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我熱愛電子遊戲。 I love video games.
我還有點小小地敬畏它們。 I'm also slightly in awe of them.
我敬畏它們在 I'm in awe of their power
想像力,技術 in terms of imagination, in terms of technology,
和概念方面的力量。 in terms of concept.
但是,最重要的, But I think, above all,
我敬畏它們能夠 I'm in awe at their power
促使我們,強迫我們, to motivate, to compel us,
讓我們目瞪口呆, to transfix us,
這是人類其它發明 like really nothing else we've ever invented
所不能企及的。 has quite done before.
而且我認為我們能從中瞭解到很多驚人的事實, And I think that we can learn some pretty amazing things
就是看看我們是如何玩電子遊戲的。 by looking at how we do this.
特別是可以瞭解到 And in particular, I think we can learn things
關於人的認知。 about learning.
目前電子遊戲產業 Now the video games industries
發展之快遠遠超越了 is far and away the fastest growing
其他現代媒體。 of all modern media.
從1990年的一百億 From about 10 billion in 1990,
到今天的全球產值五百億。 it's worth 50 billion dollars globally today,
而且完全沒有放緩的跡象。 and it shows no sign of slowing down.
預計在未來的四年, In four year's time,
將超過八百億美圓。 it's estimated it'll be worth over 80 billion dollars.
這是唱片業的三倍。 That's about three times the recorded music industry.
相當驚人的數字, This is pretty stunning,
但我認為這還不是最說明問題的數據。 but I don't think it's the most telling statistic of all.
真正讓我驚訝的是 The thing that really amazes me
現在 is that, today,
人們可以 people spend about
一年花實實在在的八百億 eight billion real dollars a year
購買虛擬的物品 buying virtual items
只存在於 that only exist
電子遊戲裡。 inside video games.
這是一個虛擬的遊戲世界《Entropia Universe》的遊戲截屏。 This is a screenshot from the virtual game world, Entropia Universe.
就在前不久, Earlier this year,
這個遊戲中的一個虛擬的小行星 a virtual asteroid in it
竟以三十三萬美圓的價格售出。 sold for 330,000 real dollars.
而這個 And this
是一艘泰坦級的宇宙飛船 is a Titan class ship
來自EVE Online 這個太空遊戲。 in the space game, EVE Online.
而這艘虛擬的飛船 And this virtual object
需要200個真人 takes 200 real people
花費56天建造出來, about 56 days of real time to build,
還要加上不知幾千小時的 plus countless thousands of hours
前期工作。 of effort before that.
類似這樣被造出的還有很多。 And yet, many of these get built.
而另一方面, At the other end of the scale,
Farmville這個遊戲,可能你們已經聽說了, the game, Farmville, that you may well have heard of,
有七千萬個玩家 has 70 million players
遍佈全世界, around the world,
而且這些玩家中的大多數 and most of these players
幾乎每天都在玩。 are playing it almost every day.
可能這聽上去 This may all sound
會令一些人相當警惕, really quite alarming to some people,
覺得是社會上那些令人焦慮 an index of something worrying
或不正確的現象。 or wrong in society.
但是我們來這是聽好消息的, But we're here for the good news,
好消息就是 and the good news is
我認為我們能夠研究一下 that I think we can explore
爲什麽這種真實的人類勞動, why this very real human effort,
這麼巨大的價值的創造會得以出現。 this very intense generation of value is occurring.
通過回答這個問題, And by answering that question,
我覺得我們可以從中得到 I think we can take something
極其強大的信息。 extremely powerful away.
我認為最有趣的 And I think the most interesting way
思考這些問題的角度 to think about how all this is going on
就是獎賞。 is in terms of rewards.
更具體來說, And specifically, it's in terms
就是非常密集的情感獎賞, of the very intense emotional rewards
通過玩遊戲提供給人們, that playing games offers to people,
既是個人的, both individually
也有集體的。 and collectively.
