Omgpop and Zynga are exploring a new monetization angle with popular Pictionary-styled mobile game
Draw Something, as companies are purchasing in-game terms for players to draw.
The National Hockey League is one of the first advertisers to join the new ad initiative, as it has bought terms that are related to hockey and its brands,
reports Ad Age.
Draw Something has players choose one of three different terms to draw. Friends on Facebook and mobile try to win points by guessing correctly the term the drawer picked. As part of the NHL deal, for example, players will be given the option to draw such terms as "puck," "Zamboni" and "slap shot."
Dan Porter, head of New York-based
Draw Something developer Omgpop, said the company tested brands such as Nike, KFC and Doritos in the game. "People loved to draw the Colonel and bags of Doritos," he said.
Since social giant
Zynga bought Omgpop in March for $180 million, the popularity of
Draw Something has slowed down, although it still hovers near the top of Facebook and mobile charts week after week.
