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

譯者: Lin Su-Wei(林書暐) 審譯者: Chih-Yuan Huang

我叫Seth Priebatsch。我是SCVNGR的首席忍者。(註：SCVNGR為美國的網路遊戲公司，公司將CEO稱chief ninja)

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

我是個驕傲的普林斯頓輟學生。

I'm a proud Princeton dropout.

Also proud to have relocated here to Boston,

同時也非常驕傲能夠再回到波士頓，

where I actually grew up.

這個我出生的地方。

(Applause) Yeah, Boston.

我愛波士頓。

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

我到處走訪各地，為了宣達這種概念。

I'm also fairly determined to try and build

我決定要去嘗試

a game layer on top of the world.

建立一個超棒的遊戲社交圈。

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

這是一種新的概念，但它很重要。

because while the last decade was the decade of social,

因為，過去十年，

是網路社交的黃金十年，

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

在過去的這十年間

我們建構了連接人與人的網路平台，

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

而下一個十年，

將會是遊戲型平台的建構期，

where the motivations we use to actually influence behavior

玩遊戲的動機會影響我們的行為，

and the framework in which that is constructed,

這些正在建構的平台，

is decided upon, and that's really important.

是很重要的。

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

所以剛剛說，我要建立一個最棒的遊戲社交圈，

but that's not quite true,

這可能有點不對，

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

因為它已經是進行式了，它正在發生。

And it looks like this right now.

它現在看起來是這模樣。

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

這看起來像1997年時的網頁畫面，對吧?

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

因為它現在又糟又亂。

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

有一大堆不同類型的遊戲充斥在網路上，

總之，看起來一點都不好玩。

There are credit card schemes and airline mile programs,

像是信用卡公司的刷卡專案、航空公司的里程計畫、優惠券等等

coupon cards and all these loyalty schemes

它們利用民眾玩遊戲的驅動力來建立遊戲社交圈，

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

以便提升顧客忠誠，

真的是爛透了。

they just suck.

They're not very well-designed.

這種消費遊戲設計的很爛，對吧?

(Laughter)

So that's unfortunate.

這真是不幸。

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

不過運氣很好的是，我最愛的動作巨星，

建築師巴布說，(註：Bob the Builder，在歐美相當受歡迎的卡通影片)

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

"我們可以做的更好，我們可以蓋出更棒的建物"

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

而其實

我們用來建構遊戲社交圈的工具和資源，

are game dynamics themselves.

就是遊戲驅動力。

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

今天演講的關鍵點，

four really important game dynamics,

就是要介紹4個重要的遊戲驅動力，非常有趣，

really interesting things, that, if you use consciously,

如果你利用這些驅動力，

you can use to influence behavior,

你就能影響他人行為，

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

可以引導他人做出好的行為，或是壞的行為，或是同時發生。

Hopefully for good.

希望都是好的行為。

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

這個遊戲平台的建立

將是最重要的一個階段，

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

我們應該認真清楚的思考這件事情。

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

在我們開始說明之前，讓我們先自問：為什麼它很重要?

Why is this important?

I'm making this claim

為什麼我剛說建立最棒的遊戲社交圈

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

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

會是我們優先建立的重要工作。

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

原因就是，在最近十年間，

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

我們已經建立了一種網路社交圈，

has been this framework for connections,

一種連接人與人的網路平台，

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

這種社交圈的建設已經到達終點，已經結束了。

There's still a lot to explore,

許多人仍在這領域摸索新的新的可能性。

still a lot of people trying to figure out social

還有許多人試著創造這種社會性網路平台，

and how we leverage this and how we use this,

還在試著去了解該如何利用這平台，

but the framework itself is done,

但其實這種平台目前已經走到了盡頭，

and it's called Facebook.

這盡頭叫做Facebook。

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

走到盡頭也沒關係，對吧?反正有很多人樂於使用Facebook。

I like it quite a lot.

我其實也挺愛的。

They've created this thing called the Open Graph,

Facebook利用所謂的"開放圖表"(Open Graph)，

and they own all of our connections.

擁有所有使用者的關係資料。

They own half a billion people.

