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fastcompany:Zynga游戏引领虚拟世界拯救现实世界

发布时间:2011-04-14 13:37:46 Tags:,,,,

从Zynga为海地地震灾民募捐的时候起,已有不少人看出虚拟世界拯救现实世界的巨大能量。在这次日本海啸中,Zynga再次成了发动玩家筹集善款求助日本灾民的先锋,为各个领域的企业树立了身先士卒的榜样。

Japan_Earthquake_Relief

Japan_Earthquake_Relief

在不到三周时间中,Zynga玩家总共向日本海啸地震儿童救助基金会、国际直接救济组织(Direct Relief International)募捐了300多万美元。在海啸灾难发生的12小时之内,Zynga旗下的8款游戏就开展了募捐活动,随后又有两款游戏加入了这一阵营。最令人惊叹的并非社交游戏、虚拟商品的救助方式,而是他们能够根据灾情,推出大规模募捐活动的反应速度。在今天公众已穷于应对接二连三的灾难,甚至陷入募捐疲劳的情况下,Zynga的这种做法无疑是一剂有效鼓励人们奉献爱心的催化剂。

这种募捐活动的推广也非常讲究策略,在短短36小时中,Zynga玩家捐款超过100万美元,随后跟进的是Twitter上的“闪捐活动”——布兰妮·斯皮尔斯、艾什顿·库奇、乔纳斯兄弟等众多巨星都通过Twiiter声援了该活动。Lady Gaga随后也通过义卖日本许愿手镯,为儿童救助基金会捐款75万美元。

这种筹款途径的有趣之处在于,它以出售虚拟商品等方式鼓励玩家奉献爱心。在这次日本海啸救援活动中,玩家可通过购买游戏虚拟商品(游戏邦注:这些游戏道具的销售额100%捐赠给日本灾民),或者点击直接的募款链接,为赈灾活动出力。以下是数款社交游戏的募捐途径:

frontierville-japan-earthquake-fund

frontierville-japan-earthquake-fund

《Café World》:玩家可通过购买带日本元素的道具来装饰自己的咖啡屋以援助赈灾活动;

《CityVille》:用户可种植限量版的甜薯来养活自己的人口,并将其引进餐馆;

《FrontierVille》:玩家可购买限量版的神户牛;

《FarmVille》:玩家可种植限量版并且永不枯萎的萝卜;

《FarmVille China》:玩家可购买草药来种植;

《Mafia Wars》:玩家可购买限量版的日本扇子;

《Treasure Isle》:玩家可购买日本柴犬;

《Vamps》:玩家可购买游戏中的限量版道具;

《Words with Friends》:玩家可直接点击游戏中的“儿童救助”链接来捐款;

《Zynga Poker》:想得到同花大顺的玩家可以花钱购买VIP席位,从而为日本灾民捐款;

《zBar》:玩家可以直接点击游戏上方工具条的“儿童救助”按钮奉献爱心。

尽管对玩家来说,这种援助行为几乎是举手之劳,但实际上它的力量非常强大,因为它使游戏机制上或到了对社会贡献的高度。通过多次的募捐活动,Zynga已然成为关注企业和社会责任的的典范。

这种紧急救援活动还只是社交游戏对公益事业所作贡献的冰山一角,随着用户规模的不断扩大,游戏对玩家吸引力的增强,社交游戏在拯救现实世界数百万生命的慈善活动中还将发挥更大的作用。(本文为游戏邦/gamerboom.com编译,转载请注明来源:游戏邦)

Zynga: How the Virtual World Can Save the Real World

This blog is written by a member of our expert blogging community and expresses that expert’s views alone.

I’ve written in the past about the great relief efforts of Zynga to aid the earthquake victims in Haiti. At the time I saw this as a powerful demonstration of what could become a consistent and transformative force for positive change in our world. In the shadow of the tragic consequences of the tsunami in Japan, Zynga and its game players have once again demonstrated a leadership position that should serve as an inspiration to other brands.

In less than three weeks, Zynga players banded together to raise more than $3 million for Save the Children’s Japan Earthquake Tsunami Children in Emergency Fund, as well as Direct Relief International. In a short twelve hours after the deadly tsunami hit, an initiative was launched across 8 games to raise money for relief — with 2 games following suit. What this demonstrates is not just the ability of social games and virtual goods to be enlisted in the service of emergency relief, but their critical ability to respond and scale quickly to match the scale of a disaster.

This can serve as a powerful tonic to donor fatigue and fundraising shortages in the face of a series of natural disasters.

Such fundraising efforts can also be tactical. In just 36 hours, Zynga players raised over $1 million — followed by a Twitter “flash fundraiser,” that leveraged a live SXSW Interactive event — rallying top celebrities, including Britney Spears, Ashton Kutcher and the Jonas Brothers, to tweet for the cause. Adding more star power, Lady Gaga upped the ante donating $750,000 to the fundraising initiative with Save the Children through the sales of her Japan Prayer Bracelets.

The power of this approach is the marriage of the fun of social games with the contributions they generate through virtual goods. In the case of the tsunami relief effort, players had the opportunity to donate within games, or using a direct link, with 100 percent of the purchase price of these virtual items being donated to the fund. Here are some examples:

·Café World: Players could place Japanese inspired decorations in their Café to benefit the initiative.

·CityVille: Citizens could plant a limited edition sweet potato crop to feed their population and stock their restaurants.

·FrontierVille: Players could buy a limited edition Kobe cow to place in their frontier.

·FarmVille: Farmers could plant a limited edition daikon radish crop that never withers.

·FarmVille China: Farmers could purchase a medicinal herb.

·Mafia Wars: Players could purchase a limited edition Japanese Fan.

·Treasure Isle: Players could purchase a Shiba Inu to proudly display their support for Japan on their home island.

·Vamps: Players could purchase limited edition items within the game.

·Words With Friends: Players could donate directly by clicking on a Save the Children button inside the game.

·Zynga Poker: Fans going for a royal flush could donate by purchasing access to a VIP table.

· zBar: Players could donate directly by clicking on a Save the Children button inside the bar that sits across the top of their game on Facebook.

Such critical relief efforts are so simple to execute yet so powerful because they leverage gaming dynamics that then escalate the contributions to social causes. By making this possible, Zynga serves as a powerful example of a We First approach to business and social responsibility.

Such emergency relief efforts are merely the tip of the iceberg as the exponential growth and player appeal of gaming can be systemically linked fund-raising to improve the lives of millions in the real world. As the number of gamers explode around the world, as the amount spent on virtual goods increases, and as the importance of virtual currencies rises, the virtual world has the potential to become the most importance resource for rebuildingthe real world.(source:fastcompany


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