欢迎来到游戏基础部分的游戏化讲座 Welcome to our gamification lecture inside our Game Basics section.
在这篇文章中 我们将讨论游戏化的定义 重要性 So in this one, we're going to be talking about basically the definition of gamification, the importance
它的内部设计和Ukai的艺术框架 of it inside design and artlessness framework by Ukai.
让我们从定义开始 So let's get started with the definition.
现在 我们谈论的游戏化基本上是鼓励人们参与 通常是非游戏化 Now, we talk about gamification is basically it's incentivizing people's engagement and usually non
通过使用游戏风格的机制进行游戏上下文和活动 game contexts and activities by using game style mechanics.
正当 Right.
因此 游戏化利用了人们竞争、成就、合作和慈善的自然倾向 So gamification use people's natural tendencies for competition, achievement, collaboration and charity
以影响他们参与具体行动 in order to influence them to participate in specific actions.
正当 Right.
我们来讨论一个具体的例子 So let's let's let's talk about a specific example.
举个例子 假设你正在注册一个网站 Take, for example, any any let's let's say you're signing up to a website.
正当 Right.
假设你有 让我看看 五个步骤来注册 And let's say you have, let's see, five steps to do to sign up.
一般来说 很多网站都会在上面有一个进度条 显示你已经完成了 Generally speaking, a lot of websites will have a progression bar on top of it that shows you you've
现在完成一步 20% done one step now, 20 percent.
他们已经做了40% They're done to that 40 percent.
就是那个进度条 That's just that bar right there at Progress Bar.
游戏化是他们寻求进步的游戏 Is gamification their game of finding progress.
因此 即使以亚马逊为例 这也会吸引你完成它 So that entices you to finish it even let's say take Amazon, for example.
亚马逊在其他人的推荐中使用了大量的游戏化原则 Amazon uses a ton of gamification principles in there in terms of recommendations from other people.
像你这样的人看到过这个项目的评论 阅读别人的评论 诸如此类的事情 People like you have seen this item reviews, reading people for reviews, things like that.
这些都是游戏化原则的核心 Those are all gamification principles at their core.
这其中有很多是在里面探索的 And that's a lot of this is explored inside.
事实上 你得到的那本书实际上会被游戏化 这是一本很棒的书 Actually, the book of you got you actually will get gamification, which is a fantastic book.
但总的来说 这就是假期的意义 因为它用游戏驱动的机制激励人们 But generally speaking, that's what gives vacation is it incentivizes people with game driven mechanics.
现在我们知道那是什么了 So now we know what that is.
但它在我们的设计中有多重要？ But how is it important inside our design?
正当 Right.
所以当我们设计一个系统的时候 我们要做的就是尝试打一场比赛 基本上就是这样 So when designing a system like what do we have do is to try to game a fight, that's basically what
归根结底 我们必须确保我们作为开发人员所做的一切贯穿始终 it comes down to, is we have to make sure that we take what we've done as as developers throughout
多年来使用游戏驱动机制 真正推动并创造了这些内在动机 the years of using games driven mechanics and really push forward and create those intrinsic motivations
在我们的游戏中 但不仅仅是从整体上看 而是在我们创建的每个系统中 inside our games, but not just only from an overall view, but inside every system that we create.
我们接受每一个系统 We take every system.
我们看看 好吧 我们怎么能给玩家一些噱头 对吧 We look at it, OK, how can we give players some sort of gimmick, right.
它的元素？ Elements to it?
这些元素通常是爱的进展 巴拉斯的奖赏收藏品 一切 And these elements generally are love progression, baras collectibles of rewards, everything that
是元进展 is meta progression.
我们试图在我们的每一个特征中放大这一点 We try to amplify that inside each one of our features.
举个例子 让我们假设玩家必须绕过去打败敌人 对吗？ So for taking an example, let's say the player has to go round and defeat enemies, right?
就像在基地一样 Like it's just like at the base.
你只要去打败敌人就行了 You just got to go and defeat enemies.
好吧 游戏开火 Well, game game fire that.
让我们看看我们能做些什么 Let's see how we can we can do something.
好吧 你们知道 让我们制作一个剪贴簿 让他们遇到的每一个敌人都能看到 Well, you know, let's make a scrapbook that every enemy they encounter, they get a picture of the
敌人和他们必须收集所有的敌人 以获得一些真正酷的成就 enemy and they have to collect all the enemies in order to get some really cool achievement.