這網站擁有5億人的關係資料。

So when you want to build on the social layer,

若你才剛想到要去建立網路社交圈，

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

Facebook早就知道你跟什麼有關聯了，這就是"開放圖表應用程式"(Open Graph API)。

And if you're happy with that, fantastic.

若你因此而高興，那很棒。

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

若你覺得這樣不太好，那太糟了，因為你無能為力。

And that's a real thing.

但接下來的十年，某件事一定會發生。

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

我是要講，我們要建立一種平台，

這種平台的資料是人人可以讀取的，

and makes it productive down the road.

而且，當然，內容更豐富。

So, the social layer is all about these connections.

所以，網路社交圈就包含了所有人的關係鏈。

The game layer is all about influence.

而遊戲社交圈將帶來重大的影響。

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

它可不僅僅只有網路社交的部份，

它可以隨時隨地把你跟別人連接在一起，

and connecting you to other people

everywhere you are and everywhere you go,

不論你在哪或是想去哪。

it's actually about using dynamics, using forces,

它使用了某些驅動力，會有某種力量

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

去影響你的行為，

不論你在哪，不論你在那做什麼，還有你打算怎麼做。

how you do it.

That's really, really powerful.

這會非常有力，而且重要性會遠超過網路社交圈。

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

它會影響我們的生活

and affect our lives more deeply and perhaps more invisibly.

更深入，更無形。

So it's incredibly critical that at this moment,

這難以置信的關鍵點，

就在這一切正在形成的此時此刻，

while it's just getting constructed,

社交平台如Facebook、或是開放圖表，

while the frameworks like Facebook or Open Graph

are being created for the game-layer equivalent,

最多也只能跟遊戲社交圈並駕齊驅，

that we think about it very consciously,

我們認為這是非常合理的，

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

我們也將它設計成開放、

人人都能使用，甚至給人帶來益處。

and can be leveraged for good.

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

我想先來聊聊遊戲驅動力，

因為這才剛起步，

because construction has just begun,

更合理地來說，

and the more consciously we can think about this,

我們希望在各種領域裡，

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

可以把它發揮得更好。

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

你在遊戲社交圈中所建立的、所經歷的的任何東西，

is not with glass and steel and cement.

都將受到保護不任意外洩。

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

我們使用的資源

可不僅是那在螢幕上的平面地圖。

that we have.

The resources are mindshare,

這資源是心靈市佔率，這是遊戲驅動力中的原料。

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

所以，我今天要跟各位介紹4種遊戲驅動力。

With that, a couple game dynamics to talk about.

在SCVNGR，我們總是開玩笑說，

Back at SCVNGR, we like to joke

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

如果有了7種遊戲驅動力，你可以指使任何人做任何事情。

Today, I'm going to show you four,

所以今天，我只會跟各位介紹4個，

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

因為我還希望演講後公司還能保有一點競爭優勢。

(Laughter)

(笑)

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

第一個，是非常簡單的遊戲驅動力。

It's called the appointment dynamic.

稱為約定動力(appointment dynamic)。

It's a dynamic in which to succeed,

這個動力是來自於

players have to do something at a predefined time,

玩家得在某特定時間做出某件事，

generally at a predefined place.

一般來說也要在特定的地點作。

And these dynamics are a little scary sometimes,

這些動力有時候有點恐怖，

because you think, "Other people can be using forces

因為，各位想像一下，

會有其他人使用這種力量

that will manipulate how I interact:

去操縱我和他人的互動、行為、行為的地點、行為的時間點。

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

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

失去自由的情況會出現在遊戲中，

can be frightening.

這很可怕，

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

對於這4種驅動力，我會從三方面來講，

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

第一，我會舉例這在真實世界裡如何運用，

so you can rationalize it a bit;

這樣各位比較容易體會，

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

第二，我會講這些是出自傳統遊戲中的哪部分，

I think everything is a game,

我認為所有事物都是個遊戲，就像

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

你在玩某種棋盤遊戲或是電腦遊戲，

or on a computer screen;

and one of how it can be used for good,

第三，這會被如何應用在好的方面，

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

我們會見識到這些力量是多麼有影響力。

首先，世界上最著名的約定動力，

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

就是"快樂時光"(註：歐美酒吧的減價時段)。

is something called, "Happy Hour."

