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

翻译人员: Zhang Jing 校对人员: Angelia King

我叫Seth Priebatsch。我是SCVNGR公司的首席忍者。

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

我也因普里斯顿大学辍学而感到自豪。

I'm a proud Princeton dropout.

Also proud to have relocated here to Boston,

同时也很自豪能够回到波士顿创业，

where I actually grew up.

这是我长大的地方。

(Applause) Yeah, Boston.

是的，波士顿。

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

我去过很多不同地方，阐述这种概念。

I'm also fairly determined to try and build

我决定要去尝试，

a game layer on top of the world.

建立一个超级棒的游戏社交圈。

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

这是一种新的概念，很重要的概念。

because while the last decade was the decade of social,

因为过去十年

是网络社交的黄金十年，

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

这十年里

人们在网上联系彼此的平台开始出现，

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

下一个十年，

将是游戏社交平台建立的时候，

where the motivations we use to actually influence behavior

影响人们行为的动机，

and the framework in which that is constructed,

以及游戏社交平台，

is decided upon, and that's really important.

都会逐渐建立起来，这很重要。

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

所以，我说我想建设一个超级棒的游戏社交圈，

but that's not quite true,

这并不十分准确，

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

因为这个社交圈已经开始建立了：这已经在发生了。

And it looks like this right now.

现在的情况就像这样。

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

这很像1997年的电脑页面对不对？

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

不太好。很拥挤的页面。

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

它充斥着很多信息。

一句话，不怎么好。

There are credit card schemes and airline mile programs,

这有信用卡刷卡方案、飞行里程计划、

coupon cards and all these loyalty schemes

优惠券和其它很多提升客户忠诚度的计划。

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

它们都利用人们玩游戏的动机

来建立游戏社交圈，但这些游戏动机很糟糕。

they just suck.

They're not very well-designed.

这种消费游戏设计的不好，对吧?

(Laughter)

So that's unfortunate.

这太糟糕了。

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

幸运的是，正如我最喜欢的动作巨星，

建筑师巴布（Bob the Builder欧美卡通影片）说的，

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

“我们可以做的更好。我们可以盖出更好的建筑。”

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

其实，我们用来建设游戏圈的

工具、资源

are game dynamics themselves.

就是玩游戏的动机。

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

所以我今天演讲的关键就是

four really important game dynamics,

四种重要的玩游戏的动机，非常有趣，

really interesting things, that, if you use consciously,

如果你意识到，

you can use to influence behavior,

你就可以用这些动机来影响人们的行为，

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

既可以朝着好的方面施加影响，也可以带来坏的影响，或者让它们同时发生。

Hopefully for good.

当然我们希望是好的影响。

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

平台建设是

很重要的阶段，

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

所以现在我们都要自然而然地思考这个问题。

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

当我们开始讨论这个问题之前，还有一个问题，那就是：为什么重要？

Why is this important?

I'm making this claim

为什么我刚才说的建设最棒的游戏社交网络

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

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

非常重要。

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

重要的原因是，最近十年，

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

建立的网络社交圈，

has been this framework for connections,

也就是网上人与人的联系，

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

这种社交网络的建设已经完成了。

There's still a lot to explore,

但是还有很多值得开发的地方。

still a lot of people trying to figure out social

仍然有很多人试着提升这种网络平台，

and how we leverage this and how we use this,

摸索如何使用这个平台，

but the framework itself is done,

但是这平台本身已经搭建起来了，

and it's called Facebook.

叫做Facebook。

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

平台已经建成也没有关系，不是吗？很多人很喜欢Facebook。

I like it quite a lot.

我也很喜欢。

They've created this thing called the Open Graph,

它们搭建了所谓的“开放列表Open Graph”，

and they own all of our connections.

它可以拥有所有使用者的关系资料。

They own half a billion people.

