TEDxBoston 2010
Seth Priebatsch: The game layer on top of the world
Seth Priebatsch: Sloj igre povrh svijeta
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Do sada smo naviknuli dopuštati Facebook-u i Twitter-u da zaokupljaju naše društvene živote na Web-u -- gradeći "društveni sloj" povrh stvarnog svijeta. Na TEDxBoston konferenciji, Seth Priebatsch baca pogled na slijedeći sloj u nastajanju: "sloj igre", prožimajuću mrežu principa igre koji upravljaju ponašanjem te koji će preoblikovati edukaciju i trgovinu.
Seth Priebatsch - Entrepreneur
"Proud Princeton dropout" Seth Priebatsch runs SCVNGR, a mobile start-up trying to build the game layer on top of the world. Full bio
"Proud Princeton dropout" Seth Priebatsch runs SCVNGR, a mobile start-up trying to build the game layer on top of the world. Full bio
Double-click the English transcript below to play the video.
00:15
My name's Seth Priebatsch. I'm the chief ninja of SCVNGR.
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Moje ime je Seth Priebatsch. Ja sam glavni nindža SCVNGR-a.
00:18
I am a proud Princeton dropout.
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Ja sam ponosni otpadnik sa Princeton-a.
00:20
Also proud to have relocated here to Boston,
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Jednako tako sam ponosan što sam se preselio ovdje u Boston,
00:22
where I actually grew up.
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gdje sam u stvari odrastao.
00:24
Yeah, Boston.
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Da, Boston.
00:26
Easy wins. I should just go and name the counties that we've got around here.
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Lake pobjede. Trebao bih krenuti i nabrajati imena okruga koje imamo u okolini.
00:29
So, I'm also fairly determined to try and build
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Dakle, također sam prilično odlučan pokušati izgraditi
00:31
a game layer on top of the world.
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sloj igre povrh svijeta.
00:33
And this is sort of a new concept, and it's really important.
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Ovo je na neki način novi koncept i stvarno je važan.
00:35
Because while the last decade
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Jer dok je zadnje desetljeće
00:37
was the decade of social
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bilo desetljeće društvenog
00:39
and the decade of where the framework
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i desetljeće u kojem je izgrađen okvir
00:41
in which we connect with other people was built,
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unutar kojeg se spajamo s ostalim ljudima,
00:43
this next decade will be the decade where
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slijedeće desetljeće će biti desetljeće u kojem
00:45
the game framework is built,
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se gradi okvir za igre,
00:47
where the motivations that we use to actually influence behavior,
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gdje su motivacije koje koristimo usmjerene na stvarni utjecaj na ponašanje,
00:50
and the framework in which that is constructed,
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a okvir u kojem je to konstruirano,
00:52
is decided upon, and that's really important.
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određen spram toga, a to je stvarno važno.
00:54
And so I say that I want to build a game layer on top of the world,
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I tako ja kažem kako želim izgraditi sloj igre preko svijeta,
00:57
but that's not quite true
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ali to nije u potpunosti točno
00:59
because it's already under construction; it's already happening.
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jer se on već gradi; to se već događa.
01:01
And it looks like this right now.
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A upravo sada izgleda ovako.
01:03
It looks like the Web did back in 1997, right?
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Izgleda kao što je Web izgledao 1997., zar ne?
01:06
It's not very good. It's cluttered.
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To nije jako dobro. Zatrpano je.
01:08
It's filled with lots of different things
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Prepuno je velikog broja raznih stvari,
01:10
that, in short, aren't that fun.
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koje, ukratko, nisu zabavne.
01:12
There are credit card schemes and airline mile programs
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Tu su planovi za kreditne kartice i programi skupljanja milja
01:15
and coupon cards and all these loyalty schemes
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i kuponi, i sve te sheme lojalnosti
01:18
that actually do use game dynamics
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koje u stvari koriste principe igre
01:20
and actually are building the game layer: they just suck.
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i grade sloj igre, ali su zapravo grozni.
01:23
They're not very well designed, right?
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Nisu baš dobro dizajnirani, zar ne?
01:26
So, that's unfortunate.
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Dakle, to je jadno.
01:28
But luckily, as my favorite action hero,
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Ali na sreću, kako moj omiljeni akcijski junak,
01:30
Bob the Builder, says,
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Graditelj Bob, kaže,
01:32
"We can do better. We can build this better."
