作者：Sebastian Sujka

Facebook平台上的综合推广服务仍存在着很多不确定因素。虽然从7月1日开始，Facebook Credits将成为该平台强制推行的虚拟货币系统，但是综合推广服务供应商们却仍未制定出相应对策，以解决这些新的不确定因素。不久前Facebook宣布Sharethrough、EpicSocial和SupersonicAds三家公司加入TrialPay的阵营，向该平台用户提供观看视频广告赢取Facebook Credits的推广服务。至于其他同行公司有何打算我们就不得而知了。

在这1年多时间里，Facebook一直与TrialPay保持直接合作关系，而且事实也证明这两者的合作基础不会轻易动摇。其他综合推广服务公司有可能也准备TrialPay签订协议，绑定TrialPay平台的推广服务，但TrialPay目前并未声明将以营收分成的形式收费，它也有权决定将展示多少数量的外部供应商广告。

也许有人认为，综合推广服务供应商们特别在意用户和客户对他们的看法，而且在7月1日限期到来之前他们还有很多项目未达成协议，所以这些供应商们就更应该谨慎处理用户或者客户所提供的意见反馈。对于这些供应商来说，外界对他们的看法主要取决于其提供的产品和服务质量。在欧洲，人们对它们的评价主要侧重于“本土化操作”的效果。对于欧洲公司来说，这种“本土化操作”非常重要，然而很多美国公司和亚洲公司却常常忽略了这一点。以下我们将详这些综合推广服务供应商在欧洲的本土化操作的优劣之分。

因为Facebook游戏《Ninja Saga》共汇集了10家推广服务供应商，包括SupersonicAds, OfferPal (Tapjoy),TokenAds, SuperRewards, SponsorPay, gWallet (RadiumOne), Revsnapp, TrialPay, Matomy和Peanutlabs，所以我们将以这款游戏为例，解析不同综合推广服务公司的本土化操作的成败。我们的评判要素包括选项标题，广告标题，推广描述，推广细节以及操作说明。

以下是各项综合推广服务在《Ninja Saga》“赢取游戏货币”的环节中的表现情况：

SupersonicAds：游戏中的每一个本土化操作都恰到好处，而且有助于玩家理解游戏。只是该页面中的“Verdienen Sie”（赢取奖励）这个按钮有点让人困惑，玩家无从知晓究竟哪一个盒子可以赢取奖励。结论：除了那个让玩家难以捉摸的按钮，它提供的本土化服务基本上没有其他需要改进的空间。

SupersonicAds(from socialgamesobserver.com)

OfferPal（Tapjoy）：当玩家点击OfferPal时，关于《Cityvlle》的广告就会弹出来，虽然它的语言翻译很成问题，但对玩家来说并不存在太大的理解障碍。这些弹出的说明都是用英语表述，但其推广页面中的这些说明却是以德语的形式呈现出来的，而且是非常不地道的德语。而且有些广告根本就没有经过本土化处理，只是全部使用英语进行表述。结论：一些没有经过本土化处理的表述虽然能让玩家看得明白，但有时候却会让他们感到厌烦。

OfferPal(from socialgamesobserver.com)

TokenAds：TokenAds所提供了非常出色的本土化综合推广服务，但仍有一些细节问题有待改进。其说明指示使用的仍是英语，但在其下的内容中却出现了不一致的语言。总结：做的不错，但是必须更加注重细节问题。

TokenAds(from socialgamesobserver.com)

SuperRewards：其本土化服务很全面，也不存在理解障碍。SuperRewards是首个在起始页播放视频广告的公司，其推出的视频标题使用了德语，但是页面说明却出现了英语。总结：做的不错，但是需要更加关注视频问题。

SuperRewards(from socialgamesobserver.com)

SponsorPay:选项标题、广告标题、推广说明、推广细节和操作说明的本土化处理都很完善。结论：基本上没有瑕疵，无需任何调整。

SponsorPay(from socialgamesobserver.com)

gWallet (RadiumOne)：选项标题和操作说明都没有经过完整的本土化处理，推广标题和描述都是以德语的形式呈现给用户，而推广奖励则是用美元进行描述（或者根本就没有任何货币符号），这些问题将对用户产生极大的困挠。但多数服务描述的本土化处理程度尚可，有些则采用了英语。结论：本土化处理效果欠佳，图片与内容不一致，极易让用户产生困惑。

