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That's about three times the recorded music industry. | Ovvero circa 3 volte l’industria discografica. | en-it |
This is pretty stunning, but I don't think it's the most telling statistic of all. | Ez egész elképesztő, de szerintem nem ez a legárulkodóbb statisztika. | en-hu |
The thing that really amazes me is that, today, people spend about eight billion real dollars a year buying virtual items that only exist inside video games. | Что действительно поражает меня, так это то, что сегодня люди тратят примерно 8 миллиардов долларов в год, покупая в виртуальном iTunes, существующем только в в видео играх. | en-ru |
This is a screenshot from the virtual game world, Entropia Universe. | To jest zrzut ekranu z gry Entropia Universe. | en-pl |
Earlier this year, a virtual asteroid in it sold for 330,000 real dollars. | Tidligere dette år, blev en virtuel asteroide deri solgt for 330.000 rigtige dollars. | en-da |
And this is a Titan class ship in the space game, EVE Online. | 그리고 이것은 우주 게임인 EVE 온라인의 타이탄급 우주선입니다. | en-ko |
And this virtual object takes 200 real people about 56 days of real time to build, plus countless thousands of hours of effort before that. | Og denne virtuelle genstand tager 200 virkelige mennesker cirka 56 dage i virkelig tid at bygge, plus utallige tusinder af timer af indsats før det. | en-da |
And yet, many of these get built. | A opet, mnogi od ovih se grade. | en-sr |
At the other end of the scale, the game Farmville that you may well have heard of, has 70 million players around the world and most of these players are playing it almost every day. | Pada kasus lain, Farmville, pasti Anda pernah mendengarnya, memiliki 70 juta pemain di seluruh dunia, dan kebanyakan pemain-pemain ini memainkannya hampir setiap hari. | en-id |
This may all sound really quite alarming to some people, an index of something worrying or wrong in society. | Това може би звучи наистина тревожно за някои хора, признак за нещо нередно, или неправилно в обществото. | en-bg |
But we're here for the good news, and the good news is that I think we can explore why this very real human effort, this very intense generation of value, is occurring. | Ali ovdje smo zbog dobrih vijesti, a dobre vijesti su da mislim kako možemo istraživati zašto taj jako stvaran ljudski napor, zašto se ta jako intenzivna generacija vrijednosti pojavljuje. | en-hr |
And by answering that question, I think we can take something extremely powerful away. | Dengan menjawab pertanyaan itu, saya rasa kita bisa mendapatkan sesuatu yang sangat bermanfaat. | en-id |
And I think the most interesting way to think about how all this is going on is in terms of rewards. | Cred că cea mai interesantă metodă de a te gândi la cum se întâmplă toate acestea este legată de recompense. | en-ro |
And specifically, it's in terms of the very intense emotional rewards that playing games offers to people both individually and collectively. | 그리고 특히, 그것은 게임을 하는 것이 개별적, 집단적으로 사람들에게 제공하는 매우 강력한 감정적 보상에 대한 것입니다. | en-ko |
Now if we look at what's going on in someone's head when they are being engaged, two quite different processes are occurring. | Wenn wir uns nun anschauen, was in den Köpfen von Menschen vorgeht, wenn sie involviert werden, laufen zwei sehr unterschiedliche Prozesse ab. | en-de |
On the one hand, there's the wanting processes. | 一つは欲求のプロセスです | en-ja |
This is a bit like ambition and drive -- I'm going to do that. I'm going to work hard. | C'est une peu de l'ambition et de la motivation -- je vais faire ça, je vais travailler dur. | en-fr |
On the other hand, there's the liking processes, fun and affection and delight and an enormous flying beast with an orc on the back. | D'autre part, ce sont les processus d'appréciation, d'amusement et d'attirance et de plaisir -- et une bête énorme qui vole avec un orc sur le dos. | en-fr |
It's a really great image. It's pretty cool. | 真是一个绝佳的图像，真的太酷了 | en-zh-cn |
It's from the game World of Warcraft with more than 10 million players globally, one of whom is me, another of whom is my wife. | która ma ponad 10 mln graczy, a wśród nich ja i moja żona. | en-pl |
And this kind of a world, this vast flying beast you can ride around, shows why games are so very good at doing both the wanting and the liking. | Und diese Art der Welt, dieses riesige fliegende Monster, das du fliegen kannst, zeigt, warum Spiele so gut darin sind, beides zu tun, das Wollen und das Mögen. | en-de |
Because it's very powerful. It's pretty awesome. | Pentru că are o putere aparte. | en-ro |
It gives you great powers. | Det ger dig starka krafter. | en-sv |
