 Okej, hörni, vad är det då vi har gjort när vi ska försöka summera här? Jo, vi har ju pratat om hur delaktighetskulturen skapar nya förutsättningar. Vi har pratat om hur stressen som följer av realtiden kan öka och föresåg med dåligt ibland, och vad vi kan göra för att må igen. Vi har också gått in på hur realtidsutvecklingen påverkar krig, politik och integritet, och hur vi förändrar vårt beteende och börjar berätta mer och mer om oss själva. Vi har också pratat om närvaro, och efter Danis Strases genomgång här är vi alla sjukt närvarande. Kan vi vara mer närvarande än vi är nu? Ja, kanske är det för att vi går in i en värld där internet på något sätt ligger som ett filter över vår verklighet. Internet kan vara ständigt närvarande var vi än rör oss, men den här utvecklingen den går också motsatt håll. Vi säger att fysiska saker kan börja att bli spelbara. Nu ska vi gå över på länk till USA där Jesse Kjell som leder spelförtalet, tagit Kjell Games, han sitter i Pittsburgh, Pennsylvania, ska prata mer om detta. Jag ska ställa mig här, ska vi se om... Vi kommer igång på engelska, och jag ska switcha till engelska också. Let's see. Good morning, Mr. Kjell. I can hear you fine, thanks. Okay, great. Hang on. Okay, hanging on. There we have you. It's very nice to have you with us, Mr. Kjell. Okay, I'm glad I can be here. Glad I can help out with this. I hope you can get a glimpse of the audience as well. Around 300 people here. Yeah, I can see you guys just fine. Nice. So we're eager to hear what you have to tell us. Please go ahead. Okay, so I'm going to talk today about sort of where I think games are going when it comes to some of the things that are happening with social networks and the relationship between social networks and gaming. And what I'm going to do is I'm going to cut over to some slides here and talk over the slides. So give me just one second to get that going. Okay, okay. Can you see those slides, okay? Okay, great. All right, so the name of this talk is Beyond Facebook, the future of pervasive games. And the reason I kind of focus on Facebook here is because the game industry has really been shaken up by Facebook over the past year. A year ago, people saw Facebook games and they thought they were kind of cute and they thought maybe something would happen there. But we've seen a massive kind of expansive rush happening in the monetization of Facebook games. And it's interesting to kind of look at that, think about that and think about what might be next. So in order to understand that, I think it helps to understand some of the Facebook math. So here's a piece of Facebook math for you. V is greater than T. And what that means is that Farmville has more players than there are Twitter users. So what does that tell us? That tells us that Facebook is really big. The number of Farmville players has been varying between somewhere between 90 million and 120 million players. And for a game that's less than a year old, it's kind of an astonishing thing. The sheer number of people who are playing these games. So here's another piece of Facebook math for you. LG lead generation is greater than D.P. Direct payment. So what does this mean? So there are two different ways that people collect money when they make Facebook games. The most obvious one is direct payment. Now Facebook games are unusual. Retail games you pay upfront. You pay when you buy the game. Then there were a lot of online games with a subscription model where you pay each month. Facebook games are very different. You play for free and then there are certain objects and things if you want to you can buy with cash money. And you think okay well that's a little unusual but at least I understand it. But it turns out that that's not where most of the money comes from for people who are making these games. Most of the money comes from something much stranger called lead generation. So here's an example of some lead generation offers here. So these are some Farmville examples. Sign up for a credit card and get 475 farm cash. Install a tool bar on your browser get 19 farm cash. Play this photo hunting game on somebody else's website and get 10 farm cash. So more than half the revenue that these companies are getting seems to come from these lead generation opportunities. One of the most prominent ones recently had been Microsoft had made an arrangement with Farmville whereby if you became a fan of their new search engine Bing you'd get some farm cash. And Microsoft found this was the most effective of all their marketing campaigns for the Bing search engine. So what does this tell us? It tells us that Facebook is strange. Making games on Facebook is the economics are just very different than what we're used to. So here's another piece of Facebook math. EA which is Electronic Arts minus 1,500 full time employees plus Playfish minus 300 million dollars equals what in the world is going on here. So we had a day a few months back where in one day Electronic Arts laid off 1,500 employees and at the same day they purchased the relatively small company Playfish and they purchased them for 300 million dollars. And this is I think very symbolic of how things are changing in the game industry. And so a lot of us found this kind of scary and terrifying that to see things change like this. So it's certainly true that Facebook is terrifying. So there you go. Here's my ad for Facebook. It's big, strange and terrifying. But well maybe it's