Zynga Ads+ expands to 100 mobile games, reaching over 100 million monthly players

Zynga has unveiled Zynga Ads+, a new advertising offering that brings 100 leading casual mobile games into its portfolio. The expansion, announced during IAB PlayFronts, increases Zynga's combined reach to more than 100 million monthly consumers.

The offering uses what Zynga calls "Game Path Optimisation" to curate gaming environments based on attention, engagement and brand safety. This approach aims to address a fragmented mobile gaming market where quality varies significantly. Zynga noted that nearly 500,000 games are available on the US App Store, but only one in four has a user rating of 4.5 or higher, making it difficult for advertisers to identify suitable placements at scale.

Zynga Ads+ gives brands and agencies access to what the company describes as high-attention mobile gaming environments. The Take-Two subsidiary plans to provide additional details about the product at its IAB Brand Academy on October 21st.