So I had just recently dropped out of Princeton

我才剛從普林斯頓大學輟學，

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

第一次在酒吧結束學生生涯，

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

然後我在發現許多酒吧都有這個優惠時段。

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

這是一個簡易的約定動力。

特定時間到這裡集合，買到一杯半價飲料。

get your drinks half off.

為了勝利，因為你會在特定時間出現在特定地點。

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

This game dynamic is so powerful,

這種遊戲驅動力影響力很大，

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

這不只是影響我們的行為，是影響了我們整個文化。

That's a really scary thought,

這是個很可怕的，

that one game dynamic can change things so powerfully.

僅僅一個遊戲驅動力能如此有效的改變事物。

It also exists in more conventional game forms.

這同樣也存在許多傳統遊戲裡。

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

相信各位都聽過Farmville這款遊戲。(註：Facebook上的知名網頁遊戲)

If you haven't, I recommend playing it.

若你沒聽過，我建議你來試試看。

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

只要一碰，你就不會想在閒暇時間裡做其他事情了。

Farmville has more active users than Twitter.

Farmville的玩家可能比Twitter的使用者更多。

It's incredibly powerful,

這真是不可思議的強大，而這種驅動力

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

會讓你在特定時間一再的打開電腦，

to water your fake crops, or they wilt.

為你的穀物灌溉，虛擬穀物，否則它們會枯死。

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

這強大的地方在於，遊戲公司只要稍微動一下遊戲數值，

when they say your crops wilt

讓你的穀物枯死時間

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

是在8小時後，或是6小時後，或24小時後，

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

這一點動作

就會改變7千萬人一天的生活作息。

They will return, like clockwork, at different times.

他們會像時鐘一樣準時回來種田。

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

除非想要農莊倒掉或是生產停止，

they could make it a 30-minute cycle,

不然玩家會每30分鐘回來看一下，

and no one could do anything else, right?

然後整天都不用做別的事了。

(Laughter)

(笑)

That's a little scary.

這實在很嚇人。

But this could also be used for good.

但這也能應用在好的事物上。

This local company called Vitality

這是一家國內公司，叫Vitality，他們製造了一種產品

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

可以幫助人們在固定吃間吃藥。

That's an appointment.

這就是一種約定。

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

有些事情人總是做不好。

They have these GlowCaps which flash and email you

而這家公司就推出了GlowCaps，它會發光或是發送email

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

或是做一堆奇怪的事情來提醒你該吃藥。

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

這還不太像是一種遊戲，但實際上它是。

You should get points for doing it on time

你準時做到就會得分。

and lose points for not doing it on time.

妳沒準時做到就會扣分。

They should recognize they've built an appointment dynamic,

使用者會清楚的意識到

他們已經建立了一種約定力，充份利用了遊戲功能。

and leverage the games.

Then you can really achieve good in some interesting ways.

也因此你能透過有趣的過程做到某些好事。

We're going to jump onto the next one.

讓我們進入下一個，沒錯，

Influence and status.

就是感染力(Influence)和地位(status)。

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

這是遊戲驅動力中最受歡迎的部分。

這能應用在任何領域。

It's used in your wallets, right now.

這現在就應用在各位的皮夾裡，

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

我們都希望拿到畫面最右邊的那張信用卡，

運通頂級黑卡。

And you see someone at CVS or --

當你看到某人在便利商店...

not CVS -- like, Christian Dior --

不是便利商店，是在迪奧(Christian Dior)或是其他精品專賣店時，這張卡才會出現..

(Laughter)

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

我不熟啦，我又沒拿過黑卡，提款卡倒是有1張。

(笑)

(Laughter)

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

他們手一伸，你看到他們手上拿著黑卡。

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

我會想要黑卡，是因為這張卡意味著身分高人一等，

所以我想要。

and I need that."

And this is used in games as well.

