TEDGlobal 2010
Tom Chatfield: 7 ways games reward the brain
Tom Chatfield: 7 načina na koji igre nagrađuju naš mozak
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Donosimo igru u sve više aspekata našeg života, provodeći bezbrojne sate -- i stvarni novac -- istražujući virtualni svijet u potrazi za imaginarnim blagom. Zašto? Kako Tom Chatfield pokazuje, igre na savršen način nagrađuju naš mozak aktivirajući ga i potičući nas da tražimo još.
Tom Chatfield - Gaming theorist
Tom Chatfield thinks about games -- what we want from them, what we get from them, and how we might use our hard-wired desire for a gamer's reward to change the way we learn. Full bio
Tom Chatfield thinks about games -- what we want from them, what we get from them, and how we might use our hard-wired desire for a gamer's reward to change the way we learn. Full bio
Double-click the English transcript below to play the video.
00:15
I love video games.
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Obožavam video igre.
00:18
I'm also slightly in awe of them.
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Gajim i neko strahopoštovanje prema njima.
00:21
I'm in awe of their power
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Strahopoštovanje naspram moći
00:23
in terms of imagination, in terms of technology,
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u vidu mašte, u vidu tehnologije,
00:25
in terms of concept.
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u vidu koncepta.
00:27
But I think, above all,
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Ali mislim, iznad svega,
00:29
I'm in awe at their power
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strahopoštovanje naspram njihove moći
00:31
to motivate, to compel us,
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za motivaciju, za prisiliti nas,
00:34
to transfix us,
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za paralizirati nas,
00:36
like really nothing else we've ever invented
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poput ničega drugoga što smo osmislili
00:39
has quite done before.
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do sada.
00:41
And I think that we can learn some pretty amazing things
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I mislim kako možemo naučiti neke prilično nevjerojatne stvari
00:44
by looking at how we do this.
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gledajući nas kako to radimo.
00:46
And in particular, I think we can learn things
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A posebno, mislim da možemo naučiti neke stvari
00:48
about learning.
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o učenju.
00:51
Now the video games industry
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Sada, industrija video igara
00:53
is far and away the fastest growing
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je daleko najbrže rastuća
00:55
of all modern media.
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od svih modernih medija.
00:57
From about 10 billion in 1990,
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Od otprilike 10 milijardi u 1990.,
00:59
it's worth 50 billion dollars globally today,
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danas globalno vrijedi 50 milijardi dolara,
01:02
and it shows no sign of slowing down.
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i ne pokazuje nikakve znakove usporavanja.
01:05
In four years' time,
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U roku od četiri godine,
01:07
it's estimated it'll be worth over 80 billion dollars.
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procjena je da će vrijediti preko 80 milijardi dolara.
01:10
That's about three times the recorded music industry.
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To je otprilike tri puta više od muzičke industrije.
01:13
This is pretty stunning,
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To je prilično iznenađujuče,
01:15
but I don't think it's the most telling statistic of all.
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ali ne mislim kako je to podatak koji ostavlja najsnažniji utisak.
01:18
The thing that really amazes me
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Stvar koja me stvarno zapanjuje
01:20
is that, today,
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je da, danas,
01:22
people spend about
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ljudi potroše oko
01:24
eight billion real dollars a year
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osam milijardi stvarnih dolara godišnje
01:27
buying virtual items
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kupujući virtualne artikle
01:29
that only exist
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koji samo postoje
01:31
inside video games.
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u video igricama.
01:34
This is a screenshot from the virtual game world, Entropia Universe.
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Ovo je snimka iz virtualnog svijeta igrice "Entropia Universe".
01:37
Earlier this year,
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Ranije ove godine,
01:39
a virtual asteroid in it
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virtualni asteroid u njoj
01:41
sold for 330,000 real dollars.
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prodan je za stvarnih 330,000 dolara.
01:45
And this
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I ovo
01:47
is a Titan class ship
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je Titan klasa broda
01:50
in the space game, EVE Online.
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u svemirskoj igrici, "EVE Online".
01:52
And this virtual object
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I taj virtualni objekt
01:54
takes 200 real people
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uzme 200 stvarnih ljudi
01:56
about 56 days of real time to build,
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oko 56 dana stvarnog vremena da ga sagrade,
01:59
plus countless thousands of hours
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plus bezbrojne tisuće sati
02:02
of effort before that.
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napora prije toga.
02:04
And yet, many of these get built.
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I opet, mnogi od ovih se sagrade.
02:07
At the other end of the scale,
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S druge strane,
02:09
the game Farmville that you may well have heard of,
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igricu "Farmville", za koju ste možda čuli,
02:12
has 70 million players
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igra 70 milijuna igrača
02:14
around the world
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širom svijeta,
02:16
and most of these players
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i većina tih igrača
02:18
are playing it almost every day.
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se igra gotovo svaki dan.
