Video game publishing company King, which has released hits including Candy Crush, has appointed Havas Media Network UK as its global media agency of record following a competitive pitch. OMD was the incumbent agency.
The account will be managed by Arena Media UK, Havas Media Network UK’s gaming specialist. It will take charge of media strategy and execution across King’s global markets.
The appointment covers media planning and buying across more than 120 markets. B&T understands that the account is relatively modest in Australia, with further details on local market responsibilities expected within the coming weeks. The appointment does not impact OMD Australia and its local operations.
The review marks a significant global win for Havas Media Network UK, which will take over from OMD after overseeing the account through a competitive process. Campaign UK reported that King spent around A$15.9 million on media in 2026 with spending spread across a number of international markets.
King, which is owned by Activision Blizzard and now forms part of Microsoft Gaming following Microsoft’s acquisition of Activision Blizzard, reaches hundreds of millions of players worldwide. Candy Crush Saga remains one of the world’s highest-grossing mobile titles.
Although Australia is not expected to be a major market within the global remit, the account includes local media activity, with more details on the Australian arrangements expected in the coming weeks.
King owns a portfolio of mobile gaming titles including Candy Crush Saga, Bubble Witch Saga, Farm Heroes Saga and Pet Heroes Saga.
Havas Media Australia and OMD Australia declined to comment.
