Brenda Laurel on making video games for girls

Prevoditelj: Senzos Osijek Recezent: Ivan Stamenković

Back in 1992, I started working for a company

Još 1992. počela sam raditi za tvrtku

called Interval Research,

Interval Research

which was just then being founded

koju su tada upravo osnovali

by David Lidell and Paul Allen

David Lidell i Paul Allen

as a for-profit research enterprise in Silicon Valley.

kao profitirajuće istraživačko poduzeće u Silikonskoj Dolini.

I met with David

Našla sam se s Davidom

to talk about what I might do in his company.

kako bismo razgovarali o tome što bih ja mogla raditi u njegovoj tvrtki.

I was just coming out of a failed virtual reality business

Upravo sam izlazila iz neuspjelog posla s virtualnom stvarnosti

and supporting myself by being on the speaking circuit

i uzdržavala sam se javnim govorenjem

and writing books --

i pisanjem knjiga,

after twenty years or so in the computer game industry

nakon dvadesetak godina u industriji računalnih igara

having ideas that people didn't think they could sell.

imajući ideje za koje su ljudi mislili da ih ne mogu prodati.

And David and I discovered

David i ja smo otkrili

that we had a question in common,

da imamo zajedničko pitanje

that we really wanted the answer to,

na koje smo zaista željeli odgovor,

and that was,

a ono je bilo:

"Why hasn't anybody built any computer games for little girls?"

„Zašto nitko nije osnovao tvrtku za računalne igre za djevojčice?“

Why is that?

Zašto je to tako?

It can't just be a giant sexist conspiracy.

To ne može biti neka velika seksistička urota.

These people aren't that smart.

Ti ljudi nisu toliko pametni.

There's six billion dollars on the table.

Šest je milijardi dolara na stolu.

They would go for it if they could figure out how.

Krenuli bi na njih kad bi znali kako.

So, what is the deal here?

Dakle, u čemu je ovdje stvar?

And as we thought about our goals --

I kako smo razmišljali o svojim ciljevima –

I should say that Interval is really a humanistic institution,

moram reći da je Intervals jedna stvarno humanistička institucija,

in the classical sense

u klasičnom smislu

that humanism, at its best,

da humanizam, u svom najboljem,

finds a way to combine clear-eyed empirical research

pronalazi način kako kombinirati jasno empirijsko istraživanje

with a set of core values

s temeljnim vrijednostima

that fundamentally love and respect people.

kojima je u korijenu ljubav i poštivanje ljudi.

The basic idea of humanism

Temeljna ideja humanizma

is the improvable quality of life;

je rast kvalitete života;

that we can do good things,

da možemo raditi dobre stvari,

that there are things worth doing

da postoje stvari koje vrijedi raditi

because they're good things to do,

jer su dobre

and that clear-eyed empiricism

i da nam bistro empirijsko gledanje

can help us figure out how to do them.

može pomoći otkriti način kako ih raditi.

So, contrary to popular belief,

Dakle, suprotno uvriježenom mišljenju,

there is not a conflict of interest between empiricism and values.

ne postoji sukob interesa između empirizma i vrijednosti.

And Interval Research is kind of the living example

Interval Research je na neki način živi primjer

of how that can be true.

kako to može biti istina.

So David and I decided to go find out,

Tako smo David i ja odlučili otkriti,

through the best research we could muster,

kroz najbolja istraživanja koja smo mogli prikupiti,

what it would take to get a little girl

što bi moglo navesti djevojčicu

to put her hands on a computer,

da stavi svoje ruke na računalo,

to achieve the level of comfort and ease with the technology

da dođe do razine ugodnosti i lakoće s tehnologijom

that little boys have because they play video games.

koju dječaci imaju jer igraju video igrice.

We spent two and a half years conducting research;

Proveli smo dvije i pol godine vodeći istraživanje;

we spent another year and a half in advance development.

proveli smo još jednu godinu i pol u unaprjeđivanju razvoja.

Then we formed a spin-off company.

Zatim smo formirali novu tvrtku u već postojećoj franšizi.

In the research phase of the project at Interval,

U istraživačkoj fazi projekta u Intervalu,

we partnered with a company called Cheskin Research,

bili smo partneri s tvrtkom Cheskin Research,

and these people -- Davis Masten and Christopher Ireland --

a ti ljudi – David Masten i Christopher Ireland –

changed my mind entirely about what market research was

promijenili su potpuno moj način razmišljanja o tome što je tržišno istraživanje

and what it could be.

i što bi ono moglo biti.

