Seth Priebatsch談世界之上的遊戲層面

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講者：Seth Priebatsch
2010年7月演講，2010年8月在TEDxBoston上線
MyOOPS開放式課程
翻譯：陳盈
簡體編輯：洪曉慧
簡繁轉換：劉契良
後制：陳盈
字幕影片後制：謝旻均
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Seth Priebatsch談世界之上的遊戲層面
我叫Seth Priebatsch，是SCVNGR的主要忍者，是普林斯頓一個自豪的輟學生，還很自豪地能搬來波士頓。我就在波士頓長大，是的，波士頓。簡單取勝，我會點出這裡的一些郡縣，我還很有決心嘗試在世界之上建立一個遊戲層面。這是一個新的概念，很重要。因為過去的一個十年是社交的十年，在這個十年裡建立了一個框架，我們在其中建立和他人的聯繫。下一個十年會建立起遊戲的框架。在這個框架裡，我們用動機影響行為，其動機建立的框架會決定下來，這很重要。
所以我說想在世界之上建立一個遊戲層面。但這不是很正確，因為這已經在建立了，已經在發生了。現在看起來像是這樣，像回到1997年的網路狀態，對嗎？不怎麼好，很混亂，充滿了不同的東西，簡而言之就是不好玩。有信用卡計畫和航空公司里程計畫，以及優惠卡等所有這些忠誠計畫，的確使用遊戲動畫正在建立遊戲層面，很討厭。他們的設計不怎麼好，對嗎？很不幸。幸運的是，我喜歡的動作英雄「巴布工程師」（Bob the Builder）說：「我們可以做得更好，我們可以更好的建立起這個層面」。我們用來建立遊戲層面的工具、資源就是遊戲功能本身。以這場演講的關鍵是要通過四個很重要的遊戲功能，很有趣。如果你有意識地使用，你可以用來影響行為，用來做好事、壞事，或者不好不壞的事，希望是做好事。但這是重要的階段，建立框架的階段。所以現在我們想思考一下它。
在我們跳到這個問題前有一個問題：為什麼這很重要？我要宣稱，在世界之上有個遊戲層面，我們適當地建立這個層面是很重要的。它很重要的原因是，在過去十年我們看到的正在建立社交層面，就是這個聯繫的框架。這一層面的建設已經完成了，還有很多需要探索的東西。還有很多人想瞭解社交，以及我們如何影響以及利用它。但框架本身已經建起來了，叫Facebook。沒問題，對嗎？很多人在Facebook上玩得很開心，我很喜歡它。他們創造了一種叫開放圖表（Open Graph）的東西，有我們任何一個人的聯繫，五億人。當你要建立社交層面時，框架已經確定下來了，就是開放圖表API。如果你喜歡它，很好。如果你不喜歡，那就糟了，你什麼都做不了。
但在下一個十年，那是真實的，我的意思是，我們想建立框架，讓大家接受它並一直能用下去。社交層面就是關於這些聯繫。遊戲層面與影響有關，不是在網路上加一層社交網，隨時隨地把你和其他人聯繫起來。它是關於用動態圖像，用強制影響力去影響行為，包括你在哪裡？你在那做什麼？你怎麼做？這確實很強大，以後比社交層面更重要，會更深入地影響我們的生活，可能更加不知不覺地。所以非常重要。現在，正處於建設中。人們正在建立像Facebook、開放圖表這樣的框架當作遊戲層面。我們要很有意識地思考，通過開放、可行的方式去做，可以利用它來做好事。
這是關於遊戲動畫我想說的。因為人們已經開始構建，我們越有意識地思考，就能越好地利用它來完成我們想做的任何事。就像我說的，你要完成並建立遊戲層面，不是用玻璃、鋼鐵和水泥。我們使用的資源不是這種，我們擁有的二維地塊。資源是想法的共用，工具、原始材料就是這些遊戲動畫。所以，有了那些就可以談談一些遊戲動畫。一共四個，回到SCVNGR，我們喜歡開玩笑說用七個遊戲動畫，你可以讓任何人做任何事。所以今天，我給大家看四個，因為我希望最後能找出一個競爭優勢。
（笑聲）
第一個是很簡單的遊戲動畫，叫約會動畫。要在遊戲中勝出就要在預定的時間和地點裡完成一些事。有時候這些動畫有點嚇人，你想想，因為其他人可以利用強制力，控制我的反應方式、我的行為以及行為的時間地點。在遊戲中，這種自由的喪失可以是很嚇人的。所以每個遊戲動畫我都給出三個例子，一個讓大家看看在真實世界中它們的使用情況，所以你可以從更合理的角度來看它。一個是從我們看傳統遊戲的角度來展示它，我覺得所有事物都是一個遊戲，不僅是你想的在一塊板或者電腦螢幕上玩的遊戲。還有一個讓大家看到如何用來做好事。所以我們能看到這些強制力十分強大。第一個，世界上最有名的約會遊戲，叫「快樂時光」。我剛從普林斯頓輟學，第一次去酒吧。在那裡我到處都看到相關的海報。這只是一個約會遊戲，在某個時間來到這裡，享受半價飲料。只要在正確的時間出現在正確的地點就能勝出。這個遊戲很強大，它不僅影響我們的行為，還影響我們整個文化。很嚇人的想法，一個遊戲可以這樣有力地改變事情。
它還以更傳統的遊戲形式出現，我想你們肯定聽過「開心農場」遊戲。如果你沒聽說過，我建議你去玩玩，然後你就會整天泡在上面。它比Twitter擁有更多的活躍用戶，難以置信的強大。在你於某一時刻要回去給假的農作物澆水（否則它們會枯萎）的時候就會出現這個畫面。這非常強大，當他們處理了資料當他們說你的農作物將在八小時，或者六小時、二十四小時之後枯萎時，它就在一天裡改變了大概七千萬人的生活週期。他們會在不同的時間準時回來，所以如果他們想世界末日，想停止生產，就可以使它成為三十分鐘的週期，全部人都會泡在那裡。（笑聲）有點嚇人。