FACEBOOK拥有5亿人的资料。

So when you want to build on the social layer,

所以当你想建立社交关系网时，

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

这个平台已经搭建好了，也就是开放列表应用程序（Open Graph API）。

And if you're happy with that, fantastic.

如果你很乐意使用它，那就太好了。

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

如果你不高兴用它，很可惜。我们无能为力。

And that's a real thing.

但是下一个十年——一定会有事情发生。

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

我的意思是，我们想建立一个平台-

一个人人都能读取

and makes it productive down the road.

和改变信息的平台，这个平台会不断丰富。

So, the social layer is all about these connections.

网络社交圈是处理人与人关系的，

The game layer is all about influence.

而游戏社交圈全是有关影响力的平台。

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

并不是简单地在网上增加一个社会联系

而是把你和其他人联系起来，

and connecting you to other people

everywhere you are and everywhere you go,

无论你在哪里和要去哪里。

it's actually about using dynamics, using forces,

它完全利用的是某种动力、影响力，

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

来影响人们

在哪里，去哪里以及怎样行动的方式。

how you do it.

That's really, really powerful.

这种方式真的很强大，比网络社交圈更加重要。

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

它会更深刻地影响到人们的生活，

and affect our lives more deeply and perhaps more invisibly.

或许以更无形的方式。

So it's incredibly critical that at this moment,

所以游戏社交圈无比重要，

此时，我们刚刚开始建立它，

while it's just getting constructed,

我们认为游戏社交圈

while the frameworks like Facebook or Open Graph

are being created for the game-layer equivalent,

堪与Facebook和开放列表这样的平台并驾齐驱，

that we think about it very consciously,

我们认为这是非常准确的，

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

我们把它做成一个开放的、

每个人都能够使用的、不断提升的平台。

and can be leveraged for good.

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

这也就是我所提到的游戏动机，

因为建设才刚刚开始，

because construction has just begun,

我们设想的越精确，

and the more consciously we can think about this,

我们就能够更好地利用它

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

来做任何我们想让它实现的事情。

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

就像我刚才说的，我们建设这个游戏社交圈的方式

is not with glass and steel and cement.

并不是用玻璃、钢筋和水泥。

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

我们所用的资源并不是

屏幕上的两维的平面地图。

that we have.

The resources are mindshare,

而是俘获的人们心灵，我们的工具和原材料就是人们玩游戏的动机。

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

所以今天我就主要谈一谈玩游戏的四个动机。

With that, a couple game dynamics to talk about.

在SCVNGR的时候，我们总开玩笑说，

Back at SCVNGR, we like to joke

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

如果有7个玩游戏的动机的话，我们就能让任何人做任何事情。

Today, I'm going to show you four,

今天我给大家介绍四种，

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

因为我想保留一些，以保证我的相对优势。

(Laughter)

（笑声）

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

第一个，很简单的玩游戏的动机。

It's called the appointment dynamic.

它叫做约定动机appointment dynamic。

It's a dynamic in which to succeed,

要想使这种动机发挥作用，

players have to do something at a predefined time,

参与游戏者需要在约定的时间做某种事情，

generally at a predefined place.

通常也约定好了地点。

And these dynamics are a little scary sometimes,

有时这种动机有些吓人，

because you think, "Other people can be using forces

因为，你可以设想，

其他人可能用这种力量来控制

that will manipulate how I interact:

人们该如何交流，做什么，在什么地方做以及什么时候去做。

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

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

在游戏过程中，这种自由的丧失确实存在

can be frightening.

有些恐怖，

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

每种动机我都会举三个例子——

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

一个是已经在真实世界中应用的例子，

so you can rationalize it a bit;

所以你们可以更好地体会它，

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

另一个是指出它在传统游戏中表现——

I think everything is a game,

我认为所有的事情都是游戏，

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

这与棋盘游戏或者电脑游戏很相似，

or on a computer screen;

and one of how it can be used for good,

最后一个例子是如何向着好的方向利用这种动机，

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

由此我们可以看到这些力量是如何的强大。

第一个例子——也就是世界上有关约定动机的最有名的例子——

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

被称作快乐时刻（注：欧美酒吧里的减价时段）的例子。

is something called, "Happy Hour."

