TEDxKids@Brussels
Gabe Zichermann: How games make kids smarter
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Can playing video games make you more productive? Gabe Zichermann shows how games are making kids better problem-solvers, and will make us better at everything from driving to multi-tasking.
(Filmed at TEDxKids@Brussels.)
Gabe Zichermann - Entrepreneur, author
Do kids these days have short attention spans, or does the world just move too slow? Gabe Zichermann suggests that today's video games are making children smarter -- and we should all embrace gamification. Full bio
Do kids these days have short attention spans, or does the world just move too slow? Gabe Zichermann suggests that today's video games are making children smarter -- and we should all embrace gamification. Full bio
Double-click the English transcript below to play the video.
00:04
I'm 36 years old.
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我36岁了。
00:06
My first experience
with the video game business
with the video game business
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我第一次玩电子游戏
是因为一个比我们有钱的邻居
00:08
was neighbors who were wealthier than us
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买了雅达利2600来玩。
00:10
bringing home an Atari 2600
and playing it.
and playing it.
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这对我来说是一个决定性的时刻。
00:13
It was a pretty definitive moment for me.
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00:15
I also remember going to school,
and on an Apple II,
and on an Apple II,
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我也记得我在学校的时候，
在苹果2上玩的一个游戏
叫做 “神偷卡门“，
叫做 “神偷卡门“，
00:19
playing a game called
"Where in the World is Carmen Sandiego?"
"Where in the World is Carmen Sandiego?"
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一个很棒的游戏，
00:22
an awesome game,
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00:24
which was the first time I played a game
in the school context.
in the school context.
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也是第一次我在学校里玩游戏。
当你问人们关于电子游戏的事情，
以及什么是重要的，
以及什么是重要的，
00:29
When you ask people about the video game
business and what's significant,
business and what's significant,
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很多人认为雅达利2600很重要，
00:33
most people think that Atari 2600
is really the nexus,
is really the nexus,
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00:36
the catalyst of the video game business.
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是电子游戏的催化剂。
但是我其实觉得“神偷卡门”
00:38
But I actually think that "Where
in the World is Carmen Sandiego?"
in the World is Carmen Sandiego?"
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00:42
is probably the most important
video game ever made,
video game ever made,
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是电子游戏史上最重要的一款游戏，
00:44
principally because it was
the first and the last time
the first and the last time
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主要是因为它是第一个，
也是最后一个
也是最后一个
00:48
that parents, teachers and kids all agreed
that a video game was awesome.
that a video game was awesome.
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家长，老师还有孩子
都认为很不错的游戏。
都认为很不错的游戏。
（笑声）
00:52
(Laughter)
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不过这是很久以前的事情了。
00:54
Now, that was a long time ago.
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那是1987年的事儿了。
00:57
In fact, it was 1987.
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00:59
And it may surprise you to know
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你可能会感到惊讶，
01:00
that "Where in the World
is Carmen Sandiego?" continues to be
is Carmen Sandiego?" continues to be
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因为“神偷卡门”
仍然是娱乐业中
最后一个巨大的冲击，
最后一个巨大的冲击，
01:03
the last substantial giant hit
in the entertainment business,
in the entertainment business,
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即使在很多年前，
1987年它就已经是了，
1987年它就已经是了，
01:07
despite the fact that it was 1987,
which is such an incredibly long time ago,
which is such an incredibly long time ago,
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而我现在才36岁，
所以你们可以算算。
所以你们可以算算。
01:12
and I'm only 36, so you can do the math.
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01:14
Things are completely different today
from what they were.
from what they were.
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今天的事情和过去完全不同了。
举个简单的例子，
01:17
Just as a simple example,
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在1987年，我们觉得这个人大概疯了。
01:18
in 1987, we thought
this guy was kind of crazy.
this guy was kind of crazy.
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然后我们就认识了这个人，
01:21
Then we met this dude,
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他完全改变了我们对“疯”的看法。
01:23
who has really changed
our perspective on that subject.
our perspective on that subject.
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（笑声）
01:26
(Laughter)
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世道变了啊。
01:28
Things have changed.
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01:29
(Laughter)
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（笑声）
反布什政治幽默在西欧影响深远。
01:33
Anti-Bush political humor
goes a long way in Western Europe.
goes a long way in Western Europe.
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（笑声）
01:36
(Laughter)
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01:37
So, between 1987 and now,
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从1987年到现在，
01:39
I played a lot of this game
called "Civilization,"
called "Civilization,"
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我一直在玩的一个游戏叫做 “文明”，
01:42
which was designed by a guy
named Sid Meier.
named Sid Meier.
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是Sid Meier设计的。
事实上，我一生中有8000
到10000个小时都在玩“文明”，
到10000个小时都在玩“文明”，
01:44
In fact, I spent about 8- to 10,000
hours of my life playing "Civilization,"
hours of my life playing "Civilization,"
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01:48
which is a long time I probably
should have spent studying.
should have spent studying.
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我可能应该用这么多时间来学习。
但是，我把对电子游戏的
热爱转化成了职业，
热爱转化成了职业，
01:51
But nonetheless, I managed to turn
this love of video games into a job,
this love of video games into a job,
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01:54
first working on the Game
Developers Conference,
Developers Conference,
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先是在游戏开发者会议工作，
帮助创办了第一家
成功的数字分销公司，
成功的数字分销公司，
01:57
helping to start the first successful
digital distribution company in games,
digital distribution company in games,
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叫做 “Trymedia”，
02:01
called Trymedia,
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现在，我在写关于游戏化的博客。
02:02
and then now, writing
the Gamification blog.
the Gamification blog.
