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.

More profile about the speaker
Seth Priebatsch | Speaker | TED.com
TEDxBoston 2010

Seth Priebatsch: The game layer on top of the world

Seth Priebatsch:世界第一的遊戲社交圈

Filmed:
933,089 views

目前為止,我們已經讓Facebook和Twitter成為我們在網路世界裡的社交工具 -- 這些工具建立出一種凌駕於真實世界的"網路社交圈"。在TEDxBoston這場演講中,Seth Priebatsch認為下一種社交圈是:遊戲社交圈。隨著群體趨向的遊戲驅動力的普及化,將會重塑我們的教育和商業模式。
- 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

Double-click the English transcript below to play the video.

00:15
My name's名字的 Seth賽斯 Priebatsch普瑞巴什. I'm the chief首席 ninja忍者 of SCVNGRSCVNGR.
0
0
3000
我叫Seth Priebatsch。我是SCVNGR的首席忍者。(註:SCVNGR為美國的網路遊戲公司,公司將CEO稱chief ninja)
00:18
I am a proud驕傲 Princeton普林斯頓 dropout退出.
1
3000
2000
我是個驕傲的普林斯頓輟學生。
00:20
Also proud驕傲 to have relocated搬遷 here to Boston波士頓,
2
5000
2000
同時也非常驕傲能夠再回到波士頓,
00:22
where I actually其實 grew成長 up.
3
7000
2000
這個我出生的地方。
00:24
Yeah, Boston波士頓.
4
9000
2000
我愛波士頓。
00:26
Easy簡單 wins. I should just go and name名稱 the counties that we've我們已經 got around here.
5
11000
3000
我到處走訪各地,為了宣達這種概念。
00:29
So, I'm also fairly相當 determined決心 to try and build建立
6
14000
2000
我決定要去嘗試
00:31
a game遊戲 layer on top最佳 of the world世界.
7
16000
2000
建立一個超棒的遊戲社交圈。
00:33
And this is sort分類 of a new concept概念, and it's really important重要.
8
18000
2000
這是一種新的概念,但它很重要。
00:35
Because while the last decade
9
20000
2000
因為,過去十年,
00:37
was the decade of social社會
10
22000
2000
是網路社交的黃金十年,
00:39
and the decade of where the framework骨架
11
24000
2000
在過去的這十年間
00:41
in which哪一個 we connect with other people was built內置,
12
26000
2000
我們建構了連接人與人的網路平台,
00:43
this next下一個 decade will be the decade where
13
28000
2000
而下一個十年,
00:45
the game遊戲 framework骨架 is built內置,
14
30000
2000
將會是遊戲型平台的建構期,
00:47
where the motivations動機 that we use to actually其實 influence影響 behavior行為,
15
32000
3000
玩遊戲的動機會影響我們的行為,
00:50
and the framework骨架 in which哪一個 that is constructed,
16
35000
2000
這些正在建構的平台,
00:52
is decided決定 upon, and that's really important重要.
17
37000
2000
是很重要的。
00:54
And so I say that I want to build建立 a game遊戲 layer on top最佳 of the world世界,
18
39000
3000
所以剛剛說,我要建立一個最棒的遊戲社交圈,
00:57
but that's not quite相當 true真正
19
42000
2000
這可能有點不對,
00:59
because it's already已經 under construction施工; it's already已經 happening事件.
20
44000
2000
因為它已經是進行式了,它正在發生。
01:01
And it looks容貌 like this right now.
21
46000
2000
它現在看起來是這模樣。
01:03
It looks容貌 like the Web捲筒紙 did back in 1997, right?
22
48000
3000
這看起來像1997年時的網頁畫面,對吧?
01:06
It's not very good. It's cluttered凌亂.
23
51000
2000
因為它現在又糟又亂。
01:08
It's filled填充 with lots of different不同 things
24
53000
2000
有一大堆不同類型的遊戲充斥在網路上,
01:10
that, in short, aren't that fun開玩笑.
25
55000
2000
總之,看起來一點都不好玩。
01:12
There are credit信用 card schemes方案 and airline航空公司 mile英里 programs程式
26
57000
3000
像是信用卡公司的刷卡專案、航空公司的里程計畫、優惠券等等
01:15
and coupon優惠券 cards and all these loyalty忠誠 schemes方案
27
60000
3000
它們利用民眾玩遊戲的驅動力來建立遊戲社交圈,
01:18
that actually其實 do use game遊戲 dynamics動力學
28
63000
2000
以便提升顧客忠誠,
01:20
and actually其實 are building建造 the game遊戲 layer: they just suck吮吸.
29
65000
3000
真的是爛透了。
01:23
They're not very well designed設計, right?
30
68000
3000
這種消費遊戲設計的很爛,對吧?
01:26
So, that's unfortunate不幸的.
31
71000
2000
這真是不幸。
01:28
But luckily, as my favorite喜愛 action行動 hero英雄,
32
73000
2000
不過運氣很好的是,我最愛的動作巨星,
01:30
Bob短發 the Builder生成器, says,
33
75000
2000
建築師巴布說,(註:Bob the Builder,在歐美相當受歡迎的卡通影片)
01:32
"We can do better. We can build建立 this better."
