雷声大雨点小：社交类游戏已走入末路

2014-06-24 11:39:22来源：可可英语

　　Admit it: You or someone you know is obsessed with Candy Crush Saga—or were obsessed with Angry Birds or Farmville when those social games ruled the Internet. Can you really blame big business, then, for experimenting with ways to use our collective addiction to “leveling up” to drive higher rates of consumer and employee engagement?

　　承认吧，你或你认识的某个人肯定曾一度痴迷于《糖果粉碎传奇》(Candy Crush Saga)或是《愤怒的小鸟》(Angry Birds)、《开心农场》(Farmville )等社交游戏。所以当大企业试图利用我们对游戏的痴迷来提高消费者和员工对公司的参与度时，也就没有什么难以理解的了。

雷声大雨点小：社交类游戏已走入末路

　　It turns out that you can. Like with social games, for every hit there are a hundred clunkers, poorly designed and more aggravating than addictive. The gamification of digital engagement fiercely rode the hype cycle since the term burst into mainstream usage in 2011, but according to recent figures, gamification as a business strategy in 2014 is essentially, well, game over.

　　正所谓一将功成万骨枯，社交游戏也是如此。每一款大热的社交游戏背后，都有几百个失败的社交游戏折戟沉沙。它们要么设计得不好，要么玩得让人上火而不是上瘾。“游戏化”自2011年成为主流用语以来，迅速成了一个被大肆炒作的噱头。但到了2014年，根据最近的数据来看，游戏化作为一种商业战略可以说基本上已经“Game Over”了。

　　The market research firm Gartner estimates market penetration of gamification technology, exemplified by enterprise developers suchas Badgeville andBunchball, at just 5% to 10%. The pioneers have applied these platforms to all manner of challenges, from encouraging consumers to use a new product or service more liberally to reshaping employee behavior or processes. But without well-grounded goals, some high-profile early projects have foundered.

　　据市调机构高德纳公司(Gartner)估算，像Badgeville 和Bunchball等公司开发的游戏化技术的市场渗透率大概只有5%到10%。那些最早敢于吃螃蟹的人把游戏化平台用到了各种挑战上，从刺激消费者采用新产品或服务，到更开放地改造员工行为或流程，似乎桩桩件件都可以搞一搞游戏化。但是由于没有脚踏实地的目标，很多早期宣传得颇为高调的项目最后都以失败而告终。

　　One oft-cited example centers on Marriott Hotel Group MAR 0.87% , which tried using a game akin to Farmville to teach potential new employees about the hospitality industry. The project was supposed to represent the first wave of a series of game-inspired attempts to improve employee engagement; the rest have yet to materialize.

本文关键字: 社交类游戏已走入末路