Zynga Inc. — a leading social game developer — has announced the launch of SponsoredPLAY, a “first-of-its-kind” engagement advertising product for social games.
The products are developed by Zynga’s recently launched Studio E, an in-house studio focused on the creative ideation and development of high-engagement, in-game brand integrations.
According to a statement to the media, SponsoredPLAY — the first gamified ad from Studio E — offers players value in the game they are playing in exchange for engaging with brand advertisers.
“At Zynga we believe the next wave in mobile advertising will be SponsoredPLAY. 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, Vice President of Global Brand Sales at Zynga. “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.”