All the way back in 2014, around the launch for Candy Crush Soda Saga, King spent roughly 8 million dollars on hot air balloons that never flew as part of its marketing efforts for the game.
This information comes from the GDC courtesy of Angus Lovitt, Co-Founder of Kohort ( a mobile game revenue forcast company) and former VP of marketing at King. During his talk at GDC titled ‘You’re probably wasting money on user aquisition’, he spilled the beans on a funny anecdote in King’s past.
The talk – which I must emphasize was a serious and really informative peek into the realities of video game marketing and its costs / pitfalls – started with this moment of levity. King, looking to promote the follow-up release of the ultra-popular Candy Crush Saga, reached out to an advertisement agency for ideas. The response; hot air balloons.
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