02:20
This may all sound
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Sve to možda zvuči
02:22
really quite alarming to some people,
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stvarno prilično alarmantno nekim ljudima,
02:24
an index of something worrying
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kao pokazatelj nečeg zabrinjavajućeg
02:26
or wrong in society.
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ili krivog u društvu.
02:28
But we're here for the good news,
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Ali ovdje smo zbog dobrih vijesti,
02:30
and the good news is
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a dobre vijesti su
02:32
that I think we can explore
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da mislim kako možemo istraživati
02:34
why this very real human effort,
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zašto taj jako stvaran ljudski napor,
02:37
this very intense generation of value, is occurring.
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zašto se ta jako intenzivna generacija vrijednosti pojavljuje.
02:41
And by answering that question,
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I odgovarajući na to pitanje,
02:43
I think we can take something
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mislim kako možemo uzeti nešto
02:45
extremely powerful away.
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stvarno moćno.
02:47
And I think the most interesting way
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I mislim kako je najinteresantniji način
02:49
to think about how all this is going on
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za razmišljanje o tome kako se sve to odvija,
02:51
is in terms of rewards.
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jest u smislu nagrada.
02:53
And specifically, it's in terms
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I specifično, to je u smislu
02:56
of the very intense emotional rewards
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vrlo intenzivnih emocionalnih nagrada
02:58
that playing games offers to people
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koje igranje igrica nudi ljudima,
03:00
both individually
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kako individualno,
03:02
and collectively.
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tako i kolektivno.
03:04
Now if we look at what's going on in someone's head
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Ako pogledamo što se događa u nečijoj glavi
03:06
when they are being engaged,
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kada su uključeni,
03:08
two quite different processes are occurring.
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vidimo kako se pojavljuju dva različita procesa.
03:11
On the one hand, there's the wanting processes.
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S jedne strane, to je proces želje.
03:14
This is a bit like ambition and drive -- I'm going to do that. I'm going to work hard.
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To je djelomično nalik ambiciji i motivaciji -- učiniti ću to. Raditi ću naporno.
03:17
On the other hand, there's the liking processes,
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S druge strane, to je proces sviđanja,
03:19
fun and affection
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zabave i privrženosti
03:21
and delight
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te ushićenja --
03:23
and an enormous flying beast with an orc on the back.
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i ogromnu leteću zvijer s orkom na leđima.
03:25
It's a really great image. It's pretty cool.
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Ovo je stvarno sjajna slika. Prilično dobra.
03:27
It's from the game World of Warcraft with more than 10 million players globally,
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Ovo je iz igrice "World of Warcraft" koja ima više od 10 milijuna igrača globalno,
03:30
one of whom is me, another of whom is my wife.
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jedan od kojih sam i ja, drugi je moja žena.
03:33
And this kind of a world,
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I ta vrsta svijeta,
03:35
this vast flying beast you can ride around,
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ta ogromna leteća zvijer koju možete jahati okolo
03:37
shows why games are so very good
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pokazuje zašto su igrice toliko dobre
03:39
at doing both the wanting and the liking.
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za dobivanje oba osjećaja, željenja i sviđanja.
03:42
Because it's very powerful. It's pretty awesome.
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Jer su jako moćne. Prilično su impresivne.
03:44
It gives you great powers.
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Daju vam veliku moć.
03:46
Your ambition is satisfied, but it's very beautiful.
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Vaša ambicija je zadovoljena, a jako je lijepo.
03:49
It's a very great pleasure to fly around.
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Ugodno je letjeti okolo.
03:52
And so these combine to form
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I sve to formira
03:54
a very intense emotional engagement.
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jako intenzivnu emocionalnu povezanost.
03:56
But this isn't the really interesting stuff.
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Ali to nije stvarno toliko interesantno.
03:59
The really interesting stuff about virtuality
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Stvarno interesantno o virtualnosti
04:01
is what you can measure with it.
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jest što možete mjeriti s njom.
04:03
Because what you can measure in virtuality
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Jer ono što možete mjeriti u virtualnom svijetu
04:06
is everything.
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jest sve.
04:08
Every single thing that every single person
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Svaka pojedina stvar koju je svaka pojedina osoba
04:10
who's ever played in a game has ever done can be measured.
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koja je ikada igrala igricu napravila, može se mjeriti.
04:13
The biggest games in the world today
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Najveće igre u svijetu danas
04:15
are measuring more than one billion points of data
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mjere više od milijarde pojedinačnih podataka
04:19
about their players, about what everybody does --
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o svojim igračima, o tome što bilo tko napravi --
04:21
far more detail than you'd ever get from any website.
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puno više detalja od onoga što ćete dobiti s bilo koje web stranice.
04:24
And this allows something very special
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I to omogućava nešto stvarno posebno
04:27
to happen in games.
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da se dogodi u igricama.
04:29
It's something called the reward schedule.
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To je nešto što se naziva rasporedom nagrada.
