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=EHNVLr3Lb@EW7-o
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vcv1b~8hfQIUP8
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0Pj%hL*@XQmzWhY0
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[EO3lVjBs!b;)!7E
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]VMYEpu!Y7
The result is an unhealthy loop.
结果就是病态循环CfMtUgv=]PxkxIhmpn!q
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D_+;hnZ=uYy
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q@lGehy#OSgc[DBd
All this can be extremely lucrative.
所有这些都有利可图!sYUmW]KB*-g
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FG5!3i,B3Mai
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1Wge;,HWT#zKu]xp8U

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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NYLQ;J9.cii]j-9y_8
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O~Z5q0=Yy3yjQd^mbvua
Its counterparts in other countries should take note.
其他国家的游戏巨头也应学习这一点Ntz*oHlgOh^v|)V
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^AF*)YE3J!
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=coCZS]M|z*
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56,z2(b9TLN
Video games now rival the film industry for clout.
如今,电子游戏与电影行业平分秋色As2D_#R*=|qUOhn
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RbYVgXbiMmqm*-#o
But society’s attitude towards technology is hardening.
但社会对待科技的态度却越来越严苛^!eOz3Jvsk1KH
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hTq+)559Qqy_etWC
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Ik%dU&X6f;7ZFS|f

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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[53-cTkLMz-p]K*cv2&i

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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_xW,ciQ0xP.CS-Prfg。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ObjGV8S89Fp*xWJw(@3,
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S,Rq_nS8DMVP
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hr+[y3vX)#zyfoginw[
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5hdr)k^C|Boe
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i5gkA-0kuIzTZS|bJi

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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