但這可以用來做好事。有一家美國的公司叫Vitality，他們生產一個產品來幫助人們定時吃藥。這是一種約定，人們不會很準時吃藥。他們有這些叫GlowCaps的東西，它們會發光、發郵件，做一切很酷的事情來提醒你吃藥。這現在還不是一個遊戲，但確實應該是按時吃藥能賺到積分，不按時就會丟分。你會自覺地認同他們建立一種約會的遊戲並利用它，你可以通過有趣的方式來實現這些好事。
可能我們要跳到下一個影響和狀態，這是最出名的遊戲之一，到處都在玩。現在在你的錢包裡也在進行。我們都想要最左邊的信用卡（編按：螢幕最右邊），因為是黑卡。你可以看到在CVS，或者不是CVS，在Christian Dior 或者什麼地方的人。我不知道，我沒有黑卡，只有記帳卡。（笑聲）他們抽出黑卡，他們有黑卡，我也想要，因為這意味這他們比我酷。我需要黑卡。
在遊戲裡也使用了這種情景。「決勝時刻．現代戰爭2」一直以來最暢銷的遊戲之一。我才到第四級，但我很想達到第十級，因為他們有很酷的紅色徽章，意味著我比其他人厲害。這對我很有用，地位是很好的推動力
在更傳統的情景下也有用到，在傳統情景下更有意識地用到。記得我在學校待了一年，我想我有資格談談學校，是一個遊戲，只是一個設計得不是很好的遊戲。分很多等級，有C、B、A不同的等級，優等生除了是一個地位之外，還有什麼意義？如果我們把優等生叫做「白色聖騎士二十級」，我想人們會更努力學習。（笑聲）所以學校是一個遊戲。還有很多實驗關於我們如何適當地做遊戲，但我們要有意識地使用，就像為什麼有你會輸的遊戲？為什麼從A到F，或者從B到C？很討厭，為什麼不升級？在普林斯頓，我們確實用這做實驗，在我們做測驗的地方，在我們獲得經驗值的地方，你從B升級到A，很強大。可以通過有趣的方式來用。
我想很快地說說第三點，就是晉級的遊戲。在遊戲中你要升級，必須一點點地晉級，到處都有使用這個方法，包括LinkedIn。我在那是個脫離集體的人，在裡面我只是一個85%的人，很困擾，深藏在我們的靈魂中。當我們有了進度條，有輕鬆、細小的步伐來嘗試完成進度條，我們就會做。我們會設法移動藍線，一直移到螢幕右邊。
在傳統遊戲中也有用。我是說，你看到這是一個聖騎士十級，那是聖騎士二十級。如果你要打Mordor地區的半獸人，對抗Raz al Ghul，可能你想做較強壯的那個。我會。大家很努力的想升級。「魔獸世界」是一直以來最成功的遊戲之一，一般玩家大概每天會花六小時，或六個半小時在上面。最沉迷的玩家就當成全職工作來玩。瘋了，他們有一些系統讓你可以升級，很強大，晉級是強大的。
可以通過很引人注目的方式利用它來做好事。我們在SCVNGR研究的其中一樣東西是如何利用遊戲為當地企業或者對經濟很重要的東西，招來人流和生意。這裡我們有一個給人們玩的遊戲，他們去一些地方，接受挑戰，賺積分。我們引進了一個晉級機制，只要重複去同一個地方，只要不斷接受挑戰，做生意，你就可以把綠色條從螢幕左邊延伸到右邊，最後得到獎賞。這足夠強大，讓我們看到它引誘人們來玩這些遊戲，把他們拉回同一個當地的企業，創造巨大的忠誠和投入度，可以帶來有意義的收入、快樂和對企業的投入。這種晉級遊戲是強大的，可以用在真實世界。
我想說的最後一個是，這是最後說的一個很棒的遊戲，就是共同發現的概念。其中所有人要一起工作來完成某件事。共同發現很強大，因為它利用社會網路來解決問題。在很多著名的消費者網路故事中用到。例如，你們肯定聽過的Digg，Digg是一個公共遊戲，要找出最好的消息，最有趣的故事。他們一開始把這放到遊戲裡，他們有領導委員會。如果你推薦最好的故事，你會有積分。這確實推動人們去尋找最好的故事，但那變得非常強大，其實就是個陰謀小團體，一組人，七個最頂尖的人組成領導委員會。他們會一起工作，保住自己的位置，他們會推薦其他人的故事。遊戲比目標更強大，他們最後是廢除領導委員會，因為在這發揮作用的同時，由於很強大以致停止尋找最好的故事，開始讓人為保住領導地位而工作。我們要很小心地使用這個，在麥當勞的大富翁遊戲裡也有用這個，這不是你們在玩的那種大富翁，而是鄉村產業尋求發達之路。他們現在找一個說「發達之路」的小人物。
但也可以用來尋找真實的東西。這是DARPA氣球挑戰，他們在美國境內藏起一些氣球，然後說：「利用網路最快找到這些氣球的人可以拿到四萬美元」。獲勝者是一群麻省理工畢業的人，他們在麻省理工建立了一個金字塔計畫，一個網路。裡面設定第一個說出一個氣球位置的人可以拿到兩千美元，任何幫助他找到位置的人也能分享這份錢。在十二小時內，他們在全國範圍內找到所有這些氣球。很強大的遊戲。
我還有二十秒，如果我還要跟你們說什麼，那就是，過去的十年是交際的十年，下十年是遊戲的十年。我們用遊戲來構建這十年，以思想分享來構建。我們可以影響行為，很強大、很刺激。我們一起來打造，把它做好，大家玩得開心。
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以下為系統擷取之英文原文
About this talk
By now, we're used to letting Facebook and Twitter capture our social lives on the web -- building a "social layer" on top of the real world. At TEDxBoston, Seth Priebatsch looks at the next layer in progress: the "game layer," a pervasive net of behavior-steering game dynamics that will reshape education and commerce.

