Brands ready to invade Draw Something

Zynga plans to monetise latest acquisition with in-game advertising

Draw Something users can expect to see more branded goods popping up as subject matter in their games as Zynga offers in-game advertising.

The Pictionary style game offers players three clues, and they pick one to draw. The NHL has recently signed a deal to add puck, Zamboni, hat trick and slap shot to the clues list, and is sharing the results on Pinterest.

"People loved to draw the Colonel and bags of Doritos," Dan Porter, Zynga's VP-mobile and New York general manager told Ad Age.

Zynga has already tested the waters, adding the corn chips, KFC and Nike into the clues list.

The story also reported that Zynga is looking to brands to provide real world rewards for success in the game, but Porter would not confirm the details.

Draw Something hit the headlines this week when it saw a 33 per cent decline in users in just one month. Zynga acquired the game and developer OMGPop in March for $200 million.

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Latest comments (4)

Terence Gage Freelance writer 5 years ago
Brilliant; I'm sure this will get users flocking back in their millions when they can't wait to draw the Nike tick or the Colonel's beardy face.
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Hmmm, draw me out of it. IN game advertising are one of the banes of modern entertainment
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Thomas Dolby Project Manager / Lead Programmer, Ai Solve5 years ago
Well to be honest I'd prefer to draw the Colonel every now and then (no-one says you have to draw him well or accurately!) than always being faced with a big banner that takes up a quarter of the screen.

It's a more clever form of in-game advertising than the majority of attempts, so you've got to give it that.
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Christopher Bowen Editor in Chief, Gaming Bus5 years ago
Thomas - Yes, but the complaint I hear about Draw Something is that it's easy to run out of words, since the words are system-given. If this is how they're going to add words, the game has become useless for all but those who truly either love corporate brands, or at the very least don't care about them in the slightest. And frankly, the thought of someone being excited that they can draw Doritos is chilling.
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