Nonfungible tokens (NFTs) scored another win with gaming giant Zynga’s announcement of the upcoming integration of NFTs and blockchain into the publisher’s portfolio.

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

With the addition of Wolf, Zynga will work on integrating NFTs and blockchain into its existing portfolio and developing new NFT-based games. Zynga chief product officer Scott Koenigsberg noted that the company became an early adopter of emerging platforms and technologies with new releases on Snap Games, Google Nest and Amazon Alexa.

Remarking on the prominence of blockchain technology in the digital economy, Koenigsberg said that Wolf would help them reach a new addressable market through NFTs and explore new ownership possibilities for gamers.

Calling NFTs and blockchain technology as a natural next step in Zynga’s evolution, Matt Wolf praised Web3 token-based systems for enabling innovation and delivery of new forms of player value in gaming. “By creating an integrated experience that enables players to become owners in their gaming journey, our goal is to expand Zynga’s audience reach and drive stronger engagement and retention,” he added.

Related: NFTs and play-to-earn are the future of gaming industry, says EA boss

The gaming industry has welcomed NFTs with open arms as they open new business models and revenue streams for developers, publishers and even content creators. Electronic Arts boss Andrew Wilson claimed that collectible digital content would play a meaningful role in the company’s future.

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