04:32
And by this, I mean looking
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Pod ovim, mislim na praćenje
04:34
at what millions upon millions of people have done
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onoga što milijuni i milijuni ljudi rade
04:36
and carefully calibrating the rate,
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i pažljivog kalibriranja mjere,
04:38
the nature, the type, the intensity of rewards in games
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prirode, tipa, intenziteta nagrada u igricama
04:41
to keep them engaged
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kako biste ih držali uključenima
04:43
over staggering amounts of time and effort.
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iznad zapanjujuće količine vremena i napora.
04:46
Now, to try and explain this
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Sada ću pokušati objasniti to
04:48
in sort of real terms,
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u realnim pojmovima,
04:51
I want to talk about a kind of task
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želim govoriti o vrsti zadatka
04:53
that might fall to you in so many games.
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koji možete dobiti u velikom broju igrica.
04:55
Go and get a certain amount of a certain little game-y item.
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Idite i prikupite određenu količinu određenih malih igračih predmeta.
04:58
Let's say, for the sake of argument,
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Recimo, zbog ove priče,
05:00
my mission is to get 15 pies
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moja misija je da uzmem 15 pita,
05:03
and I can get 15 pies
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i mogu uzeti 15 pita
05:06
by killing these cute, little monsters.
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ubijajući ova slatka, mala čudovišta.
05:08
Simple game quest.
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Jednostavan igrački pohod.
05:10
Now you can think about this, if you like,
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Sada o tome možete razmišljati, ako želimo,
05:12
as a problem about boxes.
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kao o problemu kutija.
05:14
I've got to keep opening boxes.
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Moram otvarati kutije,
05:16
I don't know what's inside them until I open them.
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jer ne znam što se krije u njima, dok ih ne otvorim.
05:19
And I go around opening box after box until I've got 15 pies.
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I idem okolo otvarajući kutiju za kutijom, dok ne skupim 15 pita.
05:22
Now, if you take a game like Warcraft,
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Ako uzmete igru poput "Warcraft-a",
05:24
you can think about it, if you like,
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možete o njoj razmišljati, ako želite,
05:26
as a great box-opening effort.
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kao o velikom poduhvatu otvaranja kutija.
05:29
The game's just trying to get people to open about a million boxes,
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Igra jednostavno od ljudi traži da otvore oko milijun kutija,
05:32
getting better and better stuff in them.
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kako bi iz njih dobili sve bolje stvari.
05:34
This sounds immensely boring
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To zvuči nevjerojatno dosadno,
05:37
but games are able
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ali igrice su sposobne
05:39
to make this process
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napraviti taj proces
05:41
incredibly compelling.
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nevjerojatno neodoljivim.
05:43
And the way they do this
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I način na koji to rade
05:45
is through a combination of probability and data.
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jest kombinacijom vjerojatnosti i podataka.
05:48
Let's think about probability.
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Razmislimo o vjerojatnosti.
05:50
If we want to engage someone
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Ako želimo nekoga uključiti
05:52
in the process of opening boxes to try and find pies,
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u proces otvaranja kutija kako bi pronašli pite.
05:55
we want to make sure it's neither too easy,
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Želimo biti sigurni kako nije niti lagano,
05:57
nor too difficult, to find a pie.
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niti previše teško, pronaći pite.
05:59
So what do you do? Well, you look at a million people --
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Što onda radimo? Pratite milijun ljudi --
06:01
no, 100 million people, 100 million box openers --
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ne, 100 milijuna ljudi, 100 milijuna otvarača kutija --
06:04
and you work out, if you make the pie rate
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i izradite, ako podesite pokazatelje za pite
06:07
about 25 percent --
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na 25 posto --
06:09
that's neither too frustrating, nor too easy.
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to nije niti previše frustrirajuće, niti previše lagano;
06:12
It keeps people engaged.
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to čini ljude uključenima --
06:14
But of course, that's not all you do -- there's 15 pies.
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ali naravno, to nije sve što radite -- tu je 15 pita.
06:17
Now, I could make a game called Piecraft,
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mogao bih napraviti igricu "Piecraft",
06:19
where all you had to do was get a million pies
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gdje sve što trebate napraviti jest uzeti milijun pita,
06:21
or a thousand pies.
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ili tisuću pita.
06:23
That would be very boring.
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To bi bilo prilično dosadno.
06:25
Fifteen is a pretty optimal number.
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15 pita je prilično optimalan broj.
06:27
You find that -- you know, between five and 20
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Nalazi se -- znate, između 5 i 20,
06:29
is about the right number for keeping people going.
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to je otprilike pravi broj koji će uključiti ljude.
06:31
But we don't just have pies in the boxes.
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Ali mi nemamo samo pite u kutijama.
06:33
There's 100 percent up here.
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Tu je gore 100 posto.
