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