An ad in Zynga's Empires & Allies game.
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Zynga picks Unity Technologies to provide ads across its games

  • Posted byby Dean Takahashi
  • Updated
  • 3 min

In what could trigger a shake-up in the mobile ad business, Zynga has chosen Unity Technologies as its exclusive mobile game advertising partner.

Zynga decided to adopt the Unity Ads’ rewarded ads platform, which could simplify its mobile game advertising and improve its game experiences for players. For Unity, snaring such a big customer could create a snowball in its favor, prompting other publishers to do the same.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.