Tom Chatfield: 7 ways video games engage the brain

翻译人员: Yanni Wu 校对人员: Jenny Yang

I love video games.

我爱电子游戏

I'm also slightly in awe of them.

也对它抱有些许敬畏

I'm in awe of their power

我敬畏它们

in terms of imagination, in terms of technology,

想象力，技术

in terms of concept.

概念方面的力量

But I think, above all,

但是最重要的是

I'm in awe at their power

我所敬畏它们能够

to motivate, to compel us,

激励着，迫使着我们

to transfix us,

让我们目瞪口呆，

like really nothing else we've ever invented

这是人类其它发明

has quite done before.

所不能企及的。

And I think that we can learn some pretty amazing things

我们从观察玩电子游戏

by looking at how we do this.

中学到一些非常了不起的东西

And in particular, I think we can learn things

特别是，我想我们能学习关于

about learning.

学习的本质

Now the video games industry

现在电子游戏产业

is far and away the fastest growing

超速发展，远远领先于

of all modern media.

所有现代媒体

From about 10 billion in 1990,

从1990年代的大约100亿美元

it's worth 50 billion dollars globally today,

到今天在全球范围内值500亿美元

and it shows no sign of slowing down.

它没有显示出放缓的迹象

In four years' time,

在未来的四年里

it's estimated it'll be worth over 80 billion dollars.

据估计它的价值会超过800亿美元

That's about three times the recorded music industry.

这大约是唱片行业的三倍

This is pretty stunning,

真的很惊人

but I don't think it's the most telling statistic of all.

但我不认为这就是所有统计数据中最据说服力的

The thing that really amazes me

最使我惊讶的

is that, today,

就是，今天

people spend about

人们每年花费

eight billion real dollars a year

大约80亿美元现金

buying virtual items

用于购买仅存于

that only exist

电子游戏里的

inside video games.

虚拟iTunes服务

This is a screenshot from the virtual game world, Entropia Universe.

这是一个虚拟游戏世界的截图，来自《安特罗皮亚世界》

Earlier this year,

今年的早些时候

a virtual asteroid in it

在里面一个虚拟的小行星

sold for 330,000 real dollars.

卖到了33万美元现金

And this

这是

is a Titan class ship

是一艘泰坦級的宇宙飛船

in the space game, EVE Online.

来自太空游戏《星战前夜Online》

And this virtual object

这个虚拟的物体

takes 200 real people

需要200个真人

about 56 days of real time to build,

大约56个天建成

plus countless thousands of hours

还加上此前无数成千小时

of effort before that.

的前期工作

And yet, many of these get built.

類似這樣被造出的還有很多

At the other end of the scale,

而另一方面

the game Farmville that you may well have heard of,

游戏《虚拟农场》，你也许早有耳闻

has 70 million players

在全世界范围内

around the world

拥有700亿玩家

and most of these players

玩家中的绝大多数

are playing it almost every day.

几乎每天都在玩

This may all sound

这也许听起来

really quite alarming to some people,

对一些人来说，这是一个很令人警惕的

an index of something worrying

令人担忧的

or wrong in society.

社会问题的象征

But we're here for the good news,

但我们在这里讨论一些好消息

and the good news is

好消息就是

that I think we can explore

我们可以去探索

why this very real human effort,

为什么这种真实的人类劳动

this very intense generation of value, is occurring.

这么巨大的价值的创造会得以出现

And by answering that question,

借回答这个问题

I think we can take something

我觉得我们可以从中得到

extremely powerful away.

极其强大的信息。

And I think the most interesting way

我想最有趣的方式

to think about how all this is going on

思考这些问题的角度

is in terms of rewards.

就是奖赏。

And specifically, it's in terms

更具体来说，

of the very intense emotional rewards

就是非常密集的情感奖赏，

that playing games offers to people

通过玩游戏提供给人们，

both individually

既是个人的，

and collectively.

也有集体的。

Now if we look at what's going on in someone's head

如果我们观察一下某人的大脑，

when they are being engaged,

当他们忙碌时是怎样运作的，

two quite different processes are occurring.

两个相当不同的进程同时发生着。

On the one hand, there's the wanting processes.

在一方面，有一个期望过程

This is a bit like ambition and drive -- I'm going to do that. I'm going to work hard.

有点像野心和驱动力--我要去做那件事，我要努力

On the other hand, there's the liking processes,

在另一方面，有趣味的过程

fun and affection

乐趣，感情

and delight

和愉悦--

and an enormous flying beast with an orc on the back.

