TEDxBoston 2010
Seth Priebatsch: The game layer on top of the world
Set Pribeč: Sloj igre povrh sveta
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Do sada smo navikli da dopuštamo "Fejsbuku" i "Tviteru" da zaokupljaju naše društvene živote na internetu - gradeći "socijalni sloj" preko stvarnog sveta. Na TEDxBoston konferenciji, Set Pribeč (Seth Priebatsch) posmatra sledeći sloj u nastajanju: "sloj igre", prožimajuću mrežu igračke dinamike koja upravlja ponašanjem i koja će preoblikovati obrazovanje 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 Set Pribeč. Ja sam glavni nindža u "SCVNGR" ("skevendžer").
00:18
I am a proud Princeton dropout.
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Ja sam ponosni ispisnik sa "Prinstona".
00:20
Also proud to have relocated here to Boston,
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Takođe ponosan što sam se preselio ovde u Boston,
00:22
where I actually grew up.
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gde sam zapravo odrastao.
00:24
Yeah, Boston.
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Daa, Boston.
00:26
Easy wins. I should just go and name the counties that we've got around here.
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Lake pobede. Mogao bih samo da navedem imena okruga u okolini.
00:29
So, I'm also fairly determined to try and build
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Takođe sam vrlo odlučan u tome da izgradim
00:31
a game layer on top of the world.
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sloj igre povrh sveta.
00:33
And this is sort of a new concept, and it's really important.
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Ovo je donekle novi koncept i veoma je važan.
00:35
Because while the last decade
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Jer, dok je prošla decenija
00:37
was the decade of social
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bila decenija društvenog
00:39
and the decade of where the framework
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i decenija gde je izgrađen okvir
00:41
in which we connect with other people was built,
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u kome se povezujemo sa drugim ljudima,
00:43
this next decade will be the decade where
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sledeća decenija će biti decenija gde
00:45
the game framework is built,
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se gradi okvir igre,
00:47
where the motivations that we use to actually influence behavior,
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gde će se odlučiti o motivaciji koju
00:50
and the framework in which that is constructed,
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koristimo da utičemo na ponašanje i okviru u kom
00:52
is decided upon, and that's really important.
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će se to graditi, a to je veoma važno.
00:54
And so I say that I want to build a game layer on top of the world,
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Ja kažem da želim da izgradim sloj igre preko sveta,
00:57
but that's not quite true
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ali to nije u potpunosti tačno
00:59
because it's already under construction; it's already happening.
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jer je to već u izgradnji; već se dešava.
01:01
And it looks like this right now.
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I trenutno izgleda ovako.
01:03
It looks like the Web did back in 1997, right?
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Izgleda kao internet 1997, zar ne?
01:06
It's not very good. It's cluttered.
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Nije baš dobro. Zatrpano je.
01:08
It's filled with lots of different things
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Prepuno je raznih stvari koje
01:10
that, in short, aren't that fun.
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ukratko, nisu toliko zabavne.
01:12
There are credit card schemes and airline mile programs
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Tu su prevare sa kreditnim karticama, programi letačkih milja
01:15
and coupon cards and all these loyalty schemes
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i kuponi i sve te šeme lojalnosti
01:18
that actually do use game dynamics
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koje stvarno koriste dinamiku igre
01:20
and actually are building the game layer: they just suck.
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i zaista grade sloj igre, samo su sranje.
01:23
They're not very well designed, right?
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Nisu baš dobro osmišljene, zar ne?
01:26
So, that's unfortunate.
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Dakle, to je nezgodno.
01:28
But luckily, as my favorite action hero,
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Ali srećom, kao što moj omiljeni akcioni heroj,
01:30
Bob the Builder, says,
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Bob Graditelj, kaže,
01:32
"We can do better. We can build this better."
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"Možemo bolje. Možemo bolje izgraditi ovo."
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 da bismo izgradili sloj 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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Srž ove prezentacije će biti četiri
01:42
four really important game dynamics, really interesting things,
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zaista važna principa igre, veoma interesantne stvari,
01:45
that, if you use consciously,
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koje, ako ih koristite svesno,
01:47
you can use to influence behavior,
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možete upotrebiti za kontrolu ponašanja,
01:50
both for good, for bad, for in-between.
