zynga的首席执行官马克-品克斯在接受采访时曾表示zynga旗下的游戏不会过多地嵌入广告打扰玩家的游戏兴致。但是其实，Helen Leggatt认为zynga游戏的高活跃用户其实为嵌入式广告提供了极大的平台。

public-enemies

以mafia wars（黑手党枪战）为例，该游戏每月都有将近2500万的独立活跃用户。这些庞大的用户基数对于产品营销来讲是极具诱惑力的。其中以品牌和电影节目的无缝嵌入最为成功。

比如farmville中食品相关品牌就包括有以色列的巧克力品牌Elite Taami Nutz，著名的广告公司盛世长城Saatchi & Saatchi就曾参与了该品牌的社交游戏推广。而一些非赢利性的公司比如water.org也从fishville中获得了13000美元的资助。而在电影方面嵌入游戏mafia wars中成功营销的是Public Enemies（公众之敌）。

The behemoths of the social gaming world, such as Mafia Wars and FarmVille, attract millions of active players. Mafia Wars, for example, is played by more than 25 million Facebook users each month.

This huge audience, which includes a wide range of demographics, particularly women, is highly engaged and motivated to interact with brands, particularly those that reward them with virtual currency or progress their social game status.

By using the same techniques as product placement marketing in movies, brands can be seamlessly woven into the fabric of a social gaming environment.

FarmVille, for example, is the perfect place for food-related brands to get in front of a social gaming audience that stands in the tens of millions. Israeli chocolate brand, Elite Taami Nutz, did just that. Saatchi & Saatchi BBR Tel Aviv and its digital subsidiary, Saatchi Interactive, developed an campaign in which FarmVille players were able to buy and grow Nutz branded peanuts.

Non-profit brands are also finding success with in-game product placement. Water.org raised $13,000 in under a week through FishVille players purchasing a specially designed fish. Not only that, traffic to their website increased ten-fold during the campaign.

Movie promoters are also jumping on the social gaming bandwagon. A week-long, pre-launch campaign was run on Mafia Wars for gangster movie “Public Enemies” whereby players could undertake Public Enemies-themed “jobs” and unlock additional virtual items associated with the movie along with loot, clips and facts.

Where might your brand fit in? How about a coffee brand in Café World or a dog food product in Pet Society? There’s no doubt we’ll be seeing a lot more products placed in front of where many consumers are hanging out – social games.