34
77000
2000
"我們可以做的更好,我們可以蓋出更棒的建物"
01:34
And the tools工具, the resources資源
35
79000
2000
而其實
01:36
that we use to build建立 a game遊戲 layer
36
81000
2000
我們用來建構遊戲社交圈的工具和資源,
01:38
are game遊戲 dynamics動力學 themselves他們自己.
37
83000
2000
就是遊戲驅動力。
01:40
And so, sort分類 of, the crux癥結 of this presentation介紹 is going to go through通過
38
85000
2000
今天演講的關鍵點,
01:42
four really important重要 game遊戲 dynamics動力學, really interesting有趣 things,
39
87000
3000
就是要介紹4個重要的遊戲驅動力,非常有趣,
01:45
that, if you use consciously自覺,
40
90000
2000
如果你利用這些驅動力,
01:47
you can use to influence影響 behavior行為,
41
92000
3000
你就能影響他人行為,
01:50
both for good, for bad, for in-between在兩者之間.
42
95000
2000
可以引導他人做出好的行為,或是壞的行為,或是同時發生。
01:52
Hopefully希望 for good.
43
97000
2000
希望都是好的行為。
01:54
But this is sort分類 of the important重要 stages階段
44
99000
2000
這個遊戲平台的建立
01:56
in which哪一個 that framework骨架 will get built內置,
45
101000
2000
將是最重要的一個階段,
01:58
and so we want to all be thinking思維 about it consciously自覺 now.
46
103000
3000
我們應該認真清楚的思考這件事情。
02:01
Just before we jump into that, there's sort分類 of a question of: why is this important重要?
47
106000
3000
在我們開始說明之前,讓我們先自問:為什麼它很重要?
02:04
I'm sort分類 of making製造 this claim要求 that there is a game遊戲 layer on top最佳 of the world世界,
48
109000
3000
為什麼我剛說建立最棒的遊戲社交圈
02:07
and that it's very important重要 that we build建立 it properly正確.
49
112000
3000
會是我們優先建立的重要工作。
02:10
The reason原因 that it's so important重要 is that, the last decade,
50
115000
2000
原因就是,在最近十年間,
02:12
what we've我們已經 seen看到 has been building建造 the social社會 layer,
51
117000
3000
我們已經建立了一種網路社交圈,
02:15
has been this framework骨架 for connections連接,
52
120000
3000
一種連接人與人的網路平台,
02:18
and construction施工 on that layer is over, it's finished.
53
123000
3000
這種社交圈的建設已經到達終點,已經結束了。
02:21
There's still a lot to explore探索.
54
126000
2000
許多人仍在這領域摸索新的新的可能性。
02:23
There's still a lot of people who are trying to figure數字 out social社會
55
128000
2000
還有許多人試著創造這種社會性網路平台,
02:25
and how do we leverage槓桿作用 this and how do we use this,
56
130000
2000
還在試著去了解該如何利用這平台,
02:27
but the framework骨架 itself本身 is doneDONE,
57
132000
2000
但其實這種平台目前已經走到了盡頭,
02:29
and it's called FacebookFacebook的.
58
134000
3000
這盡頭叫做Facebook。
02:32
And that's okay, right? A lot of people are very happy快樂 with FacebookFacebook的.
59
137000
3000
走到盡頭也沒關係,對吧?反正有很多人樂於使用Facebook。
02:35
I like it quite相當 a lot.
60
140000
2000
我其實也挺愛的。
02:37
They've他們已經 created創建 this thing called the Open打開 Graph圖形,
61
142000
2000
Facebook利用所謂的"開放圖表"(Open Graph),
02:39
and they own擁有 all of our connections連接.
62
144000
2000
擁有所有使用者的關係資料。
02:41
They own擁有 half a billion十億 people.
63
146000
2000
這網站擁有5億人的關係資料。
02:43
And so when you want to build建立 on the social社會 layer,
64
148000
2000
若你才剛想到要去建立網路社交圈,
02:45
the framework骨架 has been decided決定; it is the Open打開 Graph圖形 APIAPI.
65
150000
3000
Facebook早就知道你跟什麼有關聯了,這就是"開放圖表應用程式"(Open Graph API)。
02:48
And if you're happy快樂 with that, fantastic奇妙.
66
153000
2000
若你因此而高興,那很棒。
02:50
If you're not, too bad. There's nothing you can do.
67
155000
3000
若你覺得這樣不太好,那太糟了,因為你無能為力。
02:53
But this next下一個 decade -- and that's a real真實 thing.
68
158000
3000
但接下來的十年,某件事一定會發生。
02:56
I mean, we want to build建立 frameworks構架
69
161000
2000
我是要講,我們要建立一種平台,
02:58
in a way that makes品牌 it acceptable接受
70
163000
3000
這種平台的資料是人人可以讀取的,
03:01
and makes品牌 it, you know, productive生產的 down the road.
71
166000
2000
而且,當然,內容更豐富。
03:03
So, the social社會 layer is all about these connections連接.
72
168000
3000
所以,網路社交圈就包含了所有人的關係鏈。
03:06
The game遊戲 layer is all about influence影響.
73
171000
2000
而遊戲社交圈將帶來重大的影響。
03:08
It's not about adding加入 a social社會 fabric to the Web捲筒紙
74
173000
2000
它可不僅僅只有網路社交的部份,
03:10
and connecting you to other people
75
175000
2000
它可以隨時隨地把你跟別人連接在一起,
03:12
everywhere到處 you are and everywhere到處 you go.