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i za dobro i za loše i za između.
01:52
Hopefully for good.
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Nadam se za dobro.
01:54
But this is sort of the important stages
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Ali ovo su važni stadijumi
01:56
in which that framework will get built,
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kroz koje će se taj okvir izgraditi,
01:58
and so we want to all be thinking about it consciously now.
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tako da želimo da svi razmišljamo svesno o tome sada.
02:01
Just before we jump into that, there's sort of a question of: why is this important?
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Samo pre nego što uskočimo u to, tu je pitanje: zašto je ovo 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 kao tvrdim da postoji igrački sloj povrh sveta,
02:07
and that it's very important that we build it properly.
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i veoma je 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 za to je, videli smo da je u
02:12
what we've seen has been building the social layer,
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prošloj deceniji izgrađen društveni sloj,
02:15
has been this framework for connections,
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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, završeno je.
02:21
There's still a lot to explore.
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Postoji još mnogo da se istraži.
02:23
There's still a lot of people who are trying to figure out social
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Još mnogo ljudi pokušava da shvati socijalni sloj
02:25
and how do we leverage this and how do we use this,
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i kako utičemo na njega i kako ga koristimo,
02:27
but the framework itself is done,
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ali sam okvir je završen
02:29
and it's called Facebook.
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i zove se "Fejsbuk".
02:32
And that's okay, right? A lot of people are very happy with Facebook.
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I to je ok. Mnogo ljudi je zadovoljno "Fejsbukom".
02:35
I like it quite a lot.
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Meni se veoma dopada.
02:37
They've created this thing called the Open Graph,
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Oni su napravili nešto što se zove "Open Graph" protokol
02:39
and they own all of our connections.
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i oni poseduju sve naše veze.
02:41
They own half a billion people.
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Poseduju pola milijarde ljudi.
02:43
And so when you want to build on the social layer,
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Tako da, kad želite da gradite preko društvenog sloja,
02:45
the framework has been decided; it is the Open Graph API.
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okvir je određen; to je "Open Graph API".
02:48
And if you're happy with that, fantastic.
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I ako ste zadovoljni time, sjajno.
02:50
If you're not, too bad. There's nothing you can do.
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Ako niste, šteta. Ne možete ništa da uradite.
02:53
But this next decade -- and that's a real thing.
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Ali sledeća decenija - to je prava stvar.
02:56
I mean, we want to build frameworks
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Mislim, želimo da gradimo okvire
02:58
in a way that makes it acceptable
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na način koji je prihvatljiv
03:01
and makes it, you know, productive down the road.
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i znate, produktivan na duge staze.
03:03
So, the social layer is all about these connections.
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Dakle, društveni sloj je o vezama.
03:06
The game layer is all about influence.
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Sloj igre je o uticaju.
03:08
It's not about adding a social fabric to the Web
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Ne radi se o dodavanju društvenog tkanja na net
03:10
and connecting you to other people
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i povezivanju sa drugim ljudima
03:12
everywhere you are and everywhere you go.
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gde god da se nalazite i gde god da idete.
03:14
It's actually about using dynamics, using forces,
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Radi se o korišćenju principa, snaga,
03:17
to influence the behavior
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za uticanje na ponašanje kad se
03:19
of where you are, what you do there, how you do it.
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negde nalazite i kad nešto tamo radite i kako radite.
03:21
That's really, really powerful, and it's going to be more important than the social layer.
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Ovo je veoma, veoma moćno i biće važnije od društvenog sloja.
03:24
It's going to affect our lives more deeply
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Uticaće 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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Tako da je neverovatno bitno
03:30
that at this moment, while it's just getting constructed,
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da u ovom trenutku, dok se još gradi,
03:32
while the frameworks like Facebook, like the Open Graph,
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dok se stvaraju okviri kao što je "Fejsbuk",
03:35
are being created for the game layer equivalent,
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kao "Open Graph" za ekvivalent koji je igrački sloj,
03:37
that we think about it very consciously,
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da razmislimo veoma svesno o tome
03:39
and that we do it in a way that is open,
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i to na način koji je otvoren,
03:41
that is available, and that can be leveraged for good.
