FarmVille NFTs on the Horizon? Zynga hires new VP for Blockchain Gaming. Nonfungible (NFT) tokens made another profit with the announcement by gaming giant Zynga that it will add an upcoming NFT and blockchain integration to the publisher’s portfolio.

San Francisco-based game developer Zynga, best known for its FarmVille and CSR racing series, has named marketing veteran Matt Wolf as vice president to oversee the company’s blockchain gaming efforts.

With the addition of Wolf, in addition to developing new NFT-based games, Zynga will be working on integrating NFT and blockchain into its existing portfolio. Zynga’s Chief Product Officer Scott Koenigsberg noted that the company is adopting new platforms and technologies early on with new versions of Snap Games, Google Nest and Amazon Alexa.

Regarding the importance of blockchain technology in the digital economy, Koenigsberg said that Wolf will help them enter a new solvable market through NFT and explore new ownership opportunities for games.

Matt Wolf calls NFT and blockchain technology a natural next step in Zynga’s evolution and praises Web3 token-based systems that enable innovation and the diffusion of new forms of player value in the game. “By creating an integrated experience that enables gamers to become owners on their gaming journey, our goal is to expand Zynga’s reach, increase engagement and retain stronger players,” he added.

Related: NFTs and Play for Money are the future of the gaming industry, says EA boss

The game industry has welcomed NFTs with open arms as they open up new business models and revenue streams to developers, publishers, and even content creators. EA CEO Andrew Wilson claims that collectable digital content will play a significant role in the company’s future.

Assassin’s Creed publisher Ubisoft is also exploring the potential of blockchain games after participating in a funding round for NFT-based developer Animoca Brands.