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Hey guys, We're going to be talking a bit about innovation today, which seems like an appropriate time to try something new. .
嘿，伙计们，今天我们要谈谈创新，现在似乎是尝试新事物的好机会。
Hey Alison, come here. Hey, you want to try out a new artstyle? Any kind you want, go nuts
嘿，艾莉森，过来。嘿，你想试试新的艺术风格吗？任何你想要的，都可以疯狂的搞。
All right, Ready？switching over in 3.2. 1. Hey, not bad. That feels weird. All right. Let's get to it.
好了，准备好了吗？变身3,2,1，嘿，还不错。感觉怪怪的。好的。让我们开始吧，
You know. I hear a lot of bitching that innovation is dead in the American game industry, but that's not really true. I'll tell you what the real problem is.
你知道的，我听到很多人抱怨说，美国游戏行业已经不再创新了，但事实并非如此。我来告诉你真正的问题是什么。
The real issue is that we have 2 game industries at odds with each other and neither of them is fully equipped to bring innovation to the masses.
真正的问题是，我们有两个互不相容的游戏产业，它们都没有完全准备好为大众创新内容。
First of all, we have the growing indie community which bewails its unrecognized genius and screams "sell out" whenever someone in the community actually manages to make a hit.
首先，我们有一个不断增长的独立区，他们哀叹自己是未被认可的天才，每当社区中有人真正成功地取得成功时，他们就会尖叫着“卖完了”。
And then we have the mainstream AAA industry, which often claims that it can't afford the risk that innovation requires.
然后我们有了主流的AAA行业，他们经常声称自己负担不起创新所需的风险。
"AAA games are expensive," they say, and it's better for them to play it safe.
“AAA级的游戏很贵，”他们说，对他们来说，最好还是稳妥点好。
And yet they manage to make multi million dollar flops all the time anyway.
然而，无论如何，他们总是能成功失败，造成数百万美元损失。
So now that I've insulted a sizable portion of our audience, let's look at this issue in a little more detail.
现在我已经侮辱了我们相当一部分观众，让我们更详细地看看这个问题。
To give you some context, James started writing this episode because of an argument he'd witnessed between 2 friends at GDC Austin.
给你交代一下背景，詹姆斯开始写这一集是因为他在GDC奥斯汀目睹了两个朋友之间的争吵。
Here is what most of the debate sounded like, and just for fun, let's give them British accents.
以下是辩论的大部分内容，为了好玩，让我们给他们配上英国口音。
Hey mate, I just saw your latest title. What's with all these desaturated Shooters? Huh? Desaturated Shooters?
嘿，伙计，我刚看了你的最新标题。不饱和的枪手是怎么回事？哈?不饱和的枪手？
My filthy little urchin，Sale, or in your case flop. I Saw the Numbers of your last title.
我肮脏的小顽童，大卖，或者看你的情况，就是失败。我看到了你上一标题的数字。
You mean The Numbers which said it outsold your entire back catalogue by a factor of a thousand.
你的意思是说，它的销量比你的整个过刊目录高出一千倍。
Oh man whatever, at least we're doing something new and we're doing it probably for a 20th of the budget of our title.
哦，天哪，不管怎样，至少我们在做一些新的东西，而且我们做的可能是我们标题预算的20%。
Okay, and if you ever get a budget, Sonny Jim, you'll be making first person shooters like the rest of us, real developers. Oh, real developers! Is that what you are now you're real developers. What's that mean, (guys?Um,thank you. )
好的，如果你有预算，桑尼·吉姆，你会像我们其他人一样，成为第一人称射手，真正的开发者。哦，真正的开发者！就是你们现在的样子，你们是真正的开发人员。那是什么意思，(伙计们？嗯，谢谢你们。)
It makes you bedroom coders on your Sinclair Spectrum. Guys! ! Ah, thank you. Ok, Well, you get the idea.
它让你成为辛克莱频谱上的床上程序员。伙计们 ! 谢谢。好吧，你懂的
This sort of conversation is occurring pretty regularly in the game industry.
这样的对话在游戏行业非常常见。
And though hyperbolic, parts of it are rooted in truth.
尽管夸张，但它的部分内容植根于事实。
Thing is, the indie scene doesn't have a great track record when it comes to sales, and whenever something does sell, a segment of the community tends to go into clone overdrive. Just look at the App Store.
问题是，当谈到销售时，独立场景的记录并不是很好，每当有东西卖出时，社区中的一部分人往往会进入克隆狂热状态。只要看看软件商店就知道了。
And really, the indie community is often driven to innovate by its lack of resources as much as by any particular urge toward innovation.
实际上，独立游戏的创新动力往往来自于资源的匮乏，而非任何特别的创新冲动。
Indie developers work within much greater constraints, which requires ingenuity.
独立游戏开发人员在更有限的条件下工作，这需要独创性。
And that's not necessarily a bad thing, but it does mean that the advances they make are often not as polished as they might otherwise have been.