76
177000
2000
不論你在哪或是想去哪。
03:14
It's actually其實 about using運用 dynamics動力學, using運用 forces軍隊,
77
179000
3000
它使用了某些驅動力,會有某種力量
03:17
to influence影響 the behavior行為
78
182000
2000
去影響你的行為,
03:19
of where you are, what you do there, how you do it.
79
184000
2000
不論你在哪,不論你在那做什麼,還有你打算怎麼做。
03:21
That's really, really powerful強大, and it's going to be more important重要 than the social社會 layer.
80
186000
3000
這會非常有力,而且重要性會遠超過網路社交圈。
03:24
It's going to affect影響 our lives生活 more deeply
81
189000
2000
它會影響我們的生活
03:26
and perhaps也許 more invisibly無形.
82
191000
2000
更深入,更無形。
03:28
And so it's incredibly令人難以置信 critical危急
83
193000
2000
這難以置信的關鍵點,
03:30
that at this moment時刻, while it's just getting得到 constructed,
84
195000
2000
就在這一切正在形成的此時此刻,
03:32
while the frameworks構架 like FacebookFacebook的, like the Open打開 Graph圖形,
85
197000
3000
社交平台如Facebook、或是開放圖表,
03:35
are being存在 created創建 for the game遊戲 layer equivalent當量,
86
200000
2000
最多也只能跟遊戲社交圈並駕齊驅,
03:37
that we think about it very consciously自覺,
87
202000
2000
我們認為這是非常合理的,
03:39
and that we do it in a way that is open打開,
88
204000
2000
我們也將它設計成開放、
03:41
that is available可得到, and that can be leveraged槓桿 for good.
89
206000
2000
人人都能使用,甚至給人帶來益處。
03:43
And so that's what I want to talk about for game遊戲 dynamics動力學,
90
208000
2000
我想先來聊聊遊戲驅動力,
03:45
because construction施工 has just begun開始,
91
210000
2000
因為這才剛起步,
03:47
and the more consciously自覺 we can think about this,
92
212000
2000
更合理地來說,
03:49
the better we'll be able能夠 to use it
93
214000
2000
我們希望在各種領域裡,
03:51
for anything that we want.
94
216000
2000
可以把它發揮得更好。
03:53
So like I said, the way that you go through通過 and build建立 on the game遊戲 layer
95
218000
3000
你在遊戲社交圈中所建立的、所經歷的的任何東西,
03:56
is not with glass玻璃 and steel and cement水泥.
96
221000
3000
都將受到保護不任意外洩。
03:59
And the resources資源 that we use are not this
97
224000
2000
我們使用的資源
04:01
two-dimensional二維 swath大片 of land土地 that we have.
98
226000
3000
可不僅是那在螢幕上的平面地圖。
04:04
The resources資源 are mindshare傳立媒體 and the tools工具, the raw生的 materials物料 are these game遊戲 dynamics動力學.
99
229000
3000
這資源是心靈市佔率,這是遊戲驅動力中的原料。
04:07
So with that, you know, a couple一對 game遊戲 dynamics動力學 to talk about.
100
232000
3000
所以,我今天要跟各位介紹4種遊戲驅動力。
04:10
Four. Back at SCVNGRSCVNGR, we like to joke玩笑
101
235000
2000
在SCVNGR,我們總是開玩笑說,
04:12
that with seven game遊戲 dynamics動力學, you can get anyone任何人 to do anything.
102
237000
3000
如果有了7種遊戲驅動力,你可以指使任何人做任何事情。
04:15
And so today今天, I'm going to show顯示 you four,
103
240000
2000
所以今天,我只會跟各位介紹4個,
04:17
because I hope希望 to have a competitive競爭的 advantage優點 at the end結束 of this, still.
104
242000
3000
因為我還希望演講後公司還能保有一點競爭優勢。
04:20
(Laughter笑聲)
105
245000
3000
(笑)
04:23
So the first one, it's a very simple簡單 game遊戲 dynamic動態.
106
248000
2000
第一個,是非常簡單的遊戲驅動力。
04:25
It's called the appointment約定 dynamic動態.
107
250000
2000
稱為約定動力(appointment dynamic)。
04:27
And this is a dynamic動態 in which哪一個 to succeed成功,
108
252000
2000
這個動力是來自於
04:29
players玩家 have to do something at a predefined預定義 time,
109
254000
2000
玩家得在某特定時間做出某件事,
04:31
generally通常 at a predefined預定義 place地點.
110
256000
2000
一般來說也要在特定的地點作。
04:33
And these dynamics動力學 are a little scary害怕 sometimes有時,
111
258000
2000
這些動力有時候有點恐怖,
04:35
because you think, you know,
112
260000
2000
因為,各位想像一下,
04:37
other people can be using運用 forces軍隊 that will manipulate操作
113
262000
2000
會有其他人使用這種力量
04:39
how I interact相互作用: what I do, where I do it, when I do it.
