In mobile gaming marketing strategies, an effective advertising approach is often one of the key determinants of a game’s success. With advancements in AI, machine learning, and automated optimization, more and more advertising strategies are becoming increasingly intelligent. Mobile game ads, however, still rely on a diversified approach, tailoring campaigns based on game genre, while relying on major platforms like Facebook, YouTube, Instagram, TikTok, and X. Today, we will focus on the advertising strategy of Evony: The King’s Return, examining its unique features and overall effectiveness.
Advertising Features
Released in 2016 by Top Games Inc., a global independent game developer and publisher based in the U.S., Evony: The King’s Return quickly garnered attention for its bold advertising tactics. By 2017, the developer had already spent millions of dollars promoting the game through high-profile events, including a Super Bowl commercial. This successful ad campaign significantly expanded the game’s reach to a wider audience. As a result, the game’s complex mechanics and challenging gameplay attracted millions of players, who invested considerable time and effort into the game, earning it high praise. According to Sensor Tower, in 2024, Evony earned $299,701,595 in revenue and surpassed 230 million downloads—an impressive performance.
As the game gained popularity, the development team turned to even more expansive ad designs to attract new players. One such strategy involved the “pull the pin” puzzle ads, which appealed to users by providing a casual, yet engaging experience. This innovative ad approach successfully enticed new players to download the game and dive into its world. Furthermore, the game itself incorporated similar puzzle mechanics, further enhancing the synergy between the advertising and the gameplay. This was a textbook example of a successful marketing campaign.
Following 2023, Evony expanded its ad formats once again, incorporating action-packed sequences such as avoiding rolling barrels or dodging machine gun fire. These changes sparked the interest of a broader demographic, tapping into players’ desire for instant gratification and the thrill of action. The integration of these elements succeeded in attracting more users across a range of age groups.
The Controversial Side
Despite its success, some users have voiced concerns about the potential misleading nature of Evony‘s ads. The casual nature of the ads lures players into downloading the game under the assumption that it is primarily a casual title, only to later discover that it is, in fact, a strategy game. For some, this disconnect may lead to abandonment. However, for a significant portion of the player base, the game’s gradual onboarding process and well-designed mechanics helped them develop a genuine interest in strategy games, ultimately turning them into loyal players.
My Perspective on Evony’s Advertising Strategy
From my perspective, the blend of various gameplay elements in Evony’s advertising is a highly innovative approach. As a strategy game, Evony has evolved over time to incorporate multiple genres and elements. The integration of casual gaming mechanics—such as puzzles—within a traditionally strategic framework enhances player engagement, boosts retention, and diversifies the overall gameplay experience. Today’s games are no longer confined to a single genre; they increasingly combine action, adventure, puzzle-solving, social interaction, and competitive elements. Some even feature mini-games within the larger game itself.
Advertising plays a pivotal role in maximizing player engagement, and the brief window of time in which an ad must capture attention is crucial. While deep, strategy-based gameplay might be too intricate or tedious to convey through a short ad, the use of casual elements and instant gratification in the marketing strategy proves to be highly effective in drawing in users. This approach not only serves as an effective hook but also leaves a lasting impression, prompting users to try the game.
In terms of game sustainability, the advertising strategy adopted by Evony reflects a long-term vision. While ads often walk the fine line between genuine representation and playful exaggeration, the success of Evony’s marketing lies in its ability to both entice new players and retain them. The strategy also showcases the developers’ exceptional ability to guide players toward deeper engagement while maintaining the game’s core qualities.
In conclusion, Evony: The King’s Return exemplifies how blending casual gaming elements with more complex gameplay mechanics can create a robust advertising strategy. This not only helps attract a broad user base but also ensures that the game remains relevant and engaging over time, proving the long-lasting impact of its creative marketing approach.