So I had just recently dropped out of Princeton

因为我刚刚从普林斯顿辍学，

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

第一次在酒吧中结束学业生涯，

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

我发现在很多地方都有这种优惠时段。

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

这是一种简单的约定动机。

在特定的时间到这里聚会，喝一杯半价饮料。

get your drinks half off.

为了好处，你会在特定时间出现在特定地方。

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

This game dynamic is so powerful,

这种游戏动力如此强大，

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

以至于它不仅影响到我们的行为，还影响了整个文化。

That's a really scary thought,

这确实让人害怕，

that one game dynamic can change things so powerfully.

一种玩游戏的动机居然使事情发生如此大的改变。

It also exists in more conventional game forms.

这种动机也存在于很多传统游戏中。

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

我敢肯定你们都听说过了美国农场游戏Farmville。

If you haven't, I recommend playing it.

如果你没听过，我推荐你玩一下。

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

有了它，一天的其他时间里你都不会再去做别的事了。

Farmville has more active users than Twitter.

美国农场游戏Farmville的用户比Twitter的用户还活跃。

It's incredibly powerful,

它的力量是如此的强大，能让你

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

在特定的时刻赶回来玩游戏，

to water your fake crops, or they wilt.

为你的庄稼浇水——虚拟的庄稼——否则它们就枯萎了。

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

它的力量如此强大，当信息显示，

when they say your crops wilt

你的庄稼会在

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

8个小时、6个小时或者24个小时之后枯萎，

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

它就能改变这一天

7千万人的生物钟。

They will return, like clockwork, at different times.

他们会像闹钟一样准时地在不同时间回来给庄稼浇水。

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

如果制定游戏的人想要农场倒闭，生产力停滞，

they could make it a 30-minute cycle,

他们可以把浇水的周期改为30分钟，

and no one could do anything else, right?

所有人就无法做其他事情了。

(Laughter)

（笑声）

That's a little scary.

这有些恐怖。

But this could also be used for good.

但是也可以用这种动机做好事。

This local company called Vitality

有一个本地的企业叫做Vitality，他们生产一种产品

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

来帮助人们按时吃药。

That's an appointment.

这是一种约定。

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

在这个方面，有时人们表现的并不好。

They have these GlowCaps which flash and email you

所以他们就制造了GlowCaps，能够闪烁，还能够给你发邮件

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

还会做一些其他有趣的事情来提醒你吃药。

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

这不太像是一种游戏，但实际上它是。

You should get points for doing it on time

当你按时吃药的话，你就能够得分。

and lose points for not doing it on time.

没有做到就要被扣分。

They should recognize they've built an appointment dynamic,

他们应该意识到

他们已经拥有了约定动机，提升了游戏的水平。

and leverage the games.

Then you can really achieve good in some interesting ways.

你确实可以巧妙地利用这一动机做些好事。

We're going to jump onto the next one.

或许我们可以开始讨论下一个动机了。

Influence and status.

影响力和地位Influence and status。

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

这是最出名的游戏动机之一。

在很多地方都可以利用它。

It's used in your wallets, right now.

你的钱包里现在就有它。

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

我们都想拥有最左边那张信用卡，

因为它是美国运通顶级黑卡。

And you see someone at CVS or --

你会见到在财富五百强工作的人或者——

not CVS -- like, Christian Dior --

不是财富五百强——在迪奥或者别的什么精品店，这张卡会出现，

(Laughter)

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

我不大清楚，因为我没有运通黑卡，我只有一张借记卡。

（笑声）

(Laughter)

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

他们把卡拿出来。你会看着这个人，哇，他们有运通黑卡。

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

我也想要有这样的卡片因为这张卡意味着身份高人一等，

所以我也想要一个。

and I need that."