not completely fair to say terrifying. Maybe a better word would be unexpected. We didn't expect that we was going to have such a dominating effect on the game industry. It would be such an area of expansive growth. But it's not the only thing that's been surprising as lately in the game industry. A lot of things have been surprising us. Mafia Wars came out and was very successful. Yeah, it's a Facebook game. That was very surprising. Not just because it was Facebook, but because it's a text based game that made an awful lot of money. Farmville of course, that was surprising. Club Penguin's not a Facebook game, but it's an online game that was very surprising. A simple flash based game that started collecting six dollars a month and ended up getting over a million subscribers and ended up getting purchased by the Walt Disney Company for 350 million dollars. That was surprising. The success of the Wii was surprising. It used to be. People expected that the console with the best graphics would be the one that sold the most units and now we have an inverse relationship. The console with the worst graphics is the one that's the most popular. The Wii Fit was very surprising. The Wii Fit has sold, I think, at this point two billion dollars of revenue. It's created. It's a nice little thing, but to make that much revenue is kind of unexpected. Guitar Hero, a toy plastic guitar with rainbow buttons becomes one of the number one games and it costs much more than a normal video game. Webkins, where you buy a stuffed animal and then you can go online for free and this ends up being like a huge phenomenon. The whole achievement system that's on Xbox 360 have been very unexpected. People didn't expect that it was going to be so popular. It's interesting to think about what do these unexpected things all have in common? The thing that they all have in common is that they are breaking out of the virtual world and into the real world. Mafia Wars and Farmville are all about connecting with your real friends. So is Club Penguin connecting with real people. The Wii and the Wii Fit and the guitar here are all about real motions. Webkin is about a real stuffed animal. All these things are kind of about breaking into reality. That's kind of strange for us. Game designers are not completely comfortable with reality. We're used to fantasy. Ben Gordon once talked about people always asking for more realism in games and he said you don't want realism. People go to games to escape reality. So it seems strange to us when we see reality breaking through into games and it's a little difficult to figure out what to make of it. But it's not just happening here in games. It's happening everywhere. If you look at what's happening on television people in television or their heads are spinning. They're used to kind of making up stories in fantasy worlds and now television is all turning into reality television. Groceries, you know, you go to the store you buy some food. Well now it's all about organic groceries. Groceries that are more real and more genuine. And of course, you know, our old Americans stand by the Big Mac. He used to go to McDonald's and buy the Big Mac. No, you don't, you don't know. Now they want to sell you the Angus Burger, a more real burger. So there's this push for reality and everything. And what really made it come together for me was this book called Authenticity by Gilmore and Pahn. Would they point out the fact that, you know, in society and culture right now, the most important thing for any product is to be authentic and to be real. It's what people want more than anything else out of their products and out of their experiences. And so, you know, why, why now? What's happening now? Well, what seems to be the case, you know, what they're partly arguing is that we're cut off from nature. That we had, we went, you know, for the last 20 years, we've been getting more and more and more virtual. And all this virtual stuff that we've been kind of getting into has been pushing us farther and farther away from nature to the point that we kind of had this hunger to kind of connect with anything that feels real. Even if it isn't very real. Because, you know, we live, you know, in this bubble of like fake bullshit all the time. We're just constantly surrounded by things that are like fake and cut us off from nature. And if the best we can do is to get like, you know, a mocha coffee at Starbucks that has real Swiss chocolate, we'll take it because it seems more real to us than what we're used to. And we're seeing that I think in games too. I think that's where a lot of the push for reality is coming from. And of course it's going the other way. Not only are the games kind of breaking out into reality, but reality is like pushing backwards into the games. So for example fantasy football has become incredibly popular. It used to be sort of a niche phenomenon, a little bit of a little nerdly game for nerds, but not anymore. It's the thing that almost everybody is playing. It's incredibly huge in the US. Geocaching has become huge. It used to be it was good enough to go for a walk in the woods, but you know it's more fun when there's a treasure chest at the end. So going for a walk in the woods has become a game. Watching television has become a game. When the Simpsons had their 20th anniversary, Fox decided they would do a special promotion where they would hide a Simpsons reference in every show that they had