经济学人:电子游戏如何打破监管困境?(2)
日期:2018-11-13 04:08

(单词翻译:单击)

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中英文本

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The second is the realisation that players will happily pay real money for virtual goods.
第二,玩家将更愿意为虚拟商品支付真实资金rzMew.qNPD7Cthz-+q7f
These can be upgrades, costumes or weapons for their in-game characters,
虚拟商品可能是游戏内角色的升级、皮肤或武器,
or (more cynically) a lottery-style “loot box” whose contents are unknown in advance, but might prove valuable enough to resell to other players.
或者(更讽刺的是)彩票式的“战利品箱”,其内容事先未知,但可能证明其价值足以转售给其他玩家w;U%jh5lYKc4v
Since the marginal cost of creating virtual items is zero, they are very profitable for developers.
由于创建虚拟项目的边际成本为零,因此对开发人员来说是非常有利可图的_OzPxItU~(C
That has given rise to a “freemium” business model, of which Tencent was a pioneer, whereby games are given away cheaply or free but players are constantly nagged to spend money on in-game items.
这其中催生了一种“免费增值”的商业模式,腾讯就是先驱,游戏本身非常便宜甚至免费,但是玩家却经常受营销蛊惑把钱花在游戏内的虚拟物品上l~uREzf(X49.mRuNl
All this has been supercharged by smartphones, which mean people can keep playing—and paying—at all hours of the day.
这一切都由于智能手机的出现再次强化,意味着人们可以一直玩游戏,一天24小时都可以玩游戏9QA!5mC%(pg
The result is an unhealthy loop.
结果就是病态循环%9NZHy~d(bFoh
Firms strive to keep players hooked, because the more time they spend in a game, the more money they will spend on baubles within it.
游戏公司努力让玩家上钩,因为玩家在游戏上花的时间越多,在游戏里的小玩意儿上花的钱就越多iqPusI+H6k3
Whizzy data analytics let developers tweak their products to do just that, using psychological tricks and nudges familiar from social-networking sites and the gambling industry.
开发者通过高技术数据分析,使用心理学技巧、社交网站常见的推广以及博彩业,稍加改进游戏产品*D0]gUqXkk-hXDSp@G,N
All this can be extremely lucrative.
所有这些都有利可图Ccd_7@0,SU52v
Sensor Tower, an analysis firm, reckons that “Candy Crush Saga”, a popular game in the West, made $930m last year.
移动应用市场研究公司“感应塔”,预估西方流行游戏“糖果粉碎传奇”(类似中国的消消乐)去年盈利9.3亿美元A5xl4]vt[5S.wZzDxTL
The keenest gamers, known as “whales” (a term coined by casinos to describe high-rolling customers), can spend thousands of dollars a year.
最狂热的玩家“鲸鱼玩家”(赌场用来描述高收入顾客的术语),一年可在游戏上花费数千美元X(lr@n|Hk*aE=,42aR

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Candy Crush Saga.jpg

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Tencent is trying to placate the Chinese government.
腾讯试图安抚政府nsooz|;IDJM
It is expanding its age-verification scheme and limiting screen time for children.
所以正扩大其年龄认证计划,限制未成年人登录游戏时间EwEx&=2qf[Q90A
Its counterparts in other countries should take note.
其他国家的游戏巨头也应学习这一点EcH3d#F-gV6
This newspaper does not generally believe governments should tell adults how to spend their money.
本刊一般认为政府不应控制成年人消费方式asa8,y1HQj48jB
But the industry could do more to protect children and addicts from its increasingly sophisticated products.
但游戏产品日益多样化,游戏行业应在保护儿童和游戏成瘾者不失控方面有所作为7FA4y|uu=.SsqFStJlc
It is in its own long-term interests to do so.
这种做法也是考虑到游戏公司的长远利益dP*-8&aJqCpA
Video games now rival the film industry for clout.
如今,电子游戏与电影行业平分秋色l*^[)KoX]q&!
Gaming is thought to be worth around $140bn annually worldwide, and is growing at 13% a year.
每年,世界范围内游戏价值约1400亿美元,并以每年13%的速度增长t;a@N_T=j8WSZ;B7
But society’s attitude towards technology is hardening.
但社会对待科技的态度却越来越严苛SVbu+q1YD9=&1Aj;Nrq
In a world of fake news and hyper-targeted advertising, voters and politicians have awoken to the danger that devices and data may be manipulating people in harmful ways.
在充满虚假信息和超精准推送的世界,设备和数据可能会以有害的方式操控人,选民和政客已清醒意识到这种危险vy%e_qK2&b
A little voluntary forbearance now could save a lot of regulatory pain later.
现在一点自主克制可省去之后许多监管痛苦p-nPVGDs6Ph|-]

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译文由可可原创,仅供学习交流使用,未经许可请勿转载p(A^nJ&8xzuk!DX

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词语解释

1.marginal cost 边际成本(经济学专有名词):边际成本是指厂商每增加一单位产量所增加的成本,dht5g%1j+;NJ1O@8GkM。因为固定成本几乎沉没,理论上边际成本可以使企业无损失的继续运转ZCod+;lptii!,4PD)3C
2.strive to 努力
He strives hard to keep himself very fit.
他努力使自己保持非常的健康~lhc8ktaNn75
3.tweak something 稍稍改进(如系统或设计)
He expects the system to get even better as the engineers tweak its performance.
他期望在工程师对该系统的性能稍加改进后,它会运行得更为良好HJ#XYE=H,A+DAh@tAogl
4.placate someone 安抚
He smiled, and made a gesture intended to placate me.
他微笑了一下,做了一个意在安抚我的手势w++;,h-u9Kkplr5jGmH
5.in the interests of 为了…的利益
a call for all businessmen to work together in the interests of national stability.
为了国家稳定而向所有商人发出的共同合作的号召^]K,TM1s]phD+&%-t

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重点单词
  • stabilityn. 稳定性,居于修道院
  • analysisn. 分析,解析
  • psychologicaladj. 心理(学)的
  • candyn. 糖果 vt. 用糖煮,使结晶为砂糖 vi. 结晶为
  • unhealthyadj. 不健康的,不卫生的,病态的,危险的
  • profitableadj. 有益的,有用的
  • cloutn. 猛击,影响力 [英]破布 v. 猛击
  • popularadj. 流行的,大众的,通俗的,受欢迎的
  • screenn. 屏,幕,银幕,屏风 v. 放映,选拔,掩蔽,遮蔽
  • protectvt. 保护,投保