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dostupan i koji može da se iskoristi za dobro.
03:43
And so that's what I want to talk about for game dynamics,
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I o tome želim da govorim, o principima igre,
03:45
because construction has just begun,
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jer izgradnja je tek počela
03:47
and the more consciously we can think about this,
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i što svesnije mislimo o tome,
03:49
the better we'll be able to use it
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bolje ćemo moći da ga koristimo
03:51
for anything that we want.
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za šta 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 gradite 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
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 svest, a alati, sirovi materijali, su principi igre.
04:07
So with that, you know, a couple game dynamics to talk about.
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Kad smo tu, da pomenem nekoliko principa.
04:10
Four. Back at SCVNGR, we like to joke
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Četiri. U "SCVNGR"-u volimo da se šalimo,
04:12
that with seven game dynamics, you can get anyone to do anything.
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kako sa sedam principa igre možete navesti bilo koga da uradi bilo šta.
04:15
And so today, I'm going to show you four,
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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 na kraju ovoga i dalje biti u takmičarskoj prednosti.
04:20
(Laughter)
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(smeh)
04:23
So the first one, it's a very simple game dynamic.
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Prvi je veoma jednostavan princip.
04:25
It's called the appointment dynamic.
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Zove se princip zakazanog sastanka.
04:27
And this is a dynamic in which to succeed,
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Po ovom principu, da bi uspeli, igrači
04:29
players have to do something at a predefined time,
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moraju da urade nešto u prethodno dogovoreno vreme
04:31
generally at a predefined place.
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i obično na dogovorenom mestu.
04:33
And these dynamics are a little scary sometimes,
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Ovi principi mogu biti pomalo zastrašujući nekad,
04:35
because you think, you know,
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jer znate, mislite da
04:37
other people can be using forces that will manipulate
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drugi ljudi mogu da koriste sile kojim će upravljati
04:39
how I interact: what I do, where I do it, when I do it.
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mojim interakcijama, šta radim, gde radim, kad radim.
04:42
This sort of loss of free will that occurs in games
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Ova vrsta gubitka slobodne volje koja se javlja
04:44
can be frightening,
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u igrama 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 primera -
04:48
one that shows how this is already being used in the real world,
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jedan koji pokazuje kako se ovo već koristi u realnom svetu,
04:51
so you can sort of rationalize it a little bit;
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da biste mogli malo da racionalizujete,
04:53
one that shows it in what we consider a conventional game --
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jedan koji ga pokazuje u konvencionalnoj igri -
04:56
I think everything is a game, but this is sort of
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ja mislim da 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 se smatra igrom na tabli ili na kompjuteru,
05:01
and then one how this can be used for good,
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i onda kako se ovo može iskoristiti za dobro,
05:03
so we can see that these forces can really be very powerful.
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da bismo videli da ove 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 - najpoznatiji princip zakazanog sastanka na svetu -
05:08
is something called happy hour.
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je nešto što se zove "happy hour".
05:11
So I just recently dropped out of Princeton
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Nedavno sam se ispisao sa "Prinstona"
05:14
and actually ended up for the first time in a bar,
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i po prvi put završio u baru
05:16
and I saw these happy hour things all over the place, right.
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i video sam te "happy hour" stvari svuda okolo.
05:19
And this is simply an appointment dynamic.
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Ovo je jednostavno princip zakazanog sastanka.
05:21
Come here at a certain time, get your drinks half off.
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Dođite u određeno vreme, dobićete piće upola cene.
05:23
To win, all you have to do is show up at the right place at the right time.
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Da biste pobedili, treba samo da se pojavite na pravom mestu u pravo vreme.
05:27
This game dynamic is so powerful
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Ovaj princip 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 utiče samo na naše ponašanje, utiče na celu kulturu.
05:32
That's a really scary thought,
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To je stvarno zastrašujuća misao,
05:34
that one game dynamic can change things so powerfully.
