The Emerging "Game Layer" and Its Influence on Our World

We're accustomed to the internet shaping our social interactions through platforms like Facebook and Twitter, creating a "social layer" online. But what's next? Seth Priebatsch introduces the concept of a "game layer" – a network of game dynamics influencing our behavior in education, commerce, and beyond.

The Decade of Games: Building a New Framework

The last decade focused on building the social layer, establishing frameworks for connection. The next decade will be about constructing the game framework, determining the motivations and structures used to influence behavior. This "game layer" is already emerging, though in a somewhat unrefined state, similar to the early days of the web.

From Loyalty Programs to Engaging Dynamics

Currently, the game layer consists of various elements like credit card rewards, airline miles, and loyalty programs. However, these often lack effective design. The key is to build this layer consciously, using game dynamics to influence behavior positively.

Key Game Dynamics for Influencing Behavior

Priebatsch highlights four game dynamics that can be used to influence behavior:

• Appointment Dynamic: Requiring players to act at a specific time and place. Think of happy hour, a powerful example that influences culture. In gaming, Farmville uses this by requiring players to water crops at specific intervals. This dynamic can be used for good, such as helping people take medication on time.
• Influence and Status: Leveraging our desire for recognition and social standing. Credit card tiers (like the coveted black card) exemplify this. Games like Modern Warfare use levels and badges to motivate players. Even education relies on status, though it could be enhanced by framing achievements as "leveling up."
• Progression Dynamic: Motivating users through granular steps and visible progress. LinkedIn's profile completion bar is a prime example. Games like World of Warcraft utilize leveling systems to keep players engaged. This can be applied to real-world scenarios, such as driving traffic to local businesses by rewarding repeat visits with progress bars and unlockable rewards.
• Communal Discovery: Encouraging collaboration to achieve a common goal. Digg, a news aggregator, initially used a leaderboard to incentivize users to find the best stories. The DARPA balloon challenge demonstrated the power of networks in solving problems, offering rewards for locating hidden balloons.

The Power and Responsibility of Game Dynamics

These game dynamics are powerful tools that can shape behavior, both for good and bad. It's crucial to consciously design and implement them in an open and beneficial way.

Building the Future Game Layer

The resources for building this game layer aren't physical; they're mindshare. By understanding and consciously applying game dynamics, we can shape the future of education, commerce, and society. The construction of this layer has just begun, and the more thoughtfully we approach it, the better we can leverage it for positive change.

The next decade will be defined by games. By using game dynamics effectively, we can influence behavior, drive engagement, and build a better world.