Gadsme has announced a partnership with Zynga, the mobile publishing powerhouse owned by Take-Two Interactive, to bring its intrinsic in-game advertising technology to select titles across Zynga’s global portfolio.
The collaboration aims to make brand advertising more seamless, immersive, and player-friendly, while opening new monetization channels for developers and marketers alike. Unlike traditional ad formats such as interstitial pop-ups or rewarded videos, Gadsme’s intrinsic ads appear naturally within game environments as things like billboards, posters, or digital signage that fit organically into the virtual world.
These ads are designed to feel like part of the gameplay rather than interruptions to it, a growing priority as developers look to balance engagement with monetization.
“We build long-term partnerships based on product quality as well as the value they deliver. Gadsme meets both these criteria with its stable and seamless technology,” Dmitriy Makiyevskiy, senior director of ad partnerships and operations at Zynga, said in a prepared statement. “This integration is a valuable and sustainable addition to our monetization strategy.”
The partnership reflects the rising adoption of non-intrusive advertising within the mobile and free-to-play gaming markets. According to a 2022 report from Allied Market Research, the global in-game advertising market is projected to exceed $17 billion by 2030, driven by the growing shift toward brand-safe, contextually relevant placements that preserve player immersion.
With more than 1,600 mobile games now using its platform, including titles from publishers like Gameloft, Konami, Miniclip, Azur Games, and Ubisoft, Gadsme has emerged as one of the category’s leading players.
“From day one, we built Gadsme to set a new standard for how brands engage with players,” Simon Spaull, co-founder & chief revenue officer of Gadsme, said in a prepared statement. “Working with Zynga validates that vision, and for me personally, it’s special to collaborate with them again after so many years in the industry. We’re committed to scaling this model, across all engines and platforms, making premium in-game ads a win-win for players, publishers, and brands.”
The announcement comes amid broader momentum in gaming as an advertising medium. With player engagement hours surpassing all other digital entertainment formats, yet ad spend still disproportionately low, intrinsic ad solutions are being viewed as a way to close that gap.
For publishers like Zynga, which already command a massive audience across franchises, Gadsme’s technology provides a scalable way to enhance revenue without sacrificing user experience.
For more on Gadsme, you can visit their website.