King, the publisher behind the wildly popular Candy Crush Saga, has made a significant move by appointing Havas Media Network UK as its global media agency of record. This decision comes after a competitive pitch process, marking a notable win for Havas Media Network UK in the gaming industry.
What makes this appointment particularly intriguing is the scale of the account. King's media spending in 2026 was around A$15.9 million, spread across numerous international markets, and now it's in the hands of Havas Media Network UK. This agency will manage media strategy and execution across over 120 markets, a testament to the scale and reach of King's gaming empire.
Havas Media Network UK's gaming specialist, Arena Media UK, will take the reins, ensuring that King's marketing efforts are tailored to the unique demands of the gaming industry. This is a strategic move, as it allows Havas to leverage its expertise in a niche market, which is crucial for the success of mobile gaming titles.
The appointment doesn't come without some interesting dynamics. While Havas Media Network UK will oversee the global account, the local Australian operations remain unaffected, with OMD Australia continuing its work. This separation highlights the complexity of managing a global brand with diverse market needs.
King's portfolio includes several successful mobile gaming titles, with Candy Crush Saga being a flagship product. The company's reach is vast, with hundreds of millions of players worldwide, and its games continue to generate significant revenue. The appointment of Havas Media Network UK is a strategic move to optimize media spending and reach the right audiences across diverse markets.
In my opinion, this partnership between King and Havas Media Network UK is a fascinating development in the gaming industry. It showcases the evolving nature of media agencies, which are increasingly specializing in niche markets to provide more tailored and effective solutions. As the gaming industry continues to grow, such strategic alliances will become even more crucial for publishers to maximize their reach and engagement.
