Zynga Announces Launch of SponsoredPLAY, Reimagining Mobile Advertising for Social Games
October 08 2015 - 4:05PM
Zynga Inc. (Nasdaq:ZNGA), a leading social game developer, today
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. SponsoredPLAY, the
first gamified ad from Studio E, offers players value in the game
they are playing in exchange for engaging with brand advertisers.
Photos accompanying this announcement are available at
http://www.globenewswire.com/NewsRoom/AttachmentNg/6ee57183-a844-4506-991b-721fc3979d66
http://www.globenewswire.com/NewsRoom/AttachmentNg/31477f2a-e8a0-47fe-9099-8965321dd4f8
“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, 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.”
During a SponsoredPLAY beta, Zynga worked with a number of top
brands such as Progressive® Insurance on a series of SponsoredPLAY
executions. Zynga’s Studio E created FarmVille-themed, partner
branded, gamified ad engagements in FarmVille: Harvest Swap,
FarmVille 2: Country Escape and FarmVille 2 that closely tied to
the core gameplay of these games. These SponsoredPLAY ads offered
players a unique way to engage with brands through new content and
an experience that felt authentic to the game they were playing.
Social is also at the core of these experiences, and Studio E
designed them with a Twitter integration to help spread organic
buzz and increase engagement.
A Studio E beta of SponsoredPLAY achieved encouraging results in
a number of key areas, including:
- The SponsoredPLAY beta saw a double digit increase in player
opt-in interactions compared to interstitial video ads
- Average time spent in SponsoredPLAY beta ads ranged between 15
and 25 seconds, which is five-to-seven times the industry average
for static ads
- The SponsoredPLAY beta saw a lift two-to-four times the
industry average for static ads in key brand health metrics such as
campaign message recall, purchase intent, and
favorability
“Zynga has had a long commitment to leveraging data and
analytics to deliver the most personalized gaming experiences,”
said Dr. Amy Gershkoff, Chief Data Officer, Zynga. “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.”
About Zynga Inc.
Zynga Inc. is a leading developer of the world's most popular
social games that are played by millions of monthly consumers. The
company has created evergreen franchises such as FarmVille, Zynga
Casino and Words With Friends. Zynga's NaturalMotion, an
Oxford-based mobile game and technology developer, is the creator
of hit mobile games in popular entertainment categories, including
CSR Racing, CSR Classics and Clumsy Ninja. Zynga games have been
played by more than 1 billion people around the world and are
available on a number of global platforms including Apple iOS,
Google Android, Facebook and Zynga.com. The company is
headquartered in San Francisco, Calif. Learn more about Zynga at
http://blog.zynga.com or follow us on Twitter and
Facebook.
The Zynga Inc. logo is available at
http://www.globenewswire.com/newsroom/prs/?pkgid=11743
Contact:
Zynga Communications
Kelly Pakula
kpakula@zynga.com
Zynga (NASDAQ:ZNGA)
Historical Stock Chart
From Mar 2024 to Apr 2024
Zynga (NASDAQ:ZNGA)
Historical Stock Chart
From Apr 2023 to Apr 2024