作者：Zoya Street

Mobile Games Forum推荐了3位来自制作品牌扩展和广告游戏项目的工作室的演讲者，他们是：Fishlabs代表Michael Schade、WeeWorld代表Celia Francis和XMG代表Ray Sharma。他们的成功故事给我们带来了有关跨媒体游戏设计的启示：

mcdonald-land(from blog.enovatechina.com)

1、使用可靠的IP——无论是使用不会导致法律问题的旧IP，还是获得来自既定娱乐品牌的合同，既定IP都是必须条件。广告游戏不能吸引新顾客，但能够强化品牌粘性。

2、减少参与障碍——无需下载、简单的游戏玩法和简易的界面会让用户觉得自己是媒体产品的联合创建者。比如，XMG与Teen Nickelodeon的Degrassi的合作项目允许用户使用简单直观的界面制作音乐视频和混合卡拉OK版本的演出歌曲。

3、创造富有吸引力的品牌体验——广告游戏的目标并不在于推广品牌的名称和图片。广告游戏同海报设计存在根本上的差异。你提交给IP持有者的游戏应当有高吸引力的关卡，这样才能确保不断将玩家吸引回游戏中，获得更多的品牌体验。

4、操作与叙事并重——要创造出有意义的品牌体验，不要只是简单地将品牌名称和图片植入强制性游戏机制中。使用品牌IP找到人们在现有产品故事中进行的关键动作，将这些融入游戏机制中。对于Degrassi来说，关键动作是制作音乐。对于大众汽车来说，关键动作是汽车驾驶。

5、参照用户与品牌间已有的互动方式——有些用户不喜欢明显的植入式广告，但有些用户能够接受。经常观看肥皂剧的中年妇女可以接受植入式广告，或许还会做出更积极的响应。（本文为游戏邦/gamerboom.com编译，拒绝任何不保留版权的转载，如需转载请联系：游戏邦）

FIVE TIPS FOR TRANSMEDIA GAME DEVELOPMENT

Zoya Street

The Mobile Games Forum featured three speakers from studios that carry out brand extension and advergaming projects: Michael Schade from Fishlabs, Celia Francis from WeeWorld, and Ray Sharma from XMG. Their success stories all share similar points of advice about transmedia game design:

Use established intellectual property – whether it’s taking up old ip that is unlikely to cause legal trouble, or taking on a contract from an established entertainment brand, established ip is essential. Advergaming cannot attract new customers, but it will increase brand engagement.

Make participation frictionless – no downloads, simple gameplay, and easy interfaces that allow the user to feel like the co-creator of the media product. For example, XMG’s project with Teen Nickelodeon’s Degrassi allowed users to create music videos and mix karaoke versions of songs from the show using a simple, intuitive interface.

Create engaging brand experiences – you’re not using the game to promote the name or image of a brand. Advergaming is fundamentally different to poster design. High engagement levels are essential to what you’re offering to ip owners, so make sure that your game brings players back time and again for more brand experience.

Focus on action as narrative – in order to create meaningful brand experience, don’t simply plaster the brand name and image onto an arbitrary game mechanic; identify the key actions performed in the narrative of existing products using the brand’s ip, and turn those into your game mechanic. For Degrassi, it was making music. For Volkswagen, it was driving. For the celebrities featured in WeeWorld, image and identity are the primary activity.

Mirror how the audience already interacts with the brand – some audiences will balk at signs of obvious product placement, but for other audiences this is okay. Middle-aged women who watch American soap operas might not find product placement so unusual, and could respond more positively to it. (Source: Games Brief)