利用游戏机制构建引人入胜的Web应用

When we speak of “games”, we imagine physical, sporting activities, or video and board games. Rest assured, I’m not talking about developing the next blockbuster FPS, 3rd-person slasher, MMORPG, or 2D-platformer. It’s about going beyond the simple visual appeal of JavaScript animations and CSS transforms, into game design and mechanics to create engaging websites and web applications.

当我们谈论“游戏”时，我们会想象身体，体育活动或视频和棋盘游戏。 放心，我不是在谈论开发下一个大片FPS，第三人称砍杀者，MMORPG或2D平台。 它的意义不仅仅在于JavaScript动画和CSS转换的简单视觉吸引力，还在于游戏设计和机制以创建引人入胜的网站和Web应用程序。

什么是游戏化？ (What is Gamification?)

“Gamification” is the use and application of game design techniques and game mechanics, in non-game contexts, to engage a target audience to change behaviours, learn new skills, or enable innovation. Game design can be applied to practically all facets of business from customer engagement, employee performance, training and education, innovation management, personal development, sustainability and health. Gartner predicts that by 2015, more than 50% of organizations that manage innovation processes will gamify those processes.

“游戏化”是在非游戏环境中使用和应用游戏设计技术和游戏机制来吸引目标受众，以改变其行为，学习新技能或促进创新。 游戏设计几乎可以应用于业务的各个方面，包括客户敬业度，员工绩效，培训和教育，创新管理，个人发展，可持续性和健康。 Gartner预测，到2015年，管理创新流程的组织中将有超过50％的组织将这些流程进行游戏化。

行为改变 (Behavioral Change)

The most common use of gamification is to engage a specific audience and encourage them to change a target set of behaviours. For example, Nike’s Nike+ mobile app and FuelBand wearable technology turns fitness (the desired behaviourial change) into a game, to engage and encourage people to adopt and maintain new habits (i.e. running).

游戏化的最常见用途是吸引特定受众，并鼓励他们改变目标行为。 例如，耐克的Nike +移动应用程序和FuelBand可穿戴技术将健身(所需的行为改变)转变为游戏，以吸引和鼓励人们养成并保持新的习惯(即跑步)。

Enter.ru, a Russian retail startup founded in 2011, uses an interesting and innovative gamified approach to help shape their organizational culture. OlimpiaDA! (literally Olympic Yes!), is an in-house motivational game developed using Jive’s gamification platform, which is delivered via their intranet. The key distinction of OlimpiaDA! is that it recognises both online and offline achievements and behaviors. The motivation to perform well in OlimpiaDA! is predominantly intrinsic, which can potentially be a more powerful instrument of cultural change than extrinsic financial rewards. Points are awarded for some fairly off-the-wall game activities, and at the end of the year, the top 30 point leaders are rewarded with a surprise overseas holiday.

Enter.ru是一家成立于2011年的俄罗斯零售创业公司，它采用有趣且创新的游戏化方法来帮助塑造其组织文化。 奥林匹亚 (字面上的奥林匹克运动会是！)是使用Jive游戏化平台开发的内部激励游戏，该游戏通过其Intranet交付。 OlimpiaDA的主要区别！ 它可以识别在线和离线成就和行为。 在OlimpiaDA中表现出色的动力！ 主要是内在的，与外在的经济回报相比，它可能是一种更强大的文化变革工具。 某些相当普通的游戏活动会获得积分，到今年年底，排名前30位的积分榜领头人将获得一个惊喜的海外假期。

技术发展 (Skills Development)

Gamification is increasingly being used in both formal education and in corporate training programs to engage students in a more immersive learning experience. By incorporating simulation and animation, and turning the lesson into a game, students are immersed in an environment which provides immediate feedback. This allows them to acquire and practice new skills in a safe, virtual environment.

游戏化在正规教育和公司培训计划中越来越多地用于使学生参与更身临其境的学习体验。 通过结合模拟和动画，并将课程变成游戏，学生可以沉浸在提供即时反馈的环境中。 这使他们能够在安全的虚拟环境中获得并练习新技能。

Education sites such as Khan Academy and Codecademy compel students to continue their learning by acknowledging every aspect of a student’s progress through a course. Badges are awarded for key achievements and students are encouraged to share their accomplishments on social networks. This approach not only drives students to remain engaged but also promotes the site itself.