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我写了两本关于游戏化的书，
02:04
I'm author of two books
on the subject of gamification,
on the subject of gamification,
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包括最近的一本
O’ Reilly 出版的《游戏化设计》，
O’ Reilly 出版的《游戏化设计》，
02:06
including the recent "Gamification
by Design," published by O'Reilly.
by Design," published by O'Reilly.
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我还是游戏化峰会的主席，
02:10
And I chair the Gamification Summit,
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游戏化峰会把所有这些东西
都集中在了一起。
都集中在了一起。
02:11
which is an event that brings
all this stuff together.
all this stuff together.
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所以在很多方面，
我就是那个父母想象中
我就是那个父母想象中
02:14
So in many ways, I am parents' dream
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那个可以把一直坐着
玩电子游戏的生活习惯
玩电子游戏的生活习惯
02:16
of how somebody can turn a sedentary
lifestyle of playing video games
lifestyle of playing video games
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变成真正职业来挣钱的人。
02:21
into an actual career
that pays real money.
that pays real money.
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当我被邀请到这里时，
02:24
So when I get invited
to an event like this,
to an event like this,
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我肯定你们所有人
都会希望我站在这里说，
都会希望我站在这里说，
02:26
I'm sure that all of you
expect me to get up here and say,
expect me to get up here and say,
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“游戏对你们的孩子很有好处。”
02:29
"Games are awesome for your children."
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对吧？因为我是一个沉迷游戏的人，
这也是我养家糊口的方式。
这也是我养家糊口的方式。
02:31
Right? Because I'm a games guy
and this is how I make my living.
and this is how I make my living.
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（掌声）
02:34
(Applause)
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游戏对孩子有好处。
02:35
Games will help children.
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但是，我其实想要问你们
另外一个问题，
另外一个问题，
02:36
But instead, I want to ask you
a different question,
a different question,
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说真的，谁需要游戏的帮助？
02:39
which is: Really, who needs games help?
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我想起了我最近在纽约时报里
02:41
I started this process by thinking
about reading a particular article
about reading a particular article
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读的一篇文章。
02:45
in the New York Times recently.
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02:47
In the article, a neuroscientist
was talking about
was talking about
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在这个文章里面，
一个神经科学家讲述了
一个神经科学家讲述了
儿童是如何表现出注意力缺陷障碍的。
02:49
how children were presenting themselves
with attention deficit disorder.
with attention deficit disorder.
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02:53
Their parents would come in and say,
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这个时候，他们的父母就会说了，
“我的孩子不可能患有注意力缺陷障碍，
02:54
"My kids can't possibly have ADD,
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02:57
because they're super good
at focusing on video games,
at focusing on video games,
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因为他们玩电子游戏的时候都超级集中，
但是他们一去学校上学，
注意力就不能集中了。“
注意力就不能集中了。“
03:00
But when they go to school,
they're really bad."
they're really bad."
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神经科学家在文章中
驳斥了这个观点。
驳斥了这个观点。
03:02
The neuroscientist was debunking
this idea in the article.
this idea in the article.
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她列举了纽约大学
Christopher Lucas博士的观点，
Christopher Lucas博士的观点，
03:05
She trotted out researchers
like Dr Christopher Lucas at NYU,
like Dr Christopher Lucas at NYU,
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Christopher说，游戏并不能
教给孩子正确的注意力技巧，
教给孩子正确的注意力技巧，
03:09
who said games don't teach
the right kind of attention skills
the right kind of attention skills
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即是他们一直集中，
03:12
where kids have sustained attention,
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但他们没有收到普通的奖励。
03:15
where they're not receiving
regular rewards.
regular rewards.
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她还提出了华盛顿大学
03:17
And she trotted out experts
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03:18
like Dr Dimitri Christakis
at the University of Washington,
at the University of Washington,
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博士Dimitri Christakis的观点，
03:21
who said that kids
who play a lot of video games
who play a lot of video games
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Dimitri认为，因为孩子
对电子游戏的敏化作用，
对电子游戏的敏化作用，
他们在玩了很多电子游戏之后
03:23
may find the real world unpalatable
or uninteresting,
or uninteresting,
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03:26
as a result of their
sensitization to games.
sensitization to games.
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可能会觉得现实世界无趣又讨人厌。
03:29
So I sat there and thought to myself,
I'm scratching my head,
I'm scratching my head,
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我坐在那里，绞尽脑汁的地想，
03:32
is it that our children have ADD,
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是我们的孩子有注意力缺失症，
还是我们的世界节奏太慢了，
以至于孩子们无法去适应它？
以至于孩子们无法去适应它？
03:36
or is our world just too freaking slow
for our children to appreciate?
for our children to appreciate?
