Zynga has announced the appearance of advertising in its own projects in the form of mini-games. A message about this appeared on the official website of the company.
The general name of the format is SponsoredPLAY. Studio E, a marketing firm owned directly by Zynga, is responsible for the development.
Users will play branded mini-games. For this, Zynga, in its own words, will reward them with “gaming values.” We assume that this should be understood as in-game currency or life. In other words, SponsoredPLAY combines motivated and branded advertising.
Screenshot of the SponsoredPLAY video launched in the FarmVille game
The beta version of SponsoredPLAY showed the following results:
- the time of interaction with advertising has increased to 15-25 seconds (this, according to Zynga, is 5-7 times higher than the standard indicators for mobile gaming advertising);
- engagement has doubled compared to motivated videos.
The company’s representatives are confident that this type of advertising will become the “next generation” of mobile monetization.
A source: http://investor.zynga.com