King, the interactive entertainment and mobile games company behind the Candy Crush franchise, has appointed Havas Media Network UK as its global media agency of record following a competitive review.
The agency will lead consolidated media strategy, planning, buying, measurement and optimisation through its specialist Arena Media UK gaming team across key global markets.
It will support King’s continued growth ambitions across its portfolio, including Candy Crush Saga, Candy Crush Friends Saga, Candy Crush Jelly Saga and Candy Crush Soda Saga.
The agency will focus on strengthening cultural relevance and long-term success by deepening engagement for existing audiences, accelerating growth among the next generation of players, and driving cross-channel engagement across the franchise.
The appointment comes at a pivotal time for the gaming industry, as player discovery expands beyond traditional app ecosystems and competition for attention intensifies.
With audiences increasingly engaging across social, creator, streaming and retail media environments, brands must adopt more connected and culturally relevant approaches to reach players throughout their entertainment journey.
To deliver this, Havas Media Network UK will deploy its 30-person specialist gaming team within Arena Media UK, where King will join an established roster of global gaming clients including Bethesda and Blizzard.
The team will bring a suite of specialist capabilities, including bespoke category-specific effectiveness frameworks and tools to enable more effective planning, real-time optimisation and measurable outcomes.
The partnership will be further strengthened by the wider Havas network, combining media, technology, creator, cultural and customer experience capabilities to help King navigate a rapidly evolving media and gaming landscape.
The brand, which sponsors ITV Movies, also has a partnership with BBH London.
King chief marketing officer Luken Aragon said: “Candy Crush has entertained players for almost 15 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.”
Arena Media group managing partner Ashley Bolt said: “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.”
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