通过将扑克牌和拼字游戏等“实体”游戏数字化，Zynga赚到了数十亿美元。现在，该公司准备反其道而行之。

    这家总部位于旧金山的公司已经开始与玩具制造商、服装零售商乃至电视工作室签署线下品牌化协议。现在尚不清楚，Zynga公司是否期望此举将带来巨额收入，但Zynga肯定认为其品牌可以在台式机和移动设备之外存活。

    Zynga首席营销/营收官杰夫•卡普解释道：“我们渴望减少虚拟世界和现实世界之间的隔阂。关于我们品牌在线上线下的使用如何相互影响，我们想了很多。”

    Zynga对现实世界的第一次突袭是在2010年5月，它与7-11便利店（7-Eleven）合作，展开了一次联合促销活动。不过其主要方式是在饮料包装上印上Zynga的图标。随后，去年12月，Zynga又在百思买（Best Buy）销售了一批以虚拟农场（FarmVille）为原型的绒毛玩具。这有点模仿Rovio对《愤怒的小鸟》（Angry Birds）的品牌线下开发。之后，Zynga又宣布和美国运通（American Express）进行合作（目前还处于初步阶段）。用户只要使用联名卡，就能获得奖励点数，以购买Zynga游戏中的虚拟商品。

    不过，Zynga当前的新动作可能更契合该公司的游戏基因。

    例如，Zynga最近宣布，将和娱乐制作公司Ryan Seacrest Productions合作，制作一部《你画我猜》（Draw Something）的电视游戏秀。目前该片试播节目尚未开拍——尽管已经在加快推进了——但我觉得它绝不会仅仅是升级版的《输赢平局》（Win, Lose or Draw）。

    【给不到30岁的读者“科普”一下：《输赢平局》节目邀请二流名人做嘉宾，让他们用马克笔在大纸板上画画。主持人艾伦•西克，就是当红歌手罗宾的老爹。】

    虽然卡普并未透露详情，但听起来似乎《你画我猜》电视秀的观众们能通过其应用程序与节目进行某种互动。也许能在某些方面对节目施加影响，或许还能赢得奖品。当然，前提是假定Zynga能成功推出这档节目。

    Zynga (ZNGA) has made billions of dollars by digitizing "physical" games like poker and Scrabble. Now it's looking to complete the circle.

    The San Francisco-based company has begun signing offline branding deals with everything from toy-makers to apparel retailers to television studios. It's unclear if the company hopes such efforts will generate significant revenue, but it certainly believes that its brands can have life beyond desktops and mobile devices.

    "Our aspiration is to lower the bar between the virtual and physical worlds," explains Jeff Karp, Zynga's chief marketing and revenue officer. "We're thinking a lot about how what you do with our brands offline and affect what you do with them online, and vice versa."

    Zynga's first major foray into the physical world came in May 2010, when it created cross-promotional campaigns with 7-Eleven. But that was mostly just putting logos on Big Gulps. Then, last December, it offered a series of FarmVille-inspired plush toys for sale at Best Buy (BBY). Kind of following the Rovio-Angry Birds playbook. Then came an announced partnership with American Express (AXP) -- which remains in the early stages -- whereby card users could use reward points to obtain virtual goods in Zynga games.

    What's happening now, however, may ring a bit truer to the company's gaming DNA.

    For example, take the company's recently-announced deal to create a Draw Something game show, in partnership with Ryan Seacrest Productions. The show still has not yet shot its pilot -- yet alone had it picked up -- but I get the sense that this won't be just an updated version of Win, Lose or Draw

    [If you're under 30, WLD involved B-list celebs using markers to draw on big pieces of paper. Plus Alan Thicke. He's Robin's dad.]

    Karp wouldn't get specific, but it sounds like Draw Something television viewers may somehow get to participate via their apps. Maybe influence the show in some way, or win prizes. Again, assuming that they can work it all out.