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Zynga Poker launched a new multichannel campaign with Keegan-Michael Key as its “Inner Winner,” the confident inner voice the release says tells players to “grab life by the chips and go all in.” The same announcement says Key will also debut as the in-game host of Poker Dash, a new fast-paced feature coming soon.

In a Business Wire release, the campaign is built around Zynga Poker’s free-to-play format and its pitch of putting players straight into action against real people, with “zero bots.” The release describes the game as one of the largest free-to-play mobile poker games and says its competitive spirit draws millions of players every day.

According to the press release, the new spots were directed by Jody Hill of Caviar. The announcement says the campaign brings together Hill’s storytelling and Key’s comedic energy, with Key appearing when players least expect him and urging them to listen to their Inner Winner and make their next big move at the table.

Key said playing everyone’s Inner Winner was “an absolute blast,” and added that players will hear him cheering them on both when they watch the campaign and when they play Zynga Poker. Yaron Leyvand, Zynga’s executive vice president of Mobile Games, said poker is about “that moment of truth,” where players trust their instincts, make their move, and play to win.

The campaign is also tied to Zynga Poker’s broader presence across its social channels, including Instagram, Facebook and YouTube. Players can catch Key in-game now, and the release says they can get ready to channel their Inner Winner in Poker Dash when it arrives.

The background material says Zynga’s mobile games have been downloaded more than 10 billion times and reach more than 175 countries and regions. Zynga is described as a wholly owned publishing label of Take-Two Interactive Software, the parent company behind the Zynga brand.