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（掌声）
03:41
(Applause)
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03:43
Seriously, consider the picture
you're looking at right now,
you're looking at right now,
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说真的，想象一下
你们现在看到的照片，
你们现在看到的照片，
03:46
like in my era, even my grandfather's era,
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在我的那个时代里，
甚至在我爷爷那个时代，
甚至在我爷爷那个时代，
03:49
sitting down on a Sunday afternoon
to read a good book with a cup of tea --
to read a good book with a cup of tea --
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我们会在星期天的下午，
喝着茶看着书——
喝着茶看着书——
我必须要说，
03:53
I just have to say,
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我不认为现在哪个孩子会这样。
03:55
I don't think that today's kids
are ever going to do that.
are ever going to do that.
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证据就在他们玩的游戏里。
03:57
The evidence is found
in the games they play.
in the games they play.
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04:00
Consider the video game
"World of Warcraft."
"World of Warcraft."
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想想电子游戏”魔兽世界“。
04:02
When I was growing up,
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在我成长的过程中，
我能想象到的，在电子游戏中
能展现出来最好的技术，
能展现出来最好的技术，
04:03
the maximum skill that I was expected
to display in a video game
to display in a video game
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04:07
was simple hand-eye coordination,
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就是简单的手眼协调，
04:08
a joystick and a firing button.
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一个操纵杆，和一个发射按钮。
04:10
Today's kids play games
in which they're expected to chat
in which they're expected to chat
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现在，孩子在玩电子游戏的时候，
他们希望能通过文字和声音交流，
04:13
in text and voice,
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04:15
operate a character,
follow long- and short-term objectives,
follow long- and short-term objectives,
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操作一个角色，遵循长短期目标，
04:18
and deal with their parents interrupting
them all the time to talk to them.
them all the time to talk to them.
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还要应对他们父母时不时来
跟他们说话造成的打断。
跟他们说话造成的打断。
（笑声）
04:21
(Laughter)
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孩子们必须得有非凡的，
能够处理多重任务的技巧
能够处理多重任务的技巧
04:23
Kids have to have
an extraordinary multitasking skill
an extraordinary multitasking skill
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04:25
to be able to achieve things today.
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才能完成今天游戏里的任务，
04:27
We never had to have that.
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而我们这辈人从来不需要那样。
04:29
It turns out things like that
actually make you smarter.
actually make you smarter.
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结果发现，像多重任务这样的事情
会让你变得更聪明。
会让你变得更聪明。
Arne May等人在德国
雷根斯堡大学做的研究显示，
雷根斯堡大学做的研究显示，
04:33
Research by Arne May et Al
at the University of Regensburg in Germany
at the University of Regensburg in Germany
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04:37
found that when they gave participants --
this was actually done on adults --
this was actually done on adults --
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他们给成年人
04:41
a simple task to learn, like juggling,
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一个简单的任务去学习，比如杂耍，
04:43
in 12 weeks,
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12周后，
04:45
people who were asked to learn juggling
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被要求学杂耍的人
大脑中的灰质（神经组织）
有明显的增加。
有明显的增加。
04:47
displayed a marked increase
in gray matter in their brain.
in gray matter in their brain.
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04:51
On an MRI, you can see
people get more gray matter
people get more gray matter
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在12周的杂耍学习之后，
通过磁共振成像，
通过磁共振成像，
你可以看到这些人的大脑中
有更多的灰质了。
有更多的灰质了。
04:54
after 12 weeks of learning juggling.
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2008年，他们重新做了一次实验，
04:56
In 2008, they went back
and redid the study
and redid the study
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去研究为什么灰质增加了。
04:59
to see why the gray matter increased.
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05:01
They discovered it was the act of learning
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他们发现是因为学习这个行为
造成了大脑灰质增加，
05:03
that produced the increased brain matter,
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而并不是这个活动，比如杂耍造成的。
05:05
not performance at the activity itself,
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05:08
which is a very interesting finding.
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这个发现非常有意思。
05:10
It also reinforced this idea,
which should go over well here as well,
which should go over well here as well,
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它同时强调了一个
在这里也能被接受的想法，
在这里也能被接受的想法，
那就是，在大部分标化测试上，
说多种语言的人的成绩
说多种语言的人的成绩
05:14
that multilingual people
outperform monolingual people
outperform monolingual people
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05:17
on most standardized tests by about 15%.
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会比只会一种语言的人
的成绩高出15%。
的成绩高出15%。
05:20
There's something that happens
in the brain from that kind of activity.
in the brain from that kind of activity.
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通过那样的活动，大脑会有反应。
05:24
Andrea Kuszewski,
speaking at Harvard, talked about
speaking at Harvard, talked about
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Andrea Kuszewski
在哈佛大学演讲时说到
在哈佛大学演讲时说到
05:28
these five things that people do
to increase their grey matter
to increase their grey matter
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人们可以通过做五件事
来增加自己的灰质，
来增加自己的灰质，
05:31
and to teach themselves
to increase their fluid intelligence.
to increase their fluid intelligence.
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并且通过自学增加自己的流体智力。
05:35
"Fluid intelligence" is the intelligence
we use to problem-solve.
we use to problem-solve.
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“流体智力”是我们解决问题所用到的智力。
它与晶态智力不同，
05:38
It's different from
crystalline intelligence,
crystalline intelligence,
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流体智力能帮我们解决问题。
05:40
it helps us problem-solve.
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她从研究中发现
05:42
She identified, from the research,
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05:44
that there were five things you could do:
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那五件事情是：
寻找新颖的事，
05:46
seek novelty,
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挑战你自己，
05:47
challenge yourself,
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带着创造力去想事情，
05:48
think creatively,
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用更有挑战的方式做事
05:49
do things the hard way
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以及建立社交网络。
05:50
and network.