on television that week. And if you could record them all, you'd win a prize. In the United States we have this group DARPA that does sort of defense research. They wanted to figure out best techniques for crowdsourcing. They could have done your normal research, but instead what they did is they made it a game. They just hid 10 balloons all around the country in different places and they made it a contest to see who can find all 10. And this became their crowdsourcing experiment. So research is becoming a game. Weight Watchers is a very popular system for losing weight. It used to be a straightforward program. Now they have this calculator system that feels very much like a game when you play it. And even driving a car. So here's the Ford Focus dashboard. This is a hybrid car and mostly it looks like a pretty normal speedometer. But if you look way over on the right, you see this little plant thing here. And you wonder what is that? Well it turns out it's a virtual plant. And the more gas you save when you drive, the more the plant grows. So it's like a virtual pet in your car. And it changes the way you drive. So what I think is interesting is when game designers start to get involved in this stuff. So Lee Sheldon has been in the game design industry for about 20 years or so. He's a very, very successful designer. He started teaching at University of Indiana. And he came up with a new grading system because he thought the old man was terrible. He didn't think it was properly motivating. So he came up with one that was more familiar to him. He used an experience point system. You start out with zero experience points and every assignment you do, instead of just getting a grade and averaging the grades, you get experience points and you level up through the class. Since he started doing this, he found that class attendance is up. Homeworks are completed more often and more on time. Students seem more engaged in the class. It feels like an improvement through better game design. And then you've got all this stuff. Coffee points and airline points and shopping points and gas points. Just all kinds of points. These points are out there everywhere. Everyone's trying to make everything into some kind of little game. But these games are terribly designed. Think how the world starts to change when game designers start to get a handle on these points and making them work more effectively and integrating them together into tighter systems. Because what's happening is sensors are kind of pervading our lives. We're getting more and more sensors in new ways. Some of the new ones that are coming out in the game world. We have the Microsoft Project Natal which is a three dimensional camera that sits on top of your television set so you can use your whole body as a controller. The Nintendo DS has two cameras on it. We don't totally know what they're for yet but people will figure it out because these sensors are getting cheaper and the more things you can sense the more things you can make a game of. And we're getting into the area of disposable technology. If people remember the toy the Furby there's lots of these little robot toys now and they're relatively inexpensive. That toy had more technology in it than it took to put a man on the moon and it was $20 and we throw it away when we're tired of it. Technology is getting cheaper and cheaper so we're moving to the area of disposable technology. It won't be very long before every soda can every cereal box every bar of soap that you buy is going to have some kind of sensor or something in it that's going to be able to you're going to be able to interact with there'll be some kind of screen it may have a camera and a wifi connection so that it can keep you so it can connect to the internet and so when that happens what does this world start to look like? Well I think it looks something like this you wake up in the morning and you go to brush your teeth and you know hey good job your toothbrush is wifi connected and it just kind of uploads that you brush your teeth and in fact it's got a timer so it's measuring hey you brush your teeth for three minutes good job for you doing that and then you brush your teeth every day this week so you get points for that now why would anyone want to give you points for that? Well the thing is the more toothpaste you use and the more frequently you brush your teeth the more toothbrushes and toothpaste you go through in the interest of the toothbrush company and already you can see Oral B they make a lot of toothbrushes they have one right now that already times you and lights up with a little happy face if you hit a two minute brushing period and there's another company that makes a bathroom scale that every time you weigh yourself it automatically uploads the weight to a database and you can even configure it to put your weight on twitter I don't know why you'd want that but you could do that so we're going to see that happening with toothbrushes very soon anyway so then you go to breakfast and there's your box of cereal and it used to be you'd read the words on the back of the box but now there's a game there you can play an interactive game and since the cornflakes box is online you're going to get points for playing the game good for you and you can see which your friends are online and hey points for you because you just beat your friends score and maybe you can even have a chat with your other friend who might be