Zynga close to launch of branded levels in social games

Zynga close to launch of branded levels in social games

Friday, October 9, 2015 Totally Gaming
The social gaming giant offers advertisers the chance to sponsor levels

Zynga said that the first social gaming ad product created by its Studio E in-house agency has proved successful in beta testing and will be available soon.

SponsoredPLAY is essentially games within games, with branded, playable levels inserted into its popular games such as ‘Farmville’.

Zynga said that, during testing, it measured double-digit increases in the number of people that opt to play a sponsored level versus those who chose to watch video ads, with gamers spending on average 15 to 25 seconds in each branded level. Brands are charged each time a person plays their sponsored level and can offer players a reward in exchange for playing.

“Social games are one of the top entertainment activities consumers participate in on their mobile devices, and SponsoredPLAY offers a new way for brands to reward and engage users in game,” said Julie Shumaker, Zynga’s vice president of global brand sales.

“Our 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.”

Progressive Insurance and Clorox, the cleaning product manufacturer, were among the first companies to use the branded levels within ‘FarmVille’ games.

Amy Gershkoff, chief data officer at Zynga, added: “We're seeing that use of data and analytics come to life with the launch of SponsoredPLAY, which enables us to deliver the most consumer-centric ad experience to players while helping brands meet the right consumers, in the right games at the right time.”

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