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da jedan princip igre može tako moćno da promeni stvari.
05:37
It also exists in more conventional game forms.
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On takođe postoji u konvecionalnijim oblicima igre.
05:39
I'm sure you've all heard of Farmville by now.
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Siguran sam da ste svi već čuli za "Farmvil".
05:41
If you haven't, I recommend playing it.
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Ako niste, preporučujem da ga igrate.
05:43
You won't do anything else with the rest of your day.
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Do kraja svog dana nećete raditi ništa drugo.
05:45
Farmville has more active users than Twitter.
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"Farmvil" ima više aktivnih korisnika od "Tvitera".
05:48
It's incredibly powerful, and it has this dynamic
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Neverovatno je moćan, i ima taj princip
05:50
where you have to return at a certain time
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da morate da se vratite u određeno vreme
05:52
to water your crops -- fake crops -- or they wilt.
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da zalijete useve - lažne useve - ili će uvenuti.
05:55
And this is so powerful that, when they tweak their stats,
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I to je toliko moćno, da kada oni podese svoju statistiku,
05:58
when they say your crops wilt
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kada kažu da će vam usevi uvenuti
06:00
after eight hours, or after six hours, or after 24 hours,
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posle osam sati, ili šest sati, 24 sata,
06:03
it changes the lifecycle
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to menja životni ciklus
06:05
of 70 million-some people during the day.
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70-i-nešto miliona ljudi tokom dana.
06:07
They will return like clockwork at different times.
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Oni se vraćaju kao navijeni u određeno vreme.
06:10
So if they wanted the world to end, if they wanted productivity to stop,
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Kada bi poželeli da svet stane, da produktivnost stane,
06:13
they could make this a 30-minute cycle,
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mogli bi ovo da naprave u 30-minutnom ciklusu
06:15
and no one could do anything else, right?
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i niko ne bi radio ništa drugo.
06:17
(Laughter)
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(smeh)
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 ovo može da se iskoristi za dobro.
06:23
This is a local company called Vitality, and they've created a product
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Ovo je lokalna firma "Vitality", oni su napravili proizvod
06:25
to help people take their medicine on time.
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koji pomaže ljudima da na vreme uzmu lek.
06:27
That's an appointment.
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To je zakazani sastanak.
06:29
It's something that people don't do very well.
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Ljudi u tome nisu baš dobri.
06:31
And they have these GlowCaps, which, you know, flash and email you
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Oni imaju ove sijajuće poklopce koji trepću i šalju vam imejl
06:34
and do all sorts of cool things to remind you to take your medicine.
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i rade sve neke kul stvar da vas podsete da uzmete lek.
06:36
This is one that isn't a game yet, but really should be.
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Ovo još uvek nije igra, ali trebalo bi da bude.
06:38
You should get points for doing this on time.
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Trebalo bi da dobijate poene za uzimanje leka na vreme.
06:40
You should lose points for not doing this on time.
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A da gubite poene kad ne uradite to na vreme.
06:42
They should consciously recognize
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Trebalo bi da svesno prepoznaju
06:44
that they've built an appointment dynamic and leverage the games.
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da grade princip zakazanog sastanka i da iskoriste igre.
06:46
And then you can really achieve good in some interesting ways.
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I onda možete postići dobro na neke interesantne načine.
06:49
We're going to jump onto the next one, maybe. Yes.
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Preći ćemo na sledeći, možda. Da.
06:51
Influence and status.
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Uticaj i status.
06:53
So this is one of the most famous game dynamics.
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Ovo je jedan od najpoznatijih principa.
06:55
It's used all over the place.
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Svuda se upotrebljava.
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It's used in your wallets, right now.
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U vašim novčanicima, trenutno.
06:59
We all want that credit card on the far left
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Svi želimo tu karticu s leve strane
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 nekog u apoteci ili -
07:05
not CVS -- at Christian Dior or something, and then ...
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ne apoteci - u "Kristijan Dioru" ili negde 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. Ja nemam crnu karticu, imam debitnu karticu.