这并不一定是一件坏事，但这确实意味着他们取得的进步往往不像其他情况下那样完美。
On the flip side,The major publishers and AAA studios are often more concerned with guaranteeing a good game rather than aiming to make a great game.
相反，主要发行商和AAA制片厂通常更关心的是保证一款好游戏，而不是致力于制作一款伟大的游戏。
Even if a AAA title is just good, it will likely make a profit and we're talking about big numbers here.
即使AAA级的头衔只是好的，它也可能会盈利，而我们在这里谈论的是一个巨大的数字。
So even a small percentage positive return is significant.
因此，即使是很小的正回报率也是相当可观的。
Besides, when AAA games bomb, they really, really bomb, that means a lot of money or, more charitably, a lot of jobs.
此外，当AAA级游戏失败时，他们真的、真的失败了，这意味着很多钱，或者更仁慈地说，很多工作机会。
This means that a responsible AAA studio will try to mitigate risk.
这意味着一个负责任的AAA制片厂将努力降低风险。
And one way to do that is simply to emulate things that are popular.
要做到这一点，一种方法就是简单地模仿流行的东西。
We gamers may whine about it, but... copying what's already popular helps to keep the books in the black.
我们游戏玩家可能会抱怨，但是......抄袭已经流行的东西有助于保持账面上的盈利。
But for all the weaknesses each side of the industry has, they also have their strengths.
但是，尽管该行业的每一方都有弱点，但它们也有自己的优势。
Many members of the indie community are genuinely interested in moving the medium forward, and the constraints they work under can help to generate some brilliant ideas. They're also very rugged.
独立社区的许多成员都真心希望推动媒体的发展，他们在工作中受到的限制有助于产生一些绝妙的创意。他们也非常粗犷。
They get more done in less time and on a smaller budget than any other group of developers you will find anywhere. And as for the AAA studios?
与你在任何地方找到的任何其他开发人员相比，他们在更少的时间和更少的预算下完成了更多的工作。至于AAA制片厂呢？
Well, some great works simply require a big budget.
嗯，有些伟大的作品就是需要很大的预算。
The Sistine Chapel wasn't cheap, neither were the Godfather movies.
西斯廷教堂并不便宜，教父系列电影也不便宜。
Without the AAA industry and the enormous budgets it commands. We wouldn't have our Final Fantasies or Fallouts. Our Grand Thefts or our Call of Duties.
没有AAA行业和它所掌握的巨额预算。我们就不会有最后的幻想或余波。我们的重大盗窃或我们的职责召唤。
I don't care how many of these games you may personally like or dislike.
我不在乎你个人喜欢或不喜欢这些游戏。
Not having these titles would be a profound loss for the gaming medium. Besides, not all art is about innovation. The AAA community are masters of polish.
对于游戏媒体来说，没有这些游戏将是一个巨大的损失。此外，并不是所有的艺术都与创新有关。AAA社区是波兰语的大师。
They take diamonds in the rough and reveal their true potential.
他们开采未经加工的钻石，并展示出它们的真正潜力。
Without the attentive eye of all those designers, artists and programmers, many great ideas would be left to languish in 1/2 finished state.
如果没有所有这些设计师、艺术家和程序员的密切关注，许多伟大的想法将被搁置在一半的完成状态中。
Alright, so now that we've covered the pros and cons of both sides of the industry, we can get to my point.
好了，现在我们已经讨论了行业双方的利弊，我们可以开始我的观点了。
If you look at any other entertainment industry, you'll see that they have found an answer to this divide.
如果你看看其他任何娱乐业，你会发现他们已经找到了解决这种分歧的答案。
All the major publishers have established indie branches.
所有主要的出版商都建立了独立的分支机构。
Fox has its Searchlight Pictures, Sony Music has its Red distribution arm. so why haven't we tried this?
福克斯有Searchlight Pictures，索尼音乐有Red发行部门。那么为什么我们还没有试过这个呢？
Why isn't there an EA Indie or Activision independent publishing group bringing these 2 sides of the industry together would solve multiple problems?
为什么没有一个EA 独立或Activision独立出版集团将这两个行业的这两个方面结合在一起，以解决多个问题？
Number one: one of the biggest drawbacks to indie development is that it lacks support.
第一：独立开发的最大缺点之一是缺乏支持。
Sure, indie developers have accomplished some amazing things on those limited resources, but at the same time it really hampers their ability to create a polished product and get it to a large audience, having the distribution channels marketing, funding, quality control groups of a major publisher on their side.That'd be a huge help.
当然，独立开发商在这些有限的资源上完成了一些令人惊叹的事情，但与此同时，这确实阻碍了他们创造出精致的产品并将其推向广大受众的能力，因为他们身边有大型出版商的分销渠道营销、资金和质量控制团队。这个帮助很大。
Number 2: innovation's a big risk for AAA. Studios, but not for indies.
第二：创新对AAA来说是一个巨大的风险。对制片厂，但不是对独立游戏。
Having an indie publishing arm would allow AAA developers to safely test the waters at low cost and only commit large investments toward the innovations that prove themselves worthwhile.
