作者：ludodesign

以下罗列了6种心理刺激因素，它们能使人类大脑产生愉悦的感觉，以及刺激人类采取行动和从事生命相关的活动。在本文中，我将简要陈述它们在电子游戏中的运用。

1、经验条（进度条）——《游戏设计艺术》的作者Jesse Schell认为经验条是一种用于记录游戏进度的东西，经验条并不直接奖励玩家的成就（游戏邦注：例如完成任务、达到目标等），而是通过不断给予经验点鼓励玩家继续游戏。

experience bar(from scirra)

2、多重任务（从短期到长期）——收集10000张特殊卡片是很无聊的，但收集10张特殊卡片却很有趣。因为收集这10张卡片的过程包含若干小任务—-寻找、战斗、研究、收集，最后终于得到所有卡片。完成许多个短期目标才能实现长期目标，所以一切都是值得的。复杂的任务被分成若干部分，这样视野有限的玩家就会有追求目标的动力了。

marketing_objectives(from scirra)

3、行动奖励（所有努力都能得到奖励）——每一次完成某事，玩家就得到奖品、经验、金钱、道具、命值、法力、技能……不只是为了完成，还为了尝试。不要惩罚玩家的错误，但要用小小的、立即的奖励鼓励玩家付出的每一点努力。

reward(from scirra)

4、反馈（清楚、迅速、明确）——这绝对是必须的。注意，玩家并不总是把行为与结果联系起来，但人类的大脑会思考二者的逻辑。污染、全球变暖、洪水、暴力也是由我们一手造成的问题，虽然我们都感到罪过，但并没有表现出明显的担忧。因为这些结果在时间和空间上都是遥远的，人类很难从中吸取教训。但人类很容易捕捉直接而立即的反馈，并且能很快地学习和改变。

feedback（from scirra）

5、不确定性（神经之迷，大脑的魔法奖励）——确定的活动会让人高兴，但充满变数的行为会让大脑兴奋着迷。多巴胺与“努力-搜索”行为有关，所以如果玩家为了获得一张卡片必须拯救树，通过拯救树，也意外地拯救了后来成为他的旅途伴侣的小鸟，这种意外会更加吸引玩家。

uncertainty(from scirra)

6、社交网络——最让玩家感到兴奋并不是金钱奖励，而是其他玩家，具体地说，是受到其他人的注目、评论、以及参与人与人之间的合作。社交网络本身就能把游戏组织起来和维持下去：它使物品、扩展、补丁和网站应运而生，从而改进由这个网络所成就的东西。合作能让玩家激动，竞争能刺激玩家进步。竞争和攀比之间达到平衡是关键。

social-media-marketing(from scirra.com)

通过利用以上6种刺激因素，你的游戏能产生巨大的吸引力。但这些强大的吸引力有好的方面也有不好的方面。无论是为了教育、道德还是娱乐，为了避免上瘾，控制和管理这些受大脑上千年进化的影响的心理因素都是很重要的，这关系到人类这个种族的生存繁衍。

使用这些技巧可能很残酷，但也能变成好事，只要在使用它们时保持谨慎而敬畏的态度。我甚至可以引用一些反面案例，但我不想指出来，因为我很不想涉及“道德”这种东西。（本文为游戏邦/gamerboom.com编译，拒绝任何不保留版权的转载，如需转载请联系：游戏邦）

6 Steps to Play with Players’ Minds

by ludodesign

This is a list of 6 mental motivators for human brains, created with the objective of pleasuring and motivating people to take action and to work on life-related jobs. In this case, I apply it specifically in digital gaming.

1) Experience Bar (Progress Measuring) – Experience bars record the progress, something that Jesse Schell really emphasized. The idea of not rewarding the player for his achievements (tests, tasks, objectives) but by always getting 1xp, for any action. This invokes a notion of always evolving.

2) Multiple Tasks (Long and short-term) – Getting 10.000 special cards is boring: getting 10 special cards is fun. And to get the 10 cards there are several small different tasks. Finding one, fight for another, studying to get another, and by getting them all, the objective of collecting is done. Short objectives together sum up to a long one, and it’s all worth it. The complex quest is split in important pieces, so that people can grasp it with the limited human vision and feel encouraged to win.

3) Effort Reward* (All efforts are rewarded) – Every time something is done, it earns credit, experience, money, pieces, blood, souls, mana, power… not just for completing, but also for trying. You don’t punish faults, but reward every little effort with small, instant rewards.

4) Feedback to the player (Clear, quick, clean) – This is absolutely necessary. The best example is to note that people don’t always relate actions to consequences, but the human brain needs this to worry. Pollution, global warming, flooding, public violence are problems caused by us too, but the guilt is shared, the manifestation is small, and it stays out of the human worry. Because the consequences are distant in space and time, it’s hard to learn a lesson from this. By direct and quick feedback they can understand, learn and change very fast.

5) The element of uncertainty (Neurologic secret, the magical reward of the brain) – A known effort delights people, but an effort with variable possibilities fascinates the brain, makes it sparkle. Dopamine is associated with an “effort-search” behavior, so if the player has to save a tree to get a card, and by saving the tree, he also saves, unexpectedly, a bird that accompanies him in his travels, this fascinates the player in a high manner.

6) Social Network (other people are exciting) – What really excites the player the most is other people, in terms of effort, not money. In the sense of people seeing, commenting, participating, working together. The Social Network organizes and carries on games by itself: it creates items, expansions, patches, and websites to improve what was done by the network. In a collaborative effect, they thrill, in a “competitive” sense, and they also try harder and hotter to keep up trying and growing. Competition balanced with comparison are the keys.

The power you get by using these 6 characteristics is huge. It’s really powerful in a good and bad sense. Whether for education, conscience or entertainment, as in for addiction, domination and control of the mental faculties influenced by centuries of evolution of the human brain to a better life, survival and interaction of our race.

The use of these gimmicks can be cruel, or they can be a mind treat. Be careful and respectful when using them. I could even cite some of the bad uses of these, but I’ll refrain to talk about this because of that little thing called ‘ethics’ that I don’t like very much.(source:scirra)