EA Makes Nanigans Its Exclusive Facebook Advertising Technology Partner

Playfish EA Selects the Nanigans Ad Engine Platform to Manage and Optimize its Facebook® Advertising Campaigns

Playfish, an Electronic Arts Inc. Studio (NASDAQ: ERTS) and a leading creator of social games (#2 in the Social Game category, according to AppData), has selected Nanigans, Inc as its exclusive Facebook® advertising technology partner. Playfish and over 200 other leading companies use the Nanigans Ad Engine platform to boost ROI through real-time bidding and optimizing advertising spend for players who actually generate revenue.

Playfish has licensed the Nanigans Ad Engine platform to efficiently advertise across its entire portfolio of social games. Playfish will have first access to new features on the Ad Engine platform, and will use it to further strengthen its strategic marketing advantage. Playfish has already used the Nanigans Ad Engine platform on games such as Madden NFL Superstars, MONOPOLY Millionaires and Restaurant City.

“We purpose-built our platform to automate as much of campaign management as possible, and at the same time, optimize for downstream conversion, particularly revenue and ROI,” said Ric Calvillo, CEO of Nanigans.

“With the Nanigans platform we can run much more sophisticated campaigns and optimize for high profitability, not just low cost per install,” said CJ Prober, VP Publishing and Product Management, at Playfish. “While Playfish welcomes all players equally, partnering with Nanigans enables us to find our most enthusiastic and biggest spending fans.”

The Nanigans Ad Engine gives Playfish and EA the intelligence and automation that they’re seeking and allows them to bid on an ROI basis in real-time. It frees advertising campaign managers from time-intensive manual bid and budget management, while giving them powerful analytical tools for finding the most profitable ad creative and targeting.


The Ad Engine is a software platform that integrates with the Facebook® Ads API to deliver precise targeting, multivariate testing and improved ROI. Its real-time bidding algorithms optimize for downstream value and actions such as installs, tutorial completions, virality and purchases. Nanigans offers the Ad Engine in a range of service and pricing models – from a pure platform software license to a fully managed pay-for-performance service.


Established in 2007 and acquired by EA in 2009, Playfish is the world’s #2 publisher of social games on Facebook® with popular titles like Pet Society™, Restaurant City, FIFA Superstars, Madden NFL Superstars and MONOPOLY Millionaires.

“As a social gaming pioneer, Playfish helped shape the face of the Facebook® platform through original titles and classic EA franchises such as Pet Society, FIFA Superstars and MONOPOLY Millionaires,” says CJ Prober, Vice President of Publishing and Product Management for Playfish. “Playfish is looking forward to continuing our tradition of innovation and quality by leveraging the Nanigans Ad Engine Platform.”

In recent years EA has aggressively expanded its digital business interests in numerous gaming channels, fostering growth in the social network gaming sector with Playfish. Since 2007, more than 350 million Playfish games have been installed by millions of players around the world on social platforms such as Facebook® and others.

About Nanigans

Nanigans is the only real-time bidding platform for the Facebook ads marketplace that optimizes for downstream actions and lifetime customer value. Nanigans’ Ad Engine enables marketers to automate the labor-intensive process of delivering social ads at scale and overcome the challenges involved in optimizing for ROI. One of the first Official Facebook Ads API Partners, Nanigans drives billions of social ad impressions each month for over 200 companies including Bonobos, CrowdStar, EA, Gilt Groupe, PopCap Games and RockYou. To learn more, visit www.nanigans.com.

About Electronic Arts

Electronic Arts Inc. (EA), headquartered in Redwood City, California, is a leading global interactive entertainment software company. Founded in 1982, the Company develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, wireless devices and the Internet. Electronic Arts markets its products under four brand names: EA SPORTS™, EA™, EA Mobile™ and POGO™. In fiscal 2010, EA posted GAAP net revenue of $3.7 billion and had 27 titles that sold more than one million units. EA’s homepage and online game site is www.ea.com. More information about EA’s products and full text of press releases can be found on the Internet at http://info.ea.com.

About Playfish

Since 2007, Playfish has led the social gaming industry in innovation and creativity with award-winning, category-defining games designed for friends to play together. The company is changing the way people play games by creating more social and connected experiences. To date, more than 350 million Playfish games have been installed and played by millions of people worldwide. Playfish games are amongst the most acclaimed and popular online, including Pet Society, Restaurant City, Monopoly Millionaires, FIFA Superstars and Madden NFL Superstars. Playfish has development studios in London, San Francisco, Beijing, Tokyo, Montreal, and Tromso, Norway, and is owned by Electronic Arts.