浙江财经学院东方学院毕业论文
（或毕业设计）
外 文 文 献 翻 译
译文一： 在经济衰退中社会游戏成绩
译文二：
学生姓名 **** 指导教师 ****
系 部 管理系 专业名称 市场营销
班 级 市场营销（1） 学 号 ******
2010年3月28日
在经济衰退中社会游戏成绩
游戏而言出现了低潮迸发。在2001年，纳斯达克正大幅下滑，通信，高科技的支柱，电子商务，企业计算处于紊乱状态的。但游戏巨头艺电（ERTS）和Activision公司（ATVI）飙升。标题包括模拟人生，侠盗车手，最后一战，和马登运动系列成为全国性的大预算着迷。
在目前的经济衰退，在计算中和在线广告下降，游戏又是泪。只有这一次，它需要比生产一个昂贵的控制台或在一个收缩包装盒圆滑的拳头产品来赢得更多的游戏大。在某种程度上，它需要少了很多。
最令人印象深刻的增长是在技术上有些晚精简下来的游戏，提供玩家社会，社区的经验。谈论最多的，是吉他英雄，摇滚乐队，以及相关的一些互动游戏与任天堂公司（）的Wii游戏机。而这种趋势并不局限于客厅。较为冷门的是一个社会的游戏激增，智能手机平台与朋友在诸如苹果公司（AAPL）的iPhone，以及诸如Face book和新闻集团（NWS）的My Space的大众市场地盘。
许多游戏都是免费的社交游戏是关于杀手图形和水银手眼协调和对与朋友们联系更加少。最好的游戏是不是在技术方面令人印象深刻，但他们在利用媒体，很让玩家互动娴熟。关于社交网站的游戏，这意味着让远方的朋友和家人分享的活动，而不只是墙上的照片和职位。关于iPhone，游戏采用先进的多触点屏幕技术，让响应时间在1比单一接触更多。玩游戏的社会人数预计将在2009年激增至250万美元，5000万，2008年由一些行业的估计。在衰退期间，人们倾向于寻求低成本的娱乐，常常呆在家里。许多社会的游戏是免费的，甚至常常低于电力用户支付50美元一个月。
尽管成本低与游戏相关的社会，其实很多赚钱。这就是企业家马克平投资的用武之地, 平卡斯错过了最后一个反周期的游戏激增。与大多数硅谷爱好者，平卡斯是没有把视频游戏，以及在10年年初开始，他太忙了所谓的部落一个公司，一个最终未能努力融入新兴的社交网络潮流的流行当地报纸然后通过了Friendster（社交网）。
平卡斯无意犯同样的错误两次。于是他开始Zynga，一个网站，在社会游戏专业。他提出了一些在风险投资的最广泛关注的名字，其中包括贝尔天使里德霍夫曼和彼得蒂尔近4000万美元。其他投资者包括，Union Square风险投资公司的弗雷德威尔逊，和Kleiner Perkins Caufield＆Byers公司。
Zynga的迪斯科假日党Zynga最流行的游戏是德州在Face book的全身。它得到2 150万的球员一天。在所有的网络，45万个人玩Zynga游戏。其中大部分是在Face book。今年4月，Zynga通过部件制造商Rock You，由Net Pickle [Net Pickle]拥有，成为Face book的顶级制造商申请，每月有4000万活跃用户，根据注册。这是一个Face book的200万用户的五分之一。
而下面这令人震惊：Zynga实际上是产生了大量的收入，它的盈利。这个网站拥有约1万美元的年度销售，据接近该公司的几个人。这大约一倍许多博客猜测。 Zynga已膨胀到250名员工谁得到谷歌般的特殊待遇。该网站出售广告获得一些收入，但主要是从2％到10用户谁付1元1小时％溢价玩游戏或购买虚拟物品。即便是在经济衰退，收入不断增加。
这是明显的衰退期间断开硅谷的节日聚会。 Zynga的祭祀不同于裸骨假日办公室的午餐或预付的，与一个阴郁的心情，由于最近的裁员来豪华事务。在旧金山的北滩地区俱乐部举行，党的特色服装Zynga人员在迪斯科，免费饮料，以及20世纪70年代风格的乐队，并在平卡斯近日婚礼上播放。
借来的平台有风险，为何不是一个Twitter -和- Face book的痴迷按有关社会游戏再多说？你有我。毕竟，Zynga不是唯一一位来自激增中获益。社交游戏公司Playdom是该空间的其他巨人，据说创造的收入将近5000万美元。虽然Zynga有大牌支持，社交游戏公司Playdom是一个更精简，更有利可图的运作，根据一些投资者在该行业。
在华平看来，Play Fish代表更大的竞争。它的标题是观赏鱼在Face book最成功的应用，每天活跃用户250万，仅7个月后推出。还有的社会游戏网络，更好地存在sgn，这是由大卫葛雷劳克风险投资公司，对LinkedIn，Digg，Oodle，备受尊重的支持者，以及其他备受尊重的支持者密切关注的Web 名诗资助知道。超过10万人次下载存在sgn的iPhone和iPod Touch游戏，超过100万人每天都在发挥社会网络的游戏。
只要社会赌博现象可能是有吸引力的，但也有风险。构建您的业务在别人散装别人的平台始终是冒险的。并做好限于扑克和暴徒战争式的竞赛游戏。每一个伟大的球员都有其各自拥有的版本，几乎没有其他的设置从一外，批评者说。他们是否能继续为建设一个头衔，与玩家共鸣目录仍有待观察。像所有Web 的事情，社会的游戏可能会变成是一个昙花一现，人们只要降低未来新的光泽导流走来。 从开发商蔑视的设置也有欺诈的风险，它涉及到某些在线游戏，如与社会的虚拟产品的销售，关联交易。 “我们发现，一旦你把这些数字只获得商品和服务有欺诈行为的巨大机会，”平卡斯说。 “我们无法找到一个公司，可以为我们管理或解决这个问题。我们必须在基础设施建设的整个内部。我们必须走出去，并能与信用卡处理公司的关系。” 更重要的是，社会的游戏，不仅带来了新型的玩家，而且是开发新的类型。虽然他们在剪裁游戏高度的社会平台熟练，这些开发者往往不具备高级编程需要建立更高级的游戏技能。进入壁垒的有效下降。在游戏的许多老民警卫队瞧不起社会游戏的鼻子。 “我发现不屑，”平卡斯说。 “评论家说，'这是不是真正的游戏。这些都不是真正的游戏公司。没有什么技术在这里。” 毫不奇怪，平卡斯仍抱有希望。 “我也发现兴奋，”他说。 “很多人来到游戏行业谁不典型的开发商，他们可以释放出大量对这些政纲的成本和上市时间的限制他们的创造力。”平卡斯都不能推卸的反对者 - 只要Zynga在不断制造裂隙的Web 世界的钱。
