Zynga Launched New Advertising Platform

The company expanded its network to include 100 third-party mobile games with a 100 million player reach.

Updated on Oct. 6, 2026 in Advertising

Isometric editorial illustration of a stack of matte geometric cubes and controller buttons, representing digital network expansion. — Zynga has expanded its advertising reach by launching a new product that integrates 100 third-party mobile games, targeting an audience of 100 million U.S. players. AI Illustration. Upload story photo >

Live Poll

Do you pay more attention to ads when playing mobile games compared to other media?

Zynga has introduced its new Zynga Ads Plus advertising product, extending its network to 100 mobile games outside of its own internal portfolio. The platform aims to connect advertisers with a massive audience of 100 million U.S. mobile gamers.

Why it matters

Advertisers are increasingly targeting mobile gaming to capitalize on higher user attention levels compared to television and social media. This push helps address the disconnect between the scale of gaming audiences and current advertising budget allocations.

Zynga reports an average attention score of 204, significantly higher than the 133 index required for a very high attention rating. While 90% of mobile gamers do not make in-app purchases, the product aims to monetize this broad user base.

The players

Zynga

Zynga is a major American mobile game developer and publisher known for creating social-first gaming experiences.

EA is a leading global interactive entertainment software company that operates its own advertising platform.

The details

The company leverages game path optimization to maintain inventory quality across the 100 third-party games in its expanded network. This move aligns with a broader strategy to capture value from the half of Americans who play mobile games regularly.

October 2026: Zynga announced the launch of Zynga Ads Plus at PlayFronts.
2026: EA launched its own advertising platform.
2026: U.S. mobile game advertising spending is forecast to reach $8.2 billion.

Market Landscape

This launch follows the 2026 entry of EA into the advertising space, highlighting an industry-wide pivot toward monetizing the vast audience of non-paying gamers. The move intensifies competition as major publishers increasingly serve as intermediaries between advertisers and fragmented player bases.

As mobile games integrate more sophisticated ad tech, users may experience changes in how advertisements are delivered during gameplay. These platforms target the 90% of gamers who do not make in-app purchases, effectively turning their attention into a commodity.

The takeaway

Gaming is becoming a primary destination for digital ad budgets due to the deep engagement levels of its players. Brands are increasingly prioritizing these environments to reach consumers who remain outside traditional purchase-based monetization models.