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演讲简介：
迄今，我们已经习惯了用Facebook和Twitter获取网络上的社交关系资源——建立在真实世界上的网络社交圈。在TED波士顿，Seth Priebatsch展望了下一个正在建设中的：“游戏社交圈”，并讲述了非常强劲的，将会改变教育和商业的，行为驱动的游戏动机。
n. 网络，网状物，网状系统
vt. (
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- The final one I want to talk about -- and it's a great one to end on --
- 我最后想讲的是——用来结尾很好的例子是
- is this concept of communal discovery,
- 社群探索的概念，
- a dynamic in which everyone has to work together to achieve something.
- 人们需要一起工作来达到某个目标的动机。
- And communal discovery is powerful because it leverages
- 社群探索有影响力的原因是因为
- the network that is society to solve problems.
- 它能够利用人际网络解决各种问题。
- This is used in some sort of famous consumer web stories,
- 它多用于著名的网上店铺，
- like Digg, which I'm sure you've all heard of.
- 例如Digg,我相信你们都听说过。
- Digg is a communal dynamic to try to find and source the best news, the most interesting stories.
- Digg就是一个社群动力寻找最好的新闻，最有趣的故事。
- And they made this into a game, initially.
- 起初，这就是一种游戏。
- They had a leader board, where, if you recommended the best stories, you would get points.
- 当你推荐的某个故事上了网站首页，你会得到加分。
- And that really motivated people to find the best stories.
- 这激励人们去寻找最好的故事。
- But it became so powerful that there was actually a cabal,
- 这很有影响力，很像某种帮派，
- a group of people, the top seven on the leader board,
- 也就是一群人，领袖榜的前七个，
- who would work together to make sure they maintained that position.
- 他们会通力合作保证他们的位置。
- And they would recommend other people's stories, and the game became more powerful than the goal.
- 他们会推荐彼此的故事。游戏的过程变得比目标达成的影响力更大。
- And they actually had to end up shutting down the leader board because while it was effective,
- 最后，霸占主页成为主要的目标，当这种情形发生时，
- it was so powerful that it stopped sourcing the best stories
- 社群动力就会使参与者不再推荐好故事，
- and started having people work to maintain their leadership.
- 并且，有些人开始专门为了维持领导地位忙活。
- So we have to use this one carefully.
- 所以我们必须谨慎使用这一动机。
- It's also used in things like McDonald's Monopoly,
- 再举一个例子，像麦当劳大富翁游戏
- where the game is not the Monopoly game you're playing,
- 这不像我们平常玩的大富翁游戏，
- but the sort of cottage industries that form to try and find Boardwalk, right.
- 消费者会像寻找农舍一样寻找滨海长堤
- And now they're just looking for a little sticker that says "Boardwalk."
- 他们都希望找到一种有“滨海长堤”的小贴纸。
- But it can also be used to find real things.
- 这能够用于寻找真实存在的东西。
- This is the DARPA balloon challenge,
- DARPA推出了气球挑战赛，
- where they hid a couple balloons all across the United States and said,
- 他们随机在美国境内放了10个气球,他们宣布
- "Use networks. Try and find these balloons fastest, and the winner will get $40,000."
- “请使用网络，最快找到这些气球的人会得到4万美元奖金。”
- And the winner was actually a group out of MIT,
- 拿走奖金的是麻省理工的一个团队，
- where they created sort of a pyramid scheme, a network,
- 他们制作了一个类似于老鼠会的网站，
- where the first person to recommend the location of a balloon got $2,000
- 第一个到网站报告气球位置的人就能拿到2000美元，
- and anyone else to push that recommendation up also got a cut of it.
- 并且把这个消息传给其他人就能够分到一些。
- And in 12 hours, they were able to find all these balloons, all across the country, right.
- 12个小时后，他们发现了境内的所有10个气球。
- Really powerful dynamic.
- 真的是非常有效的驱动力。
- And so, I've got about 20 seconds left,
- 我还有20秒钟的时间，
- so if I'm going to leave you with anything,
- 让我做个总结，
- last decade was the decade of social.
- 过去的十年是网络社交的黄金十年。
- This next decade is the decade of games.
- 接下来的十年是游戏社交的十年。
- We use game dynamics to build on it. We build with mindshare.
- 我们正在用这些游戏驱动力来建立。我们用的是心灵占有率。
- We can influence behavior.
- 我们影响行为。
- It is very powerful. It is very exciting.
- 这很有影响力，这很激动人心。
- Let's all build it together, let's do it well and have fun playing.
- 让我们共同打造这个游戏社交圈，让我们一起玩游戏。
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