Social Gaming Scores in the Recession
Gaming goes gangbusters in a downturn. In 2001, the NASDAQ was plunging and such tech mainstays as telecom, e-commerce, and enterprise computing were in a tailspin. But gaming giants Electronic Arts (ERTS) and Activision (ATVI) soared. Titles including The Sims, Grand Theft Auto, Halo, and the Madden sports series became national big-budget obsessions.
In the current recession, amid declines in computing and online advertising, gaming again is on a tear. Only this time around, it takes more than producing a pricey console or a slick blockbuster in a shrink-wrapped box to win big at gaming. In a way, it takes a lot less.
Some of the most impressive growth of late is in technologically stripped-down games that offer players social, communal experiences. The most talked about are Guitar Hero, Rock Band, and several interactive titles associated with Nintendo's () Wii. And the trend isn't confined to the living room. Less talked about is a surge in social games, played with friends on smart phone platforms such as Apple's (AAPL) iPhone and on mass-market sites such as Face book and News Corp.'s (NWS) My Space.
Many Games Are Free Social gaming is less about killer graphics and quicksilver hand-eye coordination and more about connecting with friends. The best games aren't impressive in terms of technology, though they're quite adept at harnessing media that let players interact. For games on social networking sites, that means letting far-flung friends and families share an activity, rather than just photos and wall posts. On the iPhone, games utilize sophisticated multi touch technology that lets the screen respond to more than a single touch at a time. The number of people playing social games is expected to surge to 250 million in 2009, from 50 million in 2008, by some industry estimates. During recessions, people tend to look for low-cost entertainment, often staying at home. Many social games are free; often even power users pay less than $50 a month.