如果我們觀察一下某人的大腦, Now if we look at what's going on in someone's head
當他們忙碌時是怎樣運作的, when they are being engaged,
兩個相當不同的進程同時發生著。 two quite different processes are occurring.
一方面是想要的進程。 On the one hand, there's the wanting processes.
有些類似進取心和動機——我要做那件事。我要努力工作。 This is a bit like ambition and drive -- I'm going to do that. I'm going to work hard.
而另一方面是喜歡的進程。 On the other hand, there's the liking processes,
樂趣和喜愛 fun and affection
以及快樂—— and delight --
這是一個巨型飛行獸,上頭騎著一個獸人。 and an enormous flying beast with an orc on the back.
這幅圖很棒,很酷。 It's a really great image. It's pretty cool.
它來自魔獸世界,全球的玩家超過一千萬, It's from the game World of Warcraft with more than 10 million players globally,
其中一個就是我,另外一個就是我老婆。 one of whom is me, another of whom is my wife.
在這種世界裡 And this kind of a world,
你可以騎著這種巨型的飛行獸到處閒逛, this vast flying beast you can ride around
而這正顯示出爲什麽遊戲是多麼善於 shows why games are so very good
讓人同時做要做和喜歡做的事。 at doing both the wanting and the liking.
因為這很強大,相當厲害。 Because it's very powerful. It's pretty awesome.
它給予你強大的力量。 It gives you great powers.
你的野心得到滿足,但又非常美麗。 Your ambition is satisfied, but it's very beautiful.
飛來飛去帶來絕大的快感。 It's a very great pleasure to fly around.
所有這些組合起來形成 And so these combine to form
非常巨大的情感投入。 a very intense emotional engagement.
但這還不是真正有趣的部份。 But this isn't the really interesting stuff.
虛擬世界真正有趣的地方在於 The really interesting stuff about virtuality
你從中可以量度的東西。 is what you can measure with it.
因為你在虛擬世界中能度量的東西 Because what you can measure in virtuality
就是最重要的東西。 is everything.
每一個人在遊戲中做的每一件事 Every single thing that every single person
都可被度量。 who's ever played in a game has ever done can be measured.
今天世界上最大型的遊戲 The biggest games in the world today
正在量度玩家的上十億的數據 are measuring more than one billion points of data
具體到每個人做的事—— about their players, about what everybody does --
其細緻程度超過任何其他網站。 far more than detail than you'd ever get from any website.
而這就使得一些非常特別的東西可以 And this allows something very special
存在於遊戲中。 to happen in games.
這就是獎賞機制。 It's something called the reward schedule.
通過這個機制, And by this, I mean looking
觀察成百萬上千萬的人是怎麼玩的, at what millions upon millions of people have done
然後仔細校準比率, and carefully calibrating the rate,
屬性,類型,以及遊戲中獎賞的強度 the nature, the type, the intensity of rewards in games
令人持續投入 to keep them engaged
數量驚人的時間和努力。 over staggering amounts of time and effort.
現在為了試圖用一些實際的概念 Now, to try and explain this
來闡釋這個機制, in sort of real terms,
我要討論一種任務 I want to talk about a kind of task
就是你在很多遊戲中會遇到的那種任務。 that might fall to you in so many games.
去找到一定數量的某種遊戲小道具。 Go and get a certain amount of a certain little game-y item.
比如說, Let's say, for the sake of argument,
我的任務是得到15個餡餅, my mission is to get 15 pies,
然後為了這15個餡餅 and I can get 15 pies
我要殺死這些可愛的小怪物。 by killing these cute, little monsters.
很簡單的遊戲任務。 Simple game quest.
現在如果你喜歡可以把這個想像為 Now you can think about this, if you like,
一個關於盒子的問題。 as a problem about boxes.
我需要不斷打開盒子。 I've got to keep opening boxes.
我不知道裡頭有什麽,直到我打開它們。 I don't know what's inside them, until I open them.
然後我四處去打開一個又一個盒子,直到得到15個餡餅。 And I go around opening box after box, until I've got 15 pies.
