How to think about gamification
如何看待游戏化汽车保险购买技巧
The world of badges, streaks and leaderboards
徽章、打卡和排行榜的世界
tabloidsThe mopei phone-swing device is ingeniously depressing. It is a cradle for smartphones that rocks back and forth when it is plugged in, and it is designed to cheat fitness apps into believing that you are on the move.
MoPei 手机摇步器是一个巧妙的小装置。这是一个智能手机的摇篮，接上电源后便可以前后摇晃，它的设计目的是让健身应用误以为你在运动。
If you have a step counter, this phone shaker can gull it into thinking you have taken 8,700 paces in an hour. “Ideal for tho people who don’t have the time or energy to get your recommended steps in,” boasts the product blurb.
如果你有一个计步器，这个摇步器就可以骗过它，让它误以为你在一个小时内走了8700步。该产品的宣传语吹嘘道：“这个产品是那些没有时间和精力完成推荐步数的人的最佳选择。”2012年英语四级真题
Such cheating is pointless but not uncommon. Blog posts run through ways to trick a Fitbit into recording exerci, from strapping it to your children to swinging it on a piece of string. Strava is an app for runners and cyclists to record their times; becoming the fastest rider on a cour gment is a lot easier if you u a motorbike.
这种作弊行为毫无意义，但并不少见。博主们都在发文传授各种欺骗Fitbit记录运动量的方法，比如把它绑在孩子身上，或者系上一根绳子摇晃它。Strava 是一款记录跑步和骑车的应用，如果你骑的是摩托车，那么很容易就能成为排行榜上最快的骑手。
Players of Pokemon Go, a smartphone game, are suppod to walk a certain distance in order to hatch virtual eggs; taping your phone to a Roomba, an automated vacuum cleaner, is the couch potato’s alternative.
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qq网名英文手机游戏《精灵宝可梦Go》的玩家原本需要行走一定距离才能孵化虚拟蛋，但懒人们也可以把手机粘在 Roomba 扫地机器人上让其代劳。
This behaviour is a predictable side-effect of a ubiquitous digital phenomenon: gamification. Adding game-like elements to non-game activities is part and parcel of app design. Streaks encourage urs to log into products each day. Achievement points reward them for completing tasks. League tables add the spice of competition.qad
这些行为时无孔不入的数字潮流（游戏化）带来的一个可预见的副作用。在非游戏活动中添加游戏类元素是应用设计中不可或缺的一环。每日打卡可以鼓励用户每天都登录产品。成就点数激励着他们完成任务。排行榜增添了竞争的趣味。
Such features are powerful, even if their effects often fade over time. Just as gamification can lead some people to cheat, it can help others stay motivated in pursuit of a goal they find difficult to stick to. When Duolingo, a language-learning app, went public in 2021, its prospectus was clear about the importance of game-like features in keeping its urs engaged.
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这些功能的效果往往会随着时间的推移而减弱，但其威力依然不可小觑。就像游戏化可能导致一些人作弊一样，它也可以帮助另一些人保持动力去追求他们觉得难以坚持的目标。当语言学习应用“多邻国”在2021年上市时，其招股书明确指出了游戏类功能在保持用户粘性方面的重要性。
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 launched a new mathematics app that relies on similar techniques.
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每日打卡、虚拟货币、排行榜和名为 Duo 的卡通猫头鹰都是为了鼓励人们坚持学习而设计的。10月26日，该公司发布了一款新的数学应用，同样依赖于类似的手段。
But as “You’ve Been Played”, a thought-provoking new 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 generic paraphernalia of rewards, points and badges onto activities without thinking hard about the context. Get gamification wrong, and you can annoy three types of stakeholder.
但正如游戏设计师阿德里安·宏发人深省的新书《你被耍了》所指出的那样，公司在提供游戏化体验时应该慎之又慎。阿德里安·宏认为，不应该在没有考虑具体情境的情况下将奖励、积分和徽章等套路强加到各种活动上。如果游戏化没做好，你可能会惹恼三类利益相关者。
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 grain of a product, or against it.
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首先是客户。一些弊端显而易见，例如没完没了地向人们发送打卡通知，或者显示他们在排行榜上的排名有多低，让他们失去动力。但还不止于此。游戏化可能适合某种产品，也可能完全不适合。
The cond 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 Japane, great. If that something is eating lard, less great.
aglow其二是最近才出现的一类利益相关者——监管机构。游戏化意味着鼓励人们在某些事情上多花一些功夫。如果是让人们学习日语，那就很好。但如果是让人们多吃猪油，那就不太好了。
The third group is employees. Turning repetitive work into video games is a technique that Amazon has reportedly ud in its warehous, by reprenting workers’ progress at picking and boxing items in a racing-car format. Firms that ll employee-engagement software offer the usual armoury of points, leaderboards and virtual currencies.
其三是雇员。据报道，亚马逊在其仓库中使用了一种将重复性工作转化为电子游戏的方法，将工人分拣和装箱的进度以赛车的形式呈现出来。制作销售员工敬业度软件的公司往往也会用上积分、排行榜和虚拟货币等套路。
The ideas are likely to backfire. Forced rankings incentivi some people and stress others out. GitHub, an open-source coding platform, withdrew its streak feature after concerns were raid that it was prompting programmers to work every weekend.
