Section B
Directions: In this section, you are going to read a passage with ten statements attached to it. Each statement contains information given in one of the paragraphs. Identify the paragraph from which the information is derived. You may choose a paragraph more than once. Each paragraph is marked with a letter. Answer the questions by marking the corresponding letter on Answer Sheet 2.
When Work Becomes a Game
A)What motivates employees to do their jobs well? competition with coworkers, for some. The promise of rewards, for others. Pure enjoyment of problem-solving, for a lucky few.
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.
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’Oreal 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.
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.
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.
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.”
G)Some people, Werbach says, are motivated by competition. Sales people often fall into this category. For them, the right kind of gamification might be turning their sales pitches into a competition with other team members, complete with a digital leaderboard showing who is winning at all times. Others are more motivated by collaboration and social experiences. One company Werbach has studied uses gamification to create a sense of community and boost employees’ morale (士气).When employees log in to their computers, they’re shown a picture of one of their coworkers and asked to guess that person’s name.
H)Gamification does not have to be digital. Monica Cometti 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,” Cometti 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 Cometti invented sound-alike characters (Grumpy Gus, Dopey Dan) to illustrate specific pay roll law principles.
I)Some people do not take naturally to gamified work environments, Cometti says. In her experience, people in positions of power or 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,” Cometti says. “I’m talking about a ‘simulation’(模拟) ，I’m talking about ‘ being able to solve this problem. ’ ”
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.
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,” Cometti agrees. “There is no reason this will go away.”
36.Some famous companies are already using gamification and more are trying to do the same.
37.Gamification is not a miracle cure for all workplaces as it may have negative results.
38.To enhance morale, one company asks its employees to identify their fellow workers when starting their computers.
39.The idea of gamification was practiced by some businesses more than a century ago.
40.There is reason to believe that gamification will be here to stay.
41.Video games contributed in some ways to the wide application of gamification.
42.When turning work into a game, it is necessary to understand what makes games interesting.
43.Gamification in employee training does not always need technology.
44.The most successful gamification platforms transform daily work assignments into fun experiences.
45.It is necessary to use terms other than “gamification” for some professions.
答案解析：
36. C根据C段中“Companies from Google to L’Oreal to IBM to Wells Fargo are known to use some degree of gamification in their workplaces. And more and more companies are joining them.”可知，一些知名公司已经在使用游戏化，且更多公司正尝试这样做，所以选C。
37. J根据J段中“Gamification is ‘not a magic bullet,’ Werbach warns. A gamification strategy... It can also be exploitative... It actually had a very negative effect on morale and performance”可知，游戏化并非对所有工作场所都是灵丹妙药，它可能有负面结果，所以选J。
38. G根据G段中“One company Werbach has studied uses gamification to create a sense of community and boost employees’ morale (士气). When employees log in to their computers, they’re shown a picture of one of their coworkers and asked to guess that person’s name.”可知，为提高士气，一家公司让员工在启动电脑时识别同事，所以选G。
39. D根据D段中“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”可知，一个多世纪前一些企业就实践了游戏化的想法，所以选D。
40. K根据K段中“Still, gamification only stands to become more popular, he says... ‘There is no reason this will go away.’”可知，有理由相信游戏化会一直存在，所以选K。
41. E根据E段中“Thanks in part to video games, the generation now entering the workforce is especially open to the idea of having their work gamified.”可知，电子游戏在某种程度上促进了游戏化的广泛应用，所以选E。
42. B根据B段中“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”可知，把工作变成游戏时，有必要了解是什么让游戏有趣，所以选B。
43. H根据H段中“Gamification does not have to be digital. Monica Cometti runs a company that gamifies employee trainings. Sometimes this involves technology, but often it does not.”可知，员工培训中的游戏化并不总是需要技术，所以选H。
44. F根据F段中“The platforms that are most effective turn employees’ ordinary job tasks into part of a rich adventure narrative.”可知，最成功的游戏化平台将日常工作任务转变为有趣的体验，所以选F。
45. I根据I段中“In her experience, people in positions of power or 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.’”可知，对某些职业有必要使用“游戏化”以外的术语，所以选I。