一个庞大的飞行动物背上骑着兽人

It's a really great image. It's pretty cool.

真是一个绝佳的图像，真的太酷了

It's from the game World of Warcraft with more than 10 million players globally,

它来自游戏《魔兽世界》，在全球拥有超过100万玩家

one of whom is me, another of whom is my wife.

其中有一个就是我，还有一个是我妻子

And this kind of a world,

这是一种世界

this vast flying beast you can ride around,

有大量的飞行动物你可以骑着到处跑

shows why games are so very good

而这正显示出为什么游戏是多么善于

at doing both the wanting and the liking.

让人同时做要做和喜欢做的事。

Because it's very powerful. It's pretty awesome.

因为它功能强大，它棒极了

It gives you great powers.

它给予你强大的力量

Your ambition is satisfied, but it's very beautiful.

你的野心被满足，同时它也是美好的

It's a very great pleasure to fly around.

能够飞来飞去多妙啊

And so these combine to form

所以所有这些东西结合起来构造了

a very intense emotional engagement.

一个非常强烈的情感活动

But this isn't the really interesting stuff.

但这并非真正有趣的东西

The really interesting stuff about virtuality

真正有趣的东西是它的虚拟性

is what you can measure with it.

是用它你能度量一些东西

Because what you can measure in virtuality

因为在虚拟世界你可以度量

is everything.

任何东西

Every single thing that every single person

在游戏里玩过的每个人

who's ever played in a game has ever done can be measured.

做的每件事情，都可以被测量

The biggest games in the world today

目前全世界最大的游戏

are measuring more than one billion points of data

所测量的数据超过数十亿份

about their players, about what everybody does --

关于它的玩家，关于每个人的行动

far more detail than you'd ever get from any website.

远远超过你从任何一个网站上所获得的细节

And this allows something very special

这就使一些特殊的东西

to happen in games.

在游戏中发生

It's something called the reward schedule.

这些东西名为奖励量表

And by this, I mean looking

说到这，我的意思是

at what millions upon millions of people have done

看着亿万人做了什么

and carefully calibrating the rate,

然后仔细校准在游戏中的

the nature, the type, the intensity of rewards in games

频率，性质，类型和奖励力度

to keep them engaged

以保持他们参与

over staggering amounts of time and effort.

以这惊人数量的时间和努力

Now, to try and explain this

现在，为了尝试做些

in sort of real terms,

实例性解释

I want to talk about a kind of task

我想谈谈在很多游戏里

that might fall to you in so many games.

一种任务极可能降临到你身上

Go and get a certain amount of a certain little game-y item.

去寻找一定数量的某些游戏小玩意

Let's say, for the sake of argument,

比方说，为了便于讨论

my mission is to get 15 pies

我的任务是去找15个馅饼

and I can get 15 pies

我可以得到15个馅饼

by killing these cute, little monsters.

就靠去杀掉这些可爱的小怪物

Simple game quest.

很简单的游戏要求

Now you can think about this, if you like,

现在你可以把这个当做，如果你愿意

as a problem about boxes.

一个关于箱子的问题

I've got to keep opening boxes.

我要一直打开箱子

I don't know what's inside them until I open them.

在打开它们之前我并不知道里面有什么

And I go around opening box after box until I've got 15 pies.

所以我四处走，打开一个又一个箱子，直到我得到15个饼

Now, if you take a game like Warcraft,

现在，如果你玩像魔兽这类游戏

you can think about it, if you like,

你可以把它当做，如果你愿意的话

as a great box-opening effort.

一个庞大的开箱子工程

The game's just trying to get people to open about a million boxes,

游戏只是尽可能地让人们打开成千上万的箱子

getting better and better stuff in them.

从中获得越来越好的装备

This sounds immensely boring

这听起来非常无聊

but games are able

但游戏却有能力

to make this process

将这一过程变得

incredibly compelling.

异常地有吸引力

And the way they do this

而他们做到这些的方法就是

is through a combination of probability and data.

通过结合概率和数理统计

Let's think about probability.

让我们先想想概率吧

If we want to engage someone

如果我想让某人参与进

in the process of opening boxes to try and find pies,

这个为了寻找馅饼去开箱子的过程中

we want to make sure it's neither too easy,

我想要保证这一过程既不太简单

nor too difficult, to find a pie.