And this is used in games as well.

游戏中也有这种动机。

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

“魔兽世界”是一款卖的最好的游戏。

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

我现在只玩到了4级，我特别想达到10级，

because they've got that cool red badge,

因为到达十级后就可以拿到很酷的红色勋章，

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

意味着我比其他人都棒。

And that's very powerful to me.

这对我很有吸引力。地位确实是很强的动力。

Status is really good motivator.

It's also used in more conventional settings,

在很传统的地方也会有地位发挥作用的情况，

并且可以在这些地方更加刻意地利用它。

and can be used more consciously there.

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

比如学校——别忘了我还上过一学年，

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

所以我还是有资格谈论学校的——

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

它就是一个游戏，是一款设计的不那么好的游戏。

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

那里也有等级，包括C等,B等,A等。

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

这里有地位之分。我的意思是，如果把毕业生致辞比作地位？

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

如果我们把毕业生致辞的地位命名为“白爵士圣骑士二十级”，

I think people would probably work a lot harder.

我认为同学们会更加努力的学习。

(Laughter)

（笑声）

(Applause)

So school is a game,

所以学校就是一个游戏场。我们可以做很多实验

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

尝试把学校办的更好。

But let's use it consciously.

让我们自觉地利用它。比如为什么制定会输的游戏？

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

为什么会从A到F，从B到C？

That sucks. Why not level-up?

这太糟了。为什么不能晋级？

At Princeton, they've actually experimented with this,

在普里斯顿，他们正实验着这么做，

with quizzes where you gain experience points,

有一些可以得到经验分的小测试，

and you level up from B to an A.

可以从B等升到A等。

And it's very powerful.

这种力量很强大。

It can be used in interesting ways.

人们可以采取各种有趣的形式利用它。

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

第三个我想快速讲一下的是进步动机progression dynamic，

where you have to make progress, move through different steps

当你不得不进步的时候，

你很规律地一步一步前进。

in a very granular fashion.

This is used all over the place, including LinkedIn,

这种动机在各地都适用，包括Linkedln（注：Linkedln是注册者职业履历网络社交）,

where I am an unwhole individual.

我并没有全部完成。

I am only 85 percent complete on LinkedIn,

只完成了85%，

and that bothers me.

我很在意这个。

And this is so deep-seated in our psyche

这种进步的动机在每个人身上如此根深蒂固

that when we're presented with a progress bar

以至于当我们面对一个有进度条的任务，

and presented with easy, granular steps to take

它会细分成很多小的步骤，

让你会愿意尝试完成这个进度条，

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

We will find a way to move that blue line

我们会尽力移动那条蓝线，

all the way to the right edge of the screen.

一直移到屏幕的最右边。

This is used in conventional games as well.

这一动机在传统的游戏中也有所体现。

I mean, this is a Paladin level 10,

我的意思是，你看这是圣骑士10级，

and that's a Paladin level 20.

那是圣骑士20级，

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

当各位将士准备前往摩多

against the Ra's Al Ghul,

攻击半兽人，

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

你或许想用那个大块头，对吧。

I would.

我会想要右边的。

And so people work very hard to level-up.

所以人们拼了命想升级。

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

“魔兽世界”是一款卖的很好的游戏。

平均每个玩家每天花大概

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

6到6.5个小时玩这个游戏。

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

最专注的玩家，恐怕是全职的。

这简直是疯了。游戏系统规定可以升级。

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

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

这个很强大。进步的驱动力是巨大的。

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

这也可以被用来做好事。

One of the things we work on at SCVNGR is:

我们在SCVNGR做的一件事情就是

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

想出利用游戏的手法，对当地企业进行操作，

to something that is very key to the economy?

这对经济发展非常重要。

And here, we have a game that people play.

这里我们给大家设计了这样一个游戏，

They go places, do challenges, earn points.

