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。

连续去了6次中关村，找了三家修理厂家，不是头痛医脚，要不就是胡吹乱扯把我草草打发。随著七月娱乐节到来，我急了。只能说我的C300就快寿终正寝。不过目前我还决定是让他进字纸篓还是中海的二手黑心客。

感到庆幸的是进棺材的时间不是我交论文的紧张时刻，不过看著他离开我心里还真有些依依不舍。

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.