RadiumOne(from socialgamesobserver.com)

Revsnapp：这可能算是其中表现最次的一家综合推广服务供应商。所有信息均以英语展示但第一条广告却用印度尼西亚语表示，并且整个页面中只展示了3个广告。结论：本土化处理极不到位，玩家点击Revsnapp立即就会产生离开该页面的冲动。

Revsnapp(from socialgamesobserver.com)

TrialPay：在数周之前，这家公司的本土化服务也同样乏善可陈，至少德语翻译这一点就不过关。但该公司似乎已着手解决这一问题，对其进行了极大的调整和改进。结论：基本上无懈可击。

TrialPay(from socialgamesobserver.com)

Matomy：Matomy拥有与众不同的推广服务结构，它是以图片形式展示推广内容。当用户把鼠标的指针移至图片上时，屏幕上就会显示推广描述的文字内容。这种方法可以在首页展现更多推广内容。乍看之下这种推广结构很合理，因为它采用的是图片形式，没有太多的文字内容，这也正是其服务设置的合理之处。但是当我们把鼠标移至推广图片上时，发现了一些需要改进的内容：有些描述使用的是芬兰语，还有一些使用法语，同时也有些货币是以英镑的形式呈现的。错误的语言描述将大大影响这些推广活动效果。结论：很得体的本土化处理方式，但也存在一些问题。

Matomy(from socialgamesobserver.com)

Peanutlabs：它的综合推广服务也有别于其他供应商，其推广内容基本上只有一行文字，且没有任何图片描述，并在首页呈现出了绝大多数的推广活动。尽管只有短短一行描述，但有些描述看起来却像是直接通过在线翻译工具将内容粘贴到页面之上。一些推广描述都是按照5个单词左右的标题进行2次排版，所以只有一部分推广内容比较容易理解。公平的来说，如果一些标题只涵括两个单词，那么它们也不会混淆用户了。当玩家把鼠标移到那些自己看得懂的广告标题上时，他们将能看到部分的详细推广描述。但是值得考虑的问题是，用户不一定会为了看推广描述而长时间地把鼠标停留在推广标题上。结论：极不理想的本土化服务，其标题以及不合理的排版将使用户对其产生难以磨灭的恶劣印象。

Peanutlabs(from socialgamesobserver.com)

总结：在上述十家综合推广服务公司中只有四者的本土化效果明显，有两个需要改进，还有四个因为不地道的德语说明而可能会遭到德国用户的鄙视。从这些公司不注重欧洲国家的单词拼写和语言使用习惯可以看出，他们对欧洲市场还不够重视。我们的总体结论就是，只有一些综合推广服务公司可以长驻欧洲市场。（本文为游戏邦/gamerboom.com编译，如需转载请联系：游戏邦）

Localization: A Review of Ten Offer Walls on Facebook

By Sebastian Sujka

When it comes to offer walls on Facebook there is a lot of uncertainty these days. Facebook Credits will become the mandatory currency starting the first of July and it is still not clear how offer wall providers will deal with the new situation. Two weeks ago Facebook announced who will be partnering with TrialPay’s Dealspot platform to receive Credits for watching videos. The initial partners will be Sharethrough, EpicSocial and SupersonicAds. There has been no update from Facebook yet as to what will happen with the remaining offer wall providers. For over a year now Facebook has been working with Trialpay directly and there is reason to believe that this constellation will not change. Other offer wall providers will probably arrange agreements with TrialPay to be integrated into the TrialPay platform. There has been no statement as to whether TrialPay will charge for its services on a revenue share basis. It is also possible that Trialpay will be free to decide upon the the number of offers from external providers that will be displayed.

