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King drops in-game ads

By Matthew Handrahan

King drops in-game ads

Wed 12 Jun 2013 10:09am GMT / 6:09am EDT / 3:09am PDT

Candy Crush Saga developer eradicates intrusive advertising

The leading casual game developer King has dropped all in-game advertising from its products.

According to e-mails sent to King's advertising partners - sourced by Inside Mobile Apps - the Candy Crush Saga developer is turning away from traditional advertising in its mobile games, which often intrudes on the experience of playing.

"King's #1 focus around delivering an uninterrupted entertainment experience for our network of loyal players across web, tablet and mobile has unfortunately led to the difficult decision of removing advertising as a core element of King's overall strategy," the statement read.

"The executive team has decided to withdraw completely from the advertising business thus, removing all advertising elements within every King game worldwide effective immediately."

Further details on the decision have not been made available, but King's success in making money from in-app purchases is well documented. It seems that the company has deemed the revenue from intrusive ads less valuable than the satisfaction of its players.

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Nicholas Lovell Founder, Gamesbrief

247 329 1.3
I think it is more likely that they see the ads as something that distracts users from considering IAPs. Bigpoint did this a few years ago on its browser games (although it may have changed its position right now).

Basically, you can use scarce retail estate to shill other people's products, or you can use that scarce retail estate to encourage people to spend customers you already have to spend money on in-app purchases. If your IAP business is working well, IAPs make much more commercial sense.

I suspect "satisfaction of players" is a side benefit, more than a root cause.

Posted:3 years ago


Mayu Polo Wieja Game Economy Manager, Rovio Entertainment

1 0 0.0
Or maybe they didn't want to have to deal with the COPPA legislation.

Posted:3 years ago


Jason Whitaker Senior Progammer, Stainless Games

6 3 0.5
Pretty sure they're making enough from the insane "pay for the next 20 levels in this 200+ level saga" to ditch low-yielding advertising. Small wonder it's right up there with the top grossing games in the markets right now!

Posted:3 years ago


Paul Johnson Managing Director / Lead code monkey, Rubicon Development

1,219 2,667 2.2
Or maybe they just got sick of being charged a dollar to place an ad and a cent to display one? It's bloody robbery what these guys pay out.

Posted:3 years ago


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