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"Možemo bolje. Možemo to bolje izgraditi."
01:34
And the tools, the resources
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A alati, resursi,
01:36
that we use to build a game layer
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koje koristimo za izgradnju sloja igre,
01:38
are game dynamics themselves.
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su sami principi igre.
01:40
And so, sort of, the crux of this presentation is going to go through
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I tako će srž ove prezentacije prolaziti kroz
01:42
four really important game dynamics, really interesting things,
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četiri stvarno važna principa igre, stvarno zanimljive stvari,
01:45
that, if you use consciously,
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koje, ako ih koristite svjesno,
01:47
you can use to influence behavior,
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možete upotrijebiti kako biste utjecali na ponašanje,
01:50
both for good, for bad, for in-between.
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podjednako na bolje, na gore, i nešto između toga.
01:52
Hopefully for good.
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Nadam se na bolje.
01:54
But this is sort of the important stages
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Ali ovo su važne razlike
01:56
in which that framework will get built,
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na kojima će se taj okvir izgraditi,
01:58
and so we want to all be thinking about it consciously now.
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i sada svi želimo o tome razmišljati svjesno.
02:01
Just before we jump into that, there's sort of a question of: why is this important?
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Prije nego započnemo, postavlja se pitanje: zašto je to važno?
02:04
I'm sort of making this claim that there is a game layer on top of the world,
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Ja na neki način tvrdim kako postoji sloj igre povrh svijeta,
02:07
and that it's very important that we build it properly.
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i kako je jako važno da ga izgradimo kako treba.
02:10
The reason that it's so important is that, the last decade,
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Razlog zbog kojeg je to toliko važno jest, da je u zadnjem desetljeću,
02:12
what we've seen has been building the social layer,
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ono što smo vidjeli, bilo građenje društvenog sloja,
02:15
has been this framework for connections,
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bio je to taj okvir za veze,
02:18
and construction on that layer is over, it's finished.
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i izgradnja tog sloja je gotova, ona je završena.
02:21
There's still a lot to explore.
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Postoji još puno toga za istražiti.
02:23
There's still a lot of people who are trying to figure out social
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Postoji još puno ljudi koji pokušavaju shvatiti društveni
02:25
and how do we leverage this and how do we use this,
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i kako utječemo na njega i kako iskoristiti to,
02:27
but the framework itself is done,
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ali sam okvir je napravljen,
02:29
and it's called Facebook.
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i zove se Facebook.
02:32
And that's okay, right? A lot of people are very happy with Facebook.
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I to je dobro, zar ne? Puno ljudi je jako sretno s Facebook-om.
02:35
I like it quite a lot.
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Meni se prilično sviđa.
02:37
They've created this thing called the Open Graph,
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Kreirali su stvar zvanu "Open Graph",
02:39
and they own all of our connections.
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i posjeduju sve naše veze.
02:41
They own half a billion people.
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Oni posjeduju pola milijarde ljudi.
02:43
And so when you want to build on the social layer,
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I stoga, kada želite graditi na društvenom sloju,
02:45
the framework has been decided; it is the Open Graph API.
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okvir je već definiran; to je "Open Graph API".
02:48
And if you're happy with that, fantastic.
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I ako ste s time sretni, sjajno.
02:50
If you're not, too bad. There's nothing you can do.
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Ako niste, šteta. Ne možete tu ništa napraviti.
02:53
But this next decade -- and that's a real thing.
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Ali ovo slijedeće desetljeće -- a to je prava stvar.
02:56
I mean, we want to build frameworks
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Mislim, želimo izgraditi okvire
02:58
in a way that makes it acceptable
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na način da su prihvatljivi
03:01
and makes it, you know, productive down the road.
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i, znate, da su na kraju produktivni.
03:03
So, the social layer is all about these connections.
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Dakle, društveni sloj je sav u tim vezama.
03:06
The game layer is all about influence.
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Sloj igara je sav u utjecaju.
03:08
It's not about adding a social fabric to the Web
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Ne radi se o dodavanju društvenih niti na Web-u
03:10
and connecting you to other people
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i povezivanju s drugim ljudima
03:12
everywhere you are and everywhere you go.