也不会太难

So what do you do? Well, you look at a million people --

所以你会怎么做?好的，你看着一百万人

no, 100 million people, 100 million box openers --

不，一亿人，一亿个开箱者

and you work out, if you make the pie rate

然后你计算，如果你使得到馅饼的几率成

about 25 percent --

大约25%--

that's neither too frustrating, nor too easy.

那就既不太让人丧气，又不会太简单

It keeps people engaged.

它能使人持续参与

But of course, that's not all you do -- there's 15 pies.

当然，这还不是全部, 这只是 15 个馅饼。

Now, I could make a game called Piecraft,

现在，我可以做一个游戏名为《馅饼争霸》

where all you had to do was get a million pies

在里面你要做的所有事就是得到一百万个馅饼

or a thousand pies.

或者一千个馅饼

That would be very boring.

那会变得很无趣

Fifteen is a pretty optimal number.

15是个最佳的数字

You find that -- you know, between five and 20

你得到--你知道，在5和20之间

is about the right number for keeping people going.

这是维持人们进行的恰当的数字

But we don't just have pies in the boxes.

但我们在箱子里找到的不只是馅饼。

There's 100 percent up here.

这点我敢百分百肯定。

And what we do is make sure that every time a box is opened,

我们要做的就是保证每次一个箱子被打开

there's something in it, some little reward

都有一些东西在里面，一些小奖励

that keeps people progressing and engaged.

它能促使人们前进并参与活动

In most adventure games,

在大多数冒险游戏中

it's a little bit in-game currency, a little bit experience.

会是一些游戏币，一些经验值

But we don't just do that either.

但我们也并不只做这些

We also say there's going to be loads of other items

我们还说将会加载其他物品

of varying qualities and levels of excitement.

它们具备各种属性和等级

There's going to be a 10 percent chance you get a pretty good item.

你得到一个非常好的东西的几率是百分之十

There's going to be a 0.1 percent chance

将会有千分之一的几率

you get an absolutely awesome item.

你能得到一个绝对超棒的物品

And each of these rewards is carefully calibrated to the item.

每一个奖励都被仔细和物品校准

And also, we say,

并且，我们假设

"Well, how many monsters? Should I have the entire world full of a billion monsters?"

“好的，需要多少怪物？我要用十亿个怪物把整个世界装满吗？”

No, we want one or two monsters on the screen at any one time.

不，我们每次在屏幕场景中放一或两个怪物

So I'm drawn on. It's not too easy, not too difficult.

所以我描述了，这既不很简单，也不很难

So all this is very powerful.

所以这一切都非常有力

But we're in virtuality. These aren't real boxes.

但我们在虚拟世界里，那些不是真的箱子

So we can do

所以我们可以做

some rather amazing things.

一些更加令人惊奇的事

We notice, looking at all these people opening boxes,

我们发现，看着所有这些人打开箱子

that when people get to about 13 out of 15 pies,

当人们得到大约13到15个馅饼的时候

their perception shifts, they start to get a bit bored, a bit testy.

他们的感觉变化了，他们开始觉得有点无趣，有点急躁

They're not rational about probability.

他们对待概率并不理性

They think this game is unfair.

他们觉得这个游戏不公平

It's not giving me my last two pies. I'm going to give up.

它仍没有给我最后两个馅饼，我要放弃了

If they're real boxes, there's not much we can do,

如果这些箱子都是真的的，我们就无能为力

but in a game we can just say, "Right, well.

但是在游戏中我们可以就这样说，“是的，好吧”

When you get to 13 pies, you've got 75 percent chance of getting a pie now."

当你得到13个馅饼的时候，你得到馅饼的机率会成为75%

Keep you engaged. Look at what people do --

让你继续前进，观察人们如何玩游戏— —

adjust the world to match their expectation.

调整世界以符合他们的期望

Our games don't always do this.

我们的游戏并不一直做这些事情

And one thing they certainly do at the moment

但眼下有一件事情是他们必定做的

is if you got a 0.1 percent awesome item,

就是，如果你得到了千分之一几率的超棒物品

they make very sure another one doesn't appear for a certain length of time

它们绝对保证在一段时间里不会出现另一个

to keep the value, to keep it special.

以保持它的价值，保证它的独特性

And the point is really

关键在于

that we evolved to be satisfied by the world

我们进化去适应世界的需要

in particular ways.

以一种特殊的方式

Over tens and hundreds of thousands of years,

历经了几千几万年

we evolved to find certain things stimulating,

我们进化去找一些刺激的事

and as very intelligent, civilized beings,

作为高等智能，社会化的人

we're enormously stimulated by problem solving and learning.