Despite the low costs associated with social games, many actually make money. That's where entrepreneur Mark Pincus comes in. Pincus missed the last countercyclical gaming surge. Unlike most Silicon Valley geeks, Pincus isn't into video games; and in the early part of the decade he was too busy starting a company called Tribe, an ultimately failed effort to merge local newspapers with the burgeoning social networking trend then made popular by Friendster.
Pincus doesn't intend to make the same mistake twice. So he started Zynga, a site that specializes in social gaming. He's raised almost $40 million from some of the most well-regarded names in venture investing, including umber-angels Reid Hoffman and Peter Thiel. Other investors include Union Square Ventures' Fred Wilson, and Kleiner Perkins Caufield & Byers.
Zynga's Disco Holiday Party Zynga's most popular game is Texas Hold 'Em on Face book. It gets 2 and a half million players a day. Across all networks, 45 million people per month play Zynga games. The bulk of that is on Face book. In April, Zynga passed widget maker Rock on, owned by Net Pickle [Net Pickle], to become Face book’s top application maker, with 40 million monthly active users, according to Face book. That's one-fifth of Face book's 200 million users.
And here's the shocker: Zynga is actually generating a lot of revenue, and it's profitable. The site has annual sales of about $100 million, according to several people close to the company. That's about double what many blogs have speculated. Zynga has swelled to 250 employees who get Google-like perks. The site gets some revenue from selling ads, but mostly from the 2% to 10% of users who pay $1 an hour to play premium games or buy virtual goods. Even amid the recession, revenue is rising.
This recessionary disconnect was palpable during Silicon Valley's holiday party season. Zynga's fete was unlike the bare-bones holiday office lunch or the prepaid lavish affairs that came with a dour mood due to recent layoffs. Held at a club in San Francisco's North Beach district, the party featured Zynga staff in disco outfits, free drinks, and a 1970s-style band that also played at Pincus' recent wedding.
Borrowed Platform Carries Risk So why isn't a Twitter and Face book obsessed press talking about social gaming more? You've got me. After all, Zynga isn't the only one benefiting from the surge. Playdom is the other giant of the space, reportedly generating almost $50 million in revenue. And while Zynga has big-name backing, Playdom is a much leaner and more profitable operation, according to some investors in the industry.
In Pincus' view, Play Fish represents even bigger competition. Its title Pet Fish is the most successful application on Face book, with million daily active users, just seven months after it launched. Then there's Social Gaming Network, better known as SGN, which is funded by David Size of Grey lock Ventures, the well-respected backer of Linked In, Face book, Digg, Oodle, and other closely watched Web names. More than 10 million people have downloaded SGN's iPhone and iPod Touch games, and more than 1 million people play its games across social networks every day.
As attractive as the social gaming phenomenon may be, it also carries risk. Building the bulk of your business on someone else's platform is always dicey. And games that do well are restricted to poker and mob war-style contests. Every big player has its own version of each, with little to set one apart from the others, critics say. Whether they can continue to build a catalog of titles that resonates with gamers remains to be seen. And like all things Web , social gaming may turn out to be a passing fad that people drop as soon as the next new shiny diversion comes along.
Disdain from Developers There's also the risk for fraud when it comes to certain online transactions associated with social gaming, such as the sale of virtual goods. "We've found once you get into these digital-only goods and services there's massive opportunity for fraud," Pincus says. "We couldn't find a single company that could manage or solve that problem for us. We had to build the whole infrastructure in-house. We had to go out and get relationships with credit-card processing companies."
What's more, social gaming is not only bringing in a new type of gamer, but also a new type of developer. While they're highly adept at tailoring games to a social platform, these developers often don't have the high-level programming skills needed to build more advanced games. The barriers to entry have effectively dropped. Many in the gaming Old Guard look down their noses on social gaming. "I've detected disdain," Pincus says. "Critics say, 'These aren't real games. These aren't real game companies. There's no technology here.'"
Not surprisingly, Pincus is still hopeful. "I've also detected excitement," he says. "A lot of people come to the game industries who aren’t typical developers and they can unleash their creativity on these massive platforms without the constraints of cost and time to market." Pincus can afford to shrug off the naysayers — so long as Zynga keeps making money in the fractured Web world.
作者:Lacy, Sarah来源:Business Week Online; 4/30/2009, p1-1, 1p文献类型:Article