114
264000
3000
去操縱我和他人的互動、行為、行為的地點、行為的時間點。
04:42
This sort分類 of loss失利 of free自由 will that occurs發生 in games遊戲
115
267000
2000
失去自由的情況會出現在遊戲中,
04:44
can be frightening可怕的,
116
269000
2000
這很可怕,
04:46
so with each dynamic動態, I'm going to give three examples例子:
117
271000
2000
對於這4種驅動力,我會從三方面來講,
04:48
one that shows節目 how this is already已經 being存在 used in the real真實 world世界,
118
273000
3000
第一,我會舉例這在真實世界裡如何運用,
04:51
so you can sort分類 of rationalize理順 it a little bit;
119
276000
2000
這樣各位比較容易體會,
04:53
one that shows節目 it in what we consider考慮 a conventional常規 game遊戲 --
120
278000
3000
第二,我會講這些是出自傳統遊戲中的哪部分,
04:56
I think everything is a game遊戲, but this is sort分類 of
121
281000
2000
我認為所有事物都是個遊戲,就像
04:58
more of a what you would think is a game遊戲 played發揮 on a board or on a computer電腦 screen屏幕,
122
283000
3000
你在玩某種棋盤遊戲或是電腦遊戲,
05:01
and then one how this can be used for good,
123
286000
2000
第三,這會被如何應用在好的方面,
05:03
so we can see that these forces軍隊 can really be very powerful強大.
124
288000
2000
我們會見識到這些力量是多麼有影響力。
05:05
So the first one -- the most famous著名 appointment約定 dynamic動態 in the world世界 --
125
290000
3000
首先,世界上最著名的約定動力,
05:08
is something called happy快樂 hour小時.
126
293000
3000
就是"快樂時光"(註:歐美酒吧的減價時段)。
05:11
So I just recently最近 dropped下降 out of Princeton普林斯頓
127
296000
3000
我才剛從普林斯頓大學輟學,
05:14
and actually其實 ended結束 up for the first time in a bar酒吧,
128
299000
2000
第一次在酒吧結束學生生涯,
05:16
and I saw these happy快樂 hour小時 things all over the place地點, right.
129
301000
3000
然後我在發現許多酒吧都有這個優惠時段。
05:19
And this is simply只是 an appointment約定 dynamic動態.
130
304000
2000
這是一個簡易的約定動力。
05:21
Come here at a certain某些 time, get your drinks飲料 half off.
131
306000
2000
特定時間到這裡集合,買到一杯半價飲料。
05:23
To win贏得, all you have to do is show顯示 up at the right place地點 at the right time.
132
308000
3000
為了勝利,因為你會在特定時間出現在特定地點。
05:27
This game遊戲 dynamic動態 is so powerful強大
133
312000
2000
這種遊戲驅動力影響力很大,
05:29
that it doesn't just influence影響 our behavior行為, it's influenced影響 our entire整個 culture文化.
134
314000
3000
這不只是影響我們的行為,是影響了我們整個文化。
05:32
That's a really scary害怕 thought,
135
317000
2000
這是個很可怕的,
05:34
that one game遊戲 dynamic動態 can change更改 things so powerfully有力.
136
319000
3000
僅僅一個遊戲驅動力能如此有效的改變事物。
05:37
It also exists存在 in more conventional常規 game遊戲 forms形式.
137
322000
2000
這同樣也存在許多傳統遊戲裡。
05:39
I'm sure you've all heard聽說 of Farmville法姆維爾 by now.
138
324000
2000
相信各位都聽過Farmville這款遊戲。(註:Facebook上的知名網頁遊戲)
05:41
If you haven't沒有, I recommend推薦 playing播放 it.
139
326000
2000
若你沒聽過,我建議你來試試看。
05:43
You won't慣於 do anything else其他 with the rest休息 of your day.
140
328000
2000
只要一碰,你就不會想在閒暇時間裡做其他事情了。
05:45
Farmville法姆維爾 has more active活性 users用戶 than Twitter推特.
141
330000
3000
Farmville的玩家可能比Twitter的使用者更多。
05:48
It's incredibly令人難以置信 powerful強大, and it has this dynamic動態
142
333000
2000
這真是不可思議的強大,而這種驅動力
05:50
where you have to return返回 at a certain某些 time
143
335000
2000
會讓你在特定時間一再的打開電腦,
05:52
to water your crops作物 -- fake crops作物 -- or they wilt枯萎.
144
337000
3000
為你的穀物灌溉,虛擬穀物,否則它們會枯死。
05:55
And this is so powerful強大 that, when they tweak their stats統計,
145
340000
3000
這強大的地方在於,遊戲公司只要稍微動一下遊戲數值,
05:58
when they say your crops作物 wilt枯萎
146
343000
2000
讓你的穀物枯死時間
06:00
after eight hours小時, or after six hours小時, or after 24 hours小時,
147
345000
3000
是在8小時後,或是6小時後,或24小時後,
06:03
it changes變化 the lifecycle生命週期
148
348000
2000
這一點動作
06:05
of 70 million-some百萬一些 people during the day.
149
350000
2000
就會改變7千萬人一天的生活作息。
06:07
They will return返回 like clockwork發條裝置 at different不同 times.
150
352000
3000
他們會像時鐘一樣準時回來種田。
06:10
So if they wanted the world世界 to end結束, if they wanted productivity生產率 to stop,
151
355000
3000
除非想要農莊倒掉或是生產停止,
06:13
they could make this a 30-minute-分鐘 cycle週期,
152
358000
2000
不然玩家會每30分鐘回來看一下,
06:15
and no one could do anything else其他, right?
