RANCHO PALOS VERDES, CA – Mobile gaming is emerging as a powerful complement to connected TV, giving advertisers new ways to combine premium storytelling with programmatic scale and measurable performance, according to Zynga executives speaking at the Beet Retreat LA.
In an interview with Beet.TV contributor David Kaplan, Corentin Leydis, Zynga’s head of programmatic sales and agency relations, said the company is helping brands tap what he described as a “dual screen” dynamic between CTV and mobile games. Rather than competing for attention, the two formats play distinct but reinforcing roles.
Leaning into consumer attention
CTV, Leydis said, typically delivers a “lean-back” experience in primetime that is effective for broad awareness, while mobile gaming reaches audiences throughout the day in a more active, “lean-in” environment. When used together, the formats can drive both incremental reach and stronger outcomes.
Citing a recent rerun study by Samba TV, Leydis said adding Zynga inventory to a streaming TV campaign produced a 25% incremental lift in tune-in, demonstrating value beyond exposure alone.
That complementary approach is increasingly attractive to advertisers navigating what has long been seen as a tension between programmatic buying and premium environments. According to Leydis, mobile gaming is helping bridge that gap by delivering large, diverse audiences alongside the automation, measurement and optimization advertisers expect from programmatic channels.
Gaming’s broadening audience
The perception of gaming itself has also evolved. Once associated primarily with Gen Z, gaming now spans generations, Leydis said, with Zynga reaching audiences that include millennials and Gen X consumers. He pointed in particular to the influence of Gen X, which, despite being frequently overlooked, drives a significant share of retail spending. Zynga’s data shows that a large majority of its users are primary household shoppers, making the platform attractive for brand marketers.
Programmatic technology has made that audience reachable at scale, but Zynga has pushed further by introducing custom, gamified ad formats that run programmatically. These formats combine the engagement of gameplay with the efficiency and control of automated buying, Leydis said, allowing advertisers to go beyond standard video or display placements.
Gamification is everywhere
Zynga is leaning heavily into its gaming heritage to design these experiences. Leydis noted that gamification now underpins many everyday consumer interactions, from loyalty programs and music apps to fitness platforms, and audiences increasingly expect that level of interactivity from brands. Advances in AI, he added, are likely to accelerate that shift by normalizing two-way, participatory experiences rather than passive consumption.
In mobile games, that design philosophy shows up most clearly in rewarded and interactive ad formats. Because users opt in to view rewarded ads and engage with them on their own terms, performance metrics are strong, Leydis said. Zynga sees completion rates around 95% for rewarded video, and when light interactive elements such as taps or swipes are introduced, engagement rates can exceed 25%.
Those immersive formats, he said, represent a major opportunity for brand storytelling. Rather than simply watching an ad, users can actively “play” with a brand for 20 to 30 seconds—far longer than the few seconds of attention most digital ads typically command. That active involvement can translate into stronger consideration and affinity.
Crucially, Zynga tailors these experiences to specific audiences by drawing on its portfolio of game genres. Puzzle-style games may appeal to shopper moms, while strategy and world-building games resonate more with Gen X audiences interested in finance or planning, and competitive formats skew younger. Speaking to consumers in environments that match their preferences, Leydis said, makes brand interaction feel natural rather than disruptive.
The message to advertisers, he added, is simple: embrace play. Brands that lean into fun, interactive experiences will see stronger results as audiences increasingly expect advertising to be something they participate in, not just watch.
