GA黄金甲经济学人｜｜游戏是个问题

【2】Such cheating is pointlessbut not uncommon. Blog posts run through ways to trick a Fitbit into recordingexercise, from strapping it to your children to swingingit on a piece of string. Strava is an app for runnersand cycliststo record their times; becoming the fastestrider on a course segmentis a lot easier if you use a motorbike. Players of Pokemon Go, a artphone game, are supposedto walk a certaindistancein order to hatchvirtual eggs; tapingyour phone to a Roomba, an automatedvacuumcleaner, is the couchpotato’s alternative.

【3】This behaviour is a predictableside-effect of a ubiquitousdigital phenomenon: gamificationGA黄金甲体育. Adding game-like elementsto non-game activities is part and parcelof app design. streaksencourage users to loginto products each day. Achievement points reward them for completingtasks. League tables add the spiceof competition.

【4】Such featuresare powerful, even if their effects often fadeover time. Just as gamification can lead some people to cheat, it can help others stay motivatedin pursuitof a goal they find difficult to stickto. When Duolingo, a language-learning app, went public in 2021, its prospectuswas clear about the importance of game-like featuresin keeping its users engaged. streaks, virtual currencies, leaderboards and a hectoring cartoon owl called Duo are all designed to encourage people to keep learning. On October 26th the firm launcheda new mathematicsapp that relieson similar techniques.

【5】But as “You’ve Been Played”, a thought-provokingnew book by Adrian Hon, a game designer, makes clear, firms should be very careful about how they gamify experiences. Mr Hon argues against slapping the genericparaphernaliaof rewards, points and badgesonto activities without thinking hard about the context. Get gamification wrong, and you can annoythree types of stakeholder.

【6】One is the customer. The obvious dangers—badgering people with endless notifications about streaks, say, or demotivating them by showing how low down a leaderboard they sit—are not the only ones. Gamification can work with the grainof a product, or against it. Apps that are designed to encourage people to save money can happily use gamified featureslike totalisers and money jars to trackprogress: the techniquefits the product snugly. But some activities really don’t need added “fun”. One reading app offers to unlock animations if users hit certainreading landmarks; if you present reading as a chore, a kind of mental flossing, you are telling readers they have the cultural hinterlandof a tapir.

【7】The second stakeholder, and a new one to worry about, is the regulator. Gamification is meant to encourage people to do more of something. If that something is learning Japanese, great台湾GA黄金甲平台. If that something is eating lard, less great. Worries about how gamified financial-trading apps might lead investorsto undertakemore transactions than is good for them have prompted the Securities and Exchange Commission (SEC), a markets regulator, to look at what it terms “digital engagementpractices”. Firms are already changing their behaviour as scrutinyintensifies. Last year Robinhood, one of the apps now in the SEC’s sights, felt compelledto get rid of a confettianimationwhich showed when a customer made their first trade.

【8】The third group is employees. Turningrepetitivework into video games is a techniquethat Amazon has reportedlyused in its warehouses, by representingworkers’ progress at picking and boxingitems in a racing-car format. Firms that sell employee-engagementsoftware offer the usual armouryof points, leader-boardsand virtual currencies.

【9】These ideas are likely to backfire. Forced rankingsincentivise some people and stress others out. GitHub, an open-source codingplatform, withdrewits streakfeatureafter concerns were raised that it was promptingprogrammersto work every weekend. And as Mr Hon observes, games are a lot less enjoyableif you have no choice over whether to take part. Manufacturing fun can work, but only if it is taken seriously.

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1.原文：Players of Pokemon Go, a artphone game, are supposed to walk a certain distance in order to hatch virtual eggs;taping your phone to a Roomba, an automated vacuum cleaner, isthe couch potato’s alternative.

剖析：这句话很长，但结构并不复杂。“Players of Pokemon Go”为主语, “a artphone game”是主语的同位语，“are supposed towalk ”是句子的谓语，“a certain distance”是宾语，“in order to hatch virtual eggs”目的状语。分号后面的句子“taping your phone to a Roomba”是主语,“an automated vacuum cleaner”是主语的同位语，“is”系动词，“the couch potato’s alternative”是表语。

翻译:智能游戏宝可梦GO（Pokemon Go）玩家应该步行一定距离孵化虚拟鸡蛋；将手机粘在自动真空吸尘器上Roomba这些懒人有替代选择。

2.原文：Turning repetitive work into video gamesisa techniquethatAmazon has reportedly used in its warehouses, by representing workers’ progress at picking and boxing items in a racing-car format.

剖析：这句话很长，但结构并不复杂。“：Turning repetitive work into video games"是主语；"is”是系动词，后面是表语，“that“引导定语从句，用于表达和表达前面的先行词”a technique”。