36. Some famous companies are already using gamification and more are trying to do the same.

(译文)一些知名公司已采用了 游戏化策略,更多公司正在效仿

(定位)由题干中的 companes 和 gamification定位到原文画 线处。

C) It might mean monitoring employee productivity on a digital leaderboard and offering prizes to the winners, or giving employees digital badges or stars for completing certain activities. It could also mean training employees how to do their jobs through video game platforms. Companies from Google to L’Oréal to IBM to Wells Fargo are known to use some degree of gamification in their workplaces. And more and more companies are joining them. A recent report suggests that the global gamification market will grow from $1.65 billion in 2015 to $11.1 billion by 2020.

(详解)本段指出公司可以通过游戏化的策略激发员工的工作热情。第三句话列举了谷歌、欧莱雅、IBM、富国 银行等知名公司都不同程度地运用了游戏化思维，第四话则表明越来多的公将会加入到游戏化行列。由 此可知,一些知名公司已经运用了游戏化思,另外一些公司也在效仿。题干中的famous companies对应原文 中的 Companies from Google to l'oreal to IBM to Wells Fargo是对三因句活的总结,故答案为C)。

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37. Gamification is not a miracle cure for all workplaces as it may have negative results.

(译文)游戏化不是解 决所有公司问题的灵丹 妙药,因为它也会产生 些消极的后果。

定位)由题干中的 not a miracle cure和 negative results定位到 原文画线处。

J) Gamification is “not a magic bullet,” Werbach warns. A gamification strategy that is not sufficiently thought through or well tailored to its players may engage people for a little while, but it will not motivate people in the long term. It can also be exploitative, especially when used with vulnerable populations. For workers, especially low-paid workers, who desperately need their jobs yet know they can be easily replaced, gamification may feel more like the Hunger Games. Werbach gives the example of several Disneyland hotels in Anaheim, California, which used large digital leaderboards to display how efficiently laundry workers were working compared to one another. Some employees found the board motivating. To others, it was the opposite of fun. Some began to stop taking bathroom breaks, worried that if their productivity fell they would be fired. Pregnant employees struggled to keep up. In a Los Angeles Times article, one employee referred to the board as a “digital whip.” “It actually had a very negative effect on morale and performance,” Werbach says.

(详解)本段旨在说明工作游戏化的负面影响,即滥用游戏化会影响员工的工作热情。本段第一句话是主 句,指出游戏化并非“灵丹妙药”,后面以迪士尼乐园酒店的做法、员工的评价以及游戏化专家韦巴赫的评论为 论据,证实游戏化的确存在负面影响。题干中 not a miracle cure对应原文中的 not a magic bullet; negative results对应原文中的 negative effect on morale and performance,故答案为J)。

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38. 38. To enhance morale, one company asks its employees to identify their fellow workers when starting their computers.

(译文)为鼓舞士气,某公司要 求员工打开电脑时通过照片辨识 他们的同事。

(定位)由题干中的 enhance morale 和 starting their computers 定位到原文画线处。

(详解)本段指出工作中游戏化的好处:游戏化可以鼓舞员工。例如,竞争能激发一些员工的工作热情,合作 和社会经历则可以激发另外一些员工的工作热情。韦巴赫所研究的一家公司就是运用游戏化来建立集体感 以鼓舞员工的士气。具体做法是:当员工登录自己电脑时,某个同事的照片会出现在屏幕上,要他们猜出名 字。题干中的 enhance morale和 starting their computers是对原文中 boost employees' moral和 log in to eir computers的同义转述,故答案为G)。

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39. The idea of gamifacation was practiced by some businesses more than a century ago.

(译文)一个世纪前,一些企业就 实践了游戏化思维。

(定位)由题干中的 gamification 和 more than a century ago定位 到原文画线处。

D) The concept of gamification is not entirely new, Werbach says. Companies, marketers and teachers have long looked for fun ways to engage people’s reward-seeking or competitive spirits. Cracker Jacks has been “gamifying” its snack food by putting a small prize inside for more than 100 years, he adds, and the turn-of-the-century steel magnate (巨头) Charles Schwab is said to have often come into his factory and written the number of tons of steel produced on the past shift on the factory floor, thus motivating the next shift of workers to beat the previous one.

(详解)本段说明了游戏化思维的来源。韦巴赫指出,游戏化并不是全新的概念。一些公司通过轻松愉悦的方 式来激发员工追求回报和竞争的精神,比如 Cracker acks食品公司一百多年来就一直运用“游戏思维”,把小额 奖品放入零食中。题干中的 more than a century ago对应原文中的 for more than 100 Years,故答案为D)。

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40. There is reason to believe that gamification will be here to stay.

(译文)我们有理由相信游戏化将会存在下去。

(定位)由题干中的 reason和 be here to stay 定位到原文画线处。

K) Still, gamification only stands to become more popular, he says, “as more and more people come into the workforce who are familiar with the structures and expressions of digital games.” “We are far from reaching the peak,” Cornetti agrees. “There is no reason this will go away.”

(详解)文章中分别指出了工作游戏化的正面和负面影响,且在最后一段中对游戏化的发展趋势做了预测: 随着越来越多熟悉电子游戏的人成为劳动力,游戏化会越来越流行。 Cometti认为,游戏化的发展空间很大 我们有理由相信游戏化会继续发展下去。题干是对原文最后一句的同义转述,故答案为K)。

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41. Video games contributed in some ways to the wide application of gamification.