現在如果你在玩的是魔獸世界這樣的遊戲, Now, if you take a game like Warcraft,
如果你願意可以把它想像為 you can think about it, if you like,
一個繁重的開盒子的勞動。 as a great box-opening effort.
遊戲想讓人去打開大約一百萬個盒子, The game's just trying to get people to open about a million boxes,
從裡頭找到越來越好的東西。 getting better and better stuff in them.
聽上去是極度枯燥, This sounds immensely boring,
但遊戲卻能夠 but games are able
使得這個過程 to make this process
極其吸引人。 incredibly compelling.
而它們所使用的方法 And the way they do this
就是把概率和數據結合起來。 is through a combination of probability and data.
讓我們來想想概率問題。 Let's think about probability.
如果我們想讓人去 If we want to engage someone
打開盒子尋找餡餅, in the process of opening boxes to try and find pies.
我們想確保它不要太容易, We want to make sure it's neither too easy,
也不能太困難。 nor too difficult, to find a pie.
那該怎麼辦?那麼你觀察一百萬個人—— So what do you do? Well, you look at a million people --
不,一億個人,一億個開盒子的人—— no, 100 million people, 100 million box openers --
然後來計算一下,如果你設定餡餅出現的比率 and you work out, if you make the pie rate
大約為25%—— about 25 percent --
這樣不會太令人挫敗,也不會太容易; that's neither too frustrating, not too easy;
這樣就能讓人投入進去—— it keeps people engaged --
當然,這還不是全部——這只是15個餡餅。 but of course, that's not all you do -- there's 15 pies.
現在,我可以做一個遊戲叫做餡餅世界, Now, I could make a game called Piecraft,
你在這裡要做的就是找到一百萬個餡餅, where all you had to do was get a million pies,
或一千個。 or a thousand pies.
這個遊戲會很無聊。 That would be very boring.
15是一個最優化的數字。 15 is a pretty optimal number.
你要尋找的,——你知道,在5到20之間, You find the -- you know, between five and 20
這是讓人願意玩下去的一個恰到好處的數量。 is about the right number for keeping people going.
但我們在盒子里找到的不只是餡餅。 But we don't just have pies in the boxes.
這點我敢百分百肯定。 There's a hundred percent up here.
我們所做的就是要確保每次盒子一打開, And what we do is make sure that every time a box is opened,
裡頭總有點什麽,一些小小的獎勵, there's something in it, some little reward,
就是這些東西令人投入地玩下去。 that keeps people progressing and engaged.
在大部份的冒險遊戲裡, In most adventure games,
這獎賞會是一點遊戲幣,一點經驗值, it's a little bit in-game currency, a little bit experience,
但我們也不是僅僅為了這個才玩。 but we don't just do that either.
可以說裡頭還有一些其他道具 We also say there's going to be loads of other items
帶著不同的內容和不同級別的興奮感。 of varying qualities and levels of excitement.
大約有十分之一的機會你可能得到一個相當好的道具。 There's going to be a 10 percent chance you get a pretty good item.
而有大概千分之一的機會 There's going to be a 0.1 percent chance
會得到一件絕對厲害的道具。 you get an absolutely awesome item.
而所有這些獎賞都小心地與道具調整在一起。 And each of these rewards is carefully calibrated to the item.
而且,我們還會說, And also, we say,
“好,放多少鬼怪呢?我是不是應該讓整個世界充滿十億個鬼怪?” 'Well, how many monsters? Should I have the entire world full of a billion monsters?"
不,我們只想讓一到兩隻鬼怪同時出現在屏幕上。 No, we want one or two monsters on the screen at any one time.
於是我就被吸引住了。這不太容易,也不太難。 So I'm drawn on. It's not too easy, not too difficult.
加在一起就很強大了。 So all this is very powerful.
但是我們是在虛擬世界;這些都不是真的盒子。 But we're in virtuality; these aren't real boxes.