They taught me how to look and see,

Naučili su me gledati i vidjeti

and they did not do the incredibly stupid thing

i nikada nisu radili nevjerojatno glupe stvari

of saying to a child,

kao što je govorenje djetetu:

"Of all these things we already make you,

„Od ovih stvari koje smo već napravili za tebe,

which do you like best?" --

koja ti se najviše sviđa?“ –

which gives you zero answers that are usable.

što daje nula iskoristivih odgovora.

So, what we did for the first two and a half years

Ono što smo napravili u prve dvije i pol godine

was four things:

četiri su stvari:

We did an extensive review of the literature

napravili smo opsežan pregled literature

in related fields, like cognitive psychology,

iz srodnih područja kao što je kognitivna psihologija,

spatial cognition, gender studies,

prostorna spoznaja, studije o spolovima,

play theory, sociology, primatology.

teorija igranja, sociologija, primatologija.

Thank you Frans de Waal, wherever you are,

Hvala vama, Frans de Waal, gdje god da jeste,

I love you and I'd give anything to meet you.

volim vas i dat ću sve da vas upoznam.

After we had done that with a pretty large team of people

Nakon što smo to napravili s prilično velikim timom ljudi

and discovered what we thought the salient issues were

i otkrili ono što smo smatrali da su glavna pitanja/ problemi

with girls and boys and playing --

u vezi s djevojčicama, dječacima i igranjem –

because, after all, that's really what this is about --

jer, na kraju krajeva, o tome se ovdje i radi –

we moved to the second phase of our work,

prešli smo na drugu fazu našega rada

where we interviewed adult experts

gdje smo intervjuirali odrasle akademske stručnjake,

in academia, some of the people

neke ljude koji su napisali literaturu

who'd produced the literature that we found relevant.

koju smo smatrali važnom.

Also, we did focus groups with people who were on the ground with kids every day,

Također, napravili smo fokusne skupine s ljudima koji su na terenu s djecom svaki dan

like playground supervisors. We talked to them,

kao igrališni nadglednici. Razgovarali smo s njima,

confirmed some hypotheses and identified some serious questions

potvrdili neke hipoteze i identificirali neka ozbiljna pitanja

about gender difference and play.

o razlici među spolovima i igranju.

Then we did what I consider to be the heart of the work:

Zatim smo učinili ono što sam smatrala samom srži projekta:

interviewed 1,100 children, boys and girls,

intervjuirali smo 1100 djece, dječaka i djevojčica

ages seven to 12, all over the United States --

između 7 i 12 godina iz cijelog SAD-a,

except for Silicon Valley, Boston and Austin

osim iz Silicijske Doline, Bostona i Austina

because we knew that their little families would have millions of computers in them

jer smo znali da njihove male obitelji imaju milijune računala

and they wouldn't be a representative sample.

pa ne bi bili reprezentativan uzorak.

And at the end of those remarkable conversations

Na kraju ovih izvanrednih razgovora

with kids and their best friends across the United States,

s djecom i njihovim najboljim prijateljima,

after two years, we pulled together some survey data from another 10,000 children,

nakon dvije godine, izvojili smo neke podatke istraživanja na još 1 000 djece,

drew up a set up of what we thought were the key findings of our research,

podvukli ono što smo smatrali da su ključna otkrića našeg istraživanja

and spent another year transforming them into design heuristics,

i proveli još jednu godinu transformirajući ih u pravila i savjete za dizajniranje

for designing computer-based products --

proizvoda baziranih na računalima

and, in fact, any kind of products -- for little girls, ages eight to 12.

i, zapravo, bilo kojeg proizvoda za djevojčice od 8 do 12 godina.

And we spent that time designing interactive prototypes for computer software

Proveli smo to vrijeme dizajnirajući interaktivne prototipove za računalni software

and testing them with little girls.

i testirajući ga s djevojčicama.

In 1996, in November, we formed the company Purple Moon

U studenom 1996. formirali smo tvrtku Purple Moon

which was a spinoff of Interval Research,

koja je bila suproizvod Interval Researcha,

and our chief investors were Interval Research, Vulcan Northwest,

a naši glavni investitori bili su Interval Research, Vulcan Northwest,

Institutional Venture Partners and Allen and Company.

Institutional Venture Partners te Allen i Company.

We launched a website on September 2nd

Otvorili smo web-stranicu 2. rujna

that has now served 25 million pages,

koja ima 25 milijuna podstranica

and has 42,000 registered young girl users.

i 42 000 registriranih korisnica djevojčica.

