Big Spaceship is placing a pretty sizable bet on Zynga.
The creative agency has entered a year-long partnership with the gaming company to support two of its best-known titles, Words With Friends and Zynga Poker, with integrated work planned across TV, online video, social and digital platforms throughout 2026.
The assignment is designed to do two things at once: reengage longtime players and introduce the games to new audiences across North America.
For Big Spaceship, the opportunity is less about treating Zynga’s titles like traditional game brands and more about finding ways to make them feel culturally relevant again.
“Zynga has some of the most recognizable gaming brands in the world, and what’s been exciting from the start is the shared ambition to rethink how these titles show up in culture,” said Taryn Crouthers, CEO at Big Spaceship.
Crouthers said the partnership is being built around a flexible creative system that can adapt across platforms and evolve as performance data comes in.
REELated:
CANADA expands U.S. leadership with Kristen Bedard-Johnson
That test-and-learn approach is already shaping the first work for Words With Friends.
Big Spaceship developed the campaign as a social-first effort designed to reconnect with lapsed players while attracting new ones through entertainment-driven creative. The work will begin rolling out across the U.S. and Canada in the coming weeks, with individual assets optimized in real time based on audience response.
“Big Spaceship immediately understood the opportunity to storytell in ways that feel modern, social and deeply human,” said Eddie Garabedian at Zynga. “We’re building work together that can flex across platforms and audiences while staying true to what players already love.”
The partnership also reflects a broader shift in gaming marketing, as mobile brands increasingly lean into entertainment-first content and social-native production rather than relying solely on traditional acquisition advertising.
That makes the relationship a natural fit for Big Spaceship, which has increasingly focused on helping brands build creative ecosystems that can travel across channels rather than live in a single campaign format.
Words With Friends will be first out of the gate.
Zynga Poker follows later this year.
And with a year-long remit covering two flagship titles, Big Spaceship clearly intends to play the long game.
