bi trebalo da ceo svet bude pun milijardama čudovišta?"

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

Ne, želimo jedno ili dva čudovišta na ekranu u bilo kom trenutku.

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

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

So all this is very powerful.

Sve ovo je veoma moćno.

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

Ali mi smo u virtuelnom svetu; nisu to prave kutije.

So we can do

Tako da možemo da

some rather amazing things.

činimo neke prilično neverovatne stvari.

We notice, looking at all these people opening boxes,

Gledajući sve te ljude kako otvaraju kutije, primećujemo

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

da kad ljudi stignu do nekih 13 od 15 pita,

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

njihova percepcija se menja i postaje im pomalo dosadno.

They're not rational about probability.

Ne odnose se racionlano prema verovatnoći.

They think this game is unfair.

Misle da igra nije fer.

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

Ne daje mi moje poslednje dve pite. Odustajem.

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

Da su to prave kutije, ne bismo mogli mnogo da uradimo,

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

ali u igri možemo reći, "Dobro, u redu".

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

Kada stignete do 13 pita, imate 75% šanse da sada dobijete pitu.

Keep you engaged. Look at what people do --

I dalje ste uključeni. Pogledajte šta ljudi rade -

adjust the world to match their expectation.

prilagode svet da se poklapa sa njihovim očekivanjem.

Our games don't always do this.

Naše igre ne rade ovo uvek.

And one thing they certainly do at the moment

A jedna stvar koju sigurno sada rade

is if you got a 0.1 percent awesome item,

je da, ako ste dobili super predmet sa 0.1% šanse,

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

one će osigurati da se još neki takav predmet neće pojaviti poduže vreme

to keep the value, to keep it special.

kako bi se zadržala vrednost i posebnost.

And the point is really

Poenta je zapravo

that we evolved to be satisfied by the world

da smo se razvili da imamo

in particular ways.

razna zadovoljstva iz sveta.

Over tens and hundreds of thousands of years,

Desetinama, stotinama hiljada godina

we evolved to find certain things stimulating,

smo se razvijali da neke stvari doživimo kao stimulativne,

and as very intelligent, civilized beings,

i kao veoma inteligentna i civilizovana bića,

we're enormously stimulated by problem solving and learning.

u velikoj meri nas stimuliše učenje i rešavanje problema.

But now, we can reverse engineer that

Ali sada, možemo da obrnemo proces

and build worlds

i da gradimo svetove

that expressly tick our evolutionary boxes.

koji direktno utiču na te naše osobine.

So what does all this mean in practice?

Šta sve ovo znači u praksi?

Well, I've come up

Pa, ja sam došao

with seven things

do sedam stvari

that, I think, show

za koje mislim da pokazuju

how you can take these lessons from games

kako možete ove lekcije iz igara

and use them outside of games.

preneti na svet van igara.

The first one is very simple:

Prva je veoma jednostavna:

experience bars measuring progress --

indikator iskustva koji meri napredak -

something that's been talked about brilliantly

nešto o čemu su ljudi poput

by people like Jesse Schell earlier this year.

Džesija Šela odlično pričali početkom godine.

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

Već se primenjuje na Univerzitetu u Indijani, u Americi, i nekim drugim mestima.

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

Ideja je da, umesto da postepeno ocenjujete ljude

in little bits and pieces,

u delovima,

you give them one profile character avatar

date im profil jednog lika

which is constantly progressing

koji konstantno napreduje putem

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

sitnih, sitnih stepena koji ljudi doživljavaju kao svoje.

And everything comes towards that,

I sve ide u tom pravcu

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

i oni gledaju kako se pomera i poseduju ga.

Second, multiple long and short-term aims --

Drugo, mnogi dugoročni i kratkoročni ciljevi -

5,000 pies, boring,

5000 pita, dosadno,

15 pies, interesting.

15 pita, zanimljivo.

So, you give people

Dajete ljudima

lots and lots of different tasks.

mnogo različitih zadataka.