我们受到解决问题和学习过程极大地激发

But now, we can reverse engineer that

但现在，我们可以逆反这一过程

and build worlds

并建造世界

that expressly tick our evolutionary boxes.

明确地对我们的进化发展进行评估

So what does all this mean in practice?

所有这些对现实有什么意义？

Well, I've come up

好的，我将提出

with seven things

7件事

that, I think, show

我觉得能体现

how you can take these lessons from games

从游戏中你怎样学到这些经验

and use them outside of games.

然后把它们运用到游戏之外

The first one is very simple:

首先看一个简单的：

experience bars measuring progress --

用经验值条量度进程— —

something that's been talked about brilliantly

它曾经被人精彩地讨论过

by people like Jesse Schell earlier this year.

比如杰西谢尔，在今年的早些时候

It's already been done at the University of Indiana in the States, among other places.

它已经被美国印第安纳大学做到了，也在其他的地方

It's the simple idea that instead of grading people incrementally

这个朴素的理念是，取代用零碎的方式

in little bits and pieces,

将人们逐步分级

you give them one profile character avatar

你给他们一个人物轮廓

which is constantly progressing

一个可以不断进步的

in tiny, tiny, tiny little increments which they feel are their own.

以非常，非常小的增量，一种他们感觉是自己的东西

And everything comes towards that,

然后所有事都向其发展

and they watch it creeping up, and they own that as it goes along.

他们看着其攀升，然后他们的自我也随之提升

Second, multiple long and short-term aims --

第二点，长期与短期目标

5,000 pies, boring,

5000个馅饼，无趣

15 pies, interesting.

15个，有趣

So, you give people

所以你给人们

lots and lots of different tasks.

很多很多不同的任务

You say, it's about

你说，这个是

doing 10 of these questions,

解决其中的10个问题

but another task

但另一个任务

is turning up to 20 classes on time,

是在规定时间里上升20个等级

but another task is collaborating with other people,

另一个任务是和其他人一起合作的

another task is showing you're working five times,

另一个任务要求你工作量提高五倍

another task is hitting this particular target.

还有一个任务是达到某个特定目标

You break things down into these calibrated slices

你把事情分成这些可计量的小部分

that people can choose and do in parallel

人们可以选择然后同时进行

to keep them engaged

以让他们持续参与

and that you can use to point them

并将它们和

towards individually beneficial activities.

个人的获利行为挂钩。

Third, you reward effort.

第三，奖励成就

It's your 100 percent factor. Games are brilliant at this.

这是你百分之百的要素，游戏在此很明确

Every time you do something, you get credit; you get a credit for trying.

每次你做一些事，你得到功劳，你因尽力而为获得认可

You don't punish failure. You reward every little bit of effort --

你不惩罚失败，你奖励每一个小小的努力

a little bit of gold, a little bit of credit. You've done 20 questions -- tick.

你的一点金子，你的一点功劳--你解决了20个问题--打上勾

It all feeds in as minute reinforcement.

这些都是通过小小的鼓励实现的。

Fourth, feedback.

第四，反馈

This is absolutely crucial,

这绝对关键

and virtuality is dazzling at delivering this.

虚拟世界以眼花缭乱的方式传递这一信息

If you look at some of the most intractable problems in the world today

如果你看看今天世界上一些最棘手的问题

that we've been hearing amazing things about,

我们所听到的一些惊人的事情

it's very, very hard for people to learn

非常，非常难为人们所领会

if they cannot link consequences to actions.

如果他们不能把结果与行为连接起来

Pollution, global warming, these things --

污染，全球变暖，这些事情

the consequences are distant in time and space.

结果的产生在时间和空间上都是久远的

It's very hard to learn, to feel a lesson.

这非常难以学习或者体会经验

But if you can model things for people,

但是如果你能模拟东西给人们看

if you can give things to people that they can manipulate

如果你给予人们一些东西，他们可以操作

and play with and where the feedback comes,

可以演示，可以收集反馈

then they can learn a lesson, they can see,

人们就可以学到经验，他们能看

they can move on, they can understand.

他们能行动，他们能明白

And fifth,

第五点

the element of uncertainty.