看那边 See right there.
那只是游戏化 That's just gamification.
你采用了他们已经必须处理的协议的简单机制 你适用于小型企业 You took the simple mechanics of an agreement that they already have to deal with and you apply to small
玩家们将四处寻找这些敌人 players are going to go around looking for all these enemies.
正当 Right.
因此 这增加了他们在游戏中的参与度 So it's increasing their engagement inside the game.
这是一个游戏的例子 你可以找到每一个功能 That's an example of game of find every single feature you could find.
所以我们知道那是什么 So we know what that is.
我们知道它的重要性 We know the importance of it.
那么 最高的框架是什么？ So what is the tallest framework?
好吧 这位作家和全方位的好人UCU花了很多年的时间 他开发并创作了一本书 Well, the author and all around good guy UCU has taken many years and he developed and created a book
叫做真正的游戏化 它真正谈论的是一种叫做Arktos框架的东西 called Actual Gamification, where it really talks about something called the Arktos Framework.
这是一位足智多谋的游戏设计师 And this is extremely resourceful game designers.
这本书的基本内容是 它确定了八个内在的动机 这些动机都是根深蒂固的 So basically what this book is, it identifies eight intrinsic motivations, and these are all rooted
在每个人的需要和欲望里面 inside every person's needs and wants.
我们将分别研究其中的每一个 以便更好地理解 And we're going to take a look at each one of these separately so that we get a better understanding
他们是什么 of what they are.
所以这基本上就是这本书的ATSDR So this is basically ATSDR of the book.
但我确实建议 如果你有时间 如果你有资源 拿起这本书 给它 But I do recommend that if you have time and if you have the resources, pick up this book, give it
阅读 a read.
他对这本书的探索如此深入 以至于这本书读得如此之好 He explores it so in depth that it's such a great read.
我相信现在很多游戏设计师都忘记了这一点 尤其是新的游戏设计师 And it's something that I believe a lot of game designers forget nowadays, especially new ones of how
使用游戏化来真正推动创造性概念 to use gamification to really push forth creative concepts.
让我们从第一次会议开始 这是一次史诗般的会议 这次会议的主题是 So let's get started with the first one, which was epic meeting and calling now this one focuses on
提供使命或特殊的概念 providing the notion of being on a mission or being special.
因此 它的意义和意义可以通过强有力的叙述和直接规则来表达 So the meaning and it could be articulated through strong narrative, immediate rule awards.
你需要奖品 You need prizes.
因此 从这两个方面来看 你都有叙事、精英主义、人性、英雄、更高层次 So from the both both sides of the spectrum, you have narrative, elitism, humanity, hero, higher
意思 meaning.
还有初学者的运气 免费午餐 命运之子和协创者 Also beginner's luck, a free lunch, destiny child and cocreator.
因此 这些是真正构成召唤史诗意义的一些方面 So these are some of the aspects that really make up epic meaning in calling.
从发展和成就来看 这些基本上都是通过目标来激励用户 Looking at development and accomplishment, well, these are just basically motivates users by targeting
他们需要跟踪、想象并取得进展 their need to track, visualize and achieve progress.
还记得那个级数吗？ Remember that progression?
但我说的是 当你进入一个网站时 它就在这里 But I was talking about when you go on a website, this is where it is.
这就是它的真正来源 This is where it actually comes from.
而且它还可以在排行榜、徽章、地位点、探索者栏中表达出来 就像我说的 And also it can be articulated in leaderboards, badges, status points, probers bars, like I said,
库多探索酒店 Quest Kudo's.
一般来说 总的来说 这些基本上是积分徽章 就像我说的 获奖 And generally speaking, overall, these are basically points badges, like I said, winning prizes,
赛姆弗尼的高五加冕级别或影响比勒陀利亚老板的战斗 high five crowning level of symfony or affects the Pretoria boss fights.
这些都被认为是我们成就和发展的一部分 These are all considered part of our accomplishments and development.
接下来 我们有授权和创造力反馈 所以这基本上通过提供 Next, we have empowerment and creativity feedback, so this basically motivates users by providing
它们是一个不断探索和创新的平台 them a platform for continuous exploration and creativity.
请看 游戏使用户能够不断尝试新的选项或组合 以创建新内容并获得 See, games enables users to constantly try new options or combinations to create new content and get
这样做的回报 rewarded by doing so.