拥有一个独立游戏的出版部门将允许AAA开发人员以低成本安全地试水，只对证明自己值得的创新投入大笔资金。
Number 3: What's better for the consumer is in the end, better for the industry.
第三：对消费者更好的，归根结底也是对行业更好。
Besides the credit a publisher would get for putting out all those innovative games, an indie publishing arm would provide some titles to fill those post holiday doldrums.
除了发行商将因推出所有这些创新游戏而获得的荣誉之外。一个独立出版部门将提供一些游戏来填补假期后的低迷。
And like with other entertainment industries, a publisher could easily play up its successes while letting the failures vanish into obscurity, much like the way Fox played up its discovery of Slumdog, Millionaire and Juno, but let Fat Girls quietly slide into the Searchlight catalog.
和其他娱乐行业一样，出版商可以轻而易举地夸大自己的成功，同时让失败消失在默默无闻中，就像福克斯夸大《贫民窟的狗》、《百万富翁》和《朱诺》的发现一样，但让《胖女孩》悄悄地进入Searchlight的目录。
But how could we go about putting this idea into practice?
但是，我们如何着手将这个想法付诸实践呢？
Well, James has been working on it and he's come up with some guidelines.
嗯，詹姆斯一直在努力，他提出了一些指导方针。
It's a bit too long to read it all here, but I'll hit you with some bullet points.
在这里全部阅读有点太长了，但我会提炼几个要点。
1. The most important part of making this a viable business model is making sure the publisher gets total ownership of everything the indie branch publishes, allowing them to hand the successful ideas to their main AAA team so they can run with it.
让这种模式成为一种可行的商业模式最重要的部分是确保出版商获得独立分支出版的所有东西的完全所有权，允许他们将成功的想法交给他们的主要AAA团队，以便他们能够与之合作。
Indie, I know that idea really hurts, but this is the trade off for having the funding to get the job done right.
独立游戏家们，我知道这个想法真的很伤人，但这是有资金把工作做好的代价。
2. The indie branch must have room to breathe and create. AAA publishers. Make sure you are helping them to.
2. 独立分支必须有呼吸和创造的空间。AAA级出版商。确保你是在帮助他们这样做。
Accomplish their goals, otherwise you squash the creative spark you brought them in for in the first place. These are their ideas, not yours.
完成他们的目标，否则你就扼杀了你一开始给他们带来的创造性火花。这些是他们的主意，不是你的。
3.The industry tradition of only hiring experienced people isn't going to cut it here.
只雇佣有经验的人的行业传统在这里行不通。
You want to find the best indie teams, see what they can get done, have them bring in a prototype, if it shows promise, give them a milestone to hit something difficult but achievable.
你要找到最好的独立团队，看看他们能做什么，让他们带来一个原型，如果有希望，就给他们一个里程碑，让他们完成一些困难但可以实现的目标。
If they pull it off without cutting too many corners, then bring them on board and give them some money to work with.
如果他们在没有偷工减料的情况下做到了这一点，那么就带他们上船，给他们一些钱来工作。
4.Keep these indie project budgets aggressive and tight.
保持这些独立项目预算的进取性和紧凑性。
These guys are here for the love of the medium, not the salary.
这些人来这里是因为对媒体的热爱，而不是为了薪水。
You want them lean and hungry, working hard for that big percentage you'll give them when they make you a hit.
你希望他们又瘦又饿，努力工作，争取当他们让你成功的时候，你会给他们很大的比例。
There's a lot of other great stuff here, but we're running out of time.
这里还有很多其他很棒的东西，但我们的时间不多了。
If you want to read James Plan in greater detail, I'll post a link.
如果你想更详细地阅读詹姆斯计划，我会发布一个链接。
Innovation is something that our industry needs, but the current system isn't built to deliver it on a mass scale.
创新是我们的行业所需要的，但当前的体系并不是为大规模提供创新而构建的。
Bringing the ND and the AAA sides of the industry together would allow us to leverage the virtues and reap the rewards of both.
将ND和AAA行业的两方结合在一起，将使我们能够利用两者的优点并收获回报。
We've got the chocolate and the peanut butter right here. Let's mix them up already. See you next week.！
我们这里有巧克力和花生酱，我们已经把它们混在一起了。下周见！
Oh, real developers, is that what you are now? you're a real developers, so what's that make us?
哦，真正的开发人员，这就是你们现在的样子吗？你是一个真正的开发者，那么我们是什么呢？
It makes your bedroom coders on your Sinclair Spectrums.
它让你成为辛克莱频谱上的床上程序员。
Let me tell you the industry was founded on bedroom coders. and America was founded on pilgrims. It doesn't make it the way to continue forwards. I think we'll come back. It's pretty good.
让我告诉你，这个行业是建立在床上编码员之上的。美国是建立在朝圣者之上的。这并不能使其成为继续前进的方式。我想我们会回来的。感觉很好。