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想想这五件事。
05:52
Think about those five things.
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05:53
Any of you play video games?
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有人玩电子游戏吗？
05:55
Does it resemble the basic pattern
of a video game to you in any way?
of a video game to you in any way?
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它是否在某种程度上和电子游戏的
基本模式有相似之处？
基本模式有相似之处？
05:59
These are five things that recur
in all very successful video games.
in all very successful video games.
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在很成功的电子游戏里，
这五件事都不断重现。
这五件事都不断重现。
06:03
It also is connected to a constant
and exponential increase in learning.
and exponential increase in learning.
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这也和学习能力指数性的
持续增长有关。
持续增长有关。
06:08
Video games fundamentally present
a continuous process of learning to users.
a continuous process of learning to users.
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电子游戏从根本上为用户
提供了一个持续的学习过程。
提供了一个持续的学习过程。
06:13
They don't just learn
for a little while and then stop.
for a little while and then stop.
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他们并不是学一会儿就停下来，
06:16
They're constantly evolving
and moving forward.
and moving forward.
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而是不断进步，前进。
06:18
It may, in fact, help us to explain
the Flynn effect, finally.
the Flynn effect, finally.
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事实上，它还能帮我们解释弗林效应。
06:22
The "Flynn effect,"
for those of you who don't know,
for those of you who don't know,
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如果你们有些人不知道弗林效应是什么，
它指的是人类智力逐年增加的现象。
06:25
is the pattern that human intelligence
is actually rising over time.
is actually rising over time.
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06:28
So if we look at the history of IQ,
people, in fact, are getting smarter.
people, in fact, are getting smarter.
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所以当我们回望人类智慧历史时，
我们会发现人类变聪明了。
我们会发现人类变聪明了。
06:32
In the US right now,
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在当下的美国，
06:34
average IQ is rising
at .36 points of IQ per year.
at .36 points of IQ per year.
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平均智商每年会提升0.36个点。
06:38
What's been very interesting
is that in some countries --
is that in some countries --
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有趣的是，在一些国家，
并不是针对某个国家，
但是在丹麦和挪威，
但是在丹麦和挪威，
06:41
not to call anyone out,
but Denmark and Norway --
but Denmark and Norway --
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在这些国家，总体晶态智力
06:43
in some countries, overall crystalline IQ
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06:46
has stopped or slowed down or declined.
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已经停滞、上升速度减缓，甚至降低。
06:49
In other countries, though,
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不过在其他国家，
06:51
particularly when looking at fluid IQ,
fluid intelligence,
fluid intelligence,
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特别是在流体智力方面，
06:54
the number is increasing,
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数字是在增加的，
06:55
and the rate of fluid intelligence
increase is increasing,
increase is increasing,
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20世纪90年代开始，
流体智力增加的速率
流体智力增加的速率
也在上升。
06:59
starting in the 1990s.
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07:02
Coincidence? I think not.
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是偶然吗？我觉得不是。
07:04
(Laughter)
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（笑声）
07:05
In fact, games are wired to produce
a particular kind of reaction in people.
a particular kind of reaction in people.
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事实上，游戏就是要让人们
产生一种特殊的反应。
产生一种特殊的反应。
07:10
So we've got this learning brain increase,
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于是我们得到了脑力的提升
07:12
multitasking brain increase connection,
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和多重任务执行能力之间的联结。
07:14
and we also have a strong
dopamine loop in the brain.
dopamine loop in the brain.
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我们大脑中也有一个强大的多巴胺环。
当面对游戏的挑战时，
07:18
As games present a challenge,
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07:19
and you struggle to achieve that challenge
and you overcome it,
and you overcome it,
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你努力想要克服、完成这个挑战，
你的大脑中就会释放多巴胺。
07:22
dopamine is released in your brain.
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这会在根本上提升脑力。
07:24
And that produces
an intrinsic reinforcement.
an intrinsic reinforcement.
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用Judy的话来说，
那种根本上的脑力提升
那种根本上的脑力提升
07:27
In the words of Judy,
that produces an intrinsic reinforcement
that produces an intrinsic reinforcement
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会让你退回去
07:30
that causes you to go back
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07:32
and keep seeking that activity
over and over again.
over and over again.
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不断地找寻那个活动。
07:35
So this is really powerful stuff.
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所以这是一个非常强大的东西。
07:37
I want to introduce you to an educator
who understands this in intricate detail,
who understands this in intricate detail,
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我还想要给你们介绍一个教育家，
他了解这些复杂的细节。
他了解这些复杂的细节。
07:42
named Ananth Pai.
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他叫 Ananth Pai。
07:44
Ananth was a very successful
businessperson
businessperson
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Ananth是一名非常成功的商人，
07:47
who worked on process reengineering.
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他的工作是流程改革。
07:50
When his kids went into school
in White Bear Lake, Minnesota,
in White Bear Lake, Minnesota,
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当他的孩子在明尼苏达州
明尼阿波利斯圣保罗郊区的
明尼阿波利斯圣保罗郊区的
07:54
a suburb of Minneapolis-Saint Paul,
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白熊湖开始读书时，
他了解到了当时的教育系统，
07:56
he saw the education system
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07:57
and decided he wanted
to do something about it.
to do something about it.
