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The Game Layer
on Top of the World
              Seth Priebatsch
                   Chief Ninja
               @SethPriebatsch




scvngr.com           TheLevelUp.com
The Game Layer
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)
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 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
School


Engagement
School


Moral Hazard of Gameplay
School


“But look how many points I have!”
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.
School


School Right Now



      One Bad
        Day
School


School Meets WoW




      +10XP
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.
School



Bad: Cheating
School


Disincentives
School


Misapplied Disincentives




  Bad            Good
School


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


No Oversight = No Cheating?




      The only two rules are
      •  Write the Honor Code
      •  Complicity is a Crime
School


Social Fabric Of Gameplay




   •  Change the game
   •  Move from omnipotent admin to a
      self-enforced game.
School


School’s Out
Customer Acquisition


Customer Acquisition
Customer Acquisition


  Dissecting Groupon




Free lunch + Communal Gameplay + Countdown
Customer Acquisition


Free Lunch
Customer Acquisition


Communal Gameplay
Customer Acquisition


Countdown
Customer Acquisition


And that, plus an email list = Groupon
Game 1: Practice Makes Perfect




  GAME #1
START
CLAPPING
NOW CLAP IN SYNC
GREAT JOB!
Loyalty


Loyalty
Loyalty


Status (“Hi Norm”)
Loyalty


I want that one ’cause it’s black!
Loyalty


The “level-up”
Loyalty


Inclusive Ownership
Loyalty


Exclusive Ownership
Loyalty


Inclusive Ownership
LBS à Mainstream


LBS à Mainstream
LBS à Mainstream


Big Partners
LBS à Mainstream


                          Big Money
120


100


 80


 60                                                             Valuation
                                                                Raised

 40


 20


  0
      Foursquare SCVNGR   MyTown   Shopkick   Whrrl   Gowalla
LBS à Mainstream


        Big Money + Facebook
80000

70000

60000

50000

40000
                               Valuation
30000
                               Raised

20000

10000

   0
LBS à Mainstream


                          Big Money
120


100


 80


 60                                                             Valuation
                                                                Raised

 40


 20


  0
      Foursquare SCVNGR   MyTown   Shopkick   Whrrl   Gowalla
LBS à Mainstream


Big Partners + Big Money = Big Results…
              Social LBS Users




                                 Using Social LBS
                                 People In This Room
                                 Everyone Else




              …Right?
LBS à Mainstream


Quantitative Easing (Loosen The Rules)
LBS à Mainstream


Tightly V. Loosely Location-Based




 Strictly Location Based   Loosely Location Based
LBS à Mainstream


   Reward Schedules




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


Facebook + Gap = Ok, I’ll Check In
Global Warming


Global Warming
Slide or Game?
Rule 1: No Talking While I’m Talking
Rule 2: The Prize
If 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: 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.
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 both
hands 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 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.
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.
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.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
The correlation is irrefutable.

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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
  • 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
  • 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
  • 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.
  • 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.
  • 22. Customer Acquisition Dissecting Groupon Free lunch + Communal Gameplay + Countdown
  • 26. Customer Acquisition And that, plus an email list = Groupon
  • 27. Game 1: Practice Makes Perfect GAME #1
  • 29. NOW CLAP IN SYNC
  • 33. Loyalty I want that one ’cause it’s black!
  • 38. LBS à Mainstream LBS à Mainstream
  • 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
  • 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
  • 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.
  • 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
  • 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.