????市場研究公司IDC公司的游戲行業(yè)分析師劉易斯?沃德稱,，Zynga的《農場小鎮(zhèn)》,、《城市小鎮(zhèn)》（Cityville）和《黑幫戰(zhàn)爭》（Mafia Wars）這類資源管理類游戲并不總能非常好地移植到手機平臺，因為它們是針對桌面電腦開發(fā)的,。而且最初是以奧多比公司（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上運行,，它的尺寸必須更小一些，時間要更短一些，而用戶界面必須更加直觀,，”沃德說道,。鑒于Facebook的10億用戶有60%會通過手機進行訪問，沒有哪家開發(fā)商會愿意錯失這塊蛋糕,。

????King.com的另一部分增長是源自該公司在多個不同平臺上對流行游戲的成功移植,。在King.com的游戲網(wǎng)絡,，用戶每月玩游戲的次數(shù)已經(jīng)從一年前的10億次增長到50億次,。該公司網(wǎng)站運營著150多款游戲，但只有表現(xiàn)最好的游戲才會移植到Facebook平臺,，在Facebook受到歡迎的游戲會經(jīng)過改編移植到移動設備,。King.com目前在Facebook平臺發(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》（Bubble Witch Sagas）被移植到了蘋果（Apple）的iOS平臺以及谷歌（Google）的安卓平臺,。

????戴爾稱,，這套做法讓開發(fā)人員賦予一款游戲在各個平臺成為熱門焦點的最大機會。他說：“它讓我們能夠了解哪些可行,，同時也讓我們在重新開發(fā)時能夠減少商業(yè)上的風險,。”面向Facebook平臺成功移植游戲的另一個關鍵要素在于“對其進行社會化包裝”,。它意味著讓用戶能夠跟好友一起玩游戲——不管是組隊合作還是相互競爭——同時讓用戶分享自己的統(tǒng)計數(shù)據(jù)和分數(shù)。

????King.com是一家私人公司,，至今已經(jīng)融得4,300萬美元的風險資金,，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年開始一直保持盈利，目前擁有三種不同的營收來源,。在顯示廣告之外,，King.com的游戲還通過“微交易”賺錢,，即玩家可以支付一小筆錢進入游戲的下一級，或購買“魅力值”讓他們在游戲中獲得額外的生命或能力,。另外,，針對那些付費進行相互對抗以贏取現(xiàn)金大獎的高階玩家,，King.com也會收取比賽費用。

????最有利可圖的廣告戰(zhàn)略可能要屬King.com的“激勵式視頻廣告”，即要想在游戲中獲得額外的生命或進入游戲的下一級,，玩家既可以選擇付費,，也可以選擇耐著性子把贊助商的視頻廣告看完?！氨戎畽M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?！斑@類廣告的每次廣告展現(xiàn)營收要高很多,。”MediaMind最近發(fā)布報告稱,，比之一般的橫幅廣告，消費者點進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,，但仍然存在小心謹慎的理由?！坝螒蛄餍袝r,，它們往往會很快起飛，”布勞說,。“King.com擁有人才和資源,，但考慮到游戲行業(yè)詭譎多變的特性,，它是否會繼續(xù)取得成功還很難說?！保ㄘ敻恢形木W(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."