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于是他决定做些什么。
作为一个成年人，他回学校攻读了
教育学的硕士学位，
教育学的硕士学位，
07:59
So as an adult, he went back
and got a master's in [Education]
and got a master's in [Education]
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随后开始在白熊湖小学任教。
08:02
and took over a class
at White Bear Lake Elementary School.
at White Bear Lake Elementary School.
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Ananth Pai把常规课程换成了
08:05
Ananth Pai replaced
the standard curriculum
the standard curriculum
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08:08
with a video game based curriculum
of his own design,
of his own design,
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他自己设计的，
以电子游戏为基础的课程，
以电子游戏为基础的课程，
因材施教，
08:11
separating the kids into leaning styles
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给他们任天堂掌上游戏机，
还有电脑游戏——
还有电脑游戏——
08:13
and giving them Nintendo DS's
and computer games --
and computer games --
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全都是市场上就能买到的，
都不是定制的，
都不是定制的，
08:16
everything off the shelf,
nothing custom --
nothing custom --
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08:18
giving them Nintendo DS's
and computer games
and computer games
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给他们任天堂掌上游戏机
还有电脑游戏，
还有电脑游戏，
08:21
that were both individual
and social to play,
and social to play,
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一个人或者多个人玩都可以，
这些游戏教会了他们数学和语言。
08:23
that taught them math and language.
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08:25
Let me tell you what happened.
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让我告诉你们后来发生了什么。
08:27
In the space of 18 weeks,
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18周之后，
Pai先生的班级在阅读和数学方面，
08:31
Mr. Pai's class went
from a below-3rd-grade level
from a below-3rd-grade level
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从不到3年级的水平，
08:35
in reading and math
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08:36
to a mid-4th-grade level
in reading and math.
in reading and math.
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提升到了4年级左右的水平。
08:40
In 18 weeks of a game-based curriculum.
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通过18周的游戏课程。
08:43
More importantly,
when you talk to the children,
when you talk to the children,
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更重要的是，当你和那些孩子交谈，
当他们在电视上接受采访，
Pai 先生不在身边时，
Pai 先生不在身边时，
08:46
when they're interviewed on television,
even away from Mr. Pai,
even away from Mr. Pai,
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08:50
they say two things over and over again,
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他们不断重复着两件事，
这两件帮助他们在
Pai 先生的课上学习的事：
Pai 先生的课上学习的事：
08:52
that help them learn in his class:
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08:54
learning is fun,
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学习是有趣的；
08:56
and learning is multiplayer.
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学习是几个人一起的。
08:59
Whether they use those exact words or not,
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不管他们是不是
用了完全相同的字眼，
用了完全相同的字眼，
09:01
they say learning is fun
and learning is multiplayer.
and learning is multiplayer.
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他们都说，学习是有趣的，
学习是多人一起的。
学习是多人一起的。
09:04
This is the key to making that experience
really successful for kids.
really successful for kids.
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这是让孩子们成功
感受到这个过程的关键。
感受到这个过程的关键。
09:07
It's also true, though,
that we need to talk about
that we need to talk about
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但是，我们也需要谈谈
09:10
the relationship between kids
and violence in games.
and violence in games.
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孩子和游戏中暴力元素的关系。
09:12
Study after study very clearly tells you
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2007
很多研究都清楚地告诉你，
09:14
that violent games
do not make children violent.
do not make children violent.
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暴力的游戏并不会让孩子变得暴力。
09:17
We also must acknowledge, however,
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但是，我们也必须承认，
09:19
that if you have a child
predisposed to violence,
predisposed to violence,
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如果你的孩子过早接触到暴力，
09:21
violent games may help make them
a better violent child.
a better violent child.
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暴力的游戏会让他们
变成一个更暴力小孩。
变成一个更暴力小孩。
09:25
If they train kids to do other things,
they also will train that,
they also will train that,
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如果这些游戏能锻炼孩子
做其他事情，孩子们也会模仿，
做其他事情，孩子们也会模仿，
我们得接受这一点，
09:28
and we need to accept that,
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09:29
and we need to start
understanding the connection
understanding the connection
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我们需要开始理解
训练式游戏的连接。
09:32
between games as a form of training.
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我们不能一概而论，
认为游戏不会影响孩子。
认为游戏不会影响孩子。
09:33
We can't blanket-say
that they don't affect kids.
that they don't affect kids.
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这是不对的。
09:36
It's not true.
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1162
09:37
I'd like to call the group of people
who are driving this trend forward
who are driving this trend forward
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我把推动这一趋势的人叫做
09:41
"Generation G."
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“G代。”
09:42
There are 126 million millennials
in the United States and the EU,
in the United States and the EU,
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在欧洲和美国，大概有
一亿两千六百万人属于千禧一代，
一亿两千六百万人属于千禧一代，
09:46
plus younger kids we can't yet count,
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2154
还有一些更小的孩子，
我们没有计算在内，
我们没有计算在内，
09:48
that form Generation G.
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这些都是属于G世代。
09:50
And the way that Generation G
is different from X, Y,
is different from X, Y,
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而G世代与其他世代人的
不同之处在于，
不同之处在于，
09:54
and all the different generations
that we may belong to,
that we may belong to,
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也就是我们可能属于的其他世代，
09:57
is that video games
are the primary form of entertainment
are the primary form of entertainment
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在于电子游戏是G世代的
主要娱乐方式。
10:00
that Generation G is consuming.
