作者：Alan Hirsch

过去10年，广告宣传从电视屏幕、室外海报转移至互联网，或以横幅形式呈现，或嵌入搜索页面，抑或是“病毒式传播”的视频内容。用户获得娱乐内容和资料信息的方式多种多样，广告商需先行一步，在获取和留着各平台用户方面独辟蹊径。

FrontierVille from enet.com.cn

那么既然品牌公司已针对网络平台调整宣传模式，他们如何既保证投资价值，又确保获得用户粘性？

品牌公司可以通过社交网络获悉自己是否受欢迎，探索新策略改变当前形势。如今社交网络用户能够访问品牌信息，广告商应借助社交游戏同娱乐内容建立更加密切的联系，让用户能够以更深入的方式获悉他们的广告内容。

社交游戏玩家很快就顺应虚拟商品购买趋势，同好友分享内容，这表明此平台具有很高的品牌粘性。但随着社交游戏用户逐步意识到其投资无法获得期望的奖励和成功，这个模式就发生改变。

广告商逐渐发现，他们视如珍宝的社交玩家希望获得奖励，愿意投入大量时间换得成功。若给予适当奖励，用户就会邀请好友，维持长久粘性，定期登陆，在社交圈中分享品牌信息。

在开发NTB Media广告方案“The A game”过程中，我们考虑上述所有方面。方案提供高质量互动体验，并给予奖励，确保品牌信息深入人心，还通过引入视频强化社交游戏体验。

策划社交游戏广告方案，如下内容不容忽视：

信息传递：将品牌植入游戏当中，奖励保留信息的用户。品牌公司和粉丝都能从中受益。

奖励：向在品牌平台和社交游戏中展开消费活动的粉丝提供折扣或奖品。

趣味：除奖励外，游戏若没有足够趣味吸引用户回访，也称不上成功作品。

营收：制作游戏过程中，需参考参与目标植入适当商业模式，不论是点击付费、观看付费、购买付费还是参与付费。

衡量：确定衡量游戏用户粘性的方式。小测验形式是个不错的方案，能够确保信息留存和创收。

拓展性：瞄准多个平台投放游戏（游戏邦注：不要只是针对Facebook平台）。玩家希望能够在户外、在办公室以及在家玩游戏。广告商不要错失任何分享品牌信息的机会。

在NTB的流行文化社交游戏中，玩家无需中断游戏观看广告视频，而是会享受到一个30秒插播广告作为其娱乐体验的一部分，其中包括音乐视频、电影片段和电视镜头。

网络成为品牌体验的重要延伸领域。随着用户开始采用新平台，适应品牌曝光方式，广告商应充分利用多媒体工具，在设计强大广告方案的时候，提高用户粘性。

游戏邦注：原文发布于2010年6月2日，文章叙述以当时为背景。（本文为游戏邦/gamerboom.com编译，如需转载请联系：游戏邦）

Social Gaming Brings Advertisers Out To Play

By Alan Hirsch

ADOTAS – Over the past decade, campaigns have jumped from TV screens and out-of-home to the Web, where they can sit idly as banner ads, click through from search pages or “go viral” as a video campaign. As audiences adopt numerous ways to find entertainment and information, advertisers must stay ahead of the curve to develop unique ways to capture and retain consumer attention on all platforms.

So now that brands have adapted their campaigns for the Web, how do they ensure engagement while assuring the investment is worthwhile?

Through social networks, brands can monitor whether they’re hot or not and develop new strategies to shift the chatter. Now that consumers are empowered with brand messages within these networks, advertisers are exploring even deeper engagement with entertainment via social games, allowing audiences to play with their campaigns in a more immersive environment.

Social gaming audiences have quickly adapted to purchasing virtual goods to share with friends, which has proven this platform to be great for brand engagement. However, the paradigm is shifting as social gaming audiences become more aware that their investment in virtual goods doesn’t guarantee the incentives and big wins they’re looking for.

In the context of social games, advertisers are catching on to the fact that the audiences they cherish so much want rewards and will make a substantial investment of their time to win. If given the right kind of incentives, fans will invite friends, participate in long-term engagement and retain and share brand messages among their network.

When developing the NTB Media advertising solution, “The A game,” we considered all points outlined below. It offers a quality interactive experience that delivers rewards, ensures brand message recall and adds another dimension to social gaming by introducing video.

Below are a few things to consider when developing your social game campaign:

Messaging: Integrate your brand into the game and incentivize message retention. Both the brand and the fan win!

Rewards: Guarantee fans discounts or prizes for all the time they’ve invested in your brand platform and social game.

Fun: Regardless of the rewards, a game can’t be successful if it isn’t fun enough to make people come back.

Monetization: As you develop your game, think about a business model that suits the type of engagement you’re looking for, whether it is cost per click, view, action or engagement.

Measurement: Create a clear way to measure engagement within your game. Quiz formats are a great solution that guarantees message retention and monetization.

Scalability: Deliver your game on multiple platforms and not just Facebook. People want to play on the go, in the office and at home. Don’t miss a chance to share your brand messages wherever people are willing to play and engage.

Through NTB’s pop culture-driven social game, consumers no longer view the ads as an interruption in their game play, but accept 30-second spots as part of their entertainment experience including music videos, movie clips and TV cuts.

The Web has become a vital extension of the brand experience, and as audiences adopt new platforms and become accustomed to brand exposure, advertisers should seize multimedia tools that drive engagement when planning robust campaigns.（Source：adotas）