????市場(chǎng)研究公司IDC公司的游戲行業(yè)分析師劉易斯?沃德稱，Zynga的《農(nóng)場(chǎng)小鎮(zhèn)》、《城市小鎮(zhèn)》（Cityville）和《黑幫戰(zhàn)爭(zhēng)》（Mafia Wars）這類資源管理類游戲并不總能非常好地移植到手機(jī)平臺(tái)，因?yàn)樗鼈兪轻槍?duì)桌面電腦開(kāi)發(fā)的。而且最初是以?shī)W多比公司（Adobe）的Flash格式編寫而成，而iPhone并不支持Flash?！盀榱俗層螒蛟谑謾C(jī)上運(yùn)行，它的尺寸必須更小一些，時(shí)間要更短一些，而用戶界面必須更加直觀，”沃德說(shuō)道。鑒于Facebook的10億用戶有60%會(huì)通過(guò)手機(jī)進(jìn)行訪問(wèn)，沒(méi)有哪家開(kāi)發(fā)商會(huì)愿意錯(cuò)失這塊蛋糕。

????King.com的另一部分增長(zhǎng)是源自該公司在多個(gè)不同平臺(tái)上對(duì)流行游戲的成功移植。在King.com的游戲網(wǎng)絡(luò)，用戶每月玩游戲的次數(shù)已經(jīng)從一年前的10億次增長(zhǎng)到50億次。該公司網(wǎng)站運(yùn)營(yíng)著150多款游戲，但只有表現(xiàn)最好的游戲才會(huì)移植到Facebook平臺(tái)，在Facebook受到歡迎的游戲會(huì)經(jīng)過(guò)改編移植到移動(dòng)設(shè)備。King.com目前在Facebook平臺(tái)發(fā)布了13款游戲，其中只有表現(xiàn)最出色的《糖果粉碎傳奇》和《泡泡女巫傳說(shuō)》（Bubble Witch Sagas）被移植到了蘋果（Apple）的iOS平臺(tái)以及谷歌（Google）的安卓平臺(tái)。

????戴爾稱，這套做法讓開(kāi)發(fā)人員賦予一款游戲在各個(gè)平臺(tái)成為熱門焦點(diǎn)的最大機(jī)會(huì)。他說(shuō)：“它讓我們能夠了解哪些可行，同時(shí)也讓我們?cè)谥匦麻_(kāi)發(fā)時(shí)能夠減少商業(yè)上的風(fēng)險(xiǎn)?！泵嫦騀acebook平臺(tái)成功移植游戲的另一個(gè)關(guān)鍵要素在于“對(duì)其進(jìn)行社會(huì)化包裝”。它意味著讓用戶能夠跟好友一起玩游戲——不管是組隊(duì)合作還是相互競(jìng)爭(zhēng)——同時(shí)讓用戶分享自己的統(tǒng)計(jì)數(shù)據(jù)和分?jǐn)?shù)。

????King.com是一家私人公司，至今已經(jīng)融得4,300萬(wàn)美元的風(fēng)險(xiǎn)資金，投資者包括安佰深公司（Apax partners）和指數(shù)創(chuàng)投（Index Ventures）。King.com從2005年開(kāi)始一直保持盈利，目前擁有三種不同的營(yíng)收來(lái)源。在顯示廣告之外，King.com的游戲還通過(guò)“微交易”賺錢，即玩家可以支付一小筆錢進(jìn)入游戲的下一級(jí)，或購(gòu)買“魅力值”讓他們?cè)谟螒蛑蝎@得額外的生命或能力。另外，針對(duì)那些付費(fèi)進(jìn)行相互對(duì)抗以贏取現(xiàn)金大獎(jiǎng)的高階玩家，King.com也會(huì)收取比賽費(fèi)用。

????最有利可圖的廣告戰(zhàn)略可能要屬King.com的“激勵(lì)式視頻廣告”，即要想在游戲中獲得額外的生命或進(jìn)入游戲的下一級(jí)，玩家既可以選擇付費(fèi)，也可以選擇耐著性子把贊助商的視頻廣告看完。“比之橫幅廣告，任何一家能夠做到這些的公司可能都更喜歡視頻廣告，”沃德說(shuō)。“這類廣告的每次廣告展現(xiàn)營(yíng)收要高很多。”MediaMind最近發(fā)布報(bào)告稱，比之一般的橫幅廣告，消費(fèi)者點(diǎn)進(jìn)在線視頻廣告的幾率要高27倍。

????高德納公司（Gartner）的游戲行業(yè)分析師布萊恩?布勞表示，King.com崛起迅速，但仍然存在小心謹(jǐn)慎的理由?！坝螒蛄餍袝r(shí)，它們往往會(huì)很快起飛，”布勞說(shuō)?！癒ing.com擁有人才和資源，但考慮到游戲行業(yè)詭譎多變的特性，它是否會(huì)繼續(xù)取得成功還很難說(shuō)。”（財(cái)富中文網(wǎng)）

????譯者：王燦均

????IDC gaming analyst Lewis Ward says typical resource management games like Zynga's Farmville, Cityville and Mafia Wars don't always translate well to a mobile format, since they were developed for the PC and initially written in Adobe's (ADBE) Flash, which isn't supported on the iPhone. "For games to work on mobile, they have to be smaller, the length of play has to be shorter and the user interface has to be more intuitive," says Ward. Given that about 60% of Facebook's 1 billion users access it through mobile, it's not a boat any developer would want to miss.

????Another part of King.com's growth has been its successful adaptation of popular games across different platforms. The total number of gameplays across King.com's network has increased to 5 billion a month, up from 1 billion a year ago. The King.com website hosts over 150 games but only the best performing ones are developed for Facebook. From there, the most popular are developed for mobile devices. King.com currently has 13 games on Facebook, out of which only the top performing Candy Crush and Bubble Witch Sagas have made it to Apple's (AAPL) iOS and Google's (GOOG) Android.

????Dale says the approach allows developers to give the game the best chance to become a hit on every platform. "It enables us to understand what works and also allows us to mitigate the risk of business when re-developing," he says. Another key component of successfully translating a game for Facebook is to "put it in a social wrapper." This means enabling users to play with friends, either collaborating or competing against one another while sharing their stats and scores.

????The privately held King.com has to date received $43 million in venture funding. Investors include Apax partners and Index Ventures. The company has been profitable since 2005 and currently has three different revenue streams. Along with display advertising, the games make money on "micro transactions" where players can pay small amounts of money to advance to the next level of a game or purchase a "charm" that gives them an extra life or bonus ability for a game. There are also tournament fees for more advanced gamers who pay to play against each other and win cash prizes.

????The most lucrative advertising strategy might just be King.com's "incentivized video ads" where players have the option of either making a purchase for an extra life or access to a new level or they can sit through a video ad for a sponsor. "Any company that can do it would probably prefer it to a banner ad," says Ward. "The revenue per impressions for these kinds of ads is far better." MediaMind recently reported that consumers are 27 times more likely to click-through online video ads than standard banners.

????The rise of King.com has been rapid but there's still reason to be circumspect, says Brian Blau, gaming analyst at Gartner. "When games become popular, they tend to take off very quickly," says Blau. "King.com has the talent and the resources but it's very hard to say whether they'll continue to be successful given the fickle nature of the gaming industry."