原EA创意总监宾·高登（Bing Gordon）在日前举办的2011年DICE峰会上表示，具有多面发展的开发能力，对现代游戏设计的影响作用，并不会比更缺乏高科技元素的创意更强，因为后者才能真正影响玩家的游戏行为。

DICE 2011-Bing Gordon

他认为，不能迷信摩尔定律，游戏的成败还是取决游戏本身，而非外部因素，“不要瞧不起《CityVille》，它和我们在Sega Genesis上玩的游戏一样。你应该感叹这些异步的社交互动所取得的成就。”

高登指出，在2002年以前，大部分的游戏都是零和游戏，玩家之间总要分出胜负。但他说如今的游戏是积极的多赢模式，玩家可以互相协助。“玩家在游戏中相互协作的妙处在于，我们可以取得102%的回报。”

他认为相互协作的观念在社交游戏领域的表现尤为明显，Facebook弹出的“这有礼物”的信息窗口，得到的点击率往往比“我的分数比你多”这种消息多30倍左右。

即使是在传统的竞争性在线游戏中，协作任务也通常都比较受欢迎，因为“谁希望让一个12岁的小孩对自己指手划脚呢”。

高登表示，成功游戏和失败游戏的差别在于营销，他举了个例子来说明：换了商标的啤酒，销量增加了25%。但同时也表示再精明的营销策略也会存在局限性。“如果你只是到市场部门，说你可以把一只狗的价值翻一番，那就错了，这应该是投入10%，收获25%。”

据他所称，要提高玩家对游戏的忠诚度，只要让他们觉得自己的努力很有价值就可以了。他发现在《网络创世纪》（Ultima Online）中赢了一座城堡的用户，其忠诚度要比一般的玩家高出4倍，而EA公司Pogo.com上的休闲游戏通过引入徽章奖励制度，也增加了一倍的用户。

游戏邦获悉，虽然没有数据可以支撑这种观点，但Gordon认为《魔兽世界》（World of Warcraft）的玩家很少人会在35级时放弃，因为到达40级是多么令人梦寐以求的事啊。

高登强调，游戏比书本更具教育意义，“如果你厌倦了开发低级趣味的游戏，教育市场的大门随时向你敞开……教育人士都有这样一个感觉：我们更多考虑的是教学之外的东西，”

他同时还指出，游戏的教育性不能太露骨。当教师还在烦恼如何把算术课变得有趣的时候，一个简单的资源管理游戏却早已经已办到了。“精通《NeoPets》的15岁女孩，要比工商管理硕士更懂得解释市场价格的概念。”（本文为游戏邦/gamerboom.com编译，转载请注明来源：游戏邦）

DICE 2011: Bing Gordon Puts The Mother-In-Law Above Moore’s Law

In a speech at the 2011 D.I.C.E Summit, Bing Gordon said the ability to push more polygons has affected modern game design much less than a number of less technology-dependent design innovations that can really impact player behavior.

“Don’t chase Moore’s law, chase the mother-in-law,” Gordon urged. “Don’t disdain CityVille because it looks like a game we’d have made on Sega Genesis. Marvel at these asynchronous and social connections that matter.”

Gordon pointed out that, until 2002, games were by-and-large zero-sum affairs, with a winner and a loser. Today’s generation, he says is used to a positive-sum games, where players help each other. “The miracle of co-op games — and this might be heresy to say this in Vegas — is we can give 102 percent return,” he said.

Data shows that the idea of cooperation is much more effective in social networking games, Gordon said. A Facebook post saying “here’s a gift” gets clicked 30 times as much as a similar post saying “I just beat your score,” he said.

Even in traditionally competitive online games, co-operative missions are often more popular because “who wants to get schooled by a 12-year-old?” Gordon asked rhetorically.

Marketing can be the difference between a hit and a flop, Gordon suggested, using the example of a changed beer can label that increased sales by 25 percent. But he also suggested there are limits to what clever marketing can do.

“If you go to your marketing department and think you can take a dog and increase it 100 percent, you’re wrong,” he said. “The idea is to spend 10 percent to get 25 percent.”

But getting players to stick with a game, Gordon suggested, can be as simple as giving them some sort of meaningful recognition for their hard work. He noted that players who earned a castle in Ultima Online were four times more likely to stick with the game, and that the introduction of badges doubled usage of EA’s Pogo.com casual games portal.

Though he didn’t have data to support it, Gordon also guessed that very few World of Warcraft players quit around level 35, because the prospect of a mount at level 40 is so tantalizing.

Gordon’s talk stressed how games could be much more effective than textbooks for education purposes. “If any of you are tired of making big ass games, the education market needs you,” he said. “Educators… have a sense that what we all know how to do is more valuable outside our business than inside our business.”

The educational lessons of a game don’t have to be overt, either, Gordon pointed out. While an educator might not know how to make arithmetic interesting to a student, a simple resource management game can be enough to get a child immersed in numbers.

“These 15 year old girls are experts in NeoPets, and can explain it better than an MBA explaining market prices,” he said.  （Source：Gamasutra）