- Zynga partnered with NBA All-Star Anthony Edwards to promote its mobile card game, Spades Plus.
- The collaboration integrates Spades Plus into Edwards’ YouTube series, Year 6 with Anthony, along with multi-platform social media activations.
- The deal marks Edwards' first partnership with Zynga and aims to introduce classic card games to younger sports fans.
Zynga, a publishing label owned by Take-Two Interactive, has joined forces with NBA superstar Anthony Edwards for a new promotional partnership with Spades Plus. The deal brings the Minnesota Timberwolves guard into the digital card gaming space to connect with new and younger players.
Under the partnership, Spades Plus will feature prominently across Edwards’ digital channels. This includes placements in his YouTube docuseries, Year 6 with Anthony, and dedicated social media campaigns. A launch video featuring Edwards playing the card game with friends is already live on YouTube.
Buğra Koç, General Manager of Zynga’s Casual Cards Studio, stated that Edwards’ competitive drive and strong community ties make him an ideal ambassador for the game.
Edwards has rapidly become one of basketball’s most recognizable icons. Selected first overall in the 2020 NBA Draft, he has earned multiple NBA All-Star selections and an Olympic gold medal with Team USA.
Outside of basketball, he founded the youth mentorship nonprofit Don’t Follow the Wave and co-founded Three Fifths Media to develop original film and digital content.
This campaign represents Edwards’ first collaboration with Zynga and Spades Plus. It expands an endorsement roster that already includes major sportswear and lifestyle brands, recently highlighted by Anthony Edwards partnership with Adidas Originals for the CLOT Superstar campaign, as well as ongoing ties with Sprite and Bose.
Meanwhile, Zynga continues to leverage high-profile talent to keep its casual card titles culturally relevant. This strategy mirrors broader gaming trends where global athletes enter virtual worlds, such as when David Beckham partnered with Fortnite for his Icon Series debut.
Takeaways
This partnership demonstrates how mobile game publishers are shifting from traditional banner ads to personality-driven content. By integrating Spades Plus directly into Anthony Edwards’ organic storytelling, specifically his YouTube series and social channels, Zynga connects with fans where they already spend their time.
Edwards brings genuine cultural authenticity to a game traditionally rooted in family gatherings and locker room camaraderie. For Edwards, the deal shows his growing commercial versatility, expanding his influence beyond athletic apparel into casual digital entertainment.
Will athlete-led lifestyle content become the standard marketing model for casual mobile games? How might Anthony Edwards’ expanding media ventures open doors for non-traditional brand endorsements for other NBA stars? What classic tabletop or card games could benefit next from partnering with modern sports personalities?
