EA's Playfish Signs With Nanigans Ad Engine

Electronic Arts' social game subsidiary Playfish announced today that it has signed an agreement with real-time bidding platform Nanigans that will see the company's Nanigans Ad Engine used to manage Facebook advertising campaigns exclusively for Playfish. The advertising platform integrates with the Facebook Ads API, allowing for actions such as installs, tutorial completions and purchases to be optimized through real-time bidding algorithms. Playfish will utilize the Nanigans Ad Engine platform to advertise its entire portfolio of social titles, and has already used the platform on past games such as Monopoly Millionaires and Madden NFL Superstars. Ric Calvillo, CEO of Nanigans, said of the deal, "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." Playfish VP CJ Prober added, "With the Nanigans platform we can run much more sophisticated campaigns and optimize for high profitability, not just low cost per install." "While Playfish welcomes all players equally, partnering with Nanigans enables us to find our most enthusiastic and biggest spending fans." Playfish revealed earlier this year that it was abandoning its cross-game Playfish Cash system in favor of individual game currencies purchasable with Facebook Credits. [UPDATE: Nanigans originally stated that The Sims Social was launching today. However, Nanigans has now contacted Gamasutra to say that this is not the case.]