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On the one hand, there's the wanting processes.
在一方面，有一個(gè)期望過程
This is a bit like ambition and drive,
有點(diǎn)像野心和驅(qū)動(dòng)力--
I'm going to do that. I'm going to work hard.
我要去做那件事，我要努力
On the other hand, there's the liking processes,
在另一方面，有趣味的過程
fun and affection and delight
樂趣，感情和愉悅
and an enormous flying beast with an orc on the back.
一個(gè)龐大的飛行動(dòng)物背上騎著獸人
It's a really great image. It's pretty cool.
真是一個(gè)絕佳的圖像，真的太酷了
It's from the game World of Warcraft with more than 10 million players globally,
它來自游戲《魔獸世界》，在全球擁有超過100萬玩家
one of whom is me, another of whom is my wife.
其中有一個(gè)就是我，還有一個(gè)是我妻子
And this kind of a world,
這是一種世界
this vast flying beast you can ride around,
有大量的飛行動(dòng)物你可以騎著到處跑
shows why games are so very good at doing both the wanting and the liking.
而這正顯示出為什么游戲是多么善于讓人同時(shí)做要做和喜歡做的事。
Because it's very powerful. It's pretty awesome.
因?yàn)樗δ軓?qiáng)大，它棒極了
It gives you great powers.
它給予你強(qiáng)大的力量
Your ambition is satisfied, but it's very beautiful.
你的野心被滿足，同時(shí)它也是美好的
It's a very great pleasure to fly around.
能夠飛來飛去多妙啊
And so these combine to form a very intense emotional engagement.
所以所有這些東西結(jié)合起來構(gòu)造了一個(gè)非常強(qiáng)烈的情感活動(dòng)
But this isn't the really interesting stuff.
但這并非真正有趣的東西
The really interesting stuff about virtuality is what you can measure with it.
真正有趣的東西是它的虛擬性是用它你能度量一些東西
Because what you can measure in virtuality is everything.
因?yàn)樵谔摂M世界你可以度量任何東西
Every single thing that every single person
在游戲里玩過的每個(gè)人
who's ever played in a game has ever done can be measured.
做的每件事情，都可以被測量
The biggest games in the world today
目前全世界最大的游戲
are measuring more than one billion points of data
所測量的數(shù)據(jù)超過數(shù)十億份
about their players, about what everybody does
關(guān)于它的玩家，關(guān)于每個(gè)人的行動(dòng)
far more detail than you'd ever get from any website.
遠(yuǎn)遠(yuǎn)超過你從任何一個(gè)網(wǎng)站上所獲得的細(xì)節(jié)
And this allows something very special to happen in games.
這就使一些特殊的東西在游戲中發(fā)生
It's something called the reward schedule.
這些東西名為獎(jiǎng)勵(lì)量表
And by this, I mean looking at what millions upon millions of people have done
說到這，我的意思是看著億萬人做了什么
and carefully calibrating the rate,
然后仔細(xì)校準(zhǔn)在游戲中的
the nature, the type, the intensity of rewards in games
頻率，性質(zhì)，類型和獎(jiǎng)勵(lì)力度
to keep them engaged over staggering amounts of time and effort.
以保持他們參與以這驚人數(shù)量的時(shí)間和努力
Now, to try and explain this in sort of real terms,
現(xiàn)在，為了嘗試做些實(shí)例性解釋
I want to talk about a kind of task
我想談?wù)勗诤芏嘤螒蚶?/div>
that might fall to you in so many games.
一種任務(wù)極可能降臨到你身上
Go and get a certain amount of a certain little game-y item.
去尋找一定數(shù)量的某些游戲小玩意
Let's say, for the sake of argument,
比方說，為了便于討論
my mission is to get 15 pies
我的任務(wù)是去找15個(gè)餡餅
and I can get 15 pies by killing these cute, little monsters.
我可以得到15個(gè)餡餅就靠去殺掉這些可愛的小怪物
Simple game quest.
很簡單的游戲要求
Now you can think about this, if you like,
現(xiàn)在你可以把這個(gè)當(dāng)做，如果你愿意
as a problem about boxes.
一個(gè)關(guān)于箱子的問題
I've got to keep opening boxes.
我要一直打開箱子
I don't know what's inside them until I open them.
在打開它們之前我并不知道里面有什么
And I go around opening box after box until I've got 15 pies.
所以我四處走，打開一個(gè)又一個(gè)箱子，直到我得到15個(gè)餅
Now, if you take a game like Warcraft,
現(xiàn)在，如果你玩像魔獸這類游戲
you can think about it, if you like, as a great box-opening effort.
你可以把它當(dāng)做，如果你愿意的話，一個(gè)龐大的開箱子工程
The game's just trying to get people to open about a million boxes,
游戲只是盡可能地讓人們打開成千上萬的箱子
getting better and better stuff in them.
從中獲得越來越好的裝備
This sounds immensely boring
這聽起來非常無聊
but games are able to make this process incredibly compelling.
但游戲卻有能力將這一過程變得異常地有吸引力
And the way they do this
而他們做到這些的方法就是
is through a combination of probability and data.
通過結(jié)合概率和數(shù)理統(tǒng)計(jì)
Let's think about probability.
讓我們先想想概率吧
If we want to engage someone
如果我想讓某人參與進(jìn)
in the process of opening boxes to try and find pies,
這個(gè)為了尋找餡餅去開箱子的過程中
we want to make sure it's neither too easy,
我想要保證這一過程既不太簡單
nor too difficult, to find a pie.
也不會太難
So what do you do? Well, you look at a million people
所以你會怎么做?好的，你看著一百萬人
no, 100 million people, 100 million box openers
不，一億人，一億個(gè)開箱者
and you work out, if you make the pie rate about 25 percent
然后你計(jì)算，如果你使得到餡餅的幾率成大約25%--
that's neither too frustrating, nor too easy.
那就既不太讓人喪氣，又不會太簡單
It keeps people engaged.
它能使人持續(xù)參與
But of course, that's not all you do -- there's 15 pies.
當(dāng)然，這還不是全部, 這只是15個(gè)餡餅。