With all eyes on offers these days, and given the number of pending deals and an approaching deadline, one would expect offer wall providers to be very cautious about how they are perceived by their users and customers. In the case of offer wall providers, the way they are perceived heavily depends on the product they offer. In Europe this primarily depends on one aspect: localization. This aspect is crucial for European companies and is frequently neglected by US and Asian companies. We had a closer look at the localization levels of offer wall providers. We picked Ninja Saga on Facebook to compare the offer providers because Ninja Saga integrated ten different providers, namely SupersonicAds, OfferPal (Tapjoy),TokenAds, SuperRewards, SponsorPay, gWallet (RadiumOne), Revsnapp, TrialPay, Matomy and Peanutlabs. The product tested is the offer wall which is displayed as an iframe within the game. Therefore, factors we looked into are menu titles, offer titles, offer descriptions, offer details and instructions.

We start in the order in which the offer walls appear in Ninja Saga’s “Earn Saga Tokens” section, click on the thumbnails to view full size screenshots:

SupersonicAds: Everything is localized well and comprehensible. Just the Box “Verdienen Sie” (Earn) is slightly confusing as it is not stated in that particular box what can be earned. Conclusion: Well localized, except for the slightly confusing box there is no need for any changes:

OfferPal (Tapjoy): The Cityville Ad that pops up when you click on OfferPal is poorly translated, yet understandable. All instructions in the pop up are displayed in English. Within the offer wall itself the instructions are in German, but again in very poor German. Some offers are not localized at all and are fully displayed in English. Conclusion: Poor localization, mostly understandable but annoying for users:

TokenAds: The TokenAds offer wall is well localized. Minor things that need improvement: one instruction in the offer wall is still in English and the way the user is addressed is inconsistent(the informal “Du” vs. the formal“Sie”). Conclusion: Well done, just minor corrections necessary:

SuperRewards: The offers in the SuperRewards wall are fully localized and comprehensible. SuperRewards is the only offer provider who displays video ads on the starting page. In the video the title is German but the instructions are displayed in English. Conclusion:Well done, just the video needs to get fixed:

SponsorPay: Menu titles, offer titles, offer descriptions, offer details and instructions are completely and clearly localized. Conclusion: Well done, no changes required:

gWallet (RadiumOne) – Menu titles and user instructions are not localized at all, the offer titles and descriptions on the other hand are displayed in proper German. The offer rewards in the descriptions are displayed in US dollars or without currency, which is most confusing for the user. Most offer descriptions are well localized and some are displayed in English. Conclusion: Poor localization, inconsistent overall picture, confusing for users:

Revsnapp: Probably the worst localization possible. All information is displayed in English, except for the first offer which is displayed in Indonesian. Three offers are displayed in total. Conclusion: Horrific localization. When a user clicks on Revsnapp he is heavily incentivized to leave the page immediately:

TrialPay: Just a few weeks ago TrialPay’s level of localization was poor, at least in German. TrialPay seems to have tackled this problem and now boasts a perfect offer wall. Conclusion: Well done, no need for further changes:

Matomy – Matomy has a different offer wall structure in which single offers are displayed with a picture. When the cursor is hovered over the picture the offer description text becomes visible. This way more offers are displayed on the first page. At first glance everything looks smooth, as there are hardly any texts. The ones we do see are well localized. But when hovering over the single offers we find room for improvement: some descriptions are in Dutch, others in French, sometimes currencies are displayed in British Pounds. Offer descriptions in the wrong language make some offers useless. Conclusion: Decent localization with some problems:

Peanutlabs: The Peanutlabs offer wall is also structured in a slightly different way than most other walls. The offers are displayed in just one line with no picture, fitting more offers on the first page. Although the offer description is just one line, some offers give the impression of having been pasted in from an online translator. Some descriptions have two major typos in a five word title.Only a few offers are clearly understandable. To be fair, some titles are understandable and not confusing if they consist of a maximum of two words. When the cursor moves over the offer title a partly understandable description is displayed. However, it seems questionable whether users will keep the cursor on the offer title long enough to find out about the descriptions. Conclusion: Horrific localization, confusing and hardly understandably for users. The iframe does make a spammy impression because of the wording and the incredible typos:

Overall verdict: Out of ten offer walls just four are localized properly, two are acceptable and four offer walls are almost hostile to a German audience. It seems as if some offer wall providers do not care about the European market and express this by not even spell checking their offers. In the context of the current developments, our test results leave the impression that just a few offer wall providers are here to stay.（source:socialgamesobserver）