這也是一種遊戲。

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

這種"現代戰爭"，是商業遊戲最成功的一環。

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

我在這場遊戲中只有等級4，但我會拼老命衝到等級10來得到卡，

because they've got that cool red badge,

因為這張黑卡就像是英勇的紅色勳章，

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

擁有它意味著我在某方面比他人強。

And that's very powerful to me.

這對人是很有影響力的。所以說，地位是很棒的激勵因素。

Status is really good motivator.

It's also used in more conventional settings,

它也被應用在很多傳統的事物上，

甚至非常刻意的用在某些常見的事物上。

and can be used more consciously there.

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

像是學校，喔！別忘了我在大學裡呆過1年，

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

我想我有資格用學校當例子，

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

其實學校就是遊戲，它是個設計良好的遊戲，

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

學校裡有等級制度，等級C、B、A。

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

學校裡有地位制度，就像畢業生致詞代表，這不是個地位嗎?

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

若把致詞代表換個名稱，叫"等級20的白色騎馬戰士"，

I think people would probably work a lot harder.

我猜學生一定會超用功唸書。

(Laughter)

(笑)

(Applause)

So school is a game,

所以說學校就是遊戲，裡面有各種測驗，

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

端看我們如何好好通過這些測驗。

But let's use it consciously.

測驗是必要的，你不會想要在這遊戲中當輸家吧?

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

誰要從A變成F，或是從B變成C阿?

That sucks. Why not level-up?

這樣就很遜，要提升等級才對阿。

At Princeton, they've actually experimented with this,

在普林斯頓裡，也有許多測驗，

with quizzes where you gain experience points,

獲得經驗值的方式就是參加考試，

and you level up from B to an A.

做的好才能從等級B變成等級A。

And it's very powerful.

這很有影響力。

It can be used in interesting ways.

但它可以應用在更有趣的事情上。

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

第三個，我想講快一點，它是進步動力(progression dynamic)。

where you have to make progress, move through different steps

這種動力會讓你想更進步，

你會透過一些細小的任務來進步。

in a very granular fashion.

This is used all over the place, including LinkedIn,

這應用在許多地方，像是LinkedIn網站(註：LinkedIn是使用者靠自己的履歷做網路社交)

where I am an unwhole individual.

在這個網站上，我的資料不夠完整。

I am only 85 percent complete on LinkedIn,

我在LinkedIn上只完成了85%的進度，

and that bothers me.

我會很在意這件事。

And this is so deep-seated in our psyche

這個網站會深植在我們的心理，是因為

that when we're presented with a progress bar

網頁上會有個"目前進度"的長條，

and presented with easy, granular steps to take

它會細分成很多小小的步驟，

讓你會願意嘗試完成這個"目前進度"。

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

We will find a way to move that blue line

我們會有方法移動藍色長條，

all the way to the right edge of the screen.

讓它一直往螢幕右邊移動。

This is used in conventional games as well.

這在傳統的電玩中也應用很多。

I mean, this is a Paladin level 10,

看，左邊是個等級10的武士，

and that's a Paladin level 20.

右邊是等級20的武士，

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

若現在各位將前往魔多攻擊半獸人，

against the Ra's Al Ghul,

並對抗黑暗大頭目，

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

各位應該都會想當右邊的大塊頭吧。

I would.

我就會選右邊的。

And so people work very hard to level-up.

所以人們會埋首於等級提升。

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

"魔獸世界(World of Warcraft)"是目前最成功的遊戲之一。

平均一個玩家

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

一天會投入6.5小時。

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

還有更專業的玩家，把這個當全職工作。

根本是瘋了。這是一個能讓你提升等級的系統。

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

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

進步動力非常有影響力。

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

同樣它也能應用在很多好的事情上。

One of the things we work on at SCVNGR is:

其中一個是SCVNGR，我們的目標

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

就是想出如何利用遊戲的手法，去針對當地企業做商業操作，

to something that is very key to the economy?

這對經濟是重要的關鍵。

And here, we have a game that people play.

所以我們設計了一個遊戲給大眾。

They go places, do challenges, earn points.