06:35
And what we do is make sure that every time a box is opened,
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Mi osiguramo da se svaki puta kada se kutija otvori,
06:38
there's something in it, some little reward
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nešto je unutra, neka mala nagrada,
06:40
that keeps people progressing and engaged.
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zbog koje ljudi napreduju i ostaju uključeni.
06:42
In most adventure games,
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U većini avanturističkih igara,
06:44
it's a little bit in-game currency, a little bit experience.
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to je pomalo poput neke igračke valute, malog iskustva,
06:47
But we don't just do that either.
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ali ne radimo samo to.
06:49
We also say there's going to be loads of other items
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Također kažemo da će biti još gomila drugih predmeta
06:51
of varying qualities and levels of excitement.
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različite kvalitete i razina uzbuđenja.
06:53
There's going to be a 10 percent chance you get a pretty good item.
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Postoji 10 posto šanse da ćete dobiti neki dobar predmet.
06:56
There's going to be a 0.1 percent chance
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Biti će 0,1 posto šanse
06:58
you get an absolutely awesome item.
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da dobijete apsolutno sjajan predmet.
07:01
And each of these rewards is carefully calibrated to the item.
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I svaka od tih nagrada je pažljivo kalibrirana za neki predmet.
07:04
And also, we say,
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I još, kažemo,
07:06
"Well, how many monsters? Should I have the entire world full of a billion monsters?"
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"Koliko čudovišta? Trebam li imati cijeli svijet zatrpan milijardom čudovišta?"
07:09
No, we want one or two monsters on the screen at any one time.
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Ne, mi hoćemo jedno ili dva čudovišta na ekranu u svakom trenutku.
07:12
So I'm drawn on. It's not too easy, not too difficult.
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To me privlači. Nije previše lagano, nije previše teško.
07:15
So all this is very powerful.
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Sve je to jako snažno.
07:17
But we're in virtuality. These aren't real boxes.
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Ali mi se nalazimo u virtualnom svijetu; te kutije nisu stvarne.
07:20
So we can do
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Dakle možemo učiniti
07:22
some rather amazing things.
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neke prilično nevjerojatne stvari.
07:24
We notice, looking at all these people opening boxes,
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Primjećujemo, gledajući sve te ljude koji otvaraju kutije,
07:28
that when people get to about 13 out of 15 pies,
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da kada ljudi uzmu 13 od 15 pita,
07:31
their perception shifts, they start to get a bit bored, a bit testy.
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njihova se percepcija promijeni, postaje im pomalo dosadno, pomalo su razdražljivi.
07:34
They're not rational about probability.
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Nisu racionalni oko vjerojatnosti.
07:36
They think this game is unfair.
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Misle kako je igrica nepoštena.
07:38
It's not giving me my last two pies. I'm going to give up.
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Ne daje mi moje zadnje dvije pite. Odustati ću.
07:40
If they're real boxes, there's not much we can do,
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Kada bi to bile stvarne kutije, nebismo puno toga mogli napraviti,
07:42
but in a game we can just say, "Right, well.
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ali u igrici jednostavno kažemo, "Dobro, u redu."
07:44
When you get to 13 pies, you've got 75 percent chance of getting a pie now."
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Kada imate 13 pita, imate 75% vjerojatnost da ćete sada osvojiti pitu.
07:48
Keep you engaged. Look at what people do --
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To vas drži uključenima. Pogledajte što ljudi naprave --
07:50
adjust the world to match their expectation.
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prilagode svijet da se poklapa s njihovim očekivanjima.
07:52
Our games don't always do this.
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Naše igrice ne rade uvijek to.
07:54
And one thing they certainly do at the moment
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A jedna stvar koju zasigurno mogu učiniti u trenutku
07:56
is if you got a 0.1 percent awesome item,
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je, ako imate 0,1 posto impresivnih stvari,
07:59
they make very sure another one doesn't appear for a certain length of time
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osiguraju se da se slijedeća ne pojavi unutar određenog vremena
08:02
to keep the value, to keep it special.
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kako bi zadržali vrijednost, kako bi i dalje bila posebna.
08:04
And the point is really
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A stvar je u biti
08:06
that we evolved to be satisfied by the world
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da smo evolvirali kako bi bili zadovoljni sa svijetom
08:08
in particular ways.
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na posebne načine.
08:10
Over tens and hundreds of thousands of years,
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Kroz desetke i stotine tisuća godina,
08:13
we evolved to find certain things stimulating,
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mi smo evoluirali tako da nas određene stvari stimuliraju,
08:15
and as very intelligent, civilized beings,
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i kao inteligentna, civilizirana bića,
08:17
we're enormously stimulated by problem solving and learning.
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mi smo nevjerojatno potaknuti rješavanjem problema i učenjem.
08:20
But now, we can reverse engineer that
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Ali sada, možemo okrenuti proces tako da
08:22
and build worlds
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mi gradimo svijetove
08:24
that expressly tick our evolutionary boxes.