所以我們還可以做一些 So we can do
更加令人驚奇的事。 some rather amazing things.
在觀察所有這些人打開盒子時,我們注意到, We notice, looking at all these people opening boxes,
當人們拿到15個餡餅中的13個時, That when people get to about 13 out of 15 pies,
他們的注意力發生轉移,他們開始覺得有點無聊,開始急躁。 their perception shifts, they start to get a bit bored, a bit testy.
他們並沒有理性理解概率。 They're not rational about probability.
他們認為這個遊戲不公平。 They think this game is unfair.
它沒給我最後兩個餡餅。我快要放棄了。 It's not giving me my last two pies. I'm going to give up.
如果要找的是真正的盒子,那到這裡我們就無能為力了, If they're real boxes, there's not much we can do,
但是在遊戲裡,我們只需說,“好吧,這樣。” but in a game we can just say, 'Right, well."
當你拿到13個餡餅時,現在你拿到餡餅的機會提高到75%。 When you get to 13 pies, you've got 75 percent chance of getting a pie now.
這樣就會令你繼續玩下去。觀察人們如何玩遊戲—— Keep you engaged. Look at what people do --
調整這個世界符合他們的期待。 adjust the world to match their expectation.
而我們的遊戲並不總是如此。 Our games don't always do this.
目前有一件事它們肯定會做的就是 And one thing they certainly do at the moment
如果你拿到那個千分之一機會才能得到的道具, is, if you got a 0.1 percent awesome item,
它們會確保另一個這樣的道具在相當長一段時間內不會出現 they make very sure another one doesn't appear for a certain length of time
以此令其保值,讓它特殊。 to keep the value, to keep it special.
而關鍵就在於 And the point is really
我們適應了以某種特定的方式 that we evolved to be satisfied by the world
從周圍的世界獲得滿足感。 in particular ways.
通過幾百萬年, Over tens and hundreds of thousands of years,
我們演化成尋找某種刺激性的事物, we evolved to find certain things stimulating,
並且作為非常智能和文明化的生物, and as very intelligent, civilized beings,
我們通過解決問題和學習知識獲得巨大的刺激。 we're enormously stimulated by problem-solving and learning.
但是現在,我們能反向設計這一行為 But now, we can reverse engineer that
構造出遊戲世界 and build worlds
很明顯地突出我們的演化特徵。 that expressly tick our evolutionary boxes.
那麼所有這些在實踐中有什麽意義? So what does all this mean in practice?
我總結出 Well, I come up
七個要點 with seven things
我認為表明了 that, I think, show
你如何從遊戲中有所學習 how you can take these lessons from games
並將它們應用到遊戲以外。 and use them outside of games.
第一點很簡單: The first one is very simple:
用經驗值條量度進程—— experience bars measuring progress --
有人已經很出色地討論過這個問題 something that's been talked about brilliantly
如今年年初時的Jesse Schell 。 by people like Jesse Schell earlier this year.
在美國的印第安那大學和其他一些地方已經這樣去做了。 It's already been done at the University of Indiana in the States, among other places,
很簡單的道理就是,不用增量的方式給人打分, It's the simple idea that, instead of grading people incrementally
不要去算計那些點點滴滴, in little bits and pieces,
你給他們一個角色化身 you give them one profile character avatar
這個化身會持續地發展 which is constantly progressing
一點一點地,以非常微弱的量發展,他們會感同身受。 in tiny, tiny, tiny little increments, which they feel are their own.
然後一切都朝向那個目標前進, And everything comes towards that,
他們會看著它不斷增長,然後隨著它的發展他們對之認同。 and they watch it creeping up, and they own that as it goes along.
第二,多進程的長短期目標—— Second, multiple long and short-term aims --
五千個餡餅,太煩了, 5,000 pies, boring,
十五個,有意思。 15 pies, interesting.
因此你要給人們 So you give people
很多很多不同的任務。 lots and lots of different tasks.