Your ambition is satisfied, but it's very beautiful. | Хоть ваши амбиции и удовлетворены, всё же, это прекрасно. | en-ru |
It's a very great pleasure to fly around. | C'est un très grand plaisir de voler. | en-fr |
And so these combine to form a very intense emotional engagement. | Οπότε όλα αυτά ενώνονται για να δημιουργήσουν ένα πολύ έντονο συναισθηματικό δέσιμο. | en-el |
But this isn't the really interesting stuff. | Ale nie to jest naprawdę interesujące. | en-pl |
The really interesting stuff about virtuality is what you can measure with it. | De virkelig interessante ting om det virtuelle er at man kan måle med det. | en-da |
Because what you can measure in virtuality is everything. | Karena apa yang dapat Anda ukur di dunia maya adalah segalanya. | en-id |
Every single thing that every single person who's ever played in a game has ever done can be measured. | כל דבר שכל אדם שאי פעם שיחק במשחק עשה יכול להמדד | en-he |
The biggest games in the world today are measuring more than one billion points of data about their players, about what everybody does -- far more detail than you'd ever get from any website. | Сегодня, крупнейшие игры в мире Обрабатывают более миллиарда различных данных об игроках, об их действиях — намного больше, чем вы можете получить на любом сайте. | en-ru |
And this allows something very special to happen in games. | 这就使一些特殊的东西 在游戏中发生 | en-zh-cn |
It's something called the reward schedule. | Đó là một thứ được gọi là lịch trình phát thưởng. | en-vi |
And by this, I mean looking at what millions upon millions of people have done and carefully calibrating the rate, the nature, the type, the intensity of rewards in games to keep them engaged over staggering amounts of time and effort. | Има се предвид, наблюдение над това, какво правят милиони и милиони от хора и внимателно настройване на честотата, естеството, вида и интензивността на награждаване в игрите, така че играчите да останат въвлечени за впечатляващо количество време. | en-bg |
Now, to try and explain this in sort of real terms, I want to talk about a kind of task that might fall to you in so many games. | 現在為了試圖用一些實際的概念 來闡釋這個機制， 我要討論一種任務 就是你在很多遊戲中會遇到的那種任務。 | en-zh-tw |
Go and get a certain amount of a certain little game-y item. | Coba dapatkan sekian barang tertentu yang ada di game tersebut. | en-id |
Let's say, for the sake of argument, my mission is to get 15 pies and I can get 15 pies by killing these cute, little monsters. | Pro naše účely, řekněme, že mým úkolem je získat 15 koláčů a ty mohu získat, když zabiji tyto malé roztomilé příšerky. | en-cs |
Simple game quest. | Un simple jeu de quête. | en-fr |
Now you can think about this, if you like, as a problem about boxes. | Wenn man möchte, kann man das als ein Problem mit Kisten sehen. | en-de |
I've got to keep opening boxes. | Saya harus terus membuka kotak-kotak ini. | en-id |
I don't know what's inside them until I open them. | 開けるまでその箱に何が入っているか分かりません | en-ja |
And I go around opening box after box until I've got 15 pies. | Y voy abriendo caja tras caja hasta que consigo 15 tortas. | en-es |
Now, if you take a game like Warcraft, you can think about it, if you like, as a great box-opening effort. | Om du tar ett spel som Warcraft, så kan du om du vill tänka på det som en stort lådöppningsprojekt. | en-sv |
The game's just trying to get people to open about a million boxes, getting better and better stuff in them. | Le jeu consiste simplement à faire ouvrir aux gens des millions de boîtes, en obtenant des trucs de plus en plus chouettes dedans. | en-fr |
This sounds immensely boring but games are able to make this process incredibly compelling. | Ça a l'air absolument ennuyeux, mais les jeux sont capables de rendre ce processus incroyablement captivant. | en-fr |
And the way they do this is through a combination of probability and data. | E il modo in cui lo fanno è attraverso una combinazione di dati e probabilità. | en-it |
Let's think about probability. | Réfléchissons à la probabilité. | en-fr |
If we want to engage someone in the process of opening boxes to try and find pies, we want to make sure it's neither too easy, nor too difficult, to find a pie. | Birisini çörekleri bulmak için kutu açmaya yönlendirmek istiyorsak. Çörek bulmanın ne çok kolay, ne de çok zor olduğundan emin olmasını istiyoruz. | en-tr |
So what do you do? Well, you look at a million people -- no, 100 million people, 100 million box openers -- and you work out, if you make the pie rate about 25 percent -- that's neither too frustrating, nor too easy. | پس چی کار می کنید؟ خب، نگاه کنید به یک میلیون نفر نه 100 میلیون نفر، 100 میلیون جعبه بازکن و حساب می کنید، اگر نرخ پای را به حدود 25 درصد برسانید -- این نه خیلی درمانده کننده است و نه خیلی آسان. | en-fa |