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koji će brzo utjecati na naše evolutivne kutije.
08:27
So what does all this mean in practice?
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Dakle, što sve to znači u praksi?
08:29
Well, I've come up
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Dobro, došao sam
08:31
with seven things
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do sedam stvari
08:33
that, I think, show
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koje, mislim, pokazuju
08:35
how you can take these lessons from games
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kako bi mogli naučiti te lekcije iz igrica
08:37
and use them outside of games.
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i upotrijebiti ih izvan njih.
08:40
The first one is very simple:
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Prva je prilično jednostavna:
08:42
experience bars measuring progress --
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indikator iskustva koji mjeri napredak --
08:44
something that's been talked about brilliantly
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nešto o čemu sjajno pričaju
08:46
by people like Jesse Schell earlier this year.
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ljudi poput Jesse Schell-a ranije ove godine.
08:49
It's already been done at the University of Indiana in the States, among other places.
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Već je primjenjuju na državnom Sveučilištu Indiane, između ostalih mjesta.
08:52
It's the simple idea that instead of grading people incrementally
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To je jednostavna ideja, umjesto da ljude ocjenjujemo postepeno
08:55
in little bits and pieces,
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kroz male dijelove,
08:57
you give them one profile character avatar
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date im određeni profil avatara
08:59
which is constantly progressing
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koji stalno napreduje
09:01
in tiny, tiny, tiny little increments which they feel are their own.
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u sićušnim, sićušnim dijelovima, za koje osjećaju da su njihovi.
09:04
And everything comes towards that,
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I sve ide u tom pravcu da,
09:06
and they watch it creeping up, and they own that as it goes along.
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oni gledaju kako napreduju, i oni to posjeduju kroz taj napredak.
09:09
Second, multiple long and short-term aims --
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Drugo, mnoštvo kratkoročnih i dugoročnih ciljeva --
09:11
5,000 pies, boring,
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5.000 pita, dosadno,
09:13
15 pies, interesting.
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15 pita, zanimljivo.
09:15
So, you give people
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Dakle, dajete ljudima
09:17
lots and lots of different tasks.
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puno različitih zadataka.
09:19
You say, it's about
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Kažete, zadatak je
09:21
doing 10 of these questions,
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napraviti 10 ovih pitanja,
09:23
but another task
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slijedeći zadatak
09:25
is turning up to 20 classes on time,
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je da se pojavite na 20 satova na vrijeme,
09:27
but another task is collaborating with other people,
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slijedeći zadatak je kolaboracija s drugim ljudima,
09:30
another task is showing you're working five times,
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naredni zadatak je pokazati svoj rad pet puta,
09:33
another task is hitting this particular target.
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slijedeći zadatak je pogoditi tu specifičnu metu.
09:35
You break things down into these calibrated slices
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Razbijete stvari na te kalibrirane dijelove
09:38
that people can choose and do in parallel
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koje ljudi biraju i paralelno rade
09:40
to keep them engaged
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kako biste ih držali uključenima
09:42
and that you can use to point them
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a koje vi možete iskoristiti da ih navedete
09:44
towards individually beneficial activities.
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prema individualno korisnim aktivnostima.
09:48
Third, you reward effort.
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Treće, nagrađujete napor.
09:50
It's your 100 percent factor. Games are brilliant at this.
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To je vaš čimbenik 100 posto. Igre su sjajne za to.
09:53
Every time you do something, you get credit; you get a credit for trying.
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Svaki puta kada nešto učinite, dobijete nagradu za pokušaj.
09:56
You don't punish failure. You reward every little bit of effort --
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Ne kažnjavate pogreške; nagrađujete svaki mali napor --
09:59
a little bit of gold, a little bit of credit. You've done 20 questions -- tick.
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malo vašeg zlata, malo vaših nagrada -- napravili ste 20 pitanja -- tik.
10:02
It all feeds in as minute reinforcement.
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Sve to funkcionira kao trenutno osnaživanje.
10:05
Fourth, feedback.
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Četvrto, povratna informacija.
10:07
This is absolutely crucial,
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To je apsolutno krucijalno,
10:09
and virtuality is dazzling at delivering this.
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a virtualni svijet je sjajan u isporuci toga.
10:11
If you look at some of the most intractable problems in the world today
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Ako pogledate na neke od najtežih problema u svijetu danas
10:14
that we've been hearing amazing things about,
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o kojima čujemo nevjerojatne stvari,
10:16
it's very, very hard for people to learn
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jako, jako je teško ljudima učiti
10:19
if they cannot link consequences to actions.
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ako ne mogu povezati posljedice i aktivnosti.
10:22
Pollution, global warming, these things --
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Zagađivanje, globalno zatopljavanje, te stvari,
10:24
the consequences are distant in time and space.
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imaju posljedice koje su udaljene u vremenu i prostoru.
10:26
It's very hard to learn, to feel a lesson.