不确定性因素

Now this is the neurological goldmine,

现在这是个神经学金矿

if you like,

如果你愿意的话

because a known reward

因为一个已知的奖励

excites people,

会激发人们

but what really gets them going

但是真正能让他们前进下去的

is the uncertain reward,

是未知的奖励

the reward pitched at the right level of uncertainty,

带着适当不确定性的奖励

that they didn't quite know whether they were going to get it or not.

也就是人们不知道是否能得到的奖励

The 25 percent. This lights the brain up.

比如25%的获奖机率，会使大脑兴奋

And if you think about

如果你想把它

using this in testing,

运用到测验中

in just introducing control elements of randomness

引入控制随机变量

in all forms of testing and training,

到任何形式的检测和训练里

you can transform the levels of people's engagement

你能够改变人们的投入程度

by tapping into this very powerful

通过引进这种非常有力的

evolutionary mechanism.

进化机制

When we don't quite predict something perfectly,

当我们不能完全预测某事时

we get really excited about it.

我们为之十分兴奋

We just want to go back and find out more.

我们就想追溯出更多东西

As you probably know, the neurotransmitter

你知道， 神经递质

associated with learning is called dopamine.

伴随学习产生的神经递质叫做多巴胺。

It's associated with reward-seeking behavior.

它与寻找奖励的行为相关联

And something very exciting is just beginning to happen

有些非常激动人心的事要开始发生在

in places like the University of Bristol in the U.K.,

像英国布里斯托尔大学这样的地方

where we are beginning to be able to model mathematically

那里我们开始能用数学模型

dopamine levels in the brain.

模拟大脑中多巴胺的水平

And what this means is we can predict learning,

这意味着我们能够预测学习过程

we can predict enhanced engagement,

我们能预测加强型活动

these windows, these windows of time,

这些机会期，这段时间

in which the learning is taking place at an enhanced level.

学习的过程在其中一个更高的水平上进行

And two things really flow from this.

随之而来的是两样东西

The first has to do with memory,

首先一定是关于记忆

that we can find these moments.

我们能发现这些时候

When someone is more likely to remember,

当一些人更容易记忆时

we can give them a nugget in a window.

我们可以给他们提供机会期这一宝贵的资源

And the second thing is confidence,

第二样东西是自信

that we can see how game-playing and reward structures

我们能看见游戏的运行和奖励结构

make people braver, make them more willing to take risks,

如何使人更勇敢，让他们更愿意去冒险

more willing to take on difficulty,

更愿意承担困难

harder to discourage.

更难被打击

This can all seem very sinister.

这些都看来好像很险恶

But you know, sort of "our brains have been manipulated; we're all addicts."

但你知道，有些“我们的大脑被控制了，我们都沉迷了”的说法

The word "addiction" is thrown around.

沉迷这个字眼总萦绕周围

There are real concerns there.

那有些真正的忧虑

But the biggest neurological turn-on for people

但激发人类神经的最大因素是

is other people.

他人

This is what really excites us.

这才是真正让我们兴奋的

In reward terms, it's not money;

在奖励方面，不是金钱

it's not being given cash -- that's nice --

不是获得现金--那也不错--

it's doing stuff with our peers,

而是与我们的同伴一起共事

watching us, collaborating with us.

看着我们，与我们合作

And I want to tell you a quick story about 1999 --

我想说一个小故事，在1999年--

a video game called EverQuest.

有一个游戏名为《无尽的任务》

And in this video game,

在这个游戏中

there were two really big dragons, and you had to team up to kill them --

有两条巨大的龙，而你需要组建起队伍去屠戮它们--

42 people, up to 42 to kill these big dragons.

42人--总共42人去屠龙

That's a problem

那是个问题

because they dropped two or three decent items.

因为他们落下了两到三个合适的项目

So players addressed this problem

所以玩家为了设法解决这个问题

by spontaneously coming up with a system

自发地形成了一个系统

to motivate each other,

公平地，公开地

fairly and transparently.

激励彼此

What happened was, they paid each other a virtual currency

事情是这样的，他们相互偿付一种虚拟的货币

they called "dragon kill points."

他们称之为弑龙点

And every time you turned up to go on a mission,

每次你出现去进行一项任务

you got paid in dragon kill points.

你被得到弑龙点数作为报酬

They tracked these on a separate website.

他们在另一个网站上对此进行追踪

So they tracked their own private currency,

所以玩家们能搜索自己私人的货币

and then players could bid afterwards

于是他们可以在此之后竞价

for cool items they wanted --

以获得他们想要的东西--

all organized by the players themselves.