因此 基本上 当我们谈论这一点时 这实际上是UGC用户生成的内容方面 So basically when we're talking about this, this is really the UGC user generated content aspect of
比赛 the game.
所以 带上你的雷霆战舰 带上你的两周游戏 为玩家提供创造能力和机会 So take your Minecraft, take your fortnight games that offer players an ability and a chance to create
他们有的是 something with the --'s they have.
这就是他们是否在这里传递他们的动机 This is whether this is where they're channeling their motivation.
这是他们为球员所使用的特定动机 This is the specific motivation that they're using for the players.
这创造了一个全新的流派 And this creates a whole new genre.
正当 Right.
因此 基本上 通过拥有整个UGC方面 游戏已经从作为服务的游戏转变为更多的服务 So basically, by having this whole UGC aspect, games have gone from games as a service to more of
游戏 作为一个平台 玩家可以选择不创建自己的内容 如果他们愿意的话 a game, as a platform where players have the option not to create their own content and if they want
也可以将其货币化 to monetize it as well.
所以说真的 这推动了整个平台的发展 So really, that's pushing forth a platform as a whole.
其次 我们有所有权和占有权 Next, we have ownership and possession.
好吧 这基本上是通过让用户对他们想要的东西有归属感来激励他们 Well, this basically motivates users by providing them with a sense of ownership on things that they
有 它可以通过虚拟物品和货币兑换点、建筑物品、收藏来实现 have, and it can be achieved by virtual goods and currency exchange points, building items, collection
布景 化身 sets, avatars.
因此 任何真正将玩家的个人身份和独特性带入另一个世界的东西 So anything that really brings forth a player's personal identity and uniqueness into a different a
完全不同的球赛 whole different ballgame.
这样的动机通常会给人们带来很多赚钱的机会 So motivations like that and usually this could be a lot of opportunities for people to monetize, which
可以理解 understandable.
但这里的主要概念是真正给玩家一些他们可以认同和给予的东西 But the main concept here is to really just give players something that they can identify with and give
他们能感觉到的东西就在那里 them something that they could feel is there.
它们是独一无二的 是自己的财产 They're unique and own possession.
其次 我们有社会影响力和关联性 Next, we have social influence and relatedness.
现在 这真的专注于为玩家之间的社会联系和关系提供一个渠道 Now, this really focusing on providing a channel for social connection and relatedness amongst players
因此 这可以通过成为朋友、赠送诸如工藤团队、任务指导、团队合作等礼物来实现 so it could be achieved by becoming friends, giving gifts like Kudo's Group, Quest Mentorships, a
游戏中的社会动机确实会对社会产生影响 lot of things could really be brought into the social influence of of social motivations inside game.
正当 Right.
我是说 很多合作游戏 I mean, a lot of co-op games.
这基本上是他们的出发点 This is basically their starting grid.
他们将特别关注这些动机 并尽可能多地融入其中 They're going to look at specifically these motivations and try to incorporate as many as they can,
显然 这也与游戏的功能有关 obviously, in in correlation with how the game functions as well.
正当 Right.
所以基本上 这就是它的社会影响 So basically, that's that's what it comes down to is social influence.
事实上 这是玩家玩游戏的巨大内在动机 And really, this is a massive intrinsic motivation for players to play a game.
这是你甚至可以在游戏之外 你可以说Facebook And this is you can you even out of games, you can say Facebook.
正当 Right.
就用户群而言 Facebook是一个巨大的社会影响力 Facebook is a big, big, big social influence in terms of their user base.
其次 你有匮乏和不耐烦 Next, you have scarcity and impatience.
好吧 这基本上是通过创造排他性的概念和拥有某种东西的需要来激励玩家 Well, this basically motivates players by creating the notion of exclusivity and the need to have something
这是有限的 可以通过时间、价格、间隔、约会等来实现 这基本上是 that's limited and it can be achieved by with time, price, spacing, appointments, etc. This is basically
正式的效果 对 就是你害怕错过 the formal effect, right, that you have the fear of missing out.
如果某个东西是限量版的 那么该版本或某个东西将在X时间后离开 If something is limited, edition or something is going to leave after X amount of time.
这确实是很多游戏所有者为了增加双方的参与度而投入的东西 This is really something that a lot of games owners put in in order to increase both engagement for
在特定的时间内 还可以使用不同的保留挂钩保留 a specific amount of time, but also retention with different retention hooks along the way.