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Jako je teško učiti i osjećati lekciju,
10:28
But if you can model things for people,
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ali ako možete modelirati stvari za ljude,
10:30
if you can give things to people that they can manipulate
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ako možete dati stvari ljudima s kojima oni mogu manipulirati
10:32
and play with and where the feedback comes,
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i igrati se te da dobiju povratnu informaciju,
10:34
then they can learn a lesson, they can see,
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oni će naučiti lekciju, mogu je vidjeti,
10:36
they can move on, they can understand.
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mogu napredovati, mogu razumijeti.
10:39
And fifth,
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I peto,
10:41
the element of uncertainty.
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element nesigurnosti.
10:43
Now this is the neurological goldmine,
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To je neurološki rudnik zlata,
10:46
if you like,
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ako želite,
10:48
because a known reward
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jer poznate nagrade
10:50
excites people,
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uzbuđuju ljude,
10:52
but what really gets them going
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ali ono što ih stvarno tjera na napredak
10:54
is the uncertain reward,
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jest nesigurnost nagrada,
10:56
the reward pitched at the right level of uncertainty,
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nagrade koje su javljaju na određenoj razini nesigurnosti,
10:58
that they didn't quite know whether they were going to get it or not.
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za koje nisu sa sigurnošću znali hoće li ih dobiti ili ne.
11:01
The 25 percent. This lights the brain up.
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25%. To stimulira mozak.
11:04
And if you think about
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I ako razmislite o
11:06
using this in testing,
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korištenju ovoga u ispitivanju,
11:08
in just introducing control elements of randomness
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o tome da jednostavno uvedete kontrolirane elemente slučajnosti
11:10
in all forms of testing and training,
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u sve oblike testiranja i treninga,
11:12
you can transform the levels of people's engagement
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onda možete transformirati razine uključenosti ljudi
11:14
by tapping into this very powerful
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u taj vrlo moćni
11:16
evolutionary mechanism.
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evolutivni mehanizam.
11:18
When we don't quite predict something perfectly,
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Koji kada ne predvidimo nešto savršeno,
11:20
we get really excited about it.
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shvaća kako se oko toga jako uzbudimo.
11:22
We just want to go back and find out more.
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Jednostavno se želimo vratiti i saznati više.
11:24
As you probably know, the neurotransmitter
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Kao što vjerojatno znate, neurotransmiter
11:26
associated with learning is called dopamine.
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povezan s učenjem se zove dopamin.
11:28
It's associated with reward-seeking behavior.
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On je povezan s ponašanjem traženja nagrada.
11:31
And something very exciting is just beginning to happen
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I nešto jako uzbudljivo se počinje događati
11:34
in places like the University of Bristol in the U.K.,
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na mjestima poput Sveučilišta u Bristolu u Velikoj Britaniji,
11:37
where we are beginning to be able to model mathematically
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gdje započinjemo biti u mogućnosti da matematički modeliramo
11:40
dopamine levels in the brain.
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razine dopamina u mozgu.
11:42
And what this means is we can predict learning,
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A to znači da možemo predvidjeti učenje,
11:44
we can predict enhanced engagement,
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možemo predvidjeti pojačano angažiranje,
11:47
these windows, these windows of time,
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te periode, te vremenske periode,
11:49
in which the learning is taking place at an enhanced level.
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u kojima se učenje događa na višoj razini.
11:52
And two things really flow from this.
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I dvije stvari slijede iz ovoga.
11:54
The first has to do with memory,
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Prva ima veze s pamćenjem,
11:56
that we can find these moments.
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koje možemo pronaći u tim trenucima.
11:58
When someone is more likely to remember,
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Kada postoji veća mogućnost da će netko nešto zapamtiti,
12:00
we can give them a nugget in a window.
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možemo im dati nagradu u tim trenucima.
12:02
And the second thing is confidence,
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A druga stvar je smjelost,
12:04
that we can see how game-playing and reward structures
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koju vidimo kako igranje igrica i strukture nagrada
12:06
make people braver, make them more willing to take risks,
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čine ljude hrabrijima, čine ljude spremnijima da preuzmu rizik,
12:09
more willing to take on difficulty,
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spremnijima da preuzmu težinu,
12:11
harder to discourage.
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težima za obeshrabrenje.
12:13
This can all seem very sinister.
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To se sve može činiti jako zlokobnim.
12:15
But you know, sort of "our brains have been manipulated; we're all addicts."
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Znate, na neki način "Našim mozgovima se manipulira, svi smo mi ovisnici."
12:17
The word "addiction" is thrown around.
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Riječ ovisnost se koristi.
12:19
There are real concerns there.
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To su legitimne brige.
12:21
But the biggest neurological turn-on for people
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Ali najveće neurološko uzbuđenje za ljude
12:23
is other people.
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su drugi ljudi.
12:25
This is what really excites us.
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To je ono što nas stvarno potiče.