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gdje god da jeste i gdje god da idete.
03:14
It's actually about using dynamics, using forces,
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Ovdje se u stvari radi o korištenju principa, korištenju sila,
03:17
to influence the behavior
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kako bi se utjecalo na ponašanje
03:19
of where you are, what you do there, how you do it.
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gdje jeste, što tamo radite, kako to radite.
03:21
That's really, really powerful, and it's going to be more important than the social layer.
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To je stvarno, stvarno moćno, i biti će važnije od društvenog sloja.
03:24
It's going to affect our lives more deeply
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Utjecati će na naše živote dublje
03:26
and perhaps more invisibly.
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i možda nevidljivije.
03:28
And so it's incredibly critical
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I zato je nevjerojatno važno
03:30
that at this moment, while it's just getting constructed,
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da u ovom trenutku, upravo kada se gradi,
03:32
while the frameworks like Facebook, like the Open Graph,
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dok se okviri poput Facebook-a, poput Open Graph-a,
03:35
are being created for the game layer equivalent,
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kreiraju za ekvivalent sloja igre,
03:37
that we think about it very consciously,
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da razmislimo o tome vrlo svjesno,
03:39
and that we do it in a way that is open,
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i da to napravimo na način koji je otvoren,
03:41
that is available, and that can be leveraged for good.
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dostupan, i koji se može iskoristiti za dobro.
03:43
And so that's what I want to talk about for game dynamics,
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Dakle o tome želim govoriti kada govorim o principima igre,
03:45
because construction has just begun,
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jer je izgradnja upravo započela,
03:47
and the more consciously we can think about this,
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i što svjesnije o tome možemo razmišljati,
03:49
the better we'll be able to use it
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bolje ćemo to moći iskoristiti
03:51
for anything that we want.
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za što god želimo.
03:53
So like I said, the way that you go through and build on the game layer
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Dakle, kao što sam rekao, način na koji gradimo sloj igre
03:56
is not with glass and steel and cement.
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nije sa staklom, čelikom i cementom.
03:59
And the resources that we use are not this
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A resursi koje koristimo nisu ti
04:01
two-dimensional swath of land that we have.
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dvodimenzionalni otkosi zemlje koje imamo.
04:04
The resources are mindshare and the tools, the raw materials are these game dynamics.
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Resursi su zajedničke ideje, a alati, sirovi materijali, su ti principi igre.
04:07
So with that, you know, a couple game dynamics to talk about.
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Imajući to na umu, spomenimo nekoliko principa igre.
04:10
Four. Back at SCVNGR, we like to joke
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Četiri. U SCVNGR-u se volimo šaliti
04:12
that with seven game dynamics, you can get anyone to do anything.
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kako sa sedam principa, možete navesti bilo koga da učini bilo što.
04:15
And so today, I'm going to show you four,
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A danas ću vam pokazati četiri,
04:17
because I hope to have a competitive advantage at the end of this, still.
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jer se nadam da ću još uvijek imati kompetitivnu prednost na kraju ovoga.
04:20
(Laughter)
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(Smijeh)
04:23
So the first one, it's a very simple game dynamic.
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Prvi je vrlo jednostavan princip igre.
04:25
It's called the appointment dynamic.
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Naziva se princip zakazanog sastanka.
04:27
And this is a dynamic in which to succeed,
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A to je princip u kojem, ako žele uspjeti
04:29
players have to do something at a predefined time,
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igrači moraju napraviti nešto u predodređeno vrijeme,
04:31
generally at a predefined place.
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uglavnom na predodređenom mjestu.
04:33
And these dynamics are a little scary sometimes,
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Ovi principi su ponekad malo zastrašujući,
04:35
because you think, you know,
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jer mislite, znate,
04:37
other people can be using forces that will manipulate
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drugi ljudi će moći koristiti sile kojima će manipulirati
04:39
how I interact: what I do, where I do it, when I do it.
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mojim interakcijama, što radim, gdje radim i kada to radim.
