“一字千金”?Draw Something在游戏中加入品牌关联文字,让用户自动画品牌logo或产品做推广

收购Draw Something之后,Zynga可是绞尽脑汁想着让这款游戏赚钱。这不,Zynga又想出了一个妙招:在Draw Something的字库中加入跟品牌相关的文字。这样玩家在比划文字的时候,很自然地就会给这个品牌做推广:要么画品牌商标,要么画这个品牌的代表性产品。这样,这个品牌的形象也就在玩家的参与中一遍遍被普及。当然,广告商需要为这些文字付费。


在被Zynga收购之前,Draw Something所在的OMGPOP公司就已经在尝试这种生财手段,在字库中已经加入跟Nike,KFC和Doritos相关的字眼。当然,凡是广告,不管是哪一种形式,肯定会有用户不买账,也能不排除会有一部分用户对这种新型的广告植入反感。不知道Draw Something有没有设置文字“pass”这一功能。

不过,之前我们已经报道过,尽管Draw Something的下载量超过5千万,但是用户已经对这款应用感到腻味。根据AppData的数据,用户每日花在该款游戏的时间已经低于收购之前。为此,Draw Something又添了“病毒式”功能。现在,用户可以在猜画中跟画画的人聊天(或者画画中跟猜画的人聊天),并将自己的“大作”保存到手机或平板电脑中,或者直接分享到Facebook和Twitter等社交网络。


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