12:28
In reward terms, it's not money;
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U smislu nagrada, to nije novac,
12:30
it's not being given cash -- that's nice --
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to nije dobivanje gotovine -- to je lijepo --
12:33
it's doing stuff with our peers,
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to je rad na stvarima s našim kolegama,
12:35
watching us, collaborating with us.
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kada nas promatraju, kada surađujemo.
12:37
And I want to tell you a quick story about 1999 --
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I reči ću vam kratku priču o 1999. --
12:39
a video game called EverQuest.
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video igrica koja se zvala "Everquest".
12:41
And in this video game,
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I u toj video igrici,
12:43
there were two really big dragons, and you had to team up to kill them --
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postoje dva stvarno velika zmaja, i morate se udružiti kako biste ih ubili --
12:46
42 people, up to 42 to kill these big dragons.
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42 ljudi -- do 42 kako bi se ubili ti zmajevi.
12:49
That's a problem
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To je problem,
12:51
because they dropped two or three decent items.
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jer su oni za sobom ostavljali dva ili tri dobra predmeta.
12:54
So players addressed this problem
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Tako su igrači pristupili ovom problemu
12:57
by spontaneously coming up with a system
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tako da su spontano složili sustav
12:59
to motivate each other,
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međusobne motivacije,
13:01
fairly and transparently.
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pošten i transparentan.
13:03
What happened was, they paid each other a virtual currency
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Ono što se dogodilo jest, da su jedini drugima plaćali virtualnom valutom
13:06
they called "dragon kill points."
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koju su nazivali bodovi za ubijanje zmaja.
13:09
And every time you turned up to go on a mission,
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I svaki puta kada se pojavite za odlazak u misiju,
13:11
you got paid in dragon kill points.
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plaća vam se u bodovima za ubijanje zmaja.
13:13
They tracked these on a separate website.
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To su pratili na zasebnoj web stranici.
13:15
So they tracked their own private currency,
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Tako su pratili svoju vlastitu valutu,
13:17
and then players could bid afterwards
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i onda su se igrači poslije mogli nadmetati
13:19
for cool items they wanted --
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za stvari koje su željeli --
13:21
all organized by the players themselves.
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sve organizirano od strane igrača.
13:23
Now the staggering system, not just that this worked in EverQuest,
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Ovaj zadivljujući sustav nije funkcionirao samo u ovoj igrici,
13:26
but that today, a decade on,
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već danas, desetljeće kasnije,
13:28
every single video game in the world with this kind of task
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svaka video igrica koja ima sličan zadatak
13:31
uses a version of this system --
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koristi verziju tog sustava --
13:33
tens of millions of people.
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deseci milijuna ljudi.
13:35
And the success rate
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A stopa uspješnosti
13:37
is at close to 100 percent.
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je blizu 100 posto.
13:39
This is a player-developed,
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To je razvijena od strane igrača,
13:41
self-enforcing, voluntary currency,
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samo-potaknuta, dobrovoljna valuta,
13:44
and it's incredibly sophisticated
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i to nevjerojatno sofisticirano
13:46
player behavior.
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ponašanje igrača.
13:50
And I just want to end by suggesting
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I želio bih završiti sugestijom
13:52
a few ways in which these principles
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nekoliko načina putem kojih se ovi principi
13:54
could fan out into the world.
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mogu proširiti svijetom.
13:56
Let's start with business.
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Započeti ću s poslovnim svijetom.
13:58
I mean, we're beginning to see some of the big problems
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Mislim, počinjemo uviđati neke velike probleme
14:00
around something like business are
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oko poslovnog svijeta,
14:02
recycling and energy conservation.
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recikliranje i sačuvanje energije.
14:04
We're beginning to see the emergence of wonderful technologies
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Počinjemo vidjeti nastajanje prekrasnih tehnologija
14:06
like real-time energy meters.
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poput energometara u realnom vremenu.
14:08
And I just look at this, and I think, yes,
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I samo gledam u to, i mislim, da,
14:10
we could take that so much further
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mogli bismo to pomaknuti dalje
14:13
by allowing people to set targets
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dozvoljavajući ljudima da si postave ciljeve
14:15
by setting calibrated targets,
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postavljajući kalibrirane ciljeve,
14:17
by using elements of uncertainty,
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koristeći elemente nesigurnosti,
14:20
by using these multiple targets,
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koristeći mnogobrojne mete,
14:22
by using a grand, underlying reward and incentive system,
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koristeći snažan, suptilni sustav implicitnih nagrada i motivacije,
14:25
by setting people up
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potičući ljude
14:27
to collaborate in terms of groups, in terms of streets
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na suradnju u smislu grupa, u smislu da ulice
14:29
to collaborate and compete,
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međusobno surađuju i takmiče se,
14:31
to use these very sophisticated
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da koriste ove jako profinjene
14:33
group and motivational mechanics we see.
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grupe i motivacijske mehanizme koje vidite.
