Zynga launches new mobile ad platform
SponsoredPLAY developed in-house via Zyngaâs recently launched Studio E
Social gaming giant Zynga has developed and launched a new advertising product that aims to deliver ads in the form of mini games.
SponsoredPLAY has been developed by Zyngaâs recently launched Studio E, an in-house studio which focuses on new ways of driving high engagement and game brand integrations.
Zynga said SponsoredPlay offered players value in the game they are playing in exchange for engaging with brand advertisers.
âAt Zynga we believe the next wave in mobile advertising will be SponsoredPlay,â Julie Schumaker, Zynga VP of global grand sales, said.
âSocial games are one of the top entertainment activities consumers participate in on their mobile devices, and SponsoredPlay offers a new war for brands to reward and engage users in game.
âOur new SponsoredPlay engagement ad products deliver advertisers significant brand lift by offering players content that is rewarding, additive to gameplay, and improves the overall gaming experience.â
Zynga said it worked with a number of top brands during the beta stage, including Progressive Insurance, to launch FarmVille themed games.
The developer also released data from the beta test, and found that average time spent playing in SponsoredPlay was between 15-25 seconds, up to seven times the industry average for static ads.