(译文)电子游戏在一定程度上 促进了游戏化的广泛运用。

(定位)由题干中的 Video games 和 application of gamification定 位到原文画线处。

E) But the word “gamification” and the widespread, conscious application of the concept only began in earnest about five years ago, Werbach says. Thanks in part to video games, the generation now entering the workforce is especially open to the idea of having their work gamified. “We are at a point where in much of the developed world the vast majority of young people grew up playing video games, and an increasingly high percentage of adults play these video games too,” Werbach says.

(详解)本段回顾了“游戏化”一词的出现,并分析了游戏化得到广泛应用的原因。尽管在一百年前游戏化就 有实践,但“游戏化”这一提法是近几年才有的事情,发达国家的许多年轻人都是伴随着电子游戏长大的,他们 更容易接受游戏化思维。换言之,电子游戏在一定程度上促进了游戏化的发展。题干中的 the wide application of gamification对应原文中的 the widespread, conscious application of the concept,故答案为E)。

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42. When turning work into a game, it is necessary to understand what makes games interesting.

(译文)要把工作变成游戏,我 们需要了解游戏的迷人之处。

(定位)由题干中的 tuming work into a game 和 what makes games interesting定位到原文画 线处。

B) Increasingly, companies are tapping into these desires directly through what has come to be known as “gamification”: essentially, turning work into a game. “Gamification is about understanding what it is that makes games engaging and what game designers do to create a great experience in games, and taking those learnings and applying them to other contexts such as the workplace and education,” explains Kevin Werbach, a gamification expert who teaches at the Wharton School of Business at the University of Pennsylvania in the United States.

详解本段提出游戏化的概念,并指出游戏化具有激发员工工作热情的作用。游戏化就是将游戏的机制运 用到非游戏活动中,把工作变成一种游戏。具体来说,游戏化就是通过理解游戏的迷人之处以及游戏设计者 如何创造这种快乐体验,并把这些学问运用到其他活动中。题干中的 what makes games interesting是对原文 中 what it is that makes games engaging的同义转述,故答案为B)

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43. Gamification in employee training does not always need technology.

(译文)员工培训工作中的游戏 化不一定需要技术支持。

(定位)由题干中的 employee training和 technology定位到原文 画线处。

H) Gamification does not have to be digital. Monica Cornetti runs a company that gamifies employee trainings. Sometimes this involves technology, but often it does not. She recently designed a gamification strategy for a sales training company with a storm-chasing theme. Employees formed “storm chaser teams” and competed in storm-themed educational exercises to earn various rewards. “Rewards do not have to be stuff,” Cornetti says. “Rewards can be flexible working hours.” Another training, this one for pay roll law, used a Snow White and the Seven Dwarfs theme. “Snow White” is available for everyone to use, but the “dwarfs” are still under copyright, so Cornetti invented sound-alike characters (Grumpy Gus, Dopey Dan) to illustrate specific pay roll law principles.

(详解)在探讨了游戏化的来源后,本段说明了工作游戏化的特点和具体应用。游戏化不一定需要数字技 术。莫尼卡·科尼特经营一家用游戏方式培训员工的公司,有时候这需要数字技术,但通常不需要。由此可 知,员工培训工作中的游戏化不一定需要技术支持。题干中的关键词 employee training和 technology均在原 文中出现,故答案为H)。

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44. The most successful gamification platforms transform daily work assignments into fun experiences.

(译文)最成功的游戏化平台能把 日常工作变成有趣的经历。

(定位)由题干中的 platforms和 transform daily work assignments 定位到原文画线处。

F) A number of companies have sprung up-GamEffective, Bunchball and Badgeville, to name a few-in recent years offering gamification platforms for businesses. The platforms that are most effective turn employees’ ordinary job tasks into part of a rich adventure narrative. “What makes a game game-like is that the player actually cares about the outcome,” Werbach says. “The principle is about understanding what is motivating to this group of players, which requires some understanding of psychology.”

(详解)随着游戏化概念的提出和广泛应用,一些游戏化平台也随之产生,如 Gameffective, Punchball Badgeville等公司,这些公司为企业提供游戏化平台,并把员工乏味的工作变成有趣的冒险之旅。题干中的 transform daily work assignments into fun experiences是对原文中 turn employees' ordinary job tasks into part of a rich adventure narrative的同义转述,故答案为F)。

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45. It is necessary to use terms other than “gamification” for some professions.

(译文)对某些职业不宜使用“游戏化” 词,而需要使用其他的表达方式。

(定位)由题干中的 terms和some professions定位到原文画线处。

I) Some people do not take naturally to gamified work environments, Cornetti says. In her experience, people in positions of power of people in finance or engineering do not tend to like the sound of the word. “If we are designing for engineers, I’m not talking about a ‘game’ at all”, Cornetti says. “I’m talking about a ‘simulation’ (模拟), I’m talking about ‘being able to solve this problem.’”

(详解)本题与某些职业对游戏化一词的看法有关。有些人,比如有权力者或者从事金融或工程的人就不喜 游戏化量这种表述,他更欢使用模拟或者“解决问题”这样的表述,由此可知,某些职业和某些人不 喜欢“游戏化一词题干中的ems对应原文中的 simulation和 being able to solve this problem;some professions对应原文中的 people in finance or engineering,故答案为I)。

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