About Seth Priebatsch

"Proud Princeton dropout" Seth Priebatsch runs SCVNGR, a mobile start-up trying to build the game layer on top of the world. Full bio and more links

Transcript

My name's Seth Priebatsch. I'm the chief ninja of SCVNGR. I am a proud Princeton dropout. Also proud to have relocated here to Boston, where I actually grew up. Yeah, Boston. Easy wins. I should just go and name the counties that we've got around here. So, I'm also fairly determined to try and build a game layer on top of the world. And this is sort of a new concept, and it's really important. Because while the last decade was the decade of social and the decade of where the framework in which we connect with other people was built, this next decade will be the decade where the game framework is built, where the motivations that we use to actually influence behavior, and the framework in which that is constructed, is decided upon, and that's really important.

And so I say that I want to build a game layer on top of the world, but that's not quite true because it's already under construction; it's already happening. And it looks like this right now. It looks like the Web did back in 1997, right? It's not very good. It's cluttered. It's filled with lots of different things that, in short, aren't that fun. There are credit card schemes and airline mile programs and coupon cards and all these loyalty schemes that actually do use game dynamics and actually are building the game layer, they just suck. They're not very well designed, right? So, that's unfortunate. But luckily, as my favorite action hero, Bob the Builder, says, "We can do better. We can build this better." And the tools, the resources that we use to build a game layer are game dynamics themselves. And so the crux of this presentation is going to go through four really important game dynamics, really interesting things, that, if you use consciously, you can use to influence behavior, both for good, for bad, for in-between. Hopefully for good. But this is sort of the important stages in which that framework will get built, and so we want to all be thinking about it consciously now.