04:42
This sort of loss of free will that occurs in games
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Ta vrsta gubitka slobodne volje koja se javlja kod igara
04:44
can be frightening,
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može biti zastrašujuća,
04:46
so with each dynamic, I'm going to give three examples:
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pa ću za svaki princip, dati tri primjera --
04:48
one that shows how this is already being used in the real world,
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jedan koji pokazuje kako se to već koristi u stvarnom svijetu,
04:51
so you can sort of rationalize it a little bit;
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kako biste ga mogli malo racionalizirati,
04:53
one that shows it in what we consider a conventional game --
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jedan koji ga prikazuje u onome što nazivamo konvencionalna igra --
04:56
I think everything is a game, but this is sort of
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ja mislim kako je sve igra, ali ovo se odnosi
04:58
more of a what you would think is a game played on a board or on a computer screen,
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na ono što smatramo igrama na ploči ili na računalu,
05:01
and then one how this can be used for good,
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i onda jedan o tome kako se to može iskoristiti za dobro,
05:03
so we can see that these forces can really be very powerful.
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kako biste uvidjeli kako te sile mogu biti stvarno moćne.
05:05
So the first one -- the most famous appointment dynamic in the world --
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Dakle prvi -- najslavniji princip zakazanog sastanka na svijetu --
05:08
is something called happy hour.
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je nešto što nazivamo "happy hour".
05:11
So I just recently dropped out of Princeton
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Nedavno sam se ispisao s Princeton-a
05:14
and actually ended up for the first time in a bar,
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i u stvari po prvi puta završio u baru,
05:16
and I saw these happy hour things all over the place, right.
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i vidio sam posvuda te "happy hour" stvari.
05:19
And this is simply an appointment dynamic.
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A tu se jednostavno radi o principu zakazanog sastanka.
05:21
Come here at a certain time, get your drinks half off.
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Dođi ovdje u određeno vrijeme i popij nekoliko pića u pola cijene.
05:23
To win, all you have to do is show up at the right place at the right time.
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Kako bi pobijedio, sve što moraš napraviti jest doći na pravo mjesto u pravo vrijeme.
05:27
This game dynamic is so powerful
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Taj princip igre je toliko moćan,
05:29
that it doesn't just influence our behavior, it's influenced our entire culture.
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da ne samo da utječe na naše ponašanje, već je utjecao na cijelu kulturu.
05:32
That's a really scary thought,
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To je prilično zastrašujuća pomisao,
05:34
that one game dynamic can change things so powerfully.
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kako jedan princip igre može toliko značajno promijeniti stvari.
05:37
It also exists in more conventional game forms.
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Također postoji i u konvencionalnim oblicima igra.
05:39
I'm sure you've all heard of Farmville by now.
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Siguran sam kako ste do sada svi čuli za Farmville.
05:41
If you haven't, I recommend playing it.
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Ako niste, preporučam vam da pokušate.
05:43
You won't do anything else with the rest of your day.
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Nećete ništa drugo raditi ostatak dana.
05:45
Farmville has more active users than Twitter.
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Farmville ima više aktivnih korisnika od Twittera.
05:48
It's incredibly powerful, and it has this dynamic
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Nevjerojatno je moćan, i ima svoje principe
05:50
where you have to return at a certain time
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gdje se morate vratiti u određeno vrijeme
05:52
to water your crops -- fake crops -- or they wilt.
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kako biste zalili svoju ljetinu -- lažnu ljetinu -- ili će uvenuti.
05:55
And this is so powerful that, when they tweak their stats,
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I to je toliko snažno da, kada objave svoju statistiku,
05:58
when they say your crops wilt
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i kažu kako će vaša ljetina uvenuti
06:00
after eight hours, or after six hours, or after 24 hours,
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poslije osam sati, ili poslije šest sati, ili poslije 24 sata,
06:03
it changes the lifecycle
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to mijenja životni ciklus
06:05
of 70 million-some people during the day.
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za oko 70 milijuna ljudi preko dana.
06:07
They will return like clockwork at different times.
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Oni će se vratiti točno ali u različita vremena.
06:10
So if they wanted the world to end, if they wanted productivity to stop,
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Dakle ako žele da svijet stane, ako žele da produktivnost stane,
06:13
they could make this a 30-minute cycle,
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mogli bi napraviti cikluse od 30 minuta,
06:15
and no one could do anything else, right?
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i nitko ne bi mogao raditi ništa drugo.
06:17
(Laughter)
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(Smijeh)
06:19
That's a little scary.
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To je pomalo zastrašujuće.