07:11
(Laughter)
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(smeh)
07:14
So they whip it out. And you see men, they have that black card.
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Oni je izvuku. I vidite, čoveče, ovaj ima crnu karticu.
07:16
I want that because that means that they're cooler than I am,
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Ja je želim jer to znači da sam više kul nego što jesam,
07:18
and I need that.
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a to mi je potrebno.
07:20
And this is used in games as well.
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A ovo se koristi i 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 igara 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 tek na četvrtom nivou, ali očajnički želim na deseti,
07:28
because they've got that cool red badge thing,
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jer oni imaju tu kul crvenu značku,
07:30
and that means that I am somehow better than everyone else.
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a to znači da sam nekako bolji od svih ostalih.
07:33
And that's very powerful to me. Status is really good motivator.
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To je za mene vrlo moćno. Status je vrlo dobar motivator.
07:36
It's also used in more conventional settings
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Takođe se koristi u konvencionalnijiim okruženjima
07:38
and can be used more consciously in conventional settings.
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i može se svesnije koristiti u konvencionalnim okruženjima.
07:41
School -- and remember, I made it through one year,
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Škola - upamtite, završio sam jednu godinu,
07:44
so I think I'm qualified to talk on school --
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pa mislim da sam kvalifikovan da govorim o školi -
07:46
is a game, it's just not a terribly well-designed game, right.
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je igra, samo ne baš strašno dobro osmišljena igra, zar ne.
07:49
There are levels. There are C. There are B. There is A.
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Postoje nivoi. Postoji 3. Postoji 4. Postoji 5.
07:52
There are statuses. I mean, what is valedictorian, but a status?
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Postoje statusi. Mislim, šta je vukovac, ako nije status?
07:55
If we called valedictorian a "white knight paladin level 20,"
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Da se vukovac zove "beli vitez paladin, nivo 20",
07:59
I think people would probably work a lot harder.
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mislim da bi se ljudi mnogo više trudili.
08:02
(Laughter)
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(smeh)
08:05
So school is a game, and there have been lots of experimentations
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Dakle, škola je igra i postoji mnogo eksperimenata
08:08
on how we do this properly.
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kako da se ovo uradi kako treba.
08:10
But let's use it consciously. Like why have games that you can lose?
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Ali koristimo to svesno. Zašto bismo imali igre u kojim možete izgubiti?
08:13
Why go from an A to an F or a B to a C?
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Zašto ići sa 5 na 1, sa 4 na 3?
08:15
That sucks. Why not level-up?
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To je bezveze. Zašto da ne napredujemo?
08:17
And at Princeton, they've actually experimented with this,
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Na "Prinstonu" su eksperimentisali s ovim,
08:19
where they have quizzes where you gain experience points,
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imaju kvizove gde dobijate poene za iskustvo
08:21
and you level up from B to an A.
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i napredujete sa 4 na 5.
08:23
And it's very powerful.
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Veoma je moćno.
08:25
It can be used in interesting ways.
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Može da se koristi na interesantne načine.
08:28
The third one I want to talk about quickly is the progression dynamic,
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Treći o kom želim ukratko da kažem je princip napretka,
08:30
where you have to sort of make progress,
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gde morate da napredujete,
08:32
you have to move through different steps in a very granular fashion.
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morate da prođete kroz neke korake, stepenasto.
08:35
This is used all over the place, including LinkedIn,
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Ovo se svuda koristi, uključujući "LinkedIn",
08:38
where I am an un-whole individual.
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gde sam ja nekompletna ličnost.
08:40
I am only 85 percent complete on LinkedIn,
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Samo sam 85% potpun na "LinkedIn"
08:43
and that bothers me.
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i to mi smeta.
08:45
And this is so deep-seated in our psyche
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I to je toliko duboko ukorenjeno u našoj psihi,
08:48
that when we're presented with a progress bar
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da, kada se nađemo pred linijom napretka
08:50
and presented with easy, granular steps
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i pred lakim, postepenim koracima
08:52
to take to try and complete that progress bar, we will do it.
