My name's Seth Priebatsch. I'm the chief ninja ofSCVNGR.
I am a proud Princeton dropout.
Also proud to have relocated here to Boston, where Iactually grew up.
Easy wins. I should just go and name the counties that we've got around here.
So, I'm also fairly determined to try and build a game layer on top of the world.
And this is sort of a new concept, and it's really important.
Because while the last decade was the decade of social
and the decade of where the framework in which we connect with other people was built,
this next decade will be the decade where the game framework is built,
where the motivations that we use to actually influence behavior,
and the framework in which that is constructed, is decided upon, and that's really important.
And so I say that I want to build a game layer on top of the world,
but that's not quite true
because it's already under construction; it's already happening.
And it looks like this right now.
It looks like the Web did back in 1997, right?
It's not very good. It's cluttered.
It's filled with lots of different things that, in short, aren't that fun.
There are credit card schemes and airline mile programs
and coupon cards and all these loyalty schemes
that actually do use game dynamics
and actually are building the game layer: they just suck.
They're not very well designed, right?
So, that's unfortunate.
But luckily, as my favorite action hero,
Bob the Builder, says,
建筑师巴布（Bob the Builder欧美卡通影片）说的，
"We can do better. We can build this better."
And the tools, the resources
that we use to build a game layer are game dynamics themselves.
And so, sort of, the crux of this presentation is going to go through
four really important game dynamics, really interesting things,
that, if you use consciously,
you can use to influence behavior, both for good, for bad, for in-between.
Hopefully for good.