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

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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SXSW Keynote - The Game Layer On Top Of The World

  1. The Game Layer on Top of the World Seth Priebatsch Chief Ninja @SethPriebatsch scvngr.com TheLevelUp.com
  2. The Game Layer
  3. The Decade of Games Social Layer à Connections Last decade All about connections Facebook’s Open Graph Construction is over Game Layer à Influence Next decade All about influence No set foundations Construction has just begun (and we’ll all be involved)
  4. 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
  5. 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….
  6. School 2 Problems, 2 Fixes Problem Solution Engagement Progression Dynamic •  Grading is Broken •  Status & Levels •  Moral Hazard Of Gameplay Cheating Social Fabric of Gameplay •  Misapplied Disincentives •  Player <-> Player Trust •  Ruins Game Integrity
  7. School Engagement
  8. School Moral Hazard of Gameplay
  9. School “But look how many points I have!”
  10. School Grades Fail As Rewards Status 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.
  11. School School Right Now One Bad Day
  12. School School Meets WoW +10XP
  13. School Grades (status) => Levels (progression) •  Decrease direct correlation of action to reward •  Focus on final goal, not interim ersatz rewards •  Increase engagement levels in school.
  14. School Bad: Cheating
  15. School Disincentives
  16. School Misapplied Disincentives Bad Good
  17. School People At Princeton Don’t Cheat (Most) People At Princeton Don’t Cheat
  18. School No Oversight = No Cheating? The only two rules are •  Write the Honor Code •  Complicity is a Crime
  19. School Social Fabric Of Gameplay •  Change the game •  Move from omnipotent admin to a self-enforced game.
  20. School School’s Out
  21. Customer Acquisition Customer Acquisition
  22. Customer Acquisition Dissecting Groupon Free lunch + Communal Gameplay + Countdown
  23. Customer Acquisition Free Lunch
  24. Customer Acquisition Communal Gameplay
  25. Customer Acquisition Countdown
  26. Customer Acquisition And that, plus an email list = Groupon
  27. Game 1: Practice Makes Perfect GAME #1
  28. START CLAPPING
  29. NOW CLAP IN SYNC
  30. GREAT JOB!
  31. Loyalty Loyalty
  32. Loyalty Status (“Hi Norm”)
  33. Loyalty I want that one ’cause it’s black!
  34. Loyalty The “level-up”
  35. Loyalty Inclusive Ownership
  36. Loyalty Exclusive Ownership
  37. Loyalty Inclusive Ownership
  38. LBS à Mainstream LBS à Mainstream
  39. LBS à Mainstream Big Partners
  40. LBS à Mainstream Big Money 120 100 80 60 Valuation Raised 40 20 0 Foursquare SCVNGR MyTown Shopkick Whrrl Gowalla
  41. LBS à Mainstream Big Money + Facebook 80000 70000 60000 50000 40000 Valuation 30000 Raised 20000 10000 0
  42. LBS à Mainstream Big Money 120 100 80 60 Valuation Raised 40 20 0 Foursquare SCVNGR MyTown Shopkick Whrrl Gowalla
  43. LBS à Mainstream Big Partners + Big Money = Big Results… Social LBS Users Using Social LBS People In This Room Everyone Else …Right?
  44. LBS à Mainstream Quantitative Easing (Loosen The Rules)
  45. LBS à Mainstream Tightly V. Loosely Location-Based Strictly Location Based Loosely Location Based
  46. LBS à Mainstream Reward Schedules “Beware the jabberwock, the jub-jub bird, and the moral hazard of gameplay” - Lewis Caroll (kind of)
  47. LBS à Mainstream Rewards Work! Buffalo Wild Wings Locations 250000 200000 Critical mass of players reached 150000 Challenges Rewards launched 100000 Visits 50000 0 12/6/2010 1/6/2011 2/6/2011 3/6/2011
  48. LBS à Mainstream Facebook + Gap = Ok, I’ll Check In
  49. Global Warming Global Warming
  50. Slide or Game?
  51. Rule 1: No Talking While I’m Talking
  52. Rule 2: The Prize If you win, SCVNGR will donate $10,000 to National Wildlife Federation. Hint: I really want you to win.
  53. Rule 3: Stay Seated
  54. Grab Your Cards
  55. Rule 4: Trading
  56. Rule 5: Problem
  57. Rule 5: Objective 1.  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.
  58. READY ?
  59. GO!
  60. 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.
  61. 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.
  62. 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.
  63. TIME IS UP!! Everybody hold your colors up in both hands and say “SHHHHHHHhhhhhh”
  64. How’d we do? YOU DID IT! SCVNGR will donate $10,000 to charity. Give yourselves a hand!
  65. You LOSE! (But that’s ok) Don’t worry, we’ll still donate the money!
  66. Global Warming What just happened? The Power of Communal Gameplay
  67. Global Warming The Analogy Lack 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.
  68. Global Warming The Results Epic Meaning: We were all part of something larger than ourselves. And it was good. Blissful Productivity: You just worked incredibly hard, but feel great! The power of play. Global Problem, Local Solution: You solved a 3000 person problem with only the 8 people near you.
  69. Global Warming And so…. Game Dynamics Are Powerful Communal Gameplay + Communal Discovery + Complex Problem = Slightly Less Impossible Problem
  70. Thanks! And Have Fun Playing! scvngr.com TheLevelUp.com
  71. ? Questions?
  72. Raw Materials
  73. 1.  http://www.spring.org.uk/2009/10/how-rewards-can-backfire-and-reduce-motivation.php 2.  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.html 4.  http://www.istockphoto.com/stock-photo-2337513-labrador-retriever-cream-puppy.php Sources
  74. The correlation is irrefutable.

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