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

　　一个经常被人提起的例子是万豪酒店集团(Marriott Hotel Group)，它想通过一个类似《开心农场》的游戏教育让潜在的新员工了解酒店行业。第一批试图通过游戏化提高员工参与度的公司有很多，而这个项目只是其中的一个代表。但是除了万豪酒店外，其他企业的目标都没有实现。

　　Gartner actually predicted in 2012 that up to 80% of early gamification strategies would fail by the end of this year. The reality isn’t quite as dramatic, but many companies are regrouping or rethinking their investments, said Gartner analyst Brian Burke, who just published a book on the topic, Gamify — How Gamification Motivates People to Do Extraordinary Things.

　　高德纳早在2012年就预测道，到今年底，一些企业早期采取的游戏化战略将有80%都会失败。现实情况也并不令人意外。不过据高德纳公司分析师布莱恩o伯尔克表示，现在很多企业都在重组或重新考虑他们的投资。伯尔克最近刚刚出版了一本新书，题目就叫《游戏化——谈游戏化如何激励人们做不寻常的事》。

　　“The bar for success is defined by the business objectives the organization sets out to achieve, and with gamification today only a minority of projects can declare that the business objectives were achieved,” Burke said. “There are many reasons for this, starting with the lack of clearly defined business objectives, or focusing on the organization goals rather than the player goals.”

　　伯尔克认为：“成功的标准是根据企业设立的业务目标来定义的，今天只有很少的游戏化项目可以宣称他们完成了企业的业务目标。造成这种局面的原因有很多，首当其冲的就是缺乏定义明确的业务目标。其次是只关注企业的目标而忽视了玩家的目标。”

　　One vivid illustration of a successful gamification initiative is Nike+, a website athletes can use to record performance against their fitness goals. It currently boasts more than 28 million users who turn regularly, giving the brand significant exposure. “One of the things that Nike+ does right is to focus on enabling the users to achieve their fitness goals, rather than Nike’s goals—which is a key characteristic of gamification done right,” Burke said.

　　游戏化做得非常成功的一个例子就是Nike+。健身爱好者们可以利用这个网站记录自己的锻炼成果，然后和自己的健身目标进行对比。目前Nike+据说有2800多万活跃用户，给这个品牌带来了很高的曝光度。伯尔克说：“Nike+做的最正确的一件事情，是专注于让用户实现自己的健身目标，而不是实现耐克公司的目标——这是成功的游戏化战略的一个关键特征。”

　　Another example comes from the business-to-business world, where technology services company Bluewolf is using game principles as part of a campaign to get more of its consultants to share information and best practices that could benefit clients and to build their “personal brands” through social networks and by writing blogs. Participants earn points towards certain perks (such as discounted hotel rooms) by completing designated activities. “The purpose is to engage our customers and prospects, and also to engage our employees,” said Corinne Sklar, chief marketing officer at Bluewolf.

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