two & a half gamers session #18 - How could King make 30% more revenue? Full UA, GD & Ads analysis!

This is no BS gaming podcast 2.5 gamers session #18. This week we continue with our new segment! The Mobile Gaming Company Happy Hour where we do a deep dive on a mobile gaming company from the perspective of Game Design, UA and Ad Mon. Don't forget, this is a 4am conference discussion vibe so let's not take it too seriously! Let’s dive in and enjoy it.

Panelists: Jakub Remiar, Felix Braberg, Matej Lančarič

Youtube: https://youtu.be/vD221MHe6SU

Today we’ll be discussing King

Before Diving in here’s some topline information about King:

• King of course as everyone knows is owned by ActivisionBlizzard
• Activision Blizzard posted $8.8bn in revenues in 2021 (highest ever)
• King made up 28% of that coming in at around $2.5bn which was their best year to date
• King grew an impressive by $416m in 2021 or by about 19%
• Interesting thing here Activision Blizzard grew by about $800m (10%) in 2021
• This means that King was responsible for 50% of Activision Blizzard overall growth in 2021!
• In other words King is a beast

Agenda

2:05 King topline information

4:00 Intro to King User Acquisition

4:45 UA general information

8:24 King doesnt love external UA

11:20 Top UA channels

12:00 Why Applovin makes a lot of sense

14:15 Interesting UA facts

16:40 Creatives

21:00 UA suggestions

24:30 Live ops fuels UA

25:20 King Admonetisation

27:30 Chink in the Royal armor

28:30 King selling inventory old way (no mediation)

30:00 Ad revenue assumptions

33:00 How could King increase ad revenue by 30%?

38:52 King & competitors in puzzle genre

41:45 King’s IAP revenue

44:20 Candy crush history & analysis

48:00 11k levels in Candy Crush - WOW

49:20 Candy crush soda saga analysis

50:45 What kind of games King launched in the last years?

52:00 Crash bandicoot

54:00 King killed games

56:30 Snowprint information

1:01:40 Knighthood

1:03:00 Phoenix games takes Knighthood & increase revenue

Please share feedback and comments - matej@lancaric.me / lancaric.me