你要說,這是 You say, it's about
解決10個這樣的問題, doing 10 of these questions,
而另一個任務 but another task
是在規定時間內升20級, is turning up to 20 classes on time,
但再另外一個任務是和別人合作, but another task is collaborating with other people,
再另一個任務是展示你的工作五次, another task is showing your working five times,
再一個任務是擊中這個特定的標靶。 another task is hitting this particular target.
你把任務拆分成這些經過調校的小塊, You break things down into these calibrated slices
人們可以挑選,以及並行處理 that people can choose and do in parallel
以令他們保持投入 to keep them engaged
並將它們和 and that you can use to point them
個人的獲利行為掛鉤。 towards individually beneficial activities.
第三,獎賞努力工作。 Third, you reward effort.
這是你的萬靈丹。遊戲在這點上極其擅長。 It's your 100 percent factor. Games are brilliant at this.
每次你做點什麽事時,你都得到分數,從嘗試中得分。 Every time you do something, you get credit, you a credit for trying.
你不會懲罰失敗;你會獎勵每一點微小的努力—— You don't punish failure; you reward every little bit of effort --
一小塊金子,一小點分數——你已經做完了20個問題了——完成。 your little bit of gold, your little bit of credit -- you've done 20 questions -- tick.
這些都是通過小小的鼓勵實現的。 It all feeds in as minute reinforcement.
第四,反饋。 Fourth, feedback.
這絕對是個關鍵, This is absolutely crucial,
而虛擬世界為實現這一點做的讓人眼花繚亂。 and virtuality is dazzling at delivering this.
如果你看那些當今世界上最難解決的一些問題, If you look at some of the most intractable problems in the world today
關於這些問題我們已經聽到很多驚人的東西, that we've been hearing amazing things about,
人們很難有所長進 it's very, very hard for people to learn
如果他們無法將結果與行為聯繫起來。 if they cannot link consequences to actions.
污染,全球暖化,這些問題, Pollution, global warming, these things,
其後果從時間空間上看都還很遙遠。 the consequences are distant in time and space.
結果就很難學到,感受到其中的教訓。 It's very hard to learn to feel a lesson,
但如果你可以給人們一些這類事情的模型, but if you can model things for people,
如果你可以給一些東西他們可以操控 if you get give things to people that they can manipulate
玩耍並從中獲得反饋, and play with and where the feedback comes,
那麼他們就能從中有所學習,他們就能看到, then they can learn a lesson, they can see,
他們就能進步,能理解。 they can move on, they can understand.
第五, And fifth,
不確定性因素。 the element of uncertainty.
目前這是神經科學的寶庫, Now this is a neurological goldmine,
你可以這麼說, if you like,
因為一個已知的獎勵 because a known reward
會讓人們興奮, excites people,
但真正驅動他們的 but what really gets them going
是不確定的獎勵, is the uncertain reward,
帶著適當程度的不確定性的獎勵, the reward pitched at the right level of uncertainty,
也就是說人們不太知道是否能得到。 that they didn't quite know whether they were going to get it or not.
四分之一的概率。這就能使大腦興奮。 The 25 percent. This lights the brain up.
如果你想 And if you think about
把這點用於測試, using this in testing,
就只需引入隨機性的控制因素 in just introducing control elements of randomness
放在各種形式的測試和訓練中, in all forms of testing and training,
你能夠改變人們的投入程度 you can transform the levels of people's engagement
通過引入這種非常強大的 by tapping into this very powerful
演化機制。 evolutionary mechanism.
當我們無法相當完美地預測某事時, That when we don't quite predict something perfectly,
對它就會特別興奮。 we get really excited about it.
我們就想回去發現更多。 We just want to go back and find out more.
你可能知道,神經遞質 As you probably know, the neurotransmitter
伴隨學習產生的神經遞質叫做多巴胺。 associated with learning is called dopamine.
它出現在尋找獎勵的行為中。 It's associated with reward seeking behavior.
