Zynga向線下擴展
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????通過將撲克牌和拼字游戲等“實體”游戲數字化，Zynga賺到了數十億美元。現在，該公司準備反其道而行之。 ????這家總部位于舊金山的公司已經開始與玩具制造商、服裝零售商乃至電視工作室簽署線下品牌化協議。現在尚不清楚，Zynga公司是否期望此舉將帶來巨額收入，但Zynga肯定認為其品牌可以在臺式機和移動設備之外存活。 ????Zynga首席營銷/營收官杰夫?卡普解釋道：“我們渴望減少虛擬世界和現實世界之間的隔閡。關于我們品牌在線上線下的使用如何相互影響，我們想了很多。” ????Zynga對現實世界的第一次突襲是在2010年5月，它與7-11便利店（7-Eleven）合作，展開了一次聯合促銷活動。不過其主要方式是在飲料包裝上印上Zynga的圖標。隨后，去年12月，Zynga又在百思買（Best Buy）銷售了一批以虛擬農場（FarmVille）為原型的絨毛玩具。這有點模仿Rovio對《憤怒的小鳥》（Angry Birds）的品牌線下開發。之后，Zynga又宣布和美國運通（American Express）進行合作（目前還處于初步階段）。用戶只要使用聯名卡，就能獲得獎勵點數，以購買Zynga游戲中的虛擬商品。 ????不過，Zynga當前的新動作可能更契合該公司的游戲基因。 ????例如，Zynga最近宣布，將和娛樂制作公司Ryan Seacrest Productions合作，制作一部《你畫我猜》（Draw Something）的電視游戲秀。目前該片試播節目尚未開拍——盡管已經在加快推進了——但我覺得它絕不會僅僅是升級版的《輸贏平局》（Win, Lose or Draw）。 ????【給不到30歲的讀者“科普”一下：《輸贏平局》節目邀請二流名人做嘉賓，讓他們用馬克筆在大紙板上畫畫。主持人艾倫?西克，就是當紅歌手羅賓的老爹。】 ????雖然卡普并未透露詳情，但聽起來似乎《你畫我猜》電視秀的觀眾們能通過其應用程序與節目進行某種互動。也許能在某些方面對節目施加影響，或許還能贏得獎品。當然，前提是假定Zynga能成功推出這檔節目。 |
????Zynga (ZNGA) has made billions of dollars by digitizing "physical" games like poker and Scrabble. Now it's looking to complete the circle. ????The San Francisco-based company has begun signing offline branding deals with everything from toy-makers to apparel retailers to television studios. It's unclear if the company hopes such efforts will generate significant revenue, but it certainly believes that its brands can have life beyond desktops and mobile devices. ????"Our aspiration is to lower the bar between the virtual and physical worlds," explains Jeff Karp, Zynga's chief marketing and revenue officer. "We're thinking a lot about how what you do with our brands offline and affect what you do with them online, and vice versa." ????Zynga's first major foray into the physical world came in May 2010, when it created cross-promotional campaigns with 7-Eleven. But that was mostly just putting logos on Big Gulps. Then, last December, it offered a series of FarmVille-inspired plush toys for sale at Best Buy (BBY). Kind of following the Rovio-Angry Birds playbook. Then came an announced partnership with American Express (AXP) -- which remains in the early stages -- whereby card users could use reward points to obtain virtual goods in Zynga games. ????What's happening now, however, may ring a bit truer to the company's gaming DNA. ????For example, take the company's recently-announced deal to create a Draw Something game show, in partnership with Ryan Seacrest Productions. The show still has not yet shot its pilot -- yet alone had it picked up -- but I get the sense that this won't be just an updated version of Win, Lose or Draw ????[If you're under 30, WLD involved B-list celebs using markers to draw on big pieces of paper. Plus Alan Thicke. He's Robin's dad.] ????Karp wouldn't get specific, but it sounds like Draw Something television viewers may somehow get to participate via their apps. Maybe influence the show in some way, or win prizes. Again, assuming that they can work it all out. |
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