Havas Media secures global Candy Crush account

The agency will oversee media strategy, planning, buying, measurement and optimisation across key international markets

Havas Media Network UK has been appointed global media agency of record for mobile games company King following a competitive review. The agency will oversee media strategy, planning, buying, measurement and optimisation across key international markets.

The appointment covers King's Candy Crush franchise, including Candy Crush Saga, Candy Crush Friends Saga, Candy Crush Jelly Saga and Candy Crush Soda Saga. Havas Media Network UK will support audience engagement, player acquisition and cross-channel media activity as the gaming company continues its global growth strategy.

Arena Media gaming team to lead account

The account will be managed by the 30-person specialist gaming team within Arena Media UK. King joins a client roster that includes gaming companies Bethesda and Blizzard.

Havas Media Network UK said it will apply specialist planning, measurement and optimisation tools to support campaign effectiveness as media consumption continues to diversify across social platforms, creator content, streaming services and retail media.

Ashley Bolt, Group Managing Partner, Arena Media: "We're incredibly proud to be partnering with King at such a pivotal moment in its growth journey. Candy Crush is one of the world's most recognisable entertainment brands, with a legacy that has shaped mobile gaming for over a decade, and there's a real opportunity to build on that for the next generation of players. We're excited to collaborate with the King team to combine cultural insight, strategic precision and media excellence to drive impact across brand and performance."

Partnership supports global growth

The agency said the partnership will also draw on the wider Havas network, combining media, technology, creator, cultural and customer experience capabilities to support King's evolving media strategy.

Luken Aragon, Chief Marketing Officer at King: "Candy Crush has entertained players for almost fifteen years because we've continued to evolve alongside our audience. As player behaviours and media consumption habits change, we're focused on finding new ways to stay relevant, deepen engagement and introduce our games to future generations of players. Havas Media Network UK brings a combination of gaming expertise, strategic thinking and innovation that makes them a strong partner for the journey ahead."

www.king.com

www.havasmedianetwork.com

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