Whuh??
OK, I think I know what you're getting at.
If you're hacking out a NES controller to make a arcade panel to attach to your NES, you can avoid the whole "what is ground" problem by just running wire pairs from each button to each pad. A little messier, but less of a hassle.
If you're jonesing to make things simpler in terms of wiring, the traces from IC to pad would be "hot" and the traces leading away from the pad to the wire would be common, or ground.
If you're using cherry switches, look carefully on the side, you should see that next to each metal tab is a C, NO and NC. Wire it up to the NO and C and leave NC alone.
The NES uses an inverted system where low or off denotes a button press. Don't think of that and just wire it up, you should be fine.