Mobile gaming offers brands a powerful opportunity to reach highly engaged consumers at scale—but succeeding in these environments requires more than adapting standard digital ads to a smaller screen. To drive meaningful impact, brands need the right combination of audience intelligence, creative designed specifically for the platform, and measurement that captures the true value of attention.
Join IAB and Zynga Ads for an inside look at the strategies and frameworks brands can use to make mobile gaming a more impactful part of their media mix. We’ll share new research revealing the retail purchasing power of mobile gamers—including the consumers driving household purchase decisions—and explore what makes mobile gaming a uniquely high-attention environment. Highlights include: 90 percent of respondents are the primary grocery shopper in their household; 43 percent spend over $500 during the holiday season; and mobile gamers are 50 percent more likely to spend $200+ a month on QSR than non-mobile gamers.
Attendees will also receive an in-depth introduction to Zynga Ads+, a new offering that brings together Zynga’s gaming expertise, audience intelligence, fit-for-platform creative, and attention measurement to help brands reach mobile gamers at greater scale. With Zynga Ads+, brands and agencies can now easily navigate the broader mobile gaming ecosystem by expanding reach up to 100 million unduplicated monthly consumers while prioritizing brand safety in a high-attention environment.
Who Should Attend
Media planners, buyers, brand marketers, and agency strategists looking to better understand the mobile gaming audience, capture attention, and make gaming a more strategic part of their media mix.
What You’ll Learn
The Attention Advantage: Understand what makes mobile gaming a uniquely high-attention environment and how brands can use attention as a framework for more effective advertising. Across more than 250 million impressions measured between April, 2026-June, 2026, Zynga delivered an average Attention Index of 204, which DoubleVerify classifies as a very high performer (scores above ~133).
The Purchasing Power of Mobile Gamers: Explore new research revealing the retail influence and household purchasing power of the mobile gaming audience.
Scaling the Opportunity with Zynga Ads+: See how Zynga Ads+ extends the opportunity for brands across premium mobile gaming environments.
Fit-for-Platform Creative: Go beyond resizing standard digital ads and learn the creative principles designed to capture attention within mobile environments.
Speakers
Speakers
Gabrielle Heyman
Vice President of Global Brand Sales & Partnerships
Zynga
Zynga - Vice President of Global Brand Sales & Partnerships
Gabrielle Heyman is VP of Global Brand Sales & Partnerships at Zynga, where she oversees sales and marketing for the company’s direct advertising business across one of mobile gaming’s most engaged audiences. A digital media veteran with prior roles at Electronic Arts, Yahoo!, and BuzzFeed, she was honored in 2025 with the Chief “New Era of Leadership” Award and the IAB Service of Excellence Award for her contributions to the industry. Gabrielle is passionate about the revolution in technology and entertainment consumption — and its impact on how brands connect with consumers. She’s a champion of women in tech and an innovator at the intersection of gaming and brands. She lives in Los Angeles with her two sons and her life partner.
Chanel Marks is on the Sales Marketing team at Zynga, where she drives the strategic development and execution of immersive advertising campaigns for Zynga’s clients. With over 10 years of experience working across entertainment and gaming, Chanel brings deep-rooted knowledge and passion to help brand partners deliver on key marketing objectives, drive results, and to reach the highly engaged gaming audience through fun and innovative opportunities.
Matt Sharpe serves as Creative Director, Advertising at Zynga, where he helps guide campaigns for brand partners across the company’s portfolio of titles. He is a 15 year veteran of the tech and advertising space with a focus on creating engaging experiences for audiences.
Marian Thomas is the Director of Partnerships, Research & Measurement at Zynga, where she combines quantitative and qualitative data to drive efficiencies for Zynga’s advertising organization. With over 20 years of experience working across the digital media landscape, Marian is passionate about understanding consumer behaviors and harnessing data to create engaging and effective ads.