一些激動人心的工作正在 And something very exciting is just beginning to happen
展開,如英國的布裡斯托爾大學, in places like the University of Bristol in the U.K.,
在那裡我們開始能夠用數學的方式 where we are beginning to be able to model mathematically
建構大腦中多巴胺水平的模型。 dopamine levels in the brain.
這意味著我們可以預測學習, And what this means is we can predict learning,
我們可以預測加強的行為, we can predict enhanced engagement,
這些機會期,這些時間的機會期, these windows, these windows of time,
其中所發生的學習行為處在一個加強的水平。 in which the learning is taking place at an enhanced level.
從中產生兩個結果。 And two things really flow from this.
第一與記憶有關, The first has to do with memory,
就是我們可以找到這些瞬間。 that we can find these moments.
當某人想記住什麽時, When someone is more likely to remember,
我們可以給他們提供機會期這一寶貴資源。 we can give them a nugget in a window.
第二就是信心, And the second thing is confidence,
我們能看到遊戲的操作和獎賞結構是如何 that we can see how game playing and reward structures
令人更勇敢,令人更樂於冒險, make people braver, make them more willing to take risks,
更願意面對困難 more willing to take on difficulty,
更不容易灰心。 harder to discourage.
這些可以是些不好的跡象。 This can all seem very sinister.
但是你知道,有人會說“我們的大腦都被控制了,我們都是癮君子。” But you know, sort of "Our brains have been manipulated, we're all addicts."
“上癮”這個詞到處可見。 The word addiction is thrown around.
這的確是個問題。 There are real concerns there.
但是對人來說,最大的神經刺激 But the biggest neurological turn-on for people
來自他人。 is other people.
這才是真正令我們興奮的。 This is what really excites us.
就獎賞來說,並不是金錢, In reward terms, it's not money,
並不是得到現金——當然那也不錯—— it's not being given cash -- that's nice --
而是和同伴一起做事, it's doing stuff with our peers,
注視我們,和我們合作。 watching us, collaborating with us.
我想很快地講一個小故事,1999年 And I want to tell you a quick story about 1999 --
有個電子遊戲叫做《無盡任務》。 a video game called Everquest.
在這個遊戲裡, And in this video game,
有兩頭巨大的龍,你必須組隊才能殺掉它們—— there were two really big dragons, and you had to team up to kill them --
42個人——必須要42個人才能殺掉巨龍。 42 people -- up to 42 to kill these big dragons.
這是個問題, That's a problem,
因為這些龍會丟出兩三個重要的道具。 because they dropped two or three decent items.
於是玩家處理這個問題的方法是 So players addressed this problem
自發地建立起一套體系 by spontaneously coming up with a system
來激勵每個玩家, to motivate each other,
公平地,透明地。 fairly and transparently.
結果,他們付給每個玩家虛擬貨幣 What happened was, they paid each other a virtual currency
他們稱之為殺龍點數。 they called dragon kill points.
每次出發去完成一個任務 And every time your turn up to go on a mission,
都會得到一些殺龍點數。 you got paid in dragon kill points.
他們用另一個獨立的網站記錄這些點數。 They tracked these on a separate website.
這樣就可以記錄自己的貨幣, So they tracked their own private currency,
之後玩家就可以用來競拍 and then players could bid afterward
他們想要的厲害道具—— for cool items they wanted --
這些都是玩家自己組織起來的。 all organized by the players themselves.
目前這個令人難以置信的系統不僅出現在《無限任務》 Now the staggering system is not just that this worked in Everquest,
而是今天,十年以後, but that today, a decade on,
世界上的每一款有這類任務的電子遊戲 every single video game in the world with this kind of task
都在使用某個版本的這個系統—— uses a version of this system --
上千萬的人。 tens of millions of people.
而成功率 And the success rate
接近百分之百。 is at close to 100 percent.
這是一個玩家開發的, This is a player-developed,
自動實施的,自願的貨幣, self-enforcing, voluntary currency,
這就是玩家複雜到令人無法相信的 and it's incredibly sophisticated
玩家行為。 player behavior.
