Gaming
King picks Havas as global media partner for Candy Crush portfolio
Agency to oversee media across 120+ markets as King shifts from OMD globally
MUMBAI: Looks like Candy Crush has found a new power-up, this time for its media game. King, the mobile gaming giant behind the blockbuster Candy Crush franchise, has appointed Havas Media Network UK as its global media agency of record, handing the network responsibