LDJJJ–老丁唧唧叫–丁肇辰–建築 電玩 旅行 攝影 設計 摸雞摸雞

简单的说，随境游戏是个以现实环境为游戏场域，并透过电子设备的辅助来玩的游戏（图 一）。学术上的说法，就是是该游戏中透过基于移动技术、无线技术、传感侦测器、定位技术等电子游戏设备，将游戏中所使用的场景（或环境），从过去“看得见却摸不到”的虚拟游戏环境中，逐步拓展到我们可见可触的现实物理环境。随境游戏有点像是真实与虚拟两相结合的“混合实境游戏”，两者有诸多重叠，但随境游戏的比前者更重视可碰触的真实环境场景，同时间淡化了过去以电脑屏幕为基础的游戏环境。

不仅如此，多数的随境游戏刻意的淡化游戏过程中的科技成分，让游戏看来跟我们过去所熟悉的躲迷藏、跳房子、木头人等儿时游戏一样具有简单规则。使游戏入门过程简单却又能激起玩家高度的乐趣与参与感。过去，我们所熟悉的电子游戏可以说清一色属于学生和青少年族群，成人玩家往往因为游戏介面的复杂操作与繁琐游戏规则而却步，因此形成游戏族群间的代沟。随境游戏的到来简化了游戏内容与操作方式，它的目标就是和大众产生更多关连，和现实生活环境紧密结合，不若共去电子游戏必须在固定场所进行，游戏内容规则也更有弹性。长篇大论许多，究竟随境游戏的特点为何？以下是简单的列表：
1. 强调可见可触。
2. 玩家的分众广大。
3. 时时刻刻随处可玩。
4. 大量仰赖现实物理空间。
5. 可快速改变城市三度空间地块的属性。
6. 往往可以和第三者活动同时进行，如广告和教育这类具有严肃议题的活动。

This is why we are dealing with Digital Marketing now. Here are some reasons.

In-game advertising is on the rise, and Microsoft has upped the ante by buying Massive Inc. for its in-game advertising network, for a rumored US$200 million to US$400 million. This will now allow it to leverage ads for its games on Xbox Live, as well as games on the PC, mobile and other platforms. In fact, Microsoft can now offer the Massive in-game advertising forum to Sony and Nintendo for ads on their consoles if its rivals choose to bite.

According to the Yankee Group, in-game advertising revenue will reach US$732 million by 2010. In a news release, the Yankee Group recently said, “In a highly fragmented media environment, Yankee Group finds that video games present a promising window of opportunity as a growing advertising medium. As television advertising loses its effectiveness, advertisers must reach a largely segmented audience with discerning tastes.”

Developments in technology are re-defining the way companies advertise their products and collect revenue. The new markets that interactive games and cyberworlds are spawning are fast translating into real-world money. Hooked gamers are captive audiences, perfect targets for brand promotion and willing to spend increasing sums on “virtual” items. Companies that ignore the increasingly digital lifestyle of their consumers do so at their peril, especially in the increasingly tech-savvy Chinese market.

Zhouma 101
Zhouma 101 is a mobile gaming experience designed to focus attention on Taipei 101, ¬currently the world’s highest skyscraper, and capable of multi-tiered rotating advertisements. Every Friday evening, citizens of Taipei who own a camera phone can download the application by dialing a number displayed at the top of the Taipei 101 building. Players then receive an SMS giving them details of a subject to photograph. Participants are allowed 5 minutes to shoot and send their pictures, the results are displayed on the building’s giant screens, and the prizewinners chosen through interactive voting.

Zhouma 101 a fun mobile game Taiwan’s digital youth, and also a great way to turn Taipei 101 an interactive billboard for companies to launch weekly advertising campaigns. As Taipei is well covered by 3G and Wi-Fi networks, Zhouma 101 is signifies a simple beginning for what is expected to become an increasingly sophisticated gamevertising market. Further mobile gaming experiences are expected to be ready in time for next year’s Beijing Olympics.

The origins of Zhouma 101 can be traced back to the Chaos Computer Club in Berlin. From September 2001 to February 2002, the Club transformed an office building in Berlin’s Alexanderplatz using interactive computer displays, in a project titled “Blinkenlights”. Using mobile phones and special downloaded applications project participants could play ping-pong and create custom animations on the side of the building.