You say, it's about

Zadatak je

doing 10 of these questions,

da se uradi 10 ovih pitanja,

but another task

ali sledeći zadatak

is turning up to 20 classes on time,

je da se pojavite na 20 časova,

but another task is collaborating with other people,

sledeći je da radite zajedno sa drugim ljudima,

another task is showing you're working five times,

naredni je da prikažete svoj rad pet puta,

another task is hitting this particular target.

naredni je da stignete do određenog cilja.

You break things down into these calibrated slices

Razložite stvari na odmerene delove

that people can choose and do in parallel

koje ljudi mogu da biraju i rade paralelno

to keep them engaged

da bi i dalje bili angažovani

and that you can use to point them

a koje vi koristite da ih navedete

towards individually beneficial activities.

ka aktivnostima koje su im individualno korisne.

Third, you reward effort.

Treće, nagradite napor.

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

To je vaš faktor od 100%. Igre su fantastiče u ovome.

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

Svaki put kad nešto radite, dobijete nagradu za pokušaj.

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

Ne kažnjava se neuspeh; nagrađuje se i najmanji napor -

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

pomalo zlata, pomalo nagrada - uradili ste 20 pitanja - tik.

It all feeds in as minute reinforcement.

Sve funkcioniše kao instant ojačanje.

Fourth, feedback.

Četvrto, povratna informacija.

This is absolutely crucial,

Ovo je izuzetno bitno,

and virtuality is dazzling at delivering this.

a virtuelni svet je očaravajuće dobar u tome.

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

Ako pogledamo neke od najtežih problema u svetu danas,

that we've been hearing amazing things about,

o kojima slušamo neverovatne stvari,

it's very, very hard for people to learn

ljudima je veoma teško da nauče

if they cannot link consequences to actions.

ukoliko ne mogu da povežu posledice sa delima.

Pollution, global warming, these things --

Zagađenje, globalno zagrevanje, posledice

the consequences are distant in time and space.

svih tih stvari su daleke u vremenu i prostoru.

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

Veoma je teško naučiti da osetimo lekciju,

But if you can model things for people,

ali ako uobličimo stvari,

if you can give things to people that they can manipulate

ako ljudima damo stvari koje su opipljive

and play with and where the feedback comes,

i kojima mogu da se igraju i od kojih imaju povratnu informaciju,

then they can learn a lesson, they can see,

onda mogu da nauče lekciju, da vide,

they can move on, they can understand.

da napreduju, razumeju.

And fifth,

I peto,

the element of uncertainty.

element nesigurnosti.

Now this is the neurological goldmine,

Ovo je neurološki rudnik zlata,

if you like,

ako hoćete,

because a known reward

jer poznata nagrada

excites people,

uzbuđuje ljude,

but what really gets them going

ali ono što ih stvarno podstiče

is the uncertain reward,

je nesigurna nagrada,

the reward pitched at the right level of uncertainty,

ona koja se javlja na određenom stepenu nesigurnosti,

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

za koju ne znaju da li će je dobiti.

The 25 percent. This lights the brain up.

Tih 25%. To stimuliše mozak.

And if you think about

I ako razmišljate o

using this in testing,

korišćenju ovoga u testovima,

in just introducing control elements of randomness

o tome da uvedete kontrolisane elemente nasumičnosti

in all forms of testing and training,

u sve vrste testiranja i treninga,

you can transform the levels of people's engagement

možete kod ljudi promeniti nivoe angažovanosti

by tapping into this very powerful

tako što ćete se umešati u ovaj

evolutionary mechanism.

moćni evolutivni mehanizam.

When we don't quite predict something perfectly,

Taj da se veoma uzbudimo oko

we get really excited about it.

nečeg što ne možemo savršeno da predvidimo.

We just want to go back and find out more.

Samo želimo da se vratimo i saznamo više.

As you probably know, the neurotransmitter

Kao što verovatno znate, neurotransmiter

associated with learning is called dopamine.

koji je u vezi sa učenjem zove se dopamin.

It's associated with reward-seeking behavior.

Povezan je sa ponašanjem traženja nagrade.

And something very exciting is just beginning to happen

Nešto veoma uzbudljivo počinje da se dešava

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

na primer na Univerzitetu u Bristolu, u Velikoj Britaniji,

where we are beginning to be able to model mathematically

gde počinjemo da matematički oblikujemo

dopamine levels in the brain.

nivoe dopamina u mozgu.