这些所有都由玩家自己安排

Now the staggering system, not just that this worked in EverQuest,

现在这个惊人的系统已经不只是像《无尽的任务》那样了

but that today, a decade on,

在今天，十年之后

every single video game in the world with this kind of task

每个具有这种任务的单机游戏

uses a version of this system --

使用这样一个版本的系统--

tens of millions of people.

依靠成千上万的人

And the success rate

而成功率

is at close to 100 percent.

接近百分之百

This is a player-developed,

这是基于玩家开发的

self-enforcing, voluntary currency,

自我实施的，自愿的货币

and it's incredibly sophisticated

这真是难以置信的复杂的

player behavior.

玩家行为

And I just want to end by suggesting

作为结束，我想提出

a few ways in which these principles

一些方法使得这些原则

could fan out into the world.

可以在引入真实的世界

Let's start with business.

我将从商业开始

I mean, we're beginning to see some of the big problems

我的意思是，我们开始看见一些难题

around something like business are

围绕在，比如商业

recycling and energy conservation.

回收和能源保护的周围

We're beginning to see the emergence of wonderful technologies

我们开始看见对优秀技术的亟待需求

like real-time energy meters.

比如实时能源表

And I just look at this, and I think, yes,

看到这些，我想，是的

we could take that so much further

我们能可以把它带到更广阔的境界

by allowing people to set targets

以让人们去设定目标的方式

by setting calibrated targets,

以设置校准目标的方式

by using elements of uncertainty,

以使用不确定因素的方式

by using these multiple targets,

以使用这些多重目标的方式

by using a grand, underlying reward and incentive system,

以一个浩大的，潜在的奖励和激励系统

by setting people up

依靠建立合作

to collaborate in terms of groups, in terms of streets

以群体形式，路边组合形式

to collaborate and compete,

协作，竞争

to use these very sophisticated

以这些我们看到的

group and motivational mechanics we see.

非常复杂的群体和激励机制

In terms of education,

这在教育方面

perhaps most obviously of all,

大概显然是最有效的

we can transform how we engage people.

就是我们可以改变和人共事的方式

We can offer people the grand continuity

我们可以提供人们在经历和

of experience and personal investment.

个人投资上浩大的连续性

We can break things down

我们可以把事情拆分

into highly calibrated small tasks.

为可高度校准的小任务

We can use calculated randomness.

我们能用数理随机性

We can reward effort consistently

我们能持续奖励努力

as everything fields together.

正如所有东西传递承接在一起

And we can use the kind of group behaviors

并且我们能用这种群体行为

that we see evolving when people are at play together,

我们看到它在人们共同游戏时演变

these really quite unprecedentedly complex

这些极空前复杂的

cooperative mechanisms.

合作机制

Government, well, one thing that comes to mind

政府，有件事在我脑海中浮现

is the U.S. government, among others,

那就是美国政府，是所有政府中

is literally starting to pay people

首次书面声明支付费用给人们

to lose weight.

用于减肥

So we're seeing financial reward being used

所以我们在谈论财政激励被用于

to tackle the great issue of obesity.

解决肥胖症的巨大问题

But again, those rewards

但，那些激励

could be calibrated so precisely

能够被如此精确地标量

if we were able to use the vast expertise

如果我们能够用游戏系统中庞大的

of gaming systems to just jack up that appeal,

专门技术来支持这种需要

to take the data, to take the observations,

去积累数据，执行观察分析

of millions of human hours

代替百万人工作量

and plow that feedback

和艰苦劳动来反馈

into increasing engagement.

提升人的参与度

And in the end, it's this word, "engagement,"

最后，关键词是，参与度

that I want to leave you with.

这是我要留给大家的

It's about how individual engagement

这是关于如何用心理学和神经学的经验

can be transformed

来转换

by the psychological and the neurological lessons

个人的参与行为

we can learn from watching people that are playing games.

我们可以从观察人的游戏中学习

But it's also about collective engagement

这同时也是关于集体参与

and about the unprecedented laboratory

这是前所未有的实验室

for observing what makes people tick

我们通过游戏世界这个平台

and work and play and engage

观察什么让人行动

on a grand scale in games.

什么让人工作，游戏和投入

And if we can look at these things and learn from them

如果我们观察这些并从中学习

and see how to turn them outwards,

并找到将它通用到游戏之外的方法

then I really think we have something quite revolutionary on our hands.

那么我真的任务我们正在做的士一件具有革命性的事情

Thank you very much.

非常感谢

(Applause)

（掌声）