International edition
June 24, 2021

First gamified ad from Studio E

Zynga launches SponsoredPLAY

Zynga launches SponsoredPLAY
Zynga Inc. announced the launch of SponsoredPLAY, a first-of-its-kind engagement advertising product for social games.
United States | 10/14/2015

Zynga Inc. announced the launch of SponsoredPLAY, a first-of-its-kind engagement advertising product for social games.

T

he 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.

"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. 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," said Julie Shumaker, Vice President of Global Brand Sales, Zynga.

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. 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," said Dr. Amy Gershkoff, Chief Data Officer, Zynga.

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