And what this means is we can predict learning,

To znači da možemo da predvidimo učenje,

we can predict enhanced engagement,

da predvidimo povećano angažovanje,

these windows, these windows of time,

te vremenske periode kada

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

se učenje dešava na povišenom nivou.

And two things really flow from this.

Iz ovoga proizlaze dve stvari.

The first has to do with memory,

Prva ima veze sa pamćenjem,

that we can find these moments.

da možemo pronaći ove trenutke.

When someone is more likely to remember,

Kada neko ima više šanse da se seti,

we can give them a nugget in a window.

dajemo mu nagradu u nekim trenucima.

And the second thing is confidence,

Druga stvar je sigurnost,

that we can see how game-playing and reward structures

vidimo kako igranje igara i struktura nagrada

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

čine ljude hrabrijima, voljnijima da se upuštaju u rizike,

more willing to take on difficulty,

da se bore sa teškoćama,

harder to discourage.

teže ih je obeshrabriti.

This can all seem very sinister.

Sve ovo može da izgleda veoma opako.

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

Znate, kao "Našim mozgovima se manipuliše, svi smo zavisnici".

The word "addiction" is thrown around.

Koristi se reč zavisnost.

There are real concerns there.

Tu postoje ozbiljne brige.

But the biggest neurological turn-on for people

Ali ono što na neurološkom nivou najviše

is other people.

uzbuđuje ljude su drugi ljudi.

This is what really excites us.

To nas stvarno podstiče.

In reward terms, it's not money;

U terminima nagrada, to nije novac,

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

nije dobijanje gotovine - to je lepo -

it's doing stuff with our peers,

nego kad radimo nešto sa drugima,

watching us, collaborating with us.

kada nas posmatraju, kada sarađujemo.

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

Želim da vam ispričam kratku priču o 1999. godini -

a video game called EverQuest.

o video igri "Everquest".

And in this video game,

U njoj su postojala dva

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

ogromna zmaja i trebalo je da se udružite da biste ih ubili -

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

42 ljudi - do 42 da bi se ubili ovi zmajevi.

That's a problem

To je problem, jer

because they dropped two or three decent items.

su oni za sobom ostavljali dva ili tri dobra predmeta.

So players addressed this problem

Igrači su ovom problemu prišli tako

by spontaneously coming up with a system

što su spontano pronašli sistem

to motivate each other,

međusobne motivacije,

fairly and transparently.

pošteno i otvoreno.

What happened was, they paid each other a virtual currency

Oni su jedni drugima plaćali virtuelnom valutom

they called "dragon kill points."

koju su zvali poenima za ubijanje zmaja.

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

I svaki put kad biste se pojavili u nekoj misiji,

you got paid in dragon kill points.

plaćali bi vas poenima za ubijanje zmaja.

They tracked these on a separate website.

To su beležili na posebnom veb sajtu.

So they tracked their own private currency,

Pratili su sopstvenu privatnu valutu,

and then players could bid afterwards

a igrači su kasnije mogli da se nadmeću

for cool items they wanted --

za kul predmete koje su želeli -

all organized by the players themselves.

to su sve organizovali sami igrači.

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

Ovaj zadivljujuć sistem nije funkcionisao samo u ovoj igri,

but that today, a decade on,

nego danas, deset godina kasnije,

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

svaka igra na svetu sa ovakvom vrstom zadatka

uses a version of this system --

koristi neku varijantu ovog sistema -

tens of millions of people.

desetine miliona ljudi.

And the success rate

A nivo uspešnosti

is at close to 100 percent.

je blizu 100%.

This is a player-developed,

Ovo je dobrovoljna, samoprimenljiva

self-enforcing, voluntary currency,

valuta, koju su razvili igrači,

and it's incredibly sophisticated

i to je veoma sofisticirano

player behavior.

igračko ponašanje.

And I just want to end by suggesting

Želim da završim predlažući

a few ways in which these principles

nekoliko načina na koje ovi principi

could fan out into the world.

mogu da se prošire u svetu.