Just before we jump into that, there's sort of a question of: why is this important? I'm sort of making this claim that there is a game layer on top of the world, and that it's very important that we build it properly. The reason that it's so important is that, the last decade, what we've seen has been building the social layer, has been this framework for connections, and construction on that layer is over, it's finished. There's still a lot to explore. There's still a lot of people who are trying to figure out social and how do we leverage this and how do we use this, but the framework itself is done, and it's called Facebook. And that's okay, right? A lot of people are very happy with Facebook. I like it quite a lot. They've created this thing called the Open Graph, and they own all of our connections. They own half a billion people. And so when you want to build on the social layer, the framework has been decided; it is the Open Graph API. And if you're happy with that, fantastic. If you're not, too bad. There's nothing you can do.

But this next decade -- and that's a real thing. I mean, we want to build frameworks in a way that makes it acceptable and makes it, you know, productive down the road. So, the social layer is all about these connections. The game layer is all about influence. It's not about adding a social fabric to the Web and connecting you to other people everywhere you are and everywhere you go. It's actually about using dynamics, using forces, to influence the behavior of where you are, what you do there, how you do it. That's really, really powerful, and going to be more important than the social layer. It's going to affect our lives more deeply and perhaps more invisibly. And so it's incredibly critical that at this moment, while it's just getting constructed, while the frameworks like Facebook, like the Open Graph, are being created for the game layer equivalent, that we think about it very consciously, and that we do it in a way that is open, that is available, and that can be leveraged for good.

And so that's what I want to talk about for game dynamics, because construction has just begun, and the more consciously we can think about this, the better we'll be able to use it for anything that we want. So like I said, the way that you go through and build on the game layer is not with glass and steal and cement. And the resources that we use are not this two-dimensional swath of land that we have. The resources are mindshare and the tools, the raw materials are these game dynamics. So with that, you know, a couple game dynamics to talk about. Four. Back at SCVNGR, we like to joke that with seven game dynamics, you can get anyone to do anything. And so today, I'm going to show you four, because I hope to have a competitive advantage at the end of this, still.

(Laughter)

So the first one, it's a very simple game dynamic. It's called the appointment dynamic. And this is a dynamic in which to succeed, players have to do something at a predefined time, generally at a predefined place. And these dynamics are a little scary sometimes, because you think, you know, other people can be using forces that will manipulate how I interact, what I do, where I do it, when I do it. This sort of loss of free will that occurs in games can be frightening, so with each dynamic, I'm going to give three examples -- one that shows how this is already being used in the real world, so you can sort of rationalize it a little bit, one that shows it in what we consider a conventional game -- I think everything is a game, this is sort of more of a what you would think is a game played on a board or on a computer screen, and then one how this can be used for good, so we can see that these forces can really be very powerful.

So the first one -- the most famous appointment dynamic in the world -- is something called happy hour. So I just recently dropped out of Princeton and actually ended up for the first time in a bar, and I saw these happy hour things all over the place, right. And this is simply an appointment dynamic. Come here at a certain time, get your drinks half off. To win, all you have to do is show up at the right place at the right time. This game dynamic is so powerful, that it doesn't just influence our behavior, it's influenced our entire culture. That's a really scary thought, that one game dynamic can change things so powerfully.

It also exists in more conventional game forms. I'm sure you've all heard of Farmville by now. If you haven't, I recommend playing it. You won't do anything else with the rest of your day. Farmville has more active users than Twitter. It's incredibly powerful, and it has this dynamic where you have to return at a certain time to water your crops -- fake crops -- or they wilt. And this is so powerful that, when they tweak their stats, when they say your crops wilt after eight hours, or after six hours, or after 24 hours, it changes the life-cycle of 70 million-some people during the day. They will return like clockwork at different times. So if they wanted the world to end, if they wanted productivity to stop, they could make this a 30-minute cycle, and no one could do anything else. (Laughter) That's a little scary.

But this could also be used for good. This is a local company called Vitality, and they've created a product to help people take their medicine on time. That's an appointment. It's something that people don't do very well. And they have these GlowCaps which, you know, flash and email you and do all sorts of cool things to remind you to take your medicine. This is one that isn't a game yet, but really should be. You should get points for doing this on time. You should lose points for not doing this on time. They should consciously recognize that they've built an appointment dynamic and leverage the games. And then you can really achieve good in some interesting ways.

We're going to jump onto the next one, maybe. Yes. Influence and status. So this is one of the most famous game dynamics. It's used all over the place. It's used in your wallets, right now. We all want that credit card on the far left because it's black. And you see someone at CVS or -- not CVS -- at Christian Dior or something, and then ... I don't know. I don't have a black card; I've got a debit card. (Laughter) So they whip it out. And you see men, they have that black card. I want that because that means that they're cooler than I am, and I need that.