他们到一个地方，完成挑战，赢得经验值。

And we've introduced a progression dynamic into it,

我们已经把进步动力的方式引入游戏之中，

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

人们通过一次次到相同的地方，

不断地完成挑战，参与经济活动，

engaging with the business,

会使的一根绿色的进度条从屏幕的左边不断向右边推移，

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

最终你能得到奖赏。

and unlock rewards.

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

这种方法也很有效，

它能够激起人们的进步动机，

pulls them back to the same local businesses,

不断把他们拉回到同一个当地企业，

creates loyalty, creates engagement,

建立巨大的客户忠诚和亲密关系，

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

这给企业带来了可观的收入，

娱乐和承诺。

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

这种进步的动机很强

可以在现实生活中使用。

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

我最后想讲的是——用来结尾很好的例子是——

is this concept of communal discovery,

社群探索的概念，

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

人们需要一起工作

来达到某个目标的动机。

Communal discovery is powerful

社群探索有影响力的原因是因为

because it leverages the network that is society

它能够利用人际网络

to solve problems.

解决各种问题。

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

它多用于著名的网上店铺，

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

例如Digg（注：社群新闻站点）,我相信你们都听说过。

Digg is a communal dynamic

Digg就是一个社群动力

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

寻找最好的新闻，

最有趣的故事。

And they made this into a game, initially.

起初，这就是一种游戏。

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

当你推荐的某个故事上了网站首页，

you would get points.

你会得到加分。

And that really motivated people to find the best stories.

这激励人们去寻找最好的故事。

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

这很有影响力，很像某种帮派，

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

也就是一群人，领袖榜的前七个，

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

他们会通力合作保证他们的位置。

recommending people's stories.

他们会推荐彼此的故事。

The game became more powerful than the goal.

游戏的过程变得比目标达成的影响力更大。

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

最后，霸占主页成为主要的目标，

当这种情形发生时，

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

社群动力就会使参与者不再推荐好故事，

并且，有些人开始专门为了维持领导地位忙活。

and started having people work to maintain leadership.

So we have to use this one carefully.

所以我们必须谨慎使用这一动机。

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

再举一个例子，像麦当劳大富翁游戏（麦当劳从1987年开始在欧美的促销活动，在麦当劳店里玩类似大富翁的游戏。），

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

这不像我们平常玩的大富翁游戏，

消费者会像寻找农舍一样

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

寻找滨海长堤（Boardwalk，纽泽西州大西洋城明景）。

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

他们都希望找到一种有“滨海长堤”的小贴纸（抽中此贴纸通常都有大奖）。

but it can also be used to find real things.

这能够用于寻找真实存在的东西。

DARPA（美国国防高级研究规划局）推出了气球挑战赛，

This is the DARPA balloon challenge,

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

他们随机在美国境内放了10个气球

他们宣布“请使用网络，

"Use networks. Try and find these balloons fastest,

最快找到这些气球的人会得到4万美元奖金。”

and the winner will get $40,000."

The winner was a group out of MIT,

拿走奖金的是麻省理工的一个团队，

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

他们制作了一个类似于老鼠会的网站，

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

第一个到网站报告气球位置的人

就能拿到2000美元，并且把这个消息传给

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

其他人就能够分到一些。

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

12个小时后，他们发现了

境内的所有10个气球。

all across the country.

Really powerful dynamic.

真的是非常有效的驱动力。

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

我还有20秒钟的时间，

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

让我做个总结，

last decade was the decade of social.

过去的十年是网络社交的黄金十年。

This next decade is the decade of games.

接下来的十年是游戏社交的十年。

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

我们正在用这些游戏驱动力来建立。我们用的是心灵占有率。

我们影响行为。

We can influence behavior.

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

这很有影响力，这很激动人心。

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

让我们共同打造这个游戏社交圈，让我们一起玩游戏。

(Applause)