Let's start with business.

Počeću sa poslovanjem.

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

Mislim, viđamo neke od velikih problema

around something like business are

u stvarima kao što su biznis,

recycling and energy conservation.

recikliranje i ušteda energije.

We're beginning to see the emergence of wonderful technologies

Viđamo pojavu izuzetnih tehnologija

like real-time energy meters.

kao što su merači energije.

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

Gledam to i mislim, da,

we could take that so much further

možemo otići mnogo dalje s ovim,

by allowing people to set targets

dozvoljavajući ljudima da postave ciljeve,

by setting calibrated targets,

postavljajući odmerene ciljeve,

by using elements of uncertainty,

koristeći elemente nesigurnosti,

by using these multiple targets,

koristeći više ciljeva,

by using a grand, underlying reward and incentive system,

koristeći sistem implicitnih nagrada i motivacije,

by setting people up

podstičući ljude da

to collaborate in terms of groups, in terms of streets

sarađuju u grupama, ulicama,

to collaborate and compete,

sarađuju i takmiče se,

to use these very sophisticated

da iskoriste ove veoma prefinjene

group and motivational mechanics we see.

grupne i motivacione mehanizme.

In terms of education,

Kad govorimo o obrazovanju,

perhaps most obviously of all,

možda najočiglednije možemo

we can transform how we engage people.

da preoblikujemo način na koji angažujemo ljude.

We can offer people the grand continuity

Možemo ponuditi ljudima kontinuitet

of experience and personal investment.

iskustva i lične investicije.

We can break things down

Možemo razložiti stvari na

into highly calibrated small tasks.

veoma specifične male zadatke.

We can use calculated randomness.

Možemo koristiti proračunatu nasumičnost.

We can reward effort consistently

Možemo stalno nagrađivati napor

as everything fields together.

kako se stvari uklapaju.

And we can use the kind of group behaviors

I možemo koristiti grupna ponašanja

that we see evolving when people are at play together,

koja se razvijaju kada ljudi igraju zajedno,

these really quite unprecedentedly complex

te složene mehanizme saradnje

cooperative mechanisms.

koji se potpuno bez presedana.

Government, well, one thing that comes to mind

Vlada, pa pada mi na pamet da

is the U.S. government, among others,

američka vlada, pored drugih,

is literally starting to pay people

bukvalno počinje da plaća

to lose weight.

ljudima da smršaju.

So we're seeing financial reward being used

Dakle vidimo da se finansijska nagrada koristi

to tackle the great issue of obesity.

za tretiranje ogromnog problema gojaznosti.

But again, those rewards

Ali opet, te nagrade

could be calibrated so precisely

mogu precizno da se odrede

if we were able to use the vast expertise

kad bismo mogli da koristimo veliku stručnost

of gaming systems to just jack up that appeal,

sistema igara da bismo samo to pokrenuli,

to take the data, to take the observations,

da skupimo podatke, skupimo posmatranja

of millions of human hours

miliona ljudskih sati

and plow that feedback

da bismo utkali tu povratnu informaciju

into increasing engagement.

u povećanje angažovanosti.

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

Na kraju, ta reč, angažovanje,

that I want to leave you with.

je ono s čim želim da vas ostavim.

It's about how individual engagement

Kako individualno angažovanje

can be transformed

može da se transformiše

by the psychological and the neurological lessons

psihološkim i neurološkim lekcijama

we can learn from watching people that are playing games.

koje možemo naučiti iz posmatranja ljudi koji igraju igre.

But it's also about collective engagement

Ali radi se i o kolektivnoj angažovanosti

and about the unprecedented laboratory

i jedinstvenoj laboratoriji

for observing what makes people tick

za posmatranje toga šta ljude podstiče

and work and play and engage

da rade i igraju i da se angažuju

on a grand scale in games.

u velikoj meri u igrama.

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

I ako možemo da posmatramo ove stvari i iz njih učimo

and see how to turn them outwards,

i vidimo kako da ih iskoristimo,

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

onda mislim da imamo nešto revolucionarno u rukama.

Thank you very much.

Mnogo vam hvala.

(Applause)

(aplauz)