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My name's Seth Priebatsch. I'm the chief ninja of SCVNGR.
我叫Seth Priebatsch。我是SCVNGR公司的首席忍者。
I am a proud Princeton dropout.
我也因普里斯頓大學輟學而感到自豪。
Also proud to have relocated here to Boston, where I actually grew up.
同時也很自豪能夠回到波士頓創(chuàng)業(yè)，這是我長大的地方。
Yeah, Boston.
是的，波士頓。
Easy wins. I should just go and name the counties that we've got around here.
我去過很多不同地方，闡述這種概念。
So, I'm also fairly determined to try and build a game layer on top of the world.
我決定要去嘗試，建立一個超級棒的游戲社交圈。
And this is sort of a new concept, and it's really important.
這是一種新的概念，很重要的概念。
Because while the last decade was the decade of social
因為過去十年是網(wǎng)絡(luò)社交的黃金十年，
and the decade of where the framework in which we connect with other people was built,
這十年里,人們在網(wǎng)上聯(lián)系彼此的平臺開始出現(xiàn)，
this next decade will be the decade where the game framework is built,
下一個十年，將是游戲社交平臺建立的時候，
where the motivations that we use to actually influence behavior,
影響人們行為的動機，
and the framework in which that is constructed, is decided upon, and that's really important.
以及游戲社交平臺，都會逐漸建立起來，這很重要。
And so I say that I want to build a game layer on top of the world,
所以，我說我想建設(shè)一個超級棒的游戲社交圈，
but that's not quite true
這并不十分準確，
because it's already under construction; it's already happening.
因為這個社交圈已經(jīng)開始建立了：這已經(jīng)在發(fā)生了。
And it looks like this right now.
現(xiàn)在的情況就像這樣。
It looks like the Web did back in 1997, right?
這很像1997年的電腦頁面對不對？
It's not very good. It's cluttered.
不太好。很擁擠的頁面。
It's filled with lots of different things that, in short, aren't that fun.
它充斥著很多信息。一句話，不怎么好。
There are credit card schemes and airline mile programs
這有信用卡刷卡方案、飛行里程計劃、
and coupon cards and all these loyalty schemes
優(yōu)惠券和其它很多提升客戶忠誠度的計劃。
that actually do use game dynamics
它們都利用人們玩游戲的動機
and actually are building the game layer: they just suck.
來建立游戲社交圈，但這些游戲動機很糟糕。
They're not very well designed, right?
這種消費游戲設(shè)計的不好，對吧?
So, that's unfortunate.
這太糟糕了。
But luckily, as my favorite action hero,
幸運的是，正如我最喜歡的動作巨星，
Bob the Builder, says,
建筑師巴布（Bob the Builder歐美卡通影片）說的，
"We can do better. We can build this better."
“我們可以做的更好。我們可以蓋出更好的建筑。”
And the tools, the resources
其實，我們用來建設(shè)游戲圈的
that we use to build a game layer are game dynamics themselves.
工具、資源就是玩游戲的動機。
And so, sort of, the crux of this presentation is going to go through
所以我今天演講的關(guān)鍵就是
four really important game dynamics, really interesting things,
四種重要的玩游戲的動機，非常有趣，
that, if you use consciously,
如果你意識到，
you can use to influence behavior, both for good, for bad, for in-between.
你就可以用這些動機來影響人們的行為，既可以朝著好的方面施加影響，也可以帶來壞的影響，或者讓它們同時發(fā)生。
Hopefully for good.
當然我們希望是好的影響。
