3208: How Zynga Is Redefining Mobile Gaming for Brands and Advertisers

In this episode of Tech Talks Daily, I sit down with Cerisse Velasco, Director of Midwest and Retail Media Brand Partnerships at Zynga, to explore how mobile gaming is reshaping digital advertising and brand engagement.

While gaming has long been associated with teenage boys in basements, the reality is quite different—Zynga's audience is predominantly Millennial and Gen X women, a demographic that’s often overlooked in marketing strategies. With mobile games like Words with Friends, Game of Thrones: Legends, and Match Factory, Zynga has built a massive entertainment platform where brands can authentically connect with engaged consumers.

We discuss how mobile gaming offers a "leaned-in" advertising experience, with players actively engaging rather than passively scrolling. From rewarded video and interactive formats to in-game integrations, Zynga is pioneering innovative ad strategies that feel natural within the gameplay, rather than interrupting it. A recent partnership with The Real Housewives is a perfect example of how brands are rethinking their approach to mobile gaming, tapping into a highly influential and purchase-driven audience.

Beyond traditional advertising, we also explore the future of gamified brand experiences, AI-powered personalization, and retail media integrations within gaming. As mobile gaming continues to dominate screen time, brands that embrace these new engagement models will have a significant edge in the evolving digital marketing landscape.

How can brands create authentic connections with audiences in gaming environments? And what does the future hold for advertising in mobile entertainment? Tune in to hear Cerisse Velasco's insights on the changing face of digital engagement.