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With advertising already 19% of sales, Zynga is building out its own PMP to attract big brand dollars

With advertising already 19% of sales, Zynga is building out its own PMP to attract big brand dollars

It remains loss-making, but things might be on the turn at Zynga (NASDAQ:ZNGA).

Sales were up 9 percent sequentially to $200 million for the April-June 2015 quarter.

And the company is looking to new revenue channels to ensure the growth continues.

Indeed, with 21 million daily active players and 83 million active on a monthly basis, the company can offer the scale and quality - especially in terms of its North American focus - that advertisers like.

So, in a similar way to Gameloft, Zynga has announced that it's building out its own advertising network.

Deal with me

Called a Private Marketplace in ad tech talk, this means that advertisers can deal directly to place ads into Zynga's games; something the company expects to become more important as more of the big US brands move into mobile advertising.

Recently Zynga has run deals with the likes of Honda, Kentucky Fried Chicken and NBC Universal.

And this activity is already paying off, with advertising accounts for between 20-30 percent of Zynga's overall sales.

Contributing Editor

A Pocket Gamer co-founder, Jon is Contributing Editor at PG.biz which means he acts like a slightly confused uncle who's forgotten where he's left his glasses. As well as letters and cameras, he likes imaginary numbers and legumes.

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