06:21
But this could also be used for good.
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Ali to bi se moglo iskoristiti i za dobro.
06:23
This is a local company called Vitality, and they've created a product
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Ovo je lokalno poduzeće koje se zove Vitality, i oni su stvorili proizvod
06:25
to help people take their medicine on time.
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kako bi pomogli ljudima da uzmu svoj lijek na vrijeme.
06:27
That's an appointment.
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To je oblik zakazanog sastanka.
06:29
It's something that people don't do very well.
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To je nešto što ljudi ne rade najbolje.
06:31
And they have these GlowCaps, which, you know, flash and email you
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I oni imaju te svjetleće poklopce ("GlowCaps") koji, znate, svijetle i šalju vam e-poštu
06:34
and do all sorts of cool things to remind you to take your medicine.
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i rade cijeli niz fora stvari kako bi vas podsjetili da uzmete svoj lijek.
06:36
This is one that isn't a game yet, but really should be.
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To još uvijek nije igra, ali bi trebala biti.
06:38
You should get points for doing this on time.
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Trebali biste dobivati bodove kada to učinite na vrijeme.
06:40
You should lose points for not doing this on time.
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Trebali biste gubiti bodove kada to ne učinite na vrijeme.
06:42
They should consciously recognize
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Trebali bi svjesno prepoznati
06:44
that they've built an appointment dynamic and leverage the games.
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kako grade princip zakazanog sastanka i iskoristiti igru.
06:46
And then you can really achieve good in some interesting ways.
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I onda stvarno možete postići dobro na neke interesantne načine.
06:49
We're going to jump onto the next one, maybe. Yes.
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Skočiti ćemo na slijedeći, možda. Da.
06:51
Influence and status.
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Utjecaj i status.
06:53
So this is one of the most famous game dynamics.
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To je jedan od najpoznatijih principa igre.
06:55
It's used all over the place.
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Koristi se svugdje.
06:57
It's used in your wallets, right now.
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Koristi se u vašim novčanicima, upravo sada.
06:59
We all want that credit card on the far left
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Svi mi želimo tu kreditnu karticu krajnje desno,
07:01
because it's black.
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jer je crna.
07:03
And you see someone at CVS or --
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I vidite nekoga u apoteci ili --
07:05
not CVS -- at Christian Dior or something, and then ...
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ne u apoteci -- u Christian Dior-u ili negdje, i onda...
07:08
I don't know. I don't have a black card; I've got a debit card.
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Ne znam. Nemam crnu karticu; imam samo debitnu karticu.
07:11
(Laughter)
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(Smijeh)
07:14
So they whip it out. And you see men, they have that black card.
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Oni je izvuku. I onda ih primjetite, oni imaju crnu karticu.
07:16
I want that because that means that they're cooler than I am,
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Ja to želim jer to znači da su oni bolji od mene,
07:18
and I need that.
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i ja to trebam.
07:20
And this is used in games as well.
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A to se također koristi u igrama.
07:22
"Modern Warfare," one of the most successful selling games of all time.
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"Modern Warfare", jedna od najprodavanijih igri svih vremena.
07:25
I'm only a level four, but I desperately want to be a level 10,
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Ja sam došao samo do četvrte razine, ali bih očajnički želio biti na desetoj,
07:28
because they've got that cool red badge thing,
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jer oni imaju taj fora crveni bedž,
07:30
and that means that I am somehow better than everyone else.
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i to na neki način znači da sam ja bolji od bilo koga drugoga.
07:33
And that's very powerful to me. Status is really good motivator.
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I to je moćno za mene. Status je jako dobar motivator.
07:36
It's also used in more conventional settings
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On se koristi i u konvencionalnijem okruženju
07:38
and can be used more consciously in conventional settings.
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i može se svjesnije koristiti u konvecionalnom okruženju.
07:41
School -- and remember, I made it through one year,
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Škola -- i zapamtite, prošao sam jednu godinu,
07:44
so I think I'm qualified to talk on school --
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tako da smatram kako sam kvalificiran pričati o tome --
07:46
is a game, it's just not a terribly well-designed game, right.
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to je igra, samo što nije jako dobro dizajnirana igra, zar ne?
07:49
There are levels. There are C. There are B. There is A.