They visit an average of one and a half times a day,

Posjećuju je u prosjeku 1.5 puta na dan,

spend an average of 35 minutes a visit,

provedu na njoj prosječno 35 minuta po posjetu

and look at 50 pages a visit.

i pogledaju 50 stranica po posjetu.

So we feel that we've formed a successful online community with girls.

Zato smatramo da smo osmislili uspješnu online zajednicu djevojčica.

We launched two titles in October --

Lansirali smo u listopadu dva naslova:

"Rockett's New School" -- the first of a series

„Rockettina nova škola“ – prvi u toj seriji proizvoda;

of products -- is about a character called Rockett beginning her first day of school

radi se o liku koji se zove Rockett koja je na početku prvoga dana

in eighth grade at a brand new place, with a blank slate,

osmoga razreda u novome mjestu, s praznom tablicom

which allows girls to play with the question of, "What will I be like when I'm older?"

koja omogućava djevojčicama igrati se pitanjima kao što su: „Što ću biti kad odrastem?“ ,

"What's it going to be like to be in high school or junior high school?

„Kako će mi biti u srednjoj školi?“ ,

Who are my friends?";

„Tko su moji prijatelji?“ ;

to exercise the love of social complexity

sve to da bi vježbale ljubav prema socijalnoj složenosti

and the narrative intelligence that drives most of their play behavior;

i narativnu inteligenciju koja vodi njihovo ponašanje u igri

and which embeds in it values about noticing that we have lots of choices

i koja ugrađuje u njih vrijednost shvaćanja, da imamo puno izbora

in our lives and the ways that we conduct ourselves.

u životu i u odabiru putova kojima ćemo ići.

The other title that we launched is called "Secret Paths in the Forest,"

Drugi naslov je bio „Sveti putovi u šumi“

which addresses the more fantasy-oriented, inner lives of girls.

koji je više fantastičan, okrenut unutarnjem životu djevojčica.

These two titles both showed up in the top 50 entertainment titles in PC Data --

Oba su se ova naslova našla među najboljih 50 zabavnih naslova u PC sadržajima –

entertainment titles in PC Data

zabavni naslovi u PC sadržajima

in December, right up there with "John Madden Football,"

u prosincu, odmah pored „John Madden nogometa“

which thrills me to death.

koji me oduševljava.

So, we're real,

Dakle, mi smo stvarni

and we've touched several hundreds of thousands of little girls.

i dotaknuli smo nekoliko stotina tisuća djevojčica.

We've made half-a-billion impressions

Napravili smo pola milijarde dojmova

with marketing and PR for this brand, Purple Moon.

s marketingom i PR-om za ovaj brend, Purple Moon.

Ninety-six percent of them, roughly, have been positive;

96 posto njih, ugrubo su pozitivni,

four percent of them have been "other."

a ostalih 4% su „ostalo“.

I want to talk about the other,

Želim govoriti i o „ostalom“

because the politics of this enterprise, in a way,

jer je politika ovoga poduzeća na neki način

have been the most fascinating part of it, for me.

bila za mene najfascinantniji dio.

There are really two kinds of negative reviews that we've received.

Postoje zapravo dvije vrste negativnih kritika koje smo primili.

One kind of reviewer is a male gamer

Prva je kritika muškog igrača

who thinks he knows what games ought to be,

koji smatra da zna kakve bi igre trebale biti

and won't show the product to little girls.

i neće pokazati proizvod djevojčicama.

The other kind of reviewer is a certain flavor of feminist

Druga je kritika feministica

who thinks they know what little girls ought to be.

koje smatraju da znaju kakve bi djevojčice trebale biti.

And so it's funny to me that these interesting, odd bedfellows

I zato mi je smiješno kako ove dvije zanimljive i inače suprotstavljene strane

have one thing in common:

imaju nešto zajedničko:

they don't listen to little girls.

ni jedni ni drugi ne slušaju djevojčice.

They haven't looked at children

Nisu gledali na djecu

and they're certainly not demonstrating any love for them.

i zasigurno ne pokazuju ljubav prema njima.

I'd like to play you some voices of little girls

Pustila bih vam audio zapise glasova djevojčica

from the two-and-a-half years of research that we did --

iz dvije i pol godine istraživanja.

actually, some of the voices are more recent.

Zapravo, neki su glasovi i novijeg datuma.

And these voices will be accompanied by photographs

Snimke će biti popraćene fotografijama

that they took for us of their lives,

koje su snimile za nas o svojim životima

of the things that they value and care about.

te o stvarima do kojih im je stalo i koje cijene.