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10:02
It is their primary form of entertainment.
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电子游戏是他们的主要娱乐方式。
这已经开始在社会上
造成了巨大的影响。
造成了巨大的影响。
10:04
This is already starting to have
a tremendous effect on society.
a tremendous effect on society.
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在我们周围，G世代
对与类似游戏体验的欲望
对与类似游戏体验的欲望
10:07
All around us, Generation G's desire
for game-like experiences
for game-like experiences
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正在重塑游戏行业，
10:10
is reshaping industries,
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从带动社交网络
生态系统的Foursquare，
生态系统的Foursquare，
10:12
from Foursquare, which caused the mobile
social networking ecosystem to start,
social networking ecosystem to start,
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到耐克、可口可乐、
大通银行、还有Kozinga这样
大通银行、还有Kozinga这样
10:17
to companies like Nike, Coke, Chase,
and also Kozinga,
and also Kozinga,
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10:22
which owes much of its success to games.
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成功大部分归功于游戏的公司。
10:25
The trend that underlies this whole
pattern is called "gamification."
pattern is called "gamification."
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整个模式的趋势被称为“游戏化”。
10:29
It's a word that many of you,
I'm sure, have heard.
I'm sure, have heard.
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我敢保证，这个词
你们大多数人都听过。
你们大多数人都听过。
一个游戏化的简单定义
就是使用游戏思维和
就是使用游戏思维和
10:31
A simple definition of gamification
is it's the process of using game thinking
is it's the process of using game thinking
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10:35
and game mechanics
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游戏机制的过程去
10:37
to engage audiences and solve problems.
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吸引听众或观众，解决问题。
10:39
Part of the reason gamification has become
such an emergent topic right now
such an emergent topic right now
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游戏化的一部分现在已经
成为了一个新兴话题，
成为了一个新兴话题，
源于G世代对与文化和社会的影响。
10:43
is because of Generation G's effect
on culture and society already.
on culture and society already.
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10:47
Their expectations are different.
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他们的期望是不同的。
10:48
Some examples of gamification
that you may have seen
that you may have seen
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一些你可能听过的关于游戏化的例子，
10:51
that are really fascinating to me
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一些很吸引我的例子，
10:52
are the emergence
of in-dash[board] games in cars.
of in-dash[board] games in cars.
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比如汽车里内部仪表盘上游戏的出现。
10:55
Today, if you buy a hybrid
or an electric vehicle,
or an electric vehicle,
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今天，如果你买一辆
混动或者电动汽车，
混动或者电动汽车，
10:59
you'll almost certainly see
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你将会看到
11:01
the product of a hundred million
dollars' worth of tooling
dollars' worth of tooling
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价值数亿美元的整修，
11:03
and research and development,
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研究和升级所造出的产品，
11:05
in the form of a Tamagotchi-style game,
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以电子宠物的形式呈现在
11:07
in a dashboard designed to make you
a more ecological driver.
a more ecological driver.
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设计过的仪表盘上，
让你更舒服地驾驶。
让你更舒服地驾驶。
许多的游戏机制都特别简单：
11:11
Most of the game mechanics
are very simple:
are very simple:
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11:14
a plant grows as you drive
more ecologically
more ecologically
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当你环保驾驶时，一株植物会生长，
当你没有环保驾驶时，它就会枯萎，
11:17
and withers if you don't,
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11:19
like those virtual pets Tamagotchi.
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就像那些电子宠物。
11:21
This is an example
of gamification at work.
of gamification at work.
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这是在运作方面游戏化的例子。
11:24
Another really interesting example
is a thing called "speed camera lottery,"
is a thing called "speed camera lottery,"
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3787
另外一个很有趣的例子是
“测速相机彩票“，
“测速相机彩票“，
11:28
designed by Kevin Richardson,
based in San Francisco, works for MTV.
based in San Francisco, works for MTV.
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Kevin Richardson设计的，
总部在旧金山，为MTV工作。
总部在旧金山，为MTV工作。
11:32
Awesome guy.
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一个了不起的人。
11:33
This is the concept
in speed camera lottery:
in speed camera lottery:
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这是测速相机彩票的定义：
你们都知道那些，你一经过，
11:36
you know those speeding cameras
that you pass by,
that you pass by,
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他们就会照相给你
寄罚单的测速相机吧？
寄罚单的测速相机吧？
11:38
and they take your picture
and send you a ticket?
and send you a ticket?
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在很多北欧国家，
11:40
In many Scandinavian countries,
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你拿到的罚单金额
不仅仅基于你开得多快，
不仅仅基于你开得多快，
11:42
the ticket you get is actually based
not only on how fast you were going,
not only on how fast you were going,
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而是基于你挣多少钱：
你挣得越多，罚单金额越大。
你挣得越多，罚单金额越大。
11:45
but how much money you make:
the more you make, the bigger the ticket.
the more you make, the bigger the ticket.
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凯文重新设计了瑞典的测速相机，
11:49
Kevin reengineered
a speeding camera in Sweden
a speeding camera in Sweden
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11:52
that instead of just giving tickets
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让这个相机不只是给那些
开车经过的超速车辆罚单，
11:53
to people who drive over the speed limit
that pass the camera,
that pass the camera,
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它还可以给那些开车经过，
但没有超速的人抽奖，
但没有超速的人抽奖，
11:56
anybody who drives under the limit
is entered into a lottery
is entered into a lottery
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奖金则是那些超速的人的罚金。
12:00
to win the proceeds
of the people who speed.
of the people who speed.