having cornflakes right now and of course you get points for eating some cereal it's got a tilt sensor so it can tell when you tip the box so bonus points for eating the cereal too and then you go to work and you get on the bus and the bus I don't want to take the bus but of course you're going to take the bus because the government will give you a special bonus points for using public transportation and while you're sitting on the bus you know you're going to play a little game or something you could play Tetris but instead you're going to play I don't know you'll play a a free Coca Cola themed Tetris because that one's free and while you're playing it you think to yourself hey that reminds me I had a dream last night that my mother was dancing with like a Pepsi can and then you realize oh it's the Remturtainment system that I installed so Remturtainment works this way so it's a filter in your ear that can tell when you've entered Rem's sleep and when you've entered Rem's sleep it automatically starts putting commercials into your ear to affect your dreams and if you can remember the dreams and type them in on a browser on your phone you'll get big points for remembering the dreams and the funny thing is the more you do it the more easily the commercials can go into your dreams which means the more points you get so then you get to work hey good job you're on time nice, very good and hey in fact you've been on time all week so you get special bonus points for that and then there's your office mate and he says hey check it out I got one of these new e-ink tattoos new digital tattoo I can change out the image whenever I want and in fact I've configured it with tatoo-gel adsense so that like I get paid and these ads up and you look at them and you're like that's kind of dumb you put it so high on your arm everyone knows tatoo-gel adsense has light sensors in it and if it's covered up you're not going to be getting any points from Google on that and so you show them yours which is much lower on the arm and just then like you notice that your tattoos because they're both on tatoo-gel adsense they're matching and so you say link sync and and the system system hears you it's got a microphone it hears you and he looks at it and they're both ads for pop-tarts so he says pop-tarts and then you do a high five because the body electricity system can sense when you touch each other and so you get points for the link sync and points for pop-tarts and points for the high five and why would there be a game like this because we normally when there's ads that we see all the time we start not to see them and it makes people pay attention makes them much more effective so it's time to go to lunch and you've been drinking Dr Pepper all week so you know Dr Pepper Dr Pepper Dr Pepper Dr Pepper so of course you're going to have another one today and get more points because you know there's a special this week where if you drink five Dr Peppers you get big bonus points you can use it at the grocery store so you're definitely doing that and then you've got a meeting in another building and you could take a shuttle over but your health insurance company is giving you a pedometer and if you walk more than a mile a day you get points which give you a deduction on the expense of your health insurance and if you get your heart rate over a certain amount you know hey more bonus points for you and then you go to the grocery store on the way home and this is such an incredibly complicated mess of points and offers and opportunities you don't even think about it you just put your grocery list into your iPhone and there's an app right there that sorts it all out tells you what to buy and you get all kinds of points at the grocery store for buying the right items so then you go home and your daughter's like hey I got my report card and I got all A's and you're like wow that's really great because you're going to get a special bonus from the government that's going to go towards a scholarship and I'm going to get the good parenting bonus that I'm going to use towards my tax return and you say hey no wait a minute wait a minute did you practice your piano and she says well yeah and you say well what score did you get and she'll say well you know I got 150,000 and you're like yeah 150,000 that's the best you ever got in that sonata you're going to get points from the arts council that also goes towards a scholarship so that's a good day there so go you so it's been a busy day so you're going to finally you've had enough of this you're going to watch some TV of course this is just a game extravaganza because since there's like a three-dimensional camera on top of the TV that can track where your eyes are we know what you're looking at where you're looking and so this is like a game so for watching different ads you're going to get points and your remote has a little screen on it with a camera so that you can kind of interact with you know play a little you know the TV shows can be games the commercials can be games and since there's a camera on there if you go connected you can see which of your friends are online what shows they're watching right now you can have a little Skype conversation with them right through the remote because you're both watching the same shows and in fact there's games you can play together while you're watching the TV trivia games that are integrated into the TV shows and so this is going to be like