SXSW Keynote - The Game Layer On Top Of The World
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SXSW Keynote - The Game Layer On Top Of The World

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Seth Priebatsch's SXSW Keynote on the game layer on top of the world.

Seth Priebatsch's SXSW Keynote on the game layer on top of the world.

Seth Priebatsch is Chief Ninja of SCVNGR (www.scvngr.com) and their new pilot LevelUp (TheLevelUp.com)

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  • Full Name Full Name Comment goes here.
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  • The video of the presentation can be found here: http://sxsw.com/interactive/live
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  • Looks like this would've been a great session to make it to live and in person.

    Any video of the audience participation?
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  • I was inspired by Seth's keynote and have been creating games from course content ever since last week at SXSWi. I've also done some research and found some great innovation such as Lee Sheldon's course. http://gamingtheclassroom.wordpress.com/2010/03/23/mentions-of-lees-game-design-class/
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  • Instead of having just the school systems being changed, why don't they have solutions to help teachers with creative ways to teach as well instead of just doing the same old boring lectures and assigning the same kind of homework. There are many ways to include interaction with the students, and with social media becoming part of life recently, I'm sure there are ways to utilize it.

    Adding game-layer status and structure to the high school system could have a chance of creating a lot of problems like bullying. If some kids are really struggling, because everyone is different intellectually, other groups might find that as a way to criticize. It may or may not happen, but I think it could be a risk nonetheless.
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  • I am wondering where this falls in the research on motivation reported by Dan Pink in Drive. He asserts that rewards, unless it is for routine, menial tasks, actually de-motivate over time.
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SXSW Keynote - The Game Layer On Top Of The World SXSW Keynote - The Game Layer On Top Of The World Presentation Transcript

  • 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 ?
  • GO!
  • 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.
  • 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 02 00 1 59 15 26 37 48 1 2 3 4 Hours Minutes Seconds If you win, SCVNGR will donate $10,000 to charity.
  • 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 01 00 0 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.