可汗学院和Codecademy等教育网站通过认可学生在课程中的各个方面，迫使学生继续学习。 徽章被授予关键成就，并鼓励学生在社交网络上分享他们的成就。 这种方法不仅可以促使学生保持参与度，而且可以促进网站本身的发展。

促进创新 (Enabling Innovation)

Innovation games are structured differently to behavioral change and skill development games. These typically utilize emergent game structures to define the goals, rules, tools and play space in which players are required to explore, experiment, collaborate and solve problems. Innovation games generally use game mechanics to create a more engaging experience, but the key is to engage a large number of players (crowdsourcing) to solve very specific problems. One example is Fold.it, and how it helped create a breakthrough in AIDS research.

创新游戏的结构不同于行为改变和技能开发游戏。 这些通常利用新兴的游戏结构来定义目标，规则，工具和游戏空间，玩家需要在其中探索，实验，协作和解决问题。 创新游戏通常使用游戏机制来创造更具吸引力的体验，但是关键是要吸引大量玩家(众包)来解决非常具体的问题。 一个例子就是Fold.it ， 它如何帮助在艾滋病研究方面取得突破 。

PBL –点数+徽章+排行榜 (PBLs – Points + Badges + Leaderboards)

Points, badges, leaderboards (PBLs) are the mainstay of the video gaming industry. Practically, all video games today have some type of PBL reward system, in the form of XP, Level Ups, and Achievement Unlocks.

积分，徽章，排行榜(PBL)是视频游戏行业的Struts。 实际上，当今所有视频游戏都具有某种类型的PBL奖励系统，包括XP，等级提升和成就解锁。

Such games typically use competition and/or collaboration (co-op gameplay) between players and involve points for actions, badges for achievements and leader boards to drive competition. LevelEleven is one example of how PBL mechanics can help drive sales performance and CRM adoption through competition, workforce motivation and platform engagement.

这样的游戏通常使用玩家之间的竞争和/或协作(合作游戏)，并且涉及行动要点，成就徽章和领导板来推动竞争。 LevelEleven是PBL机制如何通过竞争，劳动力激励和平台参与来帮助推动销售业绩和CRM采用的一个例子 。

Companies such as Badgeville, Bunchball, JiveSoftware and Gigya offer a variety of products and services aimed at integrating audience engagement and achievement systems into websites for both internal and customer-facing gamification.

Badgeville ， Bunchball ， JiveSoftware和Gigya等公司提供各种产品和服务，旨在将受众参与度和成就系统集成到内部和面向客户游戏化的网站中。

If you can forgive the rudimentary admin interface, Arturs Sosin’s Gamify class provides a simple architecture for implementing a functional PBL mechanic in existing PHP/MySQL driven websites:

如果您可以原谅基本的管理界面，那么Arturs Sosin的Gamify类提供了一种简单的体系结构，用于在现有PHP / MySQL驱动的网站中实现功能性PBL机制：

<?php
require_once './gamify.php';
// 
$g = new gamify($dbhost, $dbuser, $dbpass, $dbname);

// give John Doe 1000XP for doing something 
$g->add_experience('john_doe', 1000); 

// add 50 points towards achievement #1 for doing something specific
$g->action('john_doe', 1, 50);  

// add 25 points towards achievement #2 for something else
$g->action('john_doe', 2, 25);

Be aware that the Gamify class isn’t exactly plug-and-play – some hacking is definitely required – but it provides a somewhat basic admin interface to manage users, XP levels and achievement unlocks. There is also a very rudimentary leaderboard (top.php), and an example script (actions.php) to demonstrate XP levelling and time-based interactions with achievement unlocks.

请注意，Gamify类并非完全即插即用-确实需要进行一些黑客操作-但它提供了一些基本的管理界面来管理用户，XP级别和成就解锁。 还有一个非常基本的排行榜(top.php)和一个示例脚本(actions.php)，用于演示XP等级和基于时间的成就解锁交互。

超越PBL (Beyond PBLs)

While PBL mechanics are the traditional hallmarks of gamification, remember that they are simply the tools with which an underlying engagement model is implemented. Focusing on obvious PBL-driven game mechanics can often detract from the underlying engagement model that gamification had originally intended. At best, this can result in “players” simply racking up points (i.e. “grinding”), or accumulating meaningless activity badges, for the sake of levelling up, or in the worst case, disengaging your audience.