These are pictures the girls themselves never saw, but they gave to us

To su fotografije koje djevojčice same nisu nikada vidjele, nego su ih dale nama.

This is the stuff those reviewers don't know about and aren't listening to

To su stvari za koje ti kritičari ne znaju i nisu čuli.

and this is the kind of research I recommend to those

To je način istraživanja koji preporučujem onima

who want to do humanistic work.

koji žele odraditi human posao.

Girl 1: Yeah, my character is usually a tomboy.

Da, moj lik je obično muškobanjast.

Hers is more into boys.

Njezin je više zainteresiran za dečke.

Girl 2: Uh, yeah.

O, da.

Girl 1: We have -- in the very beginning of the whole game, always we do this:

Djevojka 1: Moramo na samom početku igre učiniti ovo:

we each have a piece of paper; we write down our name, our age --

svaka imamo komad papira; trebamo napisati svoje ime, godine,

are we rich, very rich, not rich, poor, medium, wealthy,

jesmo li bogate, jako bogate, siromašne, srednje bogate,

boyfriends, dogs, pets -- what else -- sisters, brothers, and all those.

imamo li dečka, psa, kućnog ljubimca, što još, sestre, braću i to.

Girl 2: Divorced -- parents divorced, maybe.

Djevojka 2: Razvedeni, roditelji razvedeni možda.

Girl 3: This is my pretend [unclear] one.

Djevojka 3: Ovo je moj zamišljeni (nejasno).

Girl 4: We make a school newspaper on the computer.

Djevojka 4: Radimo školske novine na računalu.

Girl 5: For a girl's game also usually they'll have really pretty scenery

Djevojka 5: U igrama za djevojčice obično imaju lijep krajolik

with clouds and flowers.

s oblacima i cvijećem.

Girl 6: Like, if you were a girl and you were really adventurous and a real big tomboy,

Djevojka 6: Naprimjer, ako si djevojčica i jako si pustolovna i muškobanjasta,

you would think that girls' games were kinda sissy.

mislila bi da je takva igra za „curice“.

Girl 7: I run track, I played soccer,

Djevojka 7: Ja se utrkujem, igram nogomet,

I play basketball, and I love a lot of things to do.

košarku, volim raditi mnoge stvari.

And sometimes I feel like I can't really enjoy myself unless it's like a vacation,

Ponekad mi se čini da zapravo ne mogu uživati osim ako mi je kao na praznicima,

like when I get Mondays and all those days off.

kao kad dobijem slobodan ponedjeljak.

Girl 8: Well, sometimes there is a lot of stuff going on

Djevojka 8: Pa, ponekad se mnogo stvari događa

because I have music lessons and I'm on swim team --

jer imam sate sviranja i u plivačkom sam timu,

all this different stuff that I have to do,

sve te različite stvari koje moram obavljati

and sometimes it gets overwhelming.

i ponekad me to preplavi.

Girl 9: My friend Justine

Djevojka 9: Moja pijateljica Justine

kinda took my friend Kelly, and now they're being mean to me.

mi je nekako preotela prijateljicu Kelly i sad su zle prema meni.

Girl 10: Well, sometimes it gets annoying when your brothers and sisters,

Djevojka 10: Pa, ponekad ide na živce kad tvoja braća i sestre,

or brother or sister, when they copy you and you get your idea first

ili brat, ili sestra, kad te kopiraju. Ti prvi imaš ideju,

and they take your idea and they do it themselves.

a onda ti je oni otmu i naprave sami.

Girl 11: Because my older sister, she gets everything

Djevojka 11: Jer moja starija sestra, ona dobije sve.

and, like, when I ask my mom for something, she'll say, "No" -- all the time.

Naprimjer, kad tražim od mame nešto i ona kaže „Ne“ – cijelo vrijeme,

But she gives my sister everything.

ali mojoj sestri daje sve.

Brenda Laurel: I want to show you, real quickly, just a minute

Brenda Laurel: Želim vam na brzinu pokazati, samo minutu

of "Rockett's Tricky Decision," which went gold two days ago.

„Rockettine nezgodne odluke“ koja je postala zlatna prije dva dana.

Let's hope it's really stable.

Nadajmo se da je stvarno stabilna.

This is the second day in Rockett's life.

Ovo je drugi dan u Rockettinu životu.

The reason I'm showing you this

Razlog što vam puštam to je taj

is I'm hoping that the scene that I'm going to show you will look familiar

što se nadam da će vam se scena koju ću vam pokazati činiti i zvučati poznato

and sound familiar, now that you've listened to some girls' voices.

sad kada ste odslušali glasove djevojčica.

