Just as Best Buy is wrapping up a campaign it launched on Zynga's CityVille, the game-maker is prepping a new virtual game - and presumably, new virtual promotion opportunities for relevant brands.

Called Adventure World, the game will be on Facebook and the Zynga website. It sets the player on a quest, which can be made easier by buying virtual equipment along the way. (via NBC). It will be available in several languages, with new graphics not seen in earlier games.

Gaming as Promotion Platform

The new game will likely catch the interest of brands that have been eying gaming as an alternative online promotion vehicle. This model was dramatically illustrated by Lada Gaga, and more lately, Best Buy. The retailer integrated the first retail branded store into Zynga's CityVille in a campaign that began Wednesday, August 31 and ended on September 6. Users were able to place a Best Buy store into their city to collect new products and unlock a limited edition decorative item.

"We are constantly looking for unexpected ways to stay connected with our customers through new digital platforms and with the popularity of CityVille, this was a natural step for us," said Alix Hart, senior director, digital marketing at Best Buy.

Room to Grow - For Amazon?

eMarketer's short-term forecast of ad spending on social gaming is pretty aggressive, it says, with ad spending expected to hit $192 million in 2011, up 33% over 2010. Zygna is the vendor to beat in this space, however analysts' forecasts, including eMarketer’s, suggest there is enough room for other providers and their accompanying advertisers. One possibility might be Amazon, which is reportedly building out its own social games offering, according to Reuters.