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Postoje razine. Postoji trica. Postoji četvorka. Postoji petica.
07:52
There are statuses. I mean, what is valedictorian, but a status?
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Postoje statusi. Mislim, što je odlikaš, ako nije status?
07:55
If we called valedictorian a "white knight paladin level 20,"
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Kada bi nazvali odlikaša "bijeli vitez paladin razine 20",
07:59
I think people would probably work a lot harder.
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mislim da bi se ljudi puno više trudili.
08:02
(Laughter)
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(Smijeh)
08:05
So school is a game, and there have been lots of experimentations
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Dakle škola je igra, i postoji jako puno eksperimentiranja
08:08
on how we do this properly.
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kako to napraviti na pravi način.
08:10
But let's use it consciously. Like why have games that you can lose?
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Ali iskoristimo to svjesno. Zašto imate igre u kojima možete izgubiti?
08:13
Why go from an A to an F or a B to a C?
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Zašto ići s petice na jedinicu ili s četvorke na tricu.
08:15
That sucks. Why not level-up?
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To je bezveze. Zašto ne podignemo razinu?
08:17
And at Princeton, they've actually experimented with this,
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Na Princeton-u su stvarno s time eksperimentirali.
08:19
where they have quizzes where you gain experience points,
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Imaju testove gdje dobijete bodove za iskustvo,
08:21
and you level up from B to an A.
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i dođete s četvorke na peticu.
08:23
And it's very powerful.
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I to je jako moćno.
08:25
It can be used in interesting ways.
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Može se koristiti na interesantne načine,
08:28
The third one I want to talk about quickly is the progression dynamic,
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Treći o kojem vam brzinski želim pričati jest princip napredovanja,
08:30
where you have to sort of make progress,
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gdje na određeni način morate napredovati,
08:32
you have to move through different steps in a very granular fashion.
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morate proći kroz različite korake, postepeno.
08:35
This is used all over the place, including LinkedIn,
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To se koristi posvuda, uključujući LinkedIn,
08:38
where I am an un-whole individual.
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gdje sam nepotpuna osoba.
08:40
I am only 85 percent complete on LinkedIn,
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Ja sam samo 85% ispunjen na LinkedIn-u,
08:43
and that bothers me.
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i to me muči.
08:45
And this is so deep-seated in our psyche
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I to je toliko duboko usađeno u našu psihu
08:48
that when we're presented with a progress bar
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da, kada se nađemo pred linijom napredovanja,
08:50
and presented with easy, granular steps
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suočeni s jednostavnim postepenim koracima
08:52
to take to try and complete that progress bar, we will do it.
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koje moramo poduzeti kako bismo napredovali, mi ćemo to učiniti.
08:55
We will find a way to move that blue line
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Pronaći ćemo način kako pomaknuti plavu liniju,
08:57
all the way to the right edge of the screen.
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skroz na desni kraj ekrana.
09:00
This is used in conventional games as well.
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To se koristi i u konvecionalnim igrama također.
09:02
I mean, you see this is a paladin level 10,
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Mislim, ovo je paladinova razina 10,
09:04
and that's a paladin level 20,
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a ovo je paladinova razina 20,
09:06
and if you were going to fight, you know, orcs on the fields of Mordor
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i ako ćete se boriti, znate, s orcima na poljima Mordora
09:09
against the Raz al Ghul,
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protiv Raz al Ghula,
09:11
you'd probably want to be the bigger one, right.
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vjerojatne biste željeli biti onaj veći.
09:13
I would.
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Ja bih.
09:15
And so people work very hard to level-up.
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I tako se ljudi jako trude kako bi dostigli čim višu razinu.
09:17
"World of Warcraft" is one of the most successful games of all time.
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"World of Warcraft" je jedna od najuspješnijih igara svih vremena.
09:20
The average player spends something like
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Prosječni igrač potroši negdje oko
09:22
six, six-and-a-half hours a day on it.
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šest, šest i pol sati dnevno na nju.
09:24
Their most dedicated players, it's like a full-time job.
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Njihovim najpredanijim igračima, to je kao posao s punim radnim vremenom.
09:27
It's insane. And they have these systems where you can level-up.
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To je ludo. I imaju taj sustav gdje možete doći na višu razinu.