And this is used in games as well. "Modern Warfare," one of the most successful selling games of all time. I'm only a level four, but I desperately want to be a level 10, because they've got that cool red badge thing, and that means that I am somehow better than everyone else. And that's very powerful to me. Status is really good motivator.

It's also used in more conventional settings and can be used more consciously in conventional settings. School -- and remember, I made it through one year, so I think I'm qualified to talk on school -- is a game, it's just not a terribly well-designed game, right. There are levels. There are C. There are B. There is A. There are statuses. I mean, what is valedictorian, but a status? If we called valedictorian a "white knight paladin level 20," I think people would probably work a lot harder. (Laughter) So school is a game, And there have been lots of experimentations on how we do this properly. But let's use it consciously. Like why have games that you can lose? Why go from an A to an F or a B to a C? That sucks. Why not level-up? And at Princeton, they've actually experimented with this, where they have quizzes where you gain experience points, and you level up from B to an A. And it's very powerful. It can be used in interesting ways.

The third one I want to talk about quickly is the progression dynamic, where you have to sort of make progress, you have to move through different steps in a very granular fashion. This is used all over the place, including LinkedIn, where I am an un-whole individual. I am only 85 percent complete on LinkedIn, and that bothers me. And this is so deep-seated in our psyche that, when we're presented with a progress bar and presented with easy, granular steps to take to try and complete that progress bar, we will do it. We will find a way to move that blue line. all the way to the right edge of the screen.

This is used in conventional games as well. I mean, you see this is a paladin level 10, and that's a paladin level 20, and if you were going to fight, you know, orcs on the fields of Mordor against the Raz al Ghul, you'd probably want to be the bigger one, right. I would. And so people work very hard to level-up. "World of Warcraft" is one of the most successful games of all time. The average player spends something like six, six-and-a-half hours a day on it. Their most dedicated players, it's like a full-time job. It's insane. And they have these systems where you can level-up. And that's a very powerful thing. Progression is powerful.

It can also be used in very compelling ways for good. One of the things that we work on at SCVNGR is how do you use games to drive traffic and drive business to local businesses, to sort of something that is very key to the economy. And here we have a game that people play. They go places, they do challenges, they earn points. And we've introduced a progression dynamic into it, where, by going to the same place over and over, by doing doing challenges, by engaging with the business, you move a green bar from the left edge of the screen to the right edge of the screen, and you eventually unlock rewards. And this is powerful enough that we can see that it hooks people into these dynamics, pulls them back to the same local businesses, creates huge loyalty, creates engagement, and is able to drive meaningful revenue and fun and engagement to businesses. These progression dynamics are powerful and can be used in the real world.

The final one I want to talk about -- and it's a great one to end on -- is this concept of communal discovery, a dynamic in which everyone has to work together to achieve something. And communal discovery is powerful because it leverages the network that is society to solve problems. This is used in some sort of famous consumer web stories, like Digg, which I'm sure you've all heard of. Digg is a communal dynamic to try to find and source the best news, the most interesting stories. And they made this into a game, initially. They had a leader board, where, if you recommended the best stories, you would get points. And that really motivated people to find the best stories. But it became so powerful, that there was actually a cabal, a group of people, the top seven on the leader board, who would work together to make sure they maintained that position. And they would recommend other people's stories. And the game became more powerful than the goal. And they actually had to end up shutting down the leader board because, while it was effective, it was so powerful that it stopped sourcing the best stories and started having people work to maintain their leadership. So we have to use this one carefully. It's also used in things like McDonald's Monopoly, where the game is not the Monopoly game you're playing, but the sort of cottage industries that form to try and find Boardwalk, right. And now they're just looking for a little sticker that says "Boardwalk."

But it can also be used to find real things. This is the DARPA balloon challenge, where they hid a couple balloons all across the United States and said, "Use networks. Try and find these balloons fastest, and the winner will get $40,000." And the winner was actually a group out of MIT, where they created sort of a pyramid scheme, a network, where the first person to recommend the location of a balloon got $2,000 and anyone else to push that recommendation up also got a cut of it. And in 12 hours, they were able to find all these balloons, all across the country, right. Really powerful dynamic.

And so, I've got about 20 seconds left, so if I'm going to leave you with anything, last decade was the decade of social. This next decade is the decade of games. We use game dynamics to build on it. We build with mindshare. We can influence behavior. It is very powerful. It is very exciting. Let's all build it together, let's do it well and have fun playing.
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