SXSW Keynote - The Game Layer On Top Of The World

The Game Layeron Top of the World Seth Priebatsch Chief Ninja @SethPriebatschscvngr.com TheLevelUp.com

The Game Layer

The Decade of GamesSocial Layer à Connections Last decade All about connections Facebook’s Open Graph Construction is overGame Layer à Influence Next decade All about influence No set foundations Construction has just begun (and we’ll all be involved)

What can the game layer do for me? 1. School 2. Customer Acquisition Game Break 1 3. Loyalty 4. LBS à Mainstream 5. Global Warming Game Break 2 #GameLayer + Questions

School School is a game (just a poorly designed one)Schools are near-perfect game ecosystems:• Motivated Players• Challenges• Rewards• Rules• Allies• Enemies• Levels• Appointment Dynamics• Countdowns• Incentives / Disincentives• And on and on and on….

School 2 Problems, 2 FixesProblem SolutionEngagement Progression Dynamic •  Grading is Broken •  Status & Levels •  Moral Hazard Of GameplayCheating Social Fabric of Gameplay •  Misapplied Disincentives •  Player <-> Player Trust •  Ruins Game Integrity

SchoolEngagement

SchoolMoral Hazard of Gameplay

School“But look how many points I have!”

School Grades Fail As RewardsStatus Quo:-  Grades are simply levels.-  Valedictorians, percentiles, honor students are statuses.Problem: -  You can lose this game! -  Failing (progressing negatively) is a constant possibility. -  Shouldn’t ever be able to “level-down.” -  A => C or B => C is BAD.Solution: -  Re-implement grades as a progression dynamic. -  XP++, not a weighted average. -  Focus on the positive end goal, not the negative.

SchoolSchool Right Now One Bad Day

SchoolSchool Meets WoW +10XP

SchoolGrades (status) => Levels (progression) •  Decrease direct correlation of action to reward •  Focus on final goal, not interim ersatz rewards •  Increase engagement levels in school.

SchoolBad: Cheating

SchoolDisincentives

SchoolMisapplied Disincentives Bad Good

School People At Princeton Don’t Cheat(Most) People At Princeton Don’t Cheat

SchoolNo Oversight = No Cheating? The only two rules are •  Write the Honor Code •  Complicity is a Crime

SchoolSocial Fabric Of Gameplay •  Change the game •  Move from omnipotent admin to a self-enforced game.

SchoolSchool’s Out

Customer AcquisitionCustomer Acquisition

Customer Acquisition Dissecting GrouponFree lunch + Communal Gameplay + Countdown

Customer AcquisitionFree Lunch

Customer AcquisitionCommunal Gameplay

Customer AcquisitionCountdown

Customer AcquisitionAnd that, plus an email list = Groupon

Game 1: Practice Makes Perfect GAME #1

STARTCLAPPING

NOW CLAP IN SYNC

GREAT JOB!

LoyaltyLoyalty

LoyaltyStatus (“Hi Norm”)

LoyaltyI want that one ’cause it’s black!

LoyaltyThe “level-up”

LoyaltyInclusive Ownership

LoyaltyExclusive Ownership

LoyaltyInclusive Ownership

LBS à MainstreamLBS à Mainstream

LBS à MainstreamBig Partners

LBS à Mainstream Big Money120100 80 60 Valuation Raised 40 20 0 Foursquare SCVNGR MyTown Shopkick Whrrl Gowalla

LBS à Mainstream Big Money + Facebook8000070000600005000040000 Valuation30000 Raised2000010000 0

LBS à Mainstream Big Money120100 80 60 Valuation Raised 40 20 0 Foursquare SCVNGR MyTown Shopkick Whrrl Gowalla

LBS à MainstreamBig Partners + Big Money = Big Results… Social LBS Users Using Social LBS People In This Room Everyone Else …Right?

LBS à MainstreamQuantitative Easing (Loosen The Rules)

LBS à MainstreamTightly V. Loosely Location-Based Strictly Location Based Loosely Location Based

LBS à Mainstream Reward Schedules“Beware the jabberwock, the jub-jubbird, and the moral hazard of gameplay” - Lewis Caroll (kind of)

LBS à Mainstream Rewards Work! Buffalo Wild Wings Locations250000200000 Critical mass of players reached150000 Challenges Rewards launched100000 Visits50000 0 12/6/2010 1/6/2011 2/6/2011 3/6/2011

LBS à MainstreamFacebook + Gap = Ok, I’ll Check In

Global WarmingGlobal Warming

Slide or Game?

Rule 1: No Talking While I’m Talking

Rule 2: The PrizeIf you win, SCVNGR will donate $10,000 to National Wildlife Federation. Hint: I really want you to win.

Rule 3: Stay Seated

Grab Your Cards

Rule 4: Trading

Rule 5: Problem

Rule 5: Objective1.  Each row selects one color.2.  Doesn’t matter what color your row picks. Just pick one.3.  After 180 seconds, hold the cards above your head.NOTE: If there’s an aisle in your row, it counts as a new row beyond the aisle.

READY ?

All horizontal rows must have the same color facing forward. Aisle breaks count as new rows. When your row is done, hold your sign up with both hands. Time Left 00 03 00 2 59 15 26 37 48 1 2 3 4 Hours Minutes Seconds If you win, SCVNGR will donate $10,000 to charity.

TIME IS UP!!Everybody hold your colors up in bothhands and say “SHHHHHHHhhhhhh”

How’d we do? YOU DID IT!SCVNGR will donate $10,000 to charity. Give yourselves a hand!

You LOSE! (But that’s ok) Don’t worry, we’ll still donate the money!

Global Warming What just happened?The Power of Communal Gameplay

Global Warming The AnalogyLack of Communication: You couldn’t talk with far players.Trading Patterns: Incredibly complex trades in micro-stock exchanges.Different Countries: Every row is their own country. The aisles are oceans.Wealth: Different allocation of resources to start. (Wealthy people shared?)Restricted Movement: Couldn’t stand up and so were forced to work locally.Decentralized Leadership: No leader, the hive mind made the decisions.Countdown: Only so much time we could spend on this.Joint Goal: We all accepted the same goal and were willing to work for it.

Global Warming The ResultsEpic Meaning: We were all part of something largerthan ourselves. And it was good.Blissful Productivity: You just worked incrediblyhard, but feel great! The power of play.Global Problem, Local Solution: You solved a 3000person problem with only the 8 people near you.

Global Warming And so….Game Dynamics Are Powerful Communal Gameplay + Communal Discovery + Complex Problem = Slightly Less Impossible Problem

Thanks!And Have Fun Playing! scvngr.com TheLevelUp.com

?Questions?

Raw Materials

1.  http://www.spring.org.uk/2009/10/how-rewards-can-backfire-and-reduce-motivation.php2.  http://www.wired.com/beyond_the_beyond/2010/02/jesse-schell-future-of-games-from-dice-2010/3.  http://www.ted.com/talks/jane_mcgonigal_gaming_can_make_a_better_world.html4.  http://www.istockphoto.com/stock-photo-2337513-labrador-retriever-cream-puppy.php Sources

The correlation is irrefutable.

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SXSW Keynote - The Game Layer On Top Of The World

by Seth Priebatsch on Mar 13, 2011

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SXSW Keynote - The Game Layer On Top Of The World — Presentation Transcript