King x Moloco: A partnership for player-centric growth

‍About King

King is a global leader in mobile game development, known for creating iconic games like Candy Crush and Farm Heroes. With millions of daily active users worldwide, King continues to deliver innovative gaming experiences that keep players coming back for more. Staying ahead in a competitive industry requires constant evolution, and King understands that growth isn’t just about acquiring users — it’s about retaining and engaging the right users for long-term success.‍

Challenge: Scaling user acquisition while prioritizing player experience

As one of the world's leading mobile game developers, King always prioritized delivering exceptional player experiences while continuously evolving their approach to engage with high-value users. To achieve and maintain sustainable growth, King partnered with Moloco to explore smarter, data-driven ways to connect with high-value users, ensuring they continue to deliver engaging experiences while scaling their audience.

King's unique partnership with Moloco helped to elevate their existing strategy, refining how King engage high-value users while keeping the player experience at the core. And through this partnership, new insights were developed that led directly to growth. This collaboration wasn’t about reinventing the wheel but advancing a well-established approach with deep, multi-faceted support. Moloco's team of experts — from sales to data science — worked closely to bring fresh perspectives and novel solutions to drive incremental growth.

Solution: Partnering with Moloco for data-driven insights and high-value user tests

Moloco’s partnership with King went beyond offering a solution — it focused on collaborating to understand King’s goals and delivering a strategy aligned with their core values of innovation, care, and performance.

The partnership began with Moloco's analysis of King’s top users — those driving the most growth and engagement. From this analysis, we co-developed high-value player (HVP) tests to better engage users who were more likely to connect deeply with the games. Each round of testing gave clearer insights, allowing King to continuously fine-tune their strategies and strengthen the connection with their most valuable players. This collaboration helped scale in a way that preserved a player-first philosophy while driving meaningful growth.

Results: Significant improvement in ROI and player engagement

The results were clear: ROI and player engagement significantly improved. By focusing on high-value users, King grew their user base while enhancing the player experience without compromising their core values. The HVP tests didn’t just deliver short-term results — players were more engaged and enjoyed the games, for longer.

Moloco provided the granular data and insights King needed to better understand and acquire these key players. The collaborative approach with Moloco has become an integral part of King's overall strategy, helping to deliver exceptional experiences while achieving sustainable growth.

“At King, evolving with our players is key to staying competitive. With Moloco as a partner, we’ve deepened our understanding of high-value users and enhanced our ability to deliver exceptional experiences for our players. Together, we’ll continue to push the boundaries of what’s possible in mobile gaming, deliver growth, and amazing player experiences.” — Simon Hales, Performance Marketing Lead at King

As King refines its strategies, Moloco remains a trusted partner, helping to navigate the complexities of the gaming landscape.