a game extravaganza here there'll be points and points and points and points and points just all over the place watching TV so finally you're going to go to bed and do a little reading before I go to bed and you've got your new Kindle 3.0 and that's cool and is there a game here well yeah actually there is because the Kindle's got an eye tracker on it that can sense where your eyes are looking which is partly cool because if you stare at a word for more than three seconds it automatically pops up a definition which is really useful but also they can track every word that you've read and so Amazon knows the whole book when you put a review online they'll give you a lot more points which you can use to buy more books later if you've done a review where you've read the whole book whereas opposed to if you've just skimmed it and so you finish reading it and you unlock an achievement because Microsoft bought Amazon did I mention that? anyway on achievement unlocked 500 novels and at first you're feeling kind of excited and proud about that but then you're a little embarrassed and the 100th novel was this kind of crummy Star Trek novel and people are going to remember that forever it took me 20 years to read 500 novels and so that's a little embarrassing and then of course it makes you think a little bit because things are different here in this world where everything is tracked all the time you know when you think well what books did my grandparents read what did my grandparents like do each day you don't know that information is lost for us all this information is going to be tracked and remembered forever our grandchildren, great grandchildren are going to know every book we read every television show we ever watched every game we played they're going to know everything we did and as you think about that you may start to think wow maybe I should do a little better maybe I should try and strive for something better if everyone is going to remember what I did anyway there you go thanks thank you very much and I think we might have a few questions from the audience alright I'm going to cut back to the video here we go send the questions my twitter flow just died so just IRL questions please anyone want to ask here we go I'm actually in the picture so I want to ask you what your thoughts are what's the difference between designing games for the computer screen or the television screen and designing games that are in the real world do you have any thoughts on as a game designer what's the difference oh yeah so there are some big differences I think between those kinds of games what we call pervasive games that are out in the real world and games that are on the screen I guess some of the mechanics are the same the ideas of rewards the psychology of giving out rewards but one of the challenges is feedback one of the great advantages we have when you're playing a game on a screen is when you do something right we can just be ding we just do it right there and right away so when you start making games out in the real world you have to look at what are the feedback systems that you can interact with and I think that's one of the things that makes games either strong or weak or well when they don't it's a little trickier and we have a question as well in a future like this do you think we will be more satisfied or more stressful when everything turns into a game well it's an interesting question I think that I think there's going to be some opportunities for both because when more things are game like one of the things that we like about games is that games are very they very concretely tell you how well you've done that's one thing we like most things in life you know I don't know you finish something for work or you've got something going on in a relationship well how did you do well it's hard to say maybe I did okay it's all very subjective but in a game it's like yep you got 5 out of 5 coins you did it right so to the extent that we can find ways to quantify our success in new areas we'll probably find that very satisfying but on the other hand these games are going to be trying to pressure us to do things that we may not be so interested in doing and it is going to be a lot more noise coming at us so it's going to be some of both thank you any more questions one more question coming up I don't know if you can oh I'm on the screen when everything becomes a game do you find there's a danger in conformity as you said in a game there's a certain way of doing things to level up to get the 5 coins is there a danger that we train or teach people that conformity is the only way to success well that's it's a question of how the games are designed if the games are about being creative and being as different as possible that's one thing but really what's going to happen is there's going to be this incredible evolutionary situation going on where people are going to put all these games out in the marketplace trying to compete for your attention and it's going to be the games that people like playing the best the ones that they find the most rewarding are going to be the ones that stick and you know people don't like to have to all do the same thing people like autonomy people like to be able to kind of do things their way and so it's it's going to be an interesting balance we're going to find out what people like the best anymore ok thank you so much it has really been a pleasure a big hand for Mr Yesichel