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koje treba preći da bi se postigao napredak, to ćemo uraditi.
08:55
We will find a way to move that blue line
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Pronaći ćemo način da pomerimo tu plavu liniju
08:57
all the way to the right edge of the screen.
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skroz do desne ivice ekrana.
09:00
This is used in conventional games as well.
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Ovo se takođe koristi u konvencionalnim igrama.
09:02
I mean, you see this is a paladin level 10,
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Mislim, ovo je paladin na nivou 10,
09:04
and that's a paladin level 20,
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a to paladin na nivou 20
09:06
and if you were going to fight, you know, orcs on the fields of Mordor
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i ako treba da se bortire sa orcima na poljima Mordora
09:09
against the Raz al Ghul,
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protiv Raz al Gula,
09:11
you'd probably want to be the bigger one, right.
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verovatno ćete želeti da budete onaj veći, je l' tako.
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 ljudi se veoma trude da napreduju.
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 najuspešnijih igara svih vremena.
09:20
The average player spends something like
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Prosečni igrač provede oko
09:22
six, six-and-a-half hours a day on it.
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šest, šest ipo sati dnevno igrajući je.
09:24
Their most dedicated players, it's like a full-time job.
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To su najposvećeniji igrači, kao puno radno vreme.
09:27
It's insane. And they have these systems where you can level-up.
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To je ludo. I postoje sistemi kako napredujete.
09:30
And that's a very powerful thing. Progression is powerful.
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I to je veoma moćna stvar. Napredak je moćan.
09:34
It can also be used in very compelling ways for good.
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Na veoma ubedljiv način se može koristiti 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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je kako koristiti igre za upravljanje lokalnim biznisom,
09:42
to sort of something that is very key to the economy.
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za nešto što je od značaja za ekonomiju.
09:44
And here we have a game that people play.
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I imamo igru koju ljudi igraju.
09:47
They go places, they do challenges, they earn points.
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Idu na mesta, rešavaju izazove, stiču poene.
09:49
And we've introduced a progression dynamic into it,
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Uveli smo i princip napretka, gde,
09:51
where, by going to the same place over and over,
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idući iznova na isto mesto,
09:53
by doing challenges, by engaging with the business,
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rešavanjem izazova, uključivanjem u posao,
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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pomerate zelenu liniju sa leve na desnu stranu ekrana
09:58
and you eventually unlock rewards.
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i na kraju otključate nagrade.
10:00
And this is powerful enough that we can see
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Ovo je dovoljno moćno, da vidimo
10:02
that it hooks people into these dynamics,
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da se ljudi vezuju za ove principe,
10:04
pulls them back to the same local businesses,
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vraćaju se istim lokalnim biznisima,
10:06
creates huge loyalty, creates engagement,
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stvara se ogromna lojalnost, uključenost,
10:08
and is able to drive meaningful revenue
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i stvara se značajan prihod
10:10
and fun and engagement to businesses.
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i zabava i povezanost sa biznisima.
10:12
These progression dynamics are powerful
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Ovi principi napretka su moćni
10:14
and can be used in the real world.
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i mogu se koristiti u realnom svetu.
10:16
The final one I want to talk about -- and it's a great one to end on --
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Poslednji o kom želim da pričam - i odličan je za kraj -
10:19
is this concept of communal discovery,
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je koncept zajedničkog otkrića,
10:21
a dynamic in which everyone has to work together
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princip u kom ljudi moraju da rade zajedno
10:24
to achieve something.
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da bi postigli nešto.
10:26
And communal discovery is powerful because it leverages
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Zajedničko otkriće je moćno zato što koristi
10:28
the network that is society
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mrežu, koju čini društvo,
10:30
to solve problems.
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za rešavanje problema.
10:33
This is used in some sort of famous consumer web stories,
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Ovo se koristi u nekim poznatim potrošačkim veb pričama,
10:36
like Digg, which I'm sure you've all heard of.
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kao što je "Digg", mislim da svi znate za to.
10:38
Digg is a communal dynamic
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"Digg" je zajednički princip
10:40
to try to find and source the best news,
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za pronalaženje najboljih vesti,
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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Prvo su ovo napravili kao igru.
