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 - [email protected] / lancaric.me