153
360000
2000
然後整天都不用做別的事了。
06:17
(Laughter笑聲)
154
362000
2000
(笑)
06:19
That's a little scary害怕.
155
364000
2000
這實在很嚇人。
06:21
But this could also be used for good.
156
366000
2000
但這也能應用在好的事物上。
06:23
This is a local本地 company公司 called Vitality活力, and they've他們已經 created創建 a product產品
157
368000
2000
這是一家國內公司,叫Vitality,他們製造了一種產品
06:25
to help people take their medicine醫學 on time.
158
370000
2000
可以幫助人們在固定吃間吃藥。
06:27
That's an appointment約定.
159
372000
2000
這就是一種約定。
06:29
It's something that people don't do very well.
160
374000
2000
有些事情人總是做不好。
06:31
And they have these GlowCapsGlowCaps, which哪一個, you know, flash and email電子郵件 you
161
376000
3000
而這家公司就推出了GlowCaps,它會發光或是發送email
06:34
and do all sorts排序 of cool things to remind提醒 you to take your medicine醫學.
162
379000
2000
或是做一堆奇怪的事情來提醒你該吃藥。
06:36
This is one that isn't a game遊戲 yet然而, but really should be.
163
381000
2000
這還不太像是一種遊戲,但實際上它是。
06:38
You should get points for doing this on time.
164
383000
2000
你準時做到就會得分。
06:40
You should lose失去 points for not doing this on time.
165
385000
2000
妳沒準時做到就會扣分。
06:42
They should consciously自覺 recognize認識
166
387000
2000
使用者會清楚的意識到
06:44
that they've他們已經 built內置 an appointment約定 dynamic動態 and leverage槓桿作用 the games遊戲.
167
389000
2000
他們已經建立了一種約定力,充份利用了遊戲功能。
06:46
And then you can really achieve實現 good in some interesting有趣 ways方法.
168
391000
3000
也因此你能透過有趣的過程做到某些好事。
06:49
We're going to jump onto the next下一個 one, maybe. Yes.
169
394000
2000
讓我們進入下一個,沒錯,
06:51
Influence影響 and status狀態.
170
396000
2000
就是感染力(Influence)和地位(status)。
06:53
So this is one of the most famous著名 game遊戲 dynamics動力學.
171
398000
2000
這是遊戲驅動力中最受歡迎的部分。
06:55
It's used all over the place地點.
172
400000
2000
這能應用在任何領域。
06:57
It's used in your wallets錢包, right now.
173
402000
2000
這現在就應用在各位的皮夾裡,
06:59
We all want that credit信用 card on the far left
174
404000
2000
我們都希望拿到畫面最右邊的那張信用卡,
07:01
because it's black黑色.
175
406000
2000
運通頂級黑卡。
07:03
And you see someone有人 at CVSCVS or --
176
408000
2000
當你看到某人在便利商店...
07:05
not CVSCVS -- at Christian基督教 Dior迪奧 or something, and then ...
177
410000
3000
不是便利商店,是在迪奧(Christian Dior)或是其他精品專賣店時,這張卡才會出現..
07:08
I don't know. I don't have a black黑色 card; I've got a debit借方 card.
178
413000
3000
我不熟啦,我又沒拿過黑卡,提款卡倒是有1張。
07:11
(Laughter笑聲)
179
416000
3000
(笑)
07:14
So they whip鞭子 it out. And you see men男人, they have that black黑色 card.
180
419000
2000
他們手一伸,你看到他們手上拿著黑卡。
07:16
I want that because that means手段 that they're cooler冷卻器 than I am,
181
421000
2000
我會想要黑卡,是因為這張卡意味著身分高人一等,
07:18
and I need that.
182
423000
2000
所以我想要。
07:20
And this is used in games遊戲 as well.
183
425000
2000
這也是一種遊戲。
07:22
"Modern現代 Warfare戰爭," one of the most successful成功 selling銷售 games遊戲 of all time.
184
427000
3000
這種"現代戰爭",是商業遊戲最成功的一環。
07:25
I'm only a level水平 four, but I desperately拼命 want to be a level水平 10,
185
430000
3000
我在這場遊戲中只有等級4,但我會拼老命衝到等級10來得到卡,
07:28
because they've他們已經 got that cool red badge徽章 thing,
186
433000
2000
因為這張黑卡就像是英勇的紅色勳章,
07:30
and that means手段 that I am somehow不知何故 better than everyone大家 else其他.
187
435000
3000
擁有它意味著我在某方面比他人強。
07:33
And that's very powerful強大 to me. Status狀態 is really good motivator動力.
188
438000
3000
這對人是很有影響力的。所以說,地位是很棒的激勵因素。
07:36
It's also used in more conventional常規 settings設置
189
441000
2000
它也被應用在很多傳統的事物上,
07:38
and can be used more consciously自覺 in conventional常規 settings設置.
190
443000
3000
甚至非常刻意的用在某些常見的事物上。
07:41
School學校 -- and remember記得, I made製作 it through通過 one year,
191
446000
3000
像是學校,喔!別忘了我在大學裡呆過1年,
07:44
so I think I'm qualified合格 to talk on school學校 --
192
449000
2000
我想我有資格用學校當例子,
07:46
is a game遊戲, it's just not a terribly可怕 well-designed精心設計 game遊戲, right.