It keeps people engaged. | Det holder folk engagerede. | en-da |
But of course, that's not all you do -- there's 15 pies. | Но, конечно, это не всё — надо-то 15 пирогов. | en-ru |
Now, I could make a game called Piecraft, where all you had to do was get a million pies or a thousand pies. | Bây giờ, tôi có thể tạo ra một trò tên là Piecraft mà ở đó tất cả những gì bạn phải làm là kiếm một triệu cái bánh hoặc một nghìn cái bánh. | en-vi |
That would be very boring. | To bi bilo veoma dosadno. | en-sr |
Fifteen is a pretty optimal number. | 15 est un chiffre plutôt optimal. | en-fr |
You find that -- you know, between five and 20 is about the right number for keeping people going. | Μεταξύ 5 και 20 είναι ακριβώς ο κατάλληλος αριθμός για να κρατήσει τους παίχτες απασχολημένους. | en-el |
But we don't just have pies in the boxes. | Men vi har inte bara pajer i lådorna. | en-sv |
There's 100 percent up here. | Itt fent van a 100%. | en-hu |
And what we do is make sure that every time a box is opened, there's something in it, some little reward that keeps people progressing and engaged. | A my zajistíme, aby při každém otevření krabice v ní něco bylo. Nějaká malá odměna, která udrží lidi motivované a zapálené. | en-cs |
In most adventure games, it's a little bit in-game currency, a little bit experience. | 在大多数冒险游戏中 会是一些游戏币，一些经验值 | en-zh-cn |
But we don't just do that either. | aber wir tun nicht nur das. | en-de |
We also say there's going to be loads of other items of varying qualities and levels of excitement. | Chúng ta sẽ cho thêm hàng loạt những món đồ khác với số lượng và mức độ hấp dẫn khác nhau. | en-vi |
There's going to be a 10 percent chance you get a pretty good item. | 10% esélyed van találni egy nagyon jó tárgyat. | en-hu |
There's going to be a 0.1 percent chance you get an absolutely awesome item. | Va a haber una probabilidad de 0,1% de conseguir algo totalmente impresionante. | en-es |
And each of these rewards is carefully calibrated to the item. | Và mỗi phần thưởng này sẽ được điều chỉnh một cách cẩn thận với từng món đồ. | en-vi |
And also, we say, "Well, how many monsters? Should I have the entire world full of a billion monsters?" | 그리고 또한 우리는 말합니다. "자, 몬스터가 얼마나 많이 있습니까? 수 많은 몬스터로 게임을 채워야 하나요?" | en-ko |
No, we want one or two monsters on the screen at any one time. | Não, queremos um ou dois monstros na tela ao mesmo tempo. | en-pt-br |
So I'm drawn on. It's not too easy, not too difficult. | Assim sou cativado. Nem muito fácil, nem muito difícil | en-pt |
So all this is very powerful. | Semua ini sangat kuat. | en-id |
But we're in virtuality. These aren't real boxes. | Men vi är i en virtuell värld. Det är inte riktiga lådor. | en-sv |
So we can do some rather amazing things. | พวกเราเลยสามารถ ทำสิ่งที่น่าเหลือเชื่อได้ | en-th |
We notice, looking at all these people opening boxes, that when people get to about 13 out of 15 pies, their perception shifts, they start to get a bit bored, a bit testy. | 상자를 여는 이 모든 사람들을 보면서, 사람들이 15개의 파이 중에서 13개 정도를 찾아냈을 때, 생각이 바뀌면서, 지루해하고 성미가 급해지기 시작하는 것을 주목합니다. | en-ko |
They're not rational about probability. | Nem gondolkodnak racionálisan a valószínűségről. | en-hu |
They think this game is unfair. | Pensano che il gioco sia ingiusto. | en-it |
It's not giving me my last two pies. I'm going to give up. | Det ger mig inte mina sista två pajer. | en-sv |
If they're real boxes, there's not much we can do, but in a game we can just say, "Right, well. | Si fueran cajas reales no hay mucho que hacer pero en un juego podemos decir "Correcto, bien", | en-es |
When you get to 13 pies, you've got 75 percent chance of getting a pie now." | Quand vous arrivez à 13 cartes, vous avez 75 % de chances d'obtenir une tarte à présent. | en-fr |
Keep you engaged. Look at what people do -- adjust the world to match their expectation. | Continuez. Regardez ce que les gens font -- Ils ajustent le monde pour l'aligner sur leurs attentes. | en-fr |
Our games don't always do this. | Naše igre ne rade ovo uvek. | en-sr |
And one thing they certainly do at the moment is if you got a 0.1 percent awesome item, they make very sure another one doesn't appear for a certain length of time to keep the value, to keep it special. | Jeśli zdobędziesz wyjątkowy przedmiot z szansą 0,1%, kolejny taki długo ci się nie trafi, dzięki temu na jakiś czas pozostanie wyjątkowy i wartościowy. | en-pl |
And the point is really that we evolved to be satisfied by the world in particular ways. | И дело в том, что мы эволюционировали так, что бы мир мог удовлетворить нас определёнными путями. | en-ru |