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12:02
(Laughter)
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（笑声）
12:05
(Applause)
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（掌声）
12:07
It is game thinking --
that term I described earlier,
that term I described earlier,
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就像我之前所描述的
游戏化的核心基础，
游戏化的核心基础，
12:10
the core foundation of gamification --
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这就是最纯粹和最漂亮的
游戏思维：
12:12
in its purest and most beautiful form:
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12:15
take a big, negative reinforcement loop
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把一个大型负能的加强环
12:17
and turn it into small, incremental
positive reinforcement loop.
positive reinforcement loop.
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变成一个小型增值正能加强环。
12:20
It had the effect of dropping speed
by over 20% at that point of intervention.
by over 20% at that point of intervention.
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这让超速车辆减少了20%。
公司也意识到了游戏化的趋势
12:25
Corporations have also become aware
of the trend of gamification
of the trend of gamification
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12:28
and the effect of games on people
like Generation G.
like Generation G.
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还有游戏对于
像G世代这样的人的影响。
像G世代这样的人的影响。
高德纳认为，2015年之前，
12:31
Gartner Group says that by 2015,
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12:33
70% of all the Global 2000,
the biggest companies in the world,
the biggest companies in the world,
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70%世界上前2000的公司，
都将会经常使用游戏化，
12:37
will be actively using gamification,
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12:39
and 50% of their process of innovation
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他们50%的创新过程
都会被游戏化，
12:41
will be gamified,
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12:43
which is an astonishing thing.
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这让人很震惊。
12:44
It's a huge change.
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这是一个巨大的改变。
12:46
What this all points to
is a future that looks pretty different
is a future that looks pretty different
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这些都指向一个和我们现在
12:49
from the world we live in today.
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很不一样的未来。
12:51
Generation G and those driving
the gamification meme forward,
the gamification meme forward,
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G世代和那些推动
游戏化文化因素的人，
游戏化文化因素的人，
12:54
are advocating for a different world.
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都提倡了一个不同的世界。
12:57
It's a world in which things
move at faster pace
move at faster pace
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那个世界比我们现在的步调
13:00
than they did for you and me.
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要快很多。
13:02
It's a world in which
there are rewards everywhere
there are rewards everywhere
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那个世界到处都是奖励，
13:04
for actions that people take.
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奖励人们采取的行动。
13:06
The rewards don't always
have to be cash rewards.
have to be cash rewards.
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这些奖励不一定是现金。
它们可能是有意义的奖杯，
13:08
They can be meaningful status rewards,
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13:10
meaningful access rewards,
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有意义的使用权奖励，
13:11
meaningful power rewards.
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有意义的权利奖励。
13:13
A world in which there's extensive
collaborative play.
collaborative play.
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那是一个广泛合作的世界。
13:16
This is one of the things
that Generation G does so much differently
that Generation G does so much differently
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G世代对这件事的做法
甚至和我们这个世代
甚至和我们这个世代
13:20
than even my generation.
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都大相径庭。
13:21
I remember going to school and teachers
struggling to come up with exercises
struggling to come up with exercises
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我记得我上学的时候，
老师总是努力地想出
老师总是努力地想出
13:25
that we could do as a team,
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一些团队练习，
13:26
that would be graded as a team.
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以团队为单位评分。
13:29
In the end, those group exercises
always boiled down to an individual score,
always boiled down to an individual score,
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但是最后，这些团队练习
都有单人评分，
都有单人评分，
13:32
which distorted the way
that people behaved.
that people behaved.
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这会让我们的行为失真。
13:35
But, Generation G plays a lot of games
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但是G世代玩的很多游戏
13:37
that are purely collaborative,
in which there is group value.
in which there is group value.
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都是纯粹的合作，存在团队价值。
13:40
This will also affect our world
in untold ways.
in untold ways.
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这将会无限地影响我们的世界。
13:43
And, Generation G, the fun future,
is a much more global world.
is a much more global world.
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而且，G世代的未来将会更加全球化。
13:47
It turns out that we are
already out of touch.
already out of touch.
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事实证明我们已经
跟不上他们的节奏了。
跟不上他们的节奏了。
13:51
We are the generation most out of touch
with our future or current children
with our future or current children
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我们这一代是历史上，
13:57
than any generation in history.
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最脱离下一代节奏的人。
13:59
We like to think that baby boomers'
parents were the most out-of-touch people
parents were the most out-of-touch people
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我们倾向于认为婴儿潮
一代的父母是世界上
一代的父母是世界上
14:03
in the world.
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最脱节的人。
14:04
They're the ones who had
to deal with the summer of love
to deal with the summer of love
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他们要忙着处理
孩子的夏日恋情、
孩子的夏日恋情、
性爱、毒品、这一类的东西。
14:07
and sex and drugs
and all that kind of stuff.
and all that kind of stuff.
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而我们还在打电话。
14:09
We still make phone calls.
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（笑声）
14:10
(Laughter)
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14:12
I mean, we are the ones with the problem,
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我的意思是，
我们才是有问题的那一代，
我们才是有问题的那一代，
我们还会成为史上最脱节的一代。
14:14
and we are going to be the most
out-of-touch generation in history.
out-of-touch generation in history.