And you can see how we've tried to incorporate the issues that matter to them

Moći ćete vidjeti kako smo u igru koju smo stvorili uklopili probleme

in the game that we've created.

koji su njima važni.

Miko: Hey Rockett! C'mere!

Miko: Hej, Rockett! Dođi ovamo!

Rockett: Hi Miko! What's going on?

Rockett: Hej, Miko. Što ima?

Miko: Did you hear about Nakilia's big Halloween party this weekend?

Miko: Jesi li čula za Nakilijin veliki tulum za Noć vještica ovaj vikend?

She asked me to make sure you knew about it.

Zamolila me da provjerim znaš li ti.

Nakilia invited Reuben too, but --

Pozvala je također i Reubena, ali...

Rockett: But what? Isn't he coming?

Rockett: Ali što? Zar on ne dolazi?

Miko: I don't think so.

Miko: Mislim da ne.

I mean, I heard his band is playing at another party the same night.

Mislim, čula sam da njegov bend svira na nekom drugom tulumu iste večeri.

Rockett: Really? What other party?

Rockett: Stvarno? Koji drugi tulum?

Girl: Max's party is going to be so cool, Whitney.

Djevojka: Maxov će tulum biti tako super, Whitney.

He's invited all the best people.

Pozvao je sve najbolje ljude.

BL: I'm going to fast-forward to the decision point

BL: Ubrzat ću do odluke

because I know I don't have a lot of time.

jer znam da nemam još puno vremena.

After this awful event occurs, Rocket gets to decide how she feels about it.

Nakon što se taj grozni događaj dogodi, Rockett mora odlučiti kako se osjeća u vezi toga.

Rockett: Who'd want to show up at that party anyway?

Rockett: Ma tko bi uopće htio ići na taj tulum?

I could get invited to that party any day if I wanted to.

Mogla sam biti pozvana na njega da sam samo htjela.

Gee, I doubt I'll make Max's best people list.

Sumnjam da ću biti na Maxovom popisu naboljih ljudi.

BL: OK, so we're going to emotionally navigate.

BL: U redu, a sad idemo na emocionalno putovanje.

If we were playing the game, that's what we'd do.

Da igramo igru, to bismo sad radili.

If at any time during the game we want to learn more about the characters,

Ako u bilo koje vrijeme dok igramo igru poželimo više saznati o likovima,

we can go into this hidden hallway,

možemo otići u ovaj skriveni hodnik.

and I'll quickly just show you the interface.

Pokazat ću vam nakratko sučelje.

We can, for example, go find Miko's locker

Možemo, naprimjer, pronaći Mikin ormarić

and get some more information about her.

i dobiti neke informacije o njoj.

Oops, I turned the wrong way.

Ups, skrenula sam na krivu stranu.

But you get the general idea of the product.

Ali shvaćate glavnu ideju proizvoda.

I wanted to show you the ways, innocuous as they seem,

Htjela sam vam pokazati načine, neprimjetno kako se čini,

in which we're incorporating what we've learned about girls --

na koje smo uklopili ono što smo naučili o djevojčicama –

their desires to experience greater emotional flexibility,

njihovu želju da iskuse veličinu emocionalne fleksibilnosti

and to play around with the social complexity of their lives.

i igranje sa socijalnom kompleksnošću njihovih života.

I want to make the point that what we're giving girls, I think, through this effort,

Želim istaknuti da je ono što mi dajemo djevojčicama kroz ovaj trud

is a kind of validation,

jesu valjanost

a sense of being seen.

i svijest da su primijećene.

And a sense of the choices that are available in their lives.

I svijest o izborima koje imamo u životu.

We love them.

Mi ih volimo.

We see them.

Mi ih vidimo.

We're not trying to tell them who they ought to be.

Ne pokušavamo im reći tko bi trebale biti.

But we're really, really happy about who they are.

I veoma smo sretni zbog njih.

It turns out they're really great.

Čini se da su zaista sjajne.

I want to close by showing you a videotape

Želim zaključiti pokazivanjem video snimke

that's a version of a future game in the Rockett series

verzije buduće igre u seriji Rockett

that our graphic artists and design people put together,

koju su naši grafički umjetnici i dizajneri sastavili,

that we feel would please that four percent of reviewers.

a mi se nadamo da će zadovoljiti onih 4 posto kritičara.

"Rockett 28!"

„Rockett 28!“

Rockett: It's like I'm just waking up, you know?

Rockett: Kao da se tek budim, znate?

BL: Thanks.

BL: Hvala.