其次 我们有不可预测性和好奇心 这基本上通过创造氛围来激励玩家 Next, we have unpredictability and curiosity, which basically motivates players by creating the atmosphere,
想知道下一步会发生什么 可以通过微型任务 视觉故事讲述 wanting to know what is going to happen next, and it could be achieved by mini quests, visual storytelling,
复活节彩蛋 随机奖励 Easter eggs, random awards.
这基本上是给玩家 哦 哇 我不知道这么多奥斯卡 客观的挑战 This is basically giving players like, oh, wow, I didn't know that many Oscars, objective challenge
奖品 awards.
这些都是很明显地放在游戏中的东西 通常也会跨平台推广 These are things that are obviously put into the game and usually promoted as well across platforms
给玩家一个概念 让他们知道有什么东西在发生 在他们得到的幕后发生 to give players the notion that there's something going out, going on behind the scenes that they get
探索 to explore.
但我告诉他们这是什么 But I told them what it is.
正当 Right.
因此 这是真正吸引玩家参与游戏的东西 So this is really something that really hooks players into the game.
最后一点 但并非最不重要的一点 是损失和避免 所以我们真正关注的是提供 And the last one, but not least, is the loss and avoidance, so this really focus on providing the
恐惧的概念和遗漏或遗漏以前收集的物品 以便通过进步实现 notion of fear and missing out or missing previously collected items so it could be achieved by progress,
严格的法律 视觉坟墓被锁在外面 strict laws, visual graves' being locked out.
我之前提到过前者 但这也适用于这里 I mentioned former before scarcity, but this is also applied here as well.
所以沉没成本 悲剧 分裂 机会对我来说 So the sunk costs, tragedy, divisiveness, opportunity for me.
就像我说的 我们做视觉坟墓 Like I said, we do the visual grave.
这些基本上是相互关联的 对吧 These are basically things that are are they work in correlation, right.
能力有限 但也有恐惧的概念 With limited, limited ability, but also the notion of fear as well.
所以正式在这两种情况下都更有效 因为这是一种损失 但稀缺也起作用 So formal actually works in both cases more here because it's a loss, but scarcity works as well.
但这真的让你有机会做点什么 But this really pushes the envelope of you have a chance to do something.
举个例子 当你玩暗黑破坏神的时候 对吧 Example, take when you're playing Diablo, right.
你进入了核心模式 就像一旦你死了 就像你死了一样 这不是你不能做任何事情 And you go into hardcore mode, like once you die, like you die, it's it does not you can't do anything
关于它 about it.
你失去了一切 铁杆模式 You lost everything, the hardcore mode.
正当 Right.
基本上 这是真正放大了内在动机的一个方面的损失 That's basically that's really what amplifies the loss of what is an aspect of intrinsic motivation.
显然 这也可以用来挑战玩家 让他们探索自己的技能 And this could be used, obviously, for challenging players as well, getting them to explore their
能力 理解游戏是如何工作的 并真正提出如果你这样做 capabilities, understanding how games work, and really pushing forth the notion that if you do this
你做得很好 你是顶尖的 就像你很优秀一样 and you do well and you are the top, like you're very good.
这就差不多了 伙计们 游戏化作为一个整体 And that's pretty much it, guys, for gamification as a whole.
显然 D.R 书中还有很多东西 但这让你大致了解了 Obviously, a D.R, there's way more stuff inside the book, but this gives you a general understanding
如何在日常实践中使用游戏化 of how to use gamification inside everyday practices.
当你现在继续前进 说你将在未来进行游戏设计测试时 And when you're moving forward now and say game design tests that you're going to have in the future,
试着看看这些特定的游戏化概念 看看你是否能从中提取一些东西 try to look upon these specific gamification concepts and see if you can pull stuff out from there and
把这些应用到你将要遇到的一些问题上 apply that to some of the questions that you're going to have.
相信我 很多时候 对游戏化有很好理解的人 他们通常 Trust me, a lot of times people that have a good understanding of gamification, they are generally
在这些测试中做得很好 而且当他们在一家公司工作时 他们会被更多地看作是公司内部的人 do very well in these tests and they are ones that are looked more inside of a company when they're
试图雇佣个人 trying to hire individuals.
如果你能很好地解释游戏化是如何使用的 你可能会得到一个答案 If you can explain very well how gamification is used, more often than not, you'd probably get a not
在公司里 in a company.
这就是这个小讲座的内容 And that's pretty much it for this little lecture.
下一次见 And I'll see you all in the next one.