10:46
They had a leader board, where, if you recommended the best stories,
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Imali su tabelu najboljih, gde, ako biste preporučili najbolje priče,
10:49
you would get points.
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dobijali biste poene.
10:51
And that really motivated people to find the best stories.
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To je stvarno motivisalo ljude da nalaze najbolje priče.
10:53
But it became so powerful that there was actually a cabal,
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Ali postalo je toliko moćno, da je nastala zavera,
10:56
a group of people, the top seven on the leader board,
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grupa ljudi, najboljih sedam,
10:59
who would work together to make sure they maintained that position.
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radila je zajedno kako bi održavali tu poziciju.
11:02
And they would recommend other people's stories,
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Preporučivali bi priče drugih.
11:04
and the game became more powerful than the goal.
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I igra je postala moćnija od cilja.
11:06
And they actually had to end up shutting down the leader board
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Na kraju su morali da ugase tabelu s rezultatima
11:08
because while it was effective,
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jer, koliko god efektivna,
11:10
it was so powerful that it stopped sourcing the best stories
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prestalo se sa nalaženjem najboljih priča
11:12
and started having people work to maintain their leadership.
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i ljudi su počeli da rade kako bi zadržali vođstvo.
11:15
So we have to use this one carefully.
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Dakle ovo treba pažljivo da koristimo.
11:17
It's also used in things like McDonald's Monopoly,
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To se koristi i na primer u "MekDonalds Monopolu",
11:19
where the game is not the Monopoly game you're playing,
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gde igra nije "Monopol", nego
11:21
but the sort of cottage industries that form
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industrije kućica koje se formiraju
11:23
to try and find Boardwalk, right.
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kako bi pronašle "Boardwalk" ulicu.
11:25
And now they're just looking for a little sticker that says "Boardwalk."
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I sada samo traže malu nalepnicu na kojoj piše "Boardwalk".
11:28
But it can also be used to find real things.
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Ali može se koristiti i za nalaženje pravih stvari.
11:30
This is the DARPA balloon challenge,
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Ovo je izazov sa balonima kompanije "DARPA",
11:32
where they hid a couple balloons all across the United States
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u kom su sakrili dva balona širom SAD-a
11:35
and said, "Use networks.
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i rekli, "Koristite mreže.
11:37
Try and find these balloons fastest, and the winner will get $40,000."
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Pokušajte najbrže da nađete ove balone i pobednik dobija 40.000$".
11:40
And the winner was actually a group out of MIT,
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A pobedila je grupa studenata sa MIT-a
11:42
where they created sort of a pyramid scheme, a network,
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koja je kreirala piramidalnu šemu, mrežu,
11:44
where the first person to recommend the location of a balloon
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gde je prva osoba koja je predložila lokaciju balona
11:46
got $2,000 and anyone else to push that recommendation up
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dobila 2.000$ i svako ko bi to proširio
11:49
also got a cut of it.
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takođe je dobijao deo.
11:51
And in 12 hours, they were able to find
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I za 12 sati su uspeli da nađu
11:53
all these balloons, all across the country, right.
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sve ove balone, širom zemlje.
11:55
Really powerful dynamic.
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Zaista moćan princip.
11:57
And so, I've got about 20 seconds left,
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Ostalo mi je oko 20 sekundi,
12:00
so if I'm going to leave you with anything,
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pa ću vam reći sledeće,
12:02
last decade was the decade of social.
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prošla decenija bila je decenija društvenog.
12:04
This next decade is the decade of games.
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Ovo je decenija igara.
12:06
We use game dynamics to build on it. We build with mindshare.
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Izgrađujemo na principa igre. Gradimo zajedničkim idejama.
12:08
We can influence behavior.
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Možemo da utičemo na ponašanje.
12:10
It is very powerful. It is very exciting.
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Veoma je moćno. Veoma je uzbudljivo.
12:12
Let's all build it together, let's do it well and have fun playing.
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Gradimo zajedno, uradimo to dobro i zabavimo se igrajući.
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