Zynga moves to optimise advertising engagement with SponsoredPLAY solution

Social games developer Zynga has moved to optimise player engagement with advertising partners by integrating new ad-solution SponsoredPLAY.

The in-house developed advertising solution aims to bring gamified engagement and themed content to Zynga advertising inventory. The SponsoredPLAY engagement project has been led by Zynga advertising solutions subsidiary Studio E.

Following a BETA testing period on popular games content FarmVille: Harvest Swap, FarmVille 2: Country Escape and FarmVille 2, Zynga’s client advertising team detailed that it had witnessed significant increases in core advertising engagement metrics.

Zynga aims for SponsoredPLAY inventory to boost advertising revenues, as the ad-solution functions have been developed to improve advertiser branding and calls to action.

“Zynga has had a long commitment to leveraging data and analytics to deliver the most personalized gaming experiences,” Zynga chief data officer Dr Amy Gershkoff said. “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.”