他們到某個地點，接受某個挑戰，然後賺取經驗值。

And we've introduced a progression dynamic into it,

我們就是將進步動力引進了遊戲之中，

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

你可以一直前往某個地方，

或是接受某種由企業贊助的挑戰活動，

engaging with the business,

你就能將綠色小方條從最左邊移動到最右邊，

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

最後你能獲得獎賞。

and unlock rewards.

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

這種影響力是顯而易見的，

人們受到這種動力影響，

pulls them back to the same local businesses,

促使人們一直光顧同個當地商家，

creates loyalty, creates engagement,

建立極大的忠誠度、密切關係，

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

這給企業帶來收益

娛樂、承諾。

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

這種進步動力很有影響力，

並能推廣應用到全世界。

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

最後一個我要講的，這當結尾很棒，

is this concept of communal discovery,

就是"社群探索"概念的產生，

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

這種驅動力會引領每個人一起工作，

以便達成某個目標。

Communal discovery is powerful

社群探索的有力點，在於

because it leverages the network that is society

它能利用網路社會的力量

to solve problems.

解決各種問題。

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

這些使用在一些受歡迎的消費性網路商店裡。

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

像是Digg，我相信大家都聽過。(註：書籤社群網站)

Digg is a communal dynamic

Digg就是一種社群動力

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

讓使用者去尋找最棒的新聞，

或是最有趣的小故事。

And they made this into a game, initially.

最初，這對他們而言只是個遊戲。

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

若你所推薦的某個故事登上了網頁首頁，

you would get points.

就能得到分數。

And that really motivated people to find the best stories.

這會刺激使用者去找更多更棒的故事。

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

這很有影響力，很像某種幫派，

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

有一群人總是能佔據首頁前7名的位置，

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

因為他們會一起合作確保在首頁的位置。

recommending people's stories.

這群體的成員會互相推薦彼此的文章。

The game became more powerful than the goal.

遊戲的過程會比達成目標還要有影響力。

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

最後，霸佔首頁會變成主要的目標，

這種情形發生的時候，

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

社群動力就會讓使用者不再推薦好故事，

只會讓使用者專注在如何維持在首頁。

and started having people work to maintain leadership.

So we have to use this one carefully.

所以這種影響力的使用要很小心。

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

另一個例子，像"麥當勞大富翁遊戲"(註：McDonald's Monopoly，麥當勞從1987年開始在歐美的促銷活動，在店內玩類似大富翁的遊戲。)

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

這不太像我們平常在玩的大富翁，

消費者會像民宿業者一樣

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

尋找它們的濱海長堤(註：Boardwalk，紐澤西州大西洋城名景)。

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

消費者都會希望抽中一張有寫"濱海長堤"的貼紙(註：抽中此貼紙通常是最大獎)。

but it can also be used to find real things.

這能應用在找些真實存在的東西。

美國國防部高級研究規劃局(DARPA)推出了氣球挑戰賽，

This is the DARPA balloon challenge,

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

他們隨機在美國內放了10個氣球，

他們宣布："請使用網路，

"Use networks. Try and find these balloons fastest,

最快找到這些氣球的人，可以贏得4萬美金。"

and the winner will get $40,000."

The winner was a group out of MIT,

拿走獎金的是麻省理工的一個團隊，

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

他們創立了一個類似老鼠會的網站，

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

第一個到網站報告氣球位置的人，

就能拿到2千美金，然後將消息傳給發現者的所有人，

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

能均分1千美金。

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

12小時內，這個團隊

就蒐集到散布在全美國的10個氣球的位置。

all across the country.

Really powerful dynamic.

非常有效的驅動力。

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

喔，我還剩20秒，

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

讓我做個總結，

last decade was the decade of social.

近十年來是網路社交的黃金十年，

This next decade is the decade of games.

下一個十年是遊戲社交的十年。

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

我們正在使用這些遊戲驅動力來建立。我們要的是心靈市佔率。

我們可以影響人類行為。

We can influence behavior.

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

這會很有影響力，也令人非常興奮。

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

讓我們一起建構這個世界，讓我們能一起沉溺在遊戲的世界裡。

(Applause)