193
451000
3000
其實學校就是遊戲,它是個設計良好的遊戲,
07:49
There are levels水平. There are C. There are B. There is A.
194
454000
3000
學校裡有等級制度,等級C、B、A。
07:52
There are statuses狀態. I mean, what is valedictorian告別演說者, but a status狀態?
195
457000
3000
學校裡有地位制度,就像畢業生致詞代表,這不是個地位嗎?
07:55
If we called valedictorian告別演說者 a "white白色 knight騎士 paladin武士 level水平 20,"
196
460000
4000
若把致詞代表換個名稱,叫"等級20的白色騎馬戰士",
07:59
I think people would probably大概 work a lot harder更難.
197
464000
3000
我猜學生一定會超用功唸書。
08:02
(Laughter笑聲)
198
467000
2000
(笑)
08:05
So school學校 is a game遊戲, and there have been lots of experimentations性實驗
199
470000
3000
所以說學校就是遊戲,裡面有各種測驗,
08:08
on how we do this properly正確.
200
473000
2000
端看我們如何好好通過這些測驗。
08:10
But let's use it consciously自覺. Like why have games遊戲 that you can lose失去?
201
475000
3000
測驗是必要的,你不會想要在這遊戲中當輸家吧?
08:13
Why go from an A to an F or a B to a C?
202
478000
2000
誰要從A變成F,或是從B變成C阿?
08:15
That sucks. Why not level-up升級?
203
480000
2000
這樣就很遜,要提升等級才對阿。
08:17
And at Princeton普林斯頓, they've他們已經 actually其實 experimented試驗 with this,
204
482000
2000
在普林斯頓裡,也有許多測驗,
08:19
where they have quizzes測驗 where you gain獲得 experience經驗 points,
205
484000
2000
獲得經驗值的方式就是參加考試,
08:21
and you level水平 up from B to an A.
206
486000
2000
做的好才能從等級B變成等級A。
08:23
And it's very powerful強大.
207
488000
2000
這很有影響力。
08:25
It can be used in interesting有趣 ways方法.
208
490000
3000
但它可以應用在更有趣的事情上。
08:28
The third第三 one I want to talk about quickly很快 is the progression級數 dynamic動態,
209
493000
2000
第三個,我想講快一點,它是進步動力(progression dynamic)。
08:30
where you have to sort分類 of make progress進展,
210
495000
2000
這種動力會讓你想更進步,
08:32
you have to move移動 through通過 different不同 steps腳步 in a very granular粒狀 fashion時尚.
211
497000
3000
你會透過一些細小的任務來進步。
08:35
This is used all over the place地點, including包含 LinkedInLinkedIn,
212
500000
3000
這應用在許多地方,像是LinkedIn網站(註:LinkedIn是使用者靠自己的履歷做網路社交)
08:38
where I am an un-whole非全 individual個人.
213
503000
2000
在這個網站上,我的資料不夠完整。
08:40
I am only 85 percent百分 complete完成 on LinkedInLinkedIn,
214
505000
3000
我在LinkedIn上只完成了85%的進度,
08:43
and that bothers什麼麻煩事 me.
215
508000
2000
我會很在意這件事。
08:45
And this is so deep-seated根深蒂固 in our psyche精神
216
510000
3000
這個網站會深植在我們的心理,是因為
08:48
that when we're presented呈現 with a progress進展 bar酒吧
217
513000
2000
網頁上會有個"目前進度"的長條,
08:50
and presented呈現 with easy簡單, granular粒狀 steps腳步
218
515000
2000
它會細分成很多小小的步驟,
08:52
to take to try and complete完成 that progress進展 bar酒吧, we will do it.
219
517000
3000
讓你會願意嘗試完成這個"目前進度"。
08:55
We will find a way to move移動 that blue藍色 line
220
520000
2000
我們會有方法移動藍色長條,
08:57
all the way to the right edge邊緣 of the screen屏幕.
221
522000
3000
讓它一直往螢幕右邊移動。
09:00
This is used in conventional常規 games遊戲 as well.
222
525000
2000
這在傳統的電玩中也應用很多。
09:02
I mean, you see this is a paladin武士 level水平 10,
223
527000
2000
看,左邊是個等級10的武士,
09:04
and that's a paladin武士 level水平 20,
224
529000
2000
右邊是等級20的武士,
09:06
and if you were going to fight鬥爭, you know, orcs獸人 on the fields領域 of Mordor
225
531000
3000
若現在各位將前往魔多攻擊半獸人,
09:09
against反對 the Raz拉茲 al Ghul古爾,
226
534000
2000
並對抗黑暗大頭目,
09:11
you'd probably大概 want to be the bigger one, right.
227
536000
2000
各位應該都會想當右邊的大塊頭吧。
09:13
I would.
228
538000
2000
我就會選右邊的。
09:15
And so people work very hard to level-up升級.
229
540000
2000
所以人們會埋首於等級提升。
09:17
"World世界 of Warcraft魔獸" is one of the most successful成功 games遊戲 of all time.
230
542000
3000
"魔獸世界(World of Warcraft)"是目前最成功的遊戲之一。
09:20
The average平均 player播放機 spends something like
231
545000
2000
平均一個玩家
09:22
six, six-and-a-half六及半 hours小時 a day on it.