Over tens and hundreds of thousands of years, we evolved to find certain things stimulating, and as very intelligent, civilized beings, we're enormously stimulated by problem solving and learning. | 幾千年を経て 私たちは特定の物を刺激的 知的― 文明的と感じるよう進化しているため 問題解決や学習をするよう大きく刺激されるのです | en-ja |
But now, we can reverse engineer that and build worlds that expressly tick our evolutionary boxes. | حالا ما می توانیم مهندسی معکوس کنیم و دنیا و محیطی بسازیم که در آن جعبه های در حال تکمیل ما، به خوبی عمل کنند. | en-fa |
So what does all this mean in practice? | Co to oznacza w praktyce? | en-pl |
Well, I've come up with seven things that, I think, show how you can take these lessons from games and use them outside of games. | Saya menemukan tujuh hal, yang menurut saya, memperlihatkan bagaimana kita dapat mengambil pelajaran dari game dan menggunakannya di luar game. | en-id |
The first one is very simple: experience bars measuring progress -- something that's been talked about brilliantly by people like Jesse Schell earlier this year. | La première est très simple: des barres d'expérience qui mesurent la progression -- quelque chose qui a été exposé brillamment par des gens comme Jesse Schell plus tôt dans l'année. | en-fr |
It's already been done at the University of Indiana in the States, among other places. | Já foi feito na Universidade do Indiana nos EUA, entre outros sítios. | en-pt |
It's the simple idea that instead of grading people incrementally in little bits and pieces, you give them one profile character avatar which is constantly progressing in tiny, tiny, tiny little increments which they feel are their own. | Het eenvoudige idee is, dat mensen niet meer trapsgewijs punten krijgen maar juist geleidelijk, je geeft ze een profielkarakteravatar die continu vooruitgang boekt in heel kleine stapjes, waarvan ze het gevoel hebben dat zij die hebben gezet. | en-nl |
And everything comes towards that, and they watch it creeping up, and they own that as it goes along. | Und alles entwickelt sich und sie sehen wie es schleichend vorankommt und sie bestimmen den Fortschritt | en-de |
Second, multiple long and short-term aims -- 5,000 pies, boring, 15 pies, interesting. | 第二，多進程的長短期目標—— 五千個餡餅，太煩了， 十五個，有意思。 | en-zh-tw |
So, you give people lots and lots of different tasks. | 5 tys ciastek - nudno, 15 - ciekawie. Ludzie muszą mieć różne zadania. | en-pl |
You say, it's about doing 10 of these questions, but another task is turning up to 20 classes on time, but another task is collaborating with other people, another task is showing you're working five times, another task is hitting this particular target. | Ludzie muszą mieć różne zadania. Raz "odpowiedz na 10 pytań", ale innym razem "przyjdź na 20 zajęć". W kolejnym - współpracuj z innymi, zaprezentuj swoją pracę pięć razy, osiągnij konkretny cel. | en-pl |
You break things down into these calibrated slices that people can choose and do in parallel to keep them engaged and that you can use to point them towards individually beneficial activities. | Uno descompone las cosas en estas partes calibradas que la gente puede elegir hacer en paralelo para que sigan enganchados y que uno puede usar para dirigirlos hacia actividades beneficiosas a nivel individual. | en-es |
Third, you reward effort. | ข้อสาม ให้รางวัลกับความพยายาม | en-th |
It's your 100 percent factor. Games are brilliant at this. | Bu sizin yüde yüzlük faktörünüz. Oyunlar bunda mükemmeller. | en-tr |
Every time you do something, you get credit; you get a credit for trying. | Всеки път, когато направите нещо, получавате заслуги, дори за опита. | en-bg |
You don't punish failure. You reward every little bit of effort -- a little bit of gold, a little bit of credit. You've done 20 questions -- tick. | I za samotný pokus. Netrestáte chyby, odměňujete každý kousek úsilí, trochou zlata, trochou bodů, odpovíte 20 otázek - a hotovo. | en-cs |
It all feeds in as minute reinforcement. | To vše působí jako injekce motivace. | en-cs |
Fourth, feedback. | Četvrto, povratna informacija. | en-hr |
This is absolutely crucial, and virtuality is dazzling at delivering this. | これは何よりも重要です 仮想世界はフィードバックに長けています | en-ja |
If you look at some of the most intractable problems in the world today that we've been hearing amazing things about, it's very, very hard for people to learn if they cannot link consequences to actions. | Se diamo un occhio ad alcuni dei più complicati problemi del mondo di oggi di cui stiamo sentendo cose incredibili, è sempre molto difficile per le persone imparare se non possono collegare le consegunze alle azioni. | en-it |
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