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当然，我要告诉你们，这都是真的：
14:18
Of course, it's also true,
and I'm here to tell you:
and I'm here to tell you:
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孩子们都没有问题。
14:23
the kids are alright.
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14:25
They're going to be just fine.
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他们都很好。
14:27
We don't need to worry, strictly speaking,
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严格地来说，我们不用担心
14:32
about kids and games, and the effect
that it will have on the world.
that it will have on the world.
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孩子和游戏，还有游戏
将对世界造成的影响。
将对世界造成的影响。
不仅仅孩子们没事；
14:35
Not just are the kids
are going to be alright;
are going to be alright;
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14:37
frankly, the kids are going to be awesome.
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坦白地来说，孩子们会很好。
14:40
But it's going to take your help
to make the kids awesome.
to make the kids awesome.
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但是他们需要你的帮助去变得更好。
14:43
I have a prescription for you.
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我要给各位一份处方。
14:45
This is the best prescription anybody
is ever going to write in your life.
is ever going to write in your life.
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这将是各位人生中最棒的处方。
14:51
I'm going to write it for you right now,
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我现在给你们写下来，
14:53
in your mind, I don't have an actual pad.
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写在你们心里，我没有便签簿。
14:56
Just for clarity, a disclaimer:
I'm not a doctor.
I'm not a doctor.
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先澄清一下，免责声明：
我不是一个医生。
我不是一个医生。
14:58
(Laughter)
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（笑声）
15:00
I am, however, going to write
a prescription for you all.
a prescription for you all.
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但是，我还是要给你们写这个处方。
15:03
This is the prescription:
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这个处方是：
15:05
if you have children
or you work with children,
or you work with children,
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如果你有孩子，
或者你的工作是和孩子有关，
或者你的工作是和孩子有关，
或者你想得到一份有关孩子的工作，
又或者你想要改变孩子的世界，
又或者你想要改变孩子的世界，
15:07
or you desire to work with children,
or you want to change he world,
or you want to change he world,
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这绝对是你能用你的时间
做的积极的，最好的事情，
做的积极的，最好的事情，
15:10
this is the absolute, positive best thing
that you can do with your time,
that you can do with your time,
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15:14
from now until I see you in the retirement
home on the coast of Spain
home on the coast of Spain
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从现在开始到我看见
你在西班牙海岸的退休房子里，
你在西班牙海岸的退休房子里，
或者是虚拟世界里，
15:18
or in the virtual world,
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无论你选择在哪里退休，
15:19
wherever you choose to retire,
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914875
1845
15:21
which is: get into the game
with your kids.
with your kids.
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都要记得：和你的孩子一起玩游戏。
15:24
Stop fighting the game trend,
if that's where you are right now.
if that's where you are right now.
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如果你现在反抗游戏趋势，
别再这样做了。
别再这样做了。
15:28
Don't fight the game trend.
Become one with the game.
Become one with the game.
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不要反抗游戏趋势，
成为玩游戏的一员。
成为玩游戏的一员。
15:31
Enter the game. Understand it.
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打开游戏，了解它。
15:33
Understand the dynamic
of how your children play
of how your children play
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了解你孩子是怎样玩
他们所玩的游戏的。
15:36
the games that they play.
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15:38
Understand how their minds work
from the context of the game outward,
from the context of the game outward,
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了解他们的思维是如何
从游戏的外部环境中起作用的，
从游戏的外部环境中起作用的，
15:42
rather than from the world outside inward.
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而不是从外部环境了解他们的思维。
15:45
The world that we live in right now,
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我们现在所生活的世界，
那个星期天下午喝着花草茶，
15:46
the world of Sunday afternoons,
drinking a cup of herbal tea,
drinking a cup of herbal tea,
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15:50
reading some old book,
chilling out by the window,
chilling out by the window,
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读一些旧书，看着窗外的世界，
15:53
is over.
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已经结束了。
（笑声）
15:55
(Laughter)
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15:56
And that's okay.
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1262
这没关系。
15:58
There's a lot more things that we can do
that are fun and engaging.
that are fun and engaging.
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还有很多有趣，有参与感的
事情等着我们去完成。
事情等着我们去完成。
16:02
If you take away one thing
from today's presentation,
from today's presentation,
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如果今天的演讲对你有所启发，
16:05
I hope it is you get a chance
to go play with your kids.
to go play with your kids.
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我希望你能找个机会
和你的孩子一起玩电子游戏。
和你的孩子一起玩电子游戏。
谢谢大家。
16:08
Thank you.
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（掌声）
16:09
(Applause)
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ABOUT THE SPEAKER
Gabe Zichermann - Entrepreneur, authorDo kids these days have short attention spans, or does the world just move too slow? Gabe Zichermann suggests that today's video games are making children smarter -- and we should all embrace gamification.
Why you should listen
Gabe Zichermann is an entrepreneur and author whose work centers on gamification--and the power of games to help engage people and build strong organizations and communities. In 2010, he chaired the Gamification summit, a conference dedicated to gamification and “engagement mechanics.” An avid blogger on the subject, he co-authored the book Game-Based Marketing, which examines the innovative trend of using game mechanics to engage and build a customer base.
Gabe Zichermann | Speaker | TED.com