232
547000
2000
一天會投入6.5小時。
09:24
Their most dedicated專用 players玩家, it's like a full-time全職 job工作.
233
549000
3000
還有更專業的玩家,把這個當全職工作。
09:27
It's insane. And they have these systems系統 where you can level-up升級.
234
552000
3000
根本是瘋了。這是一個能讓你提升等級的系統。
09:30
And that's a very powerful強大 thing. Progression級數 is powerful強大.
235
555000
3000
進步動力非常有影響力。
09:34
It can also be used in very compelling引人注目 ways方法 for good.
236
559000
3000
同樣它也能應用在很多好的事情上。
09:37
One of the things that we work on at SCVNGRSCVNGR
237
562000
2000
其中一個是SCVNGR,我們的目標
09:39
is how do you use games遊戲 to drive駕駛 traffic交通 and drive駕駛 business商業 to local本地 businesses企業,
238
564000
3000
就是想出如何利用遊戲的手法,去針對當地企業做商業操作,
09:42
to sort分類 of something that is very key to the economy經濟.
239
567000
2000
這對經濟是重要的關鍵。
09:44
And here we have a game遊戲 that people play.
240
569000
3000
所以我們設計了一個遊戲給大眾。
09:47
They go places地方, they do challenges挑戰, they earn points.
241
572000
2000
他們到某個地點,接受某個挑戰,然後賺取經驗值。
09:49
And we've我們已經 introduced介紹 a progression級數 dynamic動態 into it,
242
574000
2000
我們就是將進步動力引進了遊戲之中,
09:51
where, by going to the same相同 place地點 over and over,
243
576000
2000
你可以一直前往某個地方,
09:53
by doing challenges挑戰, by engaging with the business商業,
244
578000
2000
或是接受某種由企業贊助的挑戰活動,
09:55
you move移動 a green綠色 bar酒吧 from the left edge邊緣 of the screen屏幕 to the right edge邊緣 of the screen屏幕,
245
580000
3000
你就能將綠色小方條從最左邊移動到最右邊,
09:58
and you eventually終於 unlock開鎖 rewards獎勵.
246
583000
2000
最後你能獲得獎賞。
10:00
And this is powerful強大 enough足夠 that we can see
247
585000
2000
這種影響力是顯而易見的,
10:02
that it hooks掛鉤 people into these dynamics動力學,
248
587000
2000
人們受到這種動力影響,
10:04
pulls them back to the same相同 local本地 businesses企業,
249
589000
2000
促使人們一直光顧同個當地商家,
10:06
creates創建 huge巨大 loyalty忠誠, creates創建 engagement訂婚,
250
591000
2000
建立極大的忠誠度、密切關係,
10:08
and is able能夠 to drive駕駛 meaningful富有意義的 revenue收入
251
593000
2000
這給企業帶來收益
10:10
and fun開玩笑 and engagement訂婚 to businesses企業.
252
595000
2000
娛樂、承諾。
10:12
These progression級數 dynamics動力學 are powerful強大
253
597000
2000
這種進步動力很有影響力,
10:14
and can be used in the real真實 world世界.
254
599000
2000
並能推廣應用到全世界。
10:16
The final最後 one I want to talk about -- and it's a great one to end結束 on --
255
601000
3000
最後一個我要講的,這當結尾很棒,
10:19
is this concept概念 of communal公社 discovery發現,
256
604000
2000
就是"社群探索"概念的產生,
10:21
a dynamic動態 in which哪一個 everyone大家 has to work together一起
257
606000
3000
這種驅動力會引領每個人一起工作,
10:24
to achieve實現 something.
258
609000
2000
以便達成某個目標。
10:26
And communal公社 discovery發現 is powerful強大 because it leverages槓桿
259
611000
2000
社群探索的有力點,在於
10:28
the network網絡 that is society社會
260
613000
2000
它能利用網路社會的力量
10:30
to solve解決 problems問題.
261
615000
3000
解決各種問題。
10:33
This is used in some sort分類 of famous著名 consumer消費者 web捲筒紙 stories故事,
262
618000
3000
這些使用在一些受歡迎的消費性網路商店裡。
10:36
like Digg掘客, which哪一個 I'm sure you've all heard聽說 of.
263
621000
2000
像是Digg,我相信大家都聽過。(註:書籤社群網站)
10:38
Digg掘客 is a communal公社 dynamic動態
264
623000
2000
Digg就是一種社群動力
10:40
to try to find and source資源 the best最好 news新聞,
265
625000
2000
讓使用者去尋找最棒的新聞,
10:42
the most interesting有趣 stories故事.
266
627000
2000
或是最有趣的小故事。
10:44
And they made製作 this into a game遊戲, initially原來.
267
629000
2000
最初,這對他們而言只是個遊戲。
10:46
They had a leader領導 board, where, if you recommended推薦的 the best最好 stories故事,
268
631000
3000
若你所推薦的某個故事登上了網頁首頁,
10:49
you would get points.
269
634000
2000
就能得到分數。
10:51
And that really motivated動機 people to find the best最好 stories故事.