09:30
And that's a very powerful thing. Progression is powerful.
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I to je jako moćna stvar. Napredak je moćan.
09:34
It can also be used in very compelling ways for good.
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To se može koristiti na jako uvjerljiv način za dobro.
09:37
One of the things that we work on at SCVNGR
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Jedna od stvari na kojima radimo u SCVNGR-u
09:39
is how do you use games to drive traffic and drive business to local businesses,
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jest kako koristiti igre da se preusmjeri promet i posao prema lokalnom gospodarstvu,
09:42
to sort of something that is very key to the economy.
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za nešto što je srž ekonomije.
09:44
And here we have a game that people play.
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I ovdje imamo igru koju ljudi igraju.
09:47
They go places, they do challenges, they earn points.
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Oni odlaze na mjesta, imaju izazove, zarađuju bodove.
09:49
And we've introduced a progression dynamic into it,
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Uveli smo princip napretka u sve to,
09:51
where, by going to the same place over and over,
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gdje, kada idete na jedno mjesto opetovano,
09:53
by doing challenges, by engaging with the business,
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kada savladavate izazove, kada uključujete gospodarstvo,
09:55
you move a green bar from the left edge of the screen to the right edge of the screen,
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pomičete zelenu liniju s lijevog ruba ekrana na desni rub ekrana,
09:58
and you eventually unlock rewards.
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i na kraju dobivate nagrade.
10:00
And this is powerful enough that we can see
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I to je dovoljno snažno da možemo vidjeti
10:02
that it hooks people into these dynamics,
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kako privlači ljude u tu dinamiku,
10:04
pulls them back to the same local businesses,
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vraća ih nazad prema istim lokalnim gospodarstvima,
10:06
creates huge loyalty, creates engagement,
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kreira ogromnu lojalnost, kreira angažman,
10:08
and is able to drive meaningful revenue
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i u mogućnosti su osigurati pristojan prihod
10:10
and fun and engagement to businesses.
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i zabavu i angažman za gospodarstvo.
10:12
These progression dynamics are powerful
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Ti principi napretka su jako moćni
10:14
and can be used in the real world.
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i mogu se iskoristiti u stvarnom svijetu.
10:16
The final one I want to talk about -- and it's a great one to end on --
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Zadnji o kojem želim pričati -- i on je sjajan za završiti s njime --
10:19
is this concept of communal discovery,
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jest koncept zajedničkog otkrića.
10:21
a dynamic in which everyone has to work together
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Princip po kojem svi moraju raditi zajedno
10:24
to achieve something.
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kako bi postigli nešto.
10:26
And communal discovery is powerful because it leverages
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I zajedničko otkriće je moćno jer koristi
10:28
the network that is society
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mrežu, to jest društvo,
10:30
to solve problems.
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za rješavanje problema.
10:33
This is used in some sort of famous consumer web stories,
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To se koristi u nekim vrstama poznatih potrošačkih web priča,
10:36
like Digg, which I'm sure you've all heard of.
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poput "Digg-a", za kojeg sam siguran da ste svi čuli.
10:38
Digg is a communal dynamic
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"Digg" jest princip zajedništva
10:40
to try to find and source the best news,
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koji pokušava pronaći izvor najboljih vijesti,
10:42
the most interesting stories.
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najinteresantnijih priča.
10:44
And they made this into a game, initially.
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Oni su to pretvorili u igru, isprva.
10:46
They had a leader board, where, if you recommended the best stories,
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Imali su tablicu najboljih, gdje biste ako preporučite najbolju priču,
10:49
you would get points.
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dobivali bodove.
10:51
And that really motivated people to find the best stories.
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A to je motiviralo ljude da pronađu najbolje priče.
10:53
But it became so powerful that there was actually a cabal,
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No postalo je toliko moćno, da se stvorila spletka,
10:56
a group of people, the top seven on the leader board,
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grupe ljudi, najboljih sedam na tablici,
10:59
who would work together to make sure they maintained that position.
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koji su radili zajedno kako bi bili sigurni da će zadržati tu poziciju.
11:02
And they would recommend other people's stories,
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Oni bi preporučivali priče drugih ljudi.
11:04
and the game became more powerful than the goal.
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A time je igra postala moćnija od cilja.
