????還記得我們漫步在街邊書(shū)店的時(shí)刻嗎,？還記得從那些或嚴(yán)謹(jǐn)或荒誕或天馬行空的書(shū)籍中獲得快樂(lè)的感覺(jué)嗎？去書(shū)店買(mǎi)書(shū)曾經(jīng)是天經(jīng)地義的事,。

????不過(guò),，這樣的時(shí)光已經(jīng)一去不返。當(dāng)然,，大家可以把矛頭主要對(duì)準(zhǔn)亞馬遜（Amazon）,。這家市值高達(dá)1570億美元的科技巨擘以網(wǎng)上售書(shū)起家,，價(jià)格屠刀是其不二的競(jìng)爭(zhēng)法寶，而它的終極目標(biāo)是擠走低利潤(rùn)高成本的實(shí)體書(shū)店,。而現(xiàn)在,，亞馬遜的“邪惡”目標(biāo)終于實(shí)現(xiàn)了。但它并不滿足,，繼續(xù)在其他領(lǐng)域大開(kāi)殺戒,，而且還取得了不小成果。（電子產(chǎn)品已大獲成功,。流行服飾還欠點(diǎn)火候,。）

????4月2日，亞馬遜推出了機(jī)頂盒Fire TV,。這一次,，它把目光瞄準(zhǔn)了游戲行業(yè)。Fire TV售價(jià)99美元,，除了常見(jiàn)的流媒體播放功能,，它還可以玩視頻游戲，而首發(fā)上市的游戲數(shù)高達(dá)100款,。其中既有《我的世界》（Minecraft）和《怪獸大學(xué)》（Monster University）等熱門(mén)休閑游戲,，又有世嘉（Sega）、電子藝界（EA）,、育碧（Ubisoft）,、Telltale Games和Gamelot等大牌公司推出的“物美價(jià)廉型”核心游戲。用戶(hù)可以選擇Fire TV標(biāo)配遙控器,、智能手機(jī)應(yīng)用,，也可以選擇亞馬遜最新發(fā)布的Fire專(zhuān)用手柄游戲。后者將于一個(gè)月內(nèi)開(kāi)始零售,，售價(jià)為39.99美元,。

????相比這款價(jià)格平易近人的手柄以及獨(dú)立的游戲服務(wù)，亞馬遜新成立的游戲工作室意義更為重大,。亞馬遜游戲工作室專(zhuān)門(mén)為Fire TV開(kāi)發(fā)獨(dú)占游戲,，而且它的開(kāi)發(fā)團(tuán)隊(duì)正在迅速擴(kuò)充：今年2月，亞馬遜剛剛收購(gòu)了擁有75名員工的游戲工作室Double Helix,。據(jù)最新消息,，亞馬遜又挖來(lái)了兩名資深游戲制作人：《傳送門(mén)》（Portal）設(shè)計(jì)師金姆?斯威夫特和《孤島驚魂2》（Far Cry 2）設(shè)計(jì)師克林特?霍金。亞馬遜游戲工作室即將發(fā)布處女座《Sev Zero》,。這是一款第三人稱(chēng)射擊游戲,，支持多人聯(lián)網(wǎng)。無(wú)論從畫(huà)面還是操作,，這款游戲和電子藝界,、世嘉等公司的核心游戲已經(jīng)相差無(wú)幾,。

????但按照亞馬遜的風(fēng)格，Sev Zero肯定會(huì)走廉價(jià)路線,，售價(jià)僅為6.99美元,，購(gòu)買(mǎi)Fire TV游戲手柄的玩家還可免費(fèi)獲得游戲。Fire TV平臺(tái)上的游戲平均售價(jià)更是低至1.85美元,。

????我們可以和Xbox,、PlayStation等專(zhuān)用游戲機(jī)上的游戲做一番對(duì)比。最新版《魔獸世界》（World of Warcraft）的價(jià)格為49.99美元,，如果是數(shù)字豪華版,，價(jià)格更是高達(dá)69.99美元。PlayStation 3版本的《俠盜飛車(chē)5》（ Grand Theft Auto V ）售價(jià)54.99美元,。目前還不能確定亞馬遜是否有意說(shuō)服這些頂級(jí)工作室為Fire TV開(kāi)發(fā)游戲,。核心玩家仍然會(huì)繼續(xù)堅(jiān)守自己的平臺(tái)和游戲。但亞馬遜通過(guò)Fire TV上的Sev Zero這類(lèi)廉價(jià)游戲向大家宣告：游戲價(jià)格未來(lái)會(huì)降下來(lái),。

????音樂(lè),、電影、電視,、新聞傳媒和書(shū)籍,，無(wú)一不在數(shù)字化進(jìn)程中經(jīng)歷了劇烈的價(jià)格下跌，而唯有游戲能獨(dú)善其身,。隨著Fire TV的推出,，亞馬遜或?qū)⒅匦露▋r(jià)游戲行業(yè)。游戲工作室,，現(xiàn)在該你出招了,。（財(cái)富中文網(wǎng)）

????譯者：項(xiàng)航

????

????Remember bookstores? Those adorable little places of curated and whimsy and fanciful stories? The place where we purchased books?

????They're gone, mostly, and you can blame Amazon (AMZN). The $157 billion company got its start selling books online, happy to lose money while driving prices down, waiting for its brick-and-mortar competitors, with their thin margins and high overhead, to starve. They did, and Amazon won. The company has repeated this process for a number of other categories, to varying degrees of success. (Electronics, yes. Fashion, not so much.)

????With Amazon Fire TV, announced yesterday, Amazon has its sights set on the gaming industry. The company's new Fire TV streaming system costs $99 and features, alongside ample video content, a suite of 100 games. That includes popular casual gaming titles like Minecraft andMonsters University, and other "high-quality, low-cost" hardcore games from Sega, EA (EA), Ubisoft, Telltale Games, and Gamelot. Users have the option to play games with the standard Fire TV remote, a smartphone app, or Amazon's newly revealed Fire game controller, which will retail for $39.99 starting in a month.

????More meaningful than an inexpensive controller, or a game section in its service, is Amazon's new gaming studio. Amazon Game Studios is developing games exclusively for Fire TV, with a growing team: In February the company acquired a gaming studio with 75 employees called Double Helix. Today reports revealed Amazon hired Kim Swift, a designer of Portal, and Clint Hocking, a designer of Far Cry 2. Amazon Game Studios' first release is a game called Sev Zero, a third-person shooter game with the ability to go multiplayer. It looks and plays like the hardcore games from EA or Sega.

????But in typical Amazon style, Sev Zero is a steal. The game only costs $6.99, and users who purchase the Fire game controller get it for free. Beyond that, the average price of paid games on Fire TV is just $1.85.

????Compare that to the average price of videogames for Xbox (MSFT) or PlayStation (SNE). The latest World of Warcraft edition costs $49.99, or $69.99 if you upgrade to the digital deluxe edition. Grand Theft Auto V costs $54.99 for PlayStation 3. It's not clear if Amazon would convince those studios to include their games on Fire TV. Hardcore gamers will remain loyal to their systems and titles. But with Sev Zero and the host of low-cost games on Fire TV, Amazon is making a statement: The price of games will come down.

????Compared with any other piece of digital media, from music, movies, and TV to news and books, games haven't taken a price hit with the shift to digital. With its entrance into the category, Amazon is likely to change that. Your move, game studios.