270
636000
2000
這會刺激使用者去找更多更棒的故事。
10:53
But it became成為 so powerful強大 that there was actually其實 a cabal陰謀,
271
638000
3000
這很有影響力,很像某種幫派,
10:56
a group of people, the top最佳 seven on the leader領導 board,
272
641000
3000
有一群人總是能佔據首頁前7名的位置,
10:59
who would work together一起 to make sure they maintained保持 that position位置.
273
644000
3000
因為他們會一起合作確保在首頁的位置。
11:02
And they would recommend推薦 other people's人們 stories故事,
274
647000
2000
這群體的成員會互相推薦彼此的文章。
11:04
and the game遊戲 became成為 more powerful強大 than the goal目標.
275
649000
2000
遊戲的過程會比達成目標還要有影響力。
11:06
And they actually其實 had to end結束 up shutting關閉 down the leader領導 board
276
651000
2000
最後,霸佔首頁會變成主要的目標,
11:08
because while it was effective有效,
277
653000
2000
這種情形發生的時候,
11:10
it was so powerful強大 that it stopped停止 sourcing採購 the best最好 stories故事
278
655000
2000
社群動力就會讓使用者不再推薦好故事,
11:12
and started開始 having people work to maintain保持 their leadership領導.
279
657000
3000
只會讓使用者專注在如何維持在首頁。
11:15
So we have to use this one carefully小心.
280
660000
2000
所以這種影響力的使用要很小心。
11:17
It's also used in things like McDonald's麥當勞 Monopoly壟斷,
281
662000
2000
另一個例子,像"麥當勞大富翁遊戲"(註:McDonald's Monopoly,麥當勞從1987年開始在歐美的促銷活動,在店內玩類似大富翁的遊戲。)
11:19
where the game遊戲 is not the Monopoly壟斷 game遊戲 you're playing播放,
282
664000
2000
這不太像我們平常在玩的大富翁,
11:21
but the sort分類 of cottage茅屋 industries行業 that form形成
283
666000
2000
消費者會像民宿業者一樣
11:23
to try and find Boardwalk浮橋, right.
284
668000
2000
尋找它們的濱海長堤(註:Boardwalk,紐澤西州大西洋城名景)。
11:25
And now they're just looking for a little sticker貼紙 that says "Boardwalk浮橋."
285
670000
3000
消費者都會希望抽中一張有寫"濱海長堤"的貼紙(註:抽中此貼紙通常是最大獎)。
11:28
But it can also be used to find real真實 things.
286
673000
2000
這能應用在找些真實存在的東西。
11:30
This is the DARPADARPA balloon氣球 challenge挑戰,
287
675000
2000
美國國防部高級研究規劃局(DARPA)推出了氣球挑戰賽,
11:32
where they hid a couple一對 balloons氣球 all across橫過 the United聯合的 States狀態
288
677000
3000
他們隨機在美國內放了10個氣球,
11:35
and said, "Use networks網絡.
289
680000
2000
他們宣布:"請使用網路,
11:37
Try and find these balloons氣球 fastest最快的, and the winner優勝者 will get $40,000."
290
682000
3000
最快找到這些氣球的人,可以贏得4萬美金。"
11:40
And the winner優勝者 was actually其實 a group out of MITMIT,
291
685000
2000
拿走獎金的是麻省理工的一個團隊,
11:42
where they created創建 sort分類 of a pyramid金字塔 scheme方案, a network網絡,
292
687000
2000
他們創立了一個類似老鼠會的網站,
11:44
where the first person to recommend推薦 the location位置 of a balloon氣球
293
689000
2000
第一個到網站報告氣球位置的人,
11:46
got $2,000 and anyone任何人 else其他 to push that recommendation建議 up
294
691000
3000
就能拿到2千美金,然後將消息傳給發現者的所有人,
11:49
also got a cut of it.
295
694000
2000
能均分1千美金。
11:51
And in 12 hours小時, they were able能夠 to find
296
696000
2000
12小時內,這個團隊
11:53
all these balloons氣球, all across橫過 the country國家, right.
297
698000
2000
就蒐集到散布在全美國的10個氣球的位置。
11:55
Really powerful強大 dynamic動態.
298
700000
2000
非常有效的驅動力。
11:57
And so, I've got about 20 seconds left,
299
702000
3000
喔,我還剩20秒,
12:00
so if I'm going to leave離開 you with anything,
300
705000
2000
讓我做個總結,
12:02
last decade was the decade of social社會.
301
707000
2000
近十年來是網路社交的黃金十年,
12:04
This next下一個 decade is the decade of games遊戲.
302
709000
2000
下一個十年是遊戲社交的十年。
12:06
We use game遊戲 dynamics動力學 to build建立 on it. We build建立 with mindshare傳立媒體.
303
711000
2000
我們正在使用這些遊戲驅動力來建立。我們要的是心靈市佔率。
12:08
We can influence影響 behavior行為.
304
713000
2000
我們可以影響人類行為。
12:10
It is very powerful強大. It is very exciting扣人心弦.
305
715000
2000
這會很有影響力,也令人非常興奮。
12:12
Let's all build建立 it together一起, let's do it well and have fun開玩笑 playing播放.
306
717000
3000
讓我們一起建構這個世界,讓我們能一起沉溺在遊戲的世界裡。
Translated by Lin Su-Wei()
Reviewed by Chih-Yuan Huang

▲Back to top

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.

More profile about the speaker
Seth Priebatsch | Speaker | TED.com