Zynga is the latest among a growing number of companies adopting bitcoin. Last month, online retailer Overstock.com announced that it would roll out a bitcoin purchasing option, expected in the second half of the year.  (Read more: Overstock CEO: Why we'll take bitcoins)  Other businesses that have taken to the digital currency include dating site OKCupid, blogging platform Wordpress, social news site Reddit, and billionaire entrepreneur Richard Branson's space travel outlet Virgin Galactic. Even a New York City-based real estate firm, BOND New York, is offering clients the option to pay broker fees in bitcoins.  And analysts are beginning to take a closer look at the companies that could gain from bitcoin adoption. Wedbush analyst Gil Luria recently sent out a note detailing the businesses that stand to gain (or lose) the most from cryptocurrencies like bitcoin. Among those Luria believes could enjoy a boost are eBay, IBM and Overstock, which he notes will benefit in part from a "publicity push within the bitcoin community."  "Nerds, techies—whatever you want to call the early bitcoin adopters—it's is a very high-level demographic that's using this," said CJ MacDonald, co-founder and chief operating officer of Gyft, a mobile gift card app that offers a bitcoin purchasing option. "We have had some high-profile, high-end retailers saying they want to adopt it to go after this very group."  (Read more: Buzzfeed COO: How I mined for bitcoins)  The San Francisco-based company peddles gift card offerings for over 200 vendors, including Victoria's Secret, Target and Whole Foods. On the Gyft platform, bitcoins can be used to purchase them all.  MacDonald said that over the last six months, since the site added bitcoins, it has welcomed millions of dollars in sales through the digital currency. Of course, the main purchasers are males fitting that "early bitcoin adopter" profile.  So what are they buying? "We see a lot of electronics—Best Buy or Amazon or Crestfield gift cards," he said. "We even had one guy use bitcoins to buy Crate and Barrel gift cards to furnish his whole house."  —By CNBC's Morgan Brennan. Follow her on Twitter @MorganLBrennan.  - Correction: An earlier version of the story referred to the New York real estate firm as CORE New York. It has been corrected to read BOND New York.
As Zynga becomes the latest adopter of the digital currency, the move highlights a budding trend: businesses adopting bitcoin to woo a key consumer demographic.