King.com spent $55m on TV advertising in the US this year, more than PlayStation and Xbox.
Analyst Nick Parker revealed a host of stats live on stage at London Games Conference today. He said that King and Supercell combined in the UK, accounted for 29 per cent of all money spent on advertising.
King's success in advertising is driven by what Parker described as a ‘shotgun approach'. That $55m on US TV advertising was spent on 34,000 TV spots. By comparison, Xbox spent $43m on just 4,000 spots, with the firm booking advertising during more expensive spots. PS4 spent $30m on US advertising on 3,000 TV spots.
Supercell were just being PlayStation, spending $29m on 4,500 advertising spots.
Parker said, outside of King and Supercell, publishers and developers are spending a smaller share of their revenue on advertising year-on-year, which he calls a worrying sign.
Anyone that is developing a game that doesn't have an advertising budget of at least 10 per cent is a fool,” he said. You'd be mad. You're not going to make it out there.
It's a crowded world. You have to do something to get your head above the noise and you have to invest in marketing.”