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專欄 - 從華爾街到硅谷

Zynga向線下擴(kuò)展

Dan Primack 2012年06月28日

Dan Primack專注于報(bào)道交易和交易撮合者,從美國(guó)金融業(yè)到風(fēng)險(xiǎn)投資業(yè)均有涉及。此前,Dan是湯森路透(Thomson Reuters)的自由編輯,推出了peHUB.com和peHUB Wire郵件服務(wù)。作為一名新聞工作者,Dan還曾在美國(guó)馬薩諸塞州羅克斯伯里經(jīng)營(yíng)一份社區(qū)報(bào)紙。目前他居住在波士頓附近。
這家打造了虛擬農(nóng)場(chǎng)的社交游戲巨頭正在全力拓展其品牌,它已與玩具制造商、服裝零售商乃至電視工作室簽署了一系列合作協(xié)議。其中,最引人關(guān)注的是一檔脫胎于當(dāng)紅線上游戲《你畫(huà)我猜》的同名電視游戲秀,雖然尚未開(kāi)拍,但節(jié)目創(chuàng)意與Zynga本身的游戲基因相當(dāng)契合。

????通過(guò)將撲克牌和拼字游戲等“實(shí)體”游戲數(shù)字化,Zynga賺到了數(shù)十億美元?,F(xiàn)在,該公司準(zhǔn)備反其道而行之。

????這家總部位于舊金山的公司已經(jīng)開(kāi)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(xié)議。現(xiàn)在尚不清楚,Zynga公司是否期望此舉將帶來(lái)巨額收入,但Zynga肯定認(rèn)為其品牌可以在臺(tái)式機(jī)和移動(dòng)設(shè)備之外存活。

????Zynga首席營(yíng)銷(xiāo)/營(yíng)收官杰夫?卡普解釋道:“我們渴望減少虛擬世界和現(xiàn)實(shí)世界之間的隔閡。關(guān)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?!?/p>

????Zynga對(duì)現(xiàn)實(shí)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(kāi)了一次聯(lián)合促銷(xiāo)活動(dòng)。不過(guò)其主要方式是在飲料包裝上印上Zynga的圖標(biāo)。隨后,去年12月,Zynga又在百思買(mǎi)(Best Buy)銷(xiāo)售了一批以虛擬農(nóng)場(chǎng)(FarmVille)為原型的絨毛玩具。這有點(diǎn)模仿Rovio對(duì)《憤怒的小鳥(niǎo)》(Angry Birds)的品牌線下開(kāi)發(fā)。之后,Zynga又宣布和美國(guó)運(yùn)通(American Express)進(jìn)行合作(目前還處于初步階段)。用戶只要使用聯(lián)名卡,就能獲得獎(jiǎng)勵(lì)點(diǎn)數(shù),以購(gòu)買(mǎi)Zynga游戲中的虛擬商品。

????不過(guò),Zynga當(dāng)前的新動(dòng)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(lè)制作公司Ryan Seacrest Productions合作,制作一部《你畫(huà)我猜》(Draw Something)的電視游戲秀。目前該片試播節(jié)目尚未開(kāi)拍——盡管已經(jīng)在加快推進(jìn)了——但我覺(jué)得它絕不會(huì)僅僅是升級(jí)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(jié)目邀請(qǐng)二流名人做嘉賓,讓他們用馬克筆在大紙板上畫(huà)畫(huà)。主持人艾倫?西克,就是當(dāng)紅歌手羅賓的老爹。】

????雖然卡普并未透露詳情,但聽(tīng)起來(lái)似乎《你畫(huà)我猜》電視秀的觀眾們能通過(guò)其應(yīng)用程序與節(jié)目進(jìn)行某種互動(dòng)。也許能在某些方面對(duì)節(jié)目施加影響,或許還能贏得獎(jiǎng)品。當(dāng)然,前提是假定Zynga能成功推出這檔節(jié)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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