11:06
And they actually had to end up shutting down the leader board
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Tako da su na kraju morali ugasiti tablicu najboljih,
11:08
because while it was effective,
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jer iako je bila efektivna,
11:10
it was so powerful that it stopped sourcing the best stories
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bila je toliko moćna da je prestala pronalaziti najbolje priče
11:12
and started having people work to maintain their leadership.
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i držala fokus na zadržavanju vodeće pozicije.
11:15
So we have to use this one carefully.
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Zato to moramo koristiti pažljivije.
11:17
It's also used in things like McDonald's Monopoly,
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To se također koristi u stvarima poput McDonald's-ovog Monopoly-a,
11:19
where the game is not the Monopoly game you're playing,
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gdje fokus nije na samoj igri koju igrate,
11:21
but the sort of cottage industries that form
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već na industriji gradnje kućica
11:23
to try and find Boardwalk, right.
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kako bi se osvojio "Boardwalk", točno?
11:25
And now they're just looking for a little sticker that says "Boardwalk."
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I sada traže samo malu naljepnicu s nazivom "Boardwalk".
11:28
But it can also be used to find real things.
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ali može se koristiti i za pronalaženje pravih stvari.
11:30
This is the DARPA balloon challenge,
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Ovo je DARPA-in izazov balona,
11:32
where they hid a couple balloons all across the United States
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gdje su sakrili nekoliko balona širom SAD-a
11:35
and said, "Use networks.
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i rekli, "Iskoristite mreže".
11:37
Try and find these balloons fastest, and the winner will get $40,000."
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Pokušajte pronaći balone i oni koji budu najbrži dobiti će 40,000 US$."
11:40
And the winner was actually a group out of MIT,
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A pobjednik je zapravo bila grupa s MIT-a,
11:42
where they created sort of a pyramid scheme, a network,
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gdje su kreirali neki oblik piramidalne sheme, mrežu,
11:44
where the first person to recommend the location of a balloon
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u kojoj je prva osoba koja predloži lokaciju balona
11:46
got $2,000 and anyone else to push that recommendation up
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dobila 2,000 US$ i svi koji bi tome doprinijeli
11:49
also got a cut of it.
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također su dobili dio nagrade.
11:51
And in 12 hours, they were able to find
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I u 12 sati, pronašli su
11:53
all these balloons, all across the country, right.
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sve te balone, širom zemlje.
11:55
Really powerful dynamic.
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Stvarno snažan princip.
11:57
And so, I've got about 20 seconds left,
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I tako, preostalo mi je oko 20 sekundi
12:00
so if I'm going to leave you with anything,
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tako da ću vas ostaviti sa slijedećim.
12:02
last decade was the decade of social.
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Prošlo desetljeće je bilo desetljeće društvenog.
12:04
This next decade is the decade of games.
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Slijedeće desetljeće će biti desetljeće igri.
12:06
We use game dynamics to build on it. We build with mindshare.
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Koristimo principe igre na kojima gradimo. Gradimo zajedničkim idejama.
12:08
We can influence behavior.
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Možemo utjecati na ponašanje.
12:10
It is very powerful. It is very exciting.
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To je jako moćno. To je jako uzbudljivo.
12:12
Let's all build it together, let's do it well and have fun playing.
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Idemo zajedno to izgraditi, izgradimo to dobro i zabavljajmo se pritom.
ABOUT THE SPEAKER
Seth Priebatsch - Entrepreneur"Proud Princeton dropout" Seth Priebatsch runs SCVNGR, a mobile start-up trying to build the game layer on top of the world.
Why you should listen
Two things you'll notice about Seth Priebatsch: One, his infectious, get-you-out-of-your-chair enthusiasm. Two, the inventory of entrepreneurial feats he's managed to accumulate at a remarkably young age. The 21-year-old founded his first startup at age 12, and by age 18, he'd founded another -- PostcardTech, which makes interactive marketing tours for CD-ROM.
Now he's working on SCVNGR, "a massive experiment in building a mobile game together." Backed by Google Ventures, SCVNGR is part game, part game platform. Players play SCVNGR by going places, doing challenges and having fun -- outside of the office, beyond the screen, in the real world. Organizations use SCVNGR by building on the game layer by adding their own challenges to the places they care about.
Seth Priebatsch | Speaker | TED.com