尽管PBL机制是游戏化的传统标志，但请记住，它们只是实现基础参与模型的工具。 关注明显的PBL驱动的游戏机制通常会削弱游戏化最初打算的潜在参与模型。 充其量，这可能会导致“玩家”简单地积累积分(即“磨碎”)或积累毫无意义的活动徽章，以达到升级的目的，或者在最坏的情况下，会使您的观众失去参与感。

According to Gartner, 80% of current gamified applications will fail to meet business objectives primarily due to poor design. Brian Burke, Research VP at Gartner Group, suggests that companies should instead focus on the more important and subtle elements of game design – such as balancing competition and collaboration, or defining a meaningful game economy.

根据Gartner的说法，当前80％的游戏化应用程序将主要由于设计不佳而无法实现业务目标。 Gartner集团研究副总裁Brian Burke建议，公司应该专注于游戏设计中更为重要和微妙的元素，例如平衡竞争与协作，或定义有意义的游戏经济。

As web developers, it is important for us to view target audiences (i.e. customers, employees, or the general public) as “players” – people with real needs and desires, who will respond to stimuli. The real challenge then, is to design player-centric applications that focus on the underlying motivations and rewards that more fully engage players.

作为网络开发人员，对于我们来说，将目标受众(即客户，员工或普通大众)视为“参与者”是很重要的，他们是具有真实需求和欲望的人，他们会对刺激做出React。 那么，真正的挑战是设计以玩家为中心的应用程序，该应用程序应着重于使玩家更加充分参与的潜在动机和回报。

Yukai Chou, a leading Gamification Pioneer, describes this “Human-Focused Design” rather than “Function-Focused Design”, and has developed a framework around “8 Core Drives” of Gamification: 1. Epic Meaning & Calling 2. Development & Accomplishment 3. Empowerment of Creativity & Feedback 4. Ownership & Possession 5. Social Influence & Relatedness 6. Scarcity & Impatience 7. Curiosity & Unpredictability 8. Loss & Avoidance

领先的游戏化先驱者Yukai Chou描述了这种“以人为中心的设计”，而不是“以功能为中心的设计”，并围绕游戏化的“ 8个核心驱动器”开发了一个框架 ：1.史诗般的意义与呼唤2.开发与成就3.赋予创造力和反馈力4.所有权和拥有权5.社会影响力和关联性6.缺乏和耐心7.好奇心和不可预测性8.失落和回避

You can read what each of these core drives are, their relationship to left-brain/right-brain activity, and how they are used in white-hat/black-hat gamification at Yukai’s website. Ideally, you’d want to focus on a specific mix of these 8 core game drive, which will depend on your target audience, what specific behaviours you wish to encourage, in return for what kinds of motivational rewards that are on offer for engaging with the platform.

在Yukai的网站上，您可以阅读这些核心驱动器的含义，它们与左脑/右脑活动的关系以及如何在白帽/黑帽游戏中使用它们。 理想情况下，您希望专注于这8种核心游戏驱动器的特定组合，这将取决于您的目标受众，您希望鼓励的特定行为，以换取与之互动时提供的各种激励性奖励。该平台。

结论 (Conclusion)

We’ve had a brief look at what Gamification is, and how it can be applied in various non-game contexts to engage audiences, influence behaviors, develop or learn new skills, or to facilitate collaboration and innovation. We’ve seen how various companies have implemented gamification in their products and organizations, and tools that you can immediately use to gamify your own web projects.

我们简要介绍了游戏化是什么，以及如何将其应用于各种非游戏环境中以吸引观众，影响行为，发展或学习新技能，或促进协作与创新。 我们已经看到了各种公司如何在其产品和组织中实施游戏化，以及可以立即用来对自己的Web项目进行游戏化的工具。

Hopefully, this has inspired you to bring the fun back into fun-ctional web development. Leave a comment below and tell us how you’re using, or plan to use, gamification in your own web projects.

希望这激发了您将乐趣带回到功能性Web开发中。 在下面发表评论，告诉我们您在自己的Web项目中如何使用或计划使用游戏化。

翻译自: https://www.sitepoint.com/building-engaging-web-apps-game-mechanics/