最後我想建議 And I just want to end by suggesting
一些方法使這些原則 a few ways in which these principle
可以擴散到全世界。 could fan out into the world.
首先是商業。 I'll start with business.
我認為我們將會看到一些非常巨大的問題 I mean, we're beginning to see some of the big problems
出現在諸如商業裏面, around something like business,
循環利用和節約能源。 recycling and energy conservation.
我們將會看到一些很奇妙的技術出現 We're beginning to see the emergence of wonderful technologies
如實時的能量計。 like real time energy meters.
看著這些,我會想,對啊, And I just look at this, and I think, yes,
我們可以更充分地使用這些技術 we could take that so much further
讓人們設定目標 by allowing people to set targets
通過設定標準化的目標, by setting calibrated targets,
通過使用不確定性因素, by using elements of uncertainty,
通過多任務進程, by using these multiple targets,
通過使用一個巨大的,潛在的獎賞和激勵機制, by using a grand, underlying reward and incentive system,
來激發人們 by setting people up
以團體和街區的形式合作, to collaborate in terms of groups, in terms of streets
既合作又競爭, to collaborate and compete,
利用這些非常複雜的 to use these very sophisticated
組織和激勵機制。 group and motivational mechanics we see.
在教育方面, In terms of education,
可能是最顯著的, perhaps most obviously of all,
我們能改變吸引人注意的方式。 we can transform how we engage people.
我們可以提供給人們愉快的連續的 We can offer people the grand continuity
經驗和個人的發展。 of experience and personal investment.
我們可以把事務拆分為 We can break things down
高度調整過的小任務。 into highly-calibrated small tasks.
我們可以利用計算過的隨機性。 We can use calculated randomness.
我們可以持續地獎勵努力 We can reward effort consistently
調動所有方面。 as everything fields together.
我們還能利用這種團隊行為 And we can use the kind of group behaviors
也就是當人們一起玩遊戲時看到的演化, that we see evolving when people are at play together,
這些真是前所未有的複雜的 these really quite unprecedentedly complex
協作機制。 cooperative mechanisms.
我想到的另一個就是政府, Government, well one thing that comes to mind
尤其是美國政府 is the U.S. government, among others,
已經真的開始付錢給民眾 is literally starting to pay people
去減肥。 to lose weight.
所以我們所說的就是利用經濟獎賞 So we're saying financial reward being used
去解決肥胖這個大問題。 to tackle the great issue of obesity.
但是同樣,這些獎勵 But again, those rewards
可以被精確地分配 could be calibrated so precisely
如果我們能夠使用遊戲系統的大量專業技術 if we were able to use the vast expertise
去提升吸引力, of gaming systems to just jack up that appeal,
去採集數據,觀察, to take the data, to take the observations,
上百萬的人小時 of millions of human hours
並將這些反饋用回到 and plow that feedback
提升人的參與度。 into increasing engagement.
最後,就是這個詞,參與度, And in the end, it's this word, engagement,
我想留給大家。 that I want to leave you with.
就是如何使個人的參與 It's about how individual engagement
可以發生轉化, can be transformed
通過心理學和神經學方面的經驗 by the psychological and the neurological lessons
就是我們從觀察人玩遊戲獲得的經驗。 we can learn from watching people that play games.
但是還有集體的參與度 But it's also about collective engagement
以及前所未有的實驗 and about the unprecedented laboratory
觀察是什麽使人行動 for observing what makes people tick
工作,遊戲和投入 and work and play and engage
大量精力到遊戲中。 on a grand scale in games.
如果我們觀察這些並從中有所學習 And if we can look at these things and learn from them
並看到如何將它們應用到遊戲以外, and see how to turn them outwards,
那麼我真的認為我們正在做的是具有革新意義的事情。 then I really think we have something quite revolutionary on our hands.
非常感謝。 Thank you very much.
(觀眾掌聲) (Applause)