14:35
In terms of education,
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U smislu edukacije,
14:37
perhaps most obviously of all,
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možda najočitije od svega,
14:39
we can transform how we engage people.
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možemo transformirati na koji način se ljudi uključuju.
14:42
We can offer people the grand continuity
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Možemo ponuditi ljudima veliki kontinuitet
14:44
of experience and personal investment.
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iskustava i osobnih investicija.
14:47
We can break things down
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Možemo razbiti stvari
14:49
into highly calibrated small tasks.
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na jako dobro odmjerene male zadatke.
14:51
We can use calculated randomness.
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Možemo koristiti proračunatu slučajnost.
14:53
We can reward effort consistently
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Možemo nagrađivati napor konzistentno
14:55
as everything fields together.
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dok se stvari zajedno preklapaju.
14:58
And we can use the kind of group behaviors
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I možemo koristiti vrstu grupnog ponašanja
15:00
that we see evolving when people are at play together,
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koja nastaje kada se ljudi zajedno igraju,
15:03
these really quite unprecedentedly complex
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te stvarno nepredvidive kompleksne
15:06
cooperative mechanisms.
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mehanizme suradnje.
15:08
Government, well, one thing that comes to mind
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Vlada, jedna stvar koja mi pada na pamet
15:10
is the U.S. government, among others,
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je da američka vlada, poput drugih,
15:13
is literally starting to pay people
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doslovno plaća ljudima
15:15
to lose weight.
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da izgube na težini.
15:17
So we're seeing financial reward being used
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Kažem da se koriste financijske nagrade
15:19
to tackle the great issue of obesity.
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kako bi se napao veliki problem pretilosti.
15:21
But again, those rewards
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Ali opet, te nagrade
15:23
could be calibrated so precisely
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bi se mogle tako dobro kalibrirati
15:26
if we were able to use the vast expertise
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kada bismo bili sposobni koristiti veliku stručnost
15:29
of gaming systems to just jack up that appeal,
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igračkih sustava za pokretanje samo,
15:32
to take the data, to take the observations,
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prikupljanje podataka, prikupljanje promatranja,
15:34
of millions of human hours
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milijuna ljudskih sati
15:36
and plow that feedback
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kako bismo utkali tu povratnu informaciju
15:38
into increasing engagement.
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u povećanu uključenost.
15:40
And in the end, it's this word, "engagement,"
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I na kraju, to je ta riječ, angažman,
15:43
that I want to leave you with.
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s kojom vas želim ostaviti.
15:45
It's about how individual engagement
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Radi se o tome kako se pojedinačni angažman
15:47
can be transformed
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može transformirati
15:49
by the psychological and the neurological lessons
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kroz psihološke i neurološke lekcije
15:52
we can learn from watching people that are playing games.
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koje možemo naučiti promatrajući ljude dok se igraju.
15:55
But it's also about collective engagement
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Ali radi se i o kolektivnoj uključenosti
15:58
and about the unprecedented laboratory
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i jedinstvenom laboratoriju
16:01
for observing what makes people tick
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za promatranje onoga što čini ljude da se povežu
16:03
and work and play and engage
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i rade i igraju se i uključe
16:05
on a grand scale in games.
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u velikom broju u igrice.
16:08
And if we can look at these things and learn from them
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I ako možemo promatrati te stvari i učiti iz njih
16:11
and see how to turn them outwards,
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i vidjeti kako ih poslije pretvoriti,
16:13
then I really think we have something quite revolutionary on our hands.
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onda stvarno mislim da imamo nešto revolucionarno u svojim rukama.
16:16
Thank you very much.
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Hvala vam puno.
16:18
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Tom Chatfield - Gaming theoristTom Chatfield thinks about games -- what we want from them, what we get from them, and how we might use our hard-wired desire for a gamer's reward to change the way we learn.
Why you should listen
It can be difficult to wrap one's mind around the size and the reach of modern video- and online-game culture. But gaming is not only outstripping more-traditional media in revenue (it overtook music in 2008), it's become a powerful lens to re-examine our culture at large. Tom Chatfield, a longtime gamer, is the arts and books editor at the UK current-affairs magazine Prospect. In his book Fun Inc., he argues that games, with their immersive quests and deeply satisfying (and carefully designed) virtual rewards, are a great place to test new approaches to real-world systems that need a reboot.
More than a game journalist, Chatfield is a game theorist, looking at neurological research on how games engage our pleasure centers -- and then looking at a world where millions of videogame-veteran Generation Z'ers are entering the workforce and the voters' rolls. They're good with complex rule sets; they're used to forming ad hoc groups to reach a goal; and they love to tweak and mod existing systems. What if society harnessed that energy to redefine learning? Or voting? Understanding the psychology of the videogame reward schedule, Chatfield believes, is not only important for understanding the world of our children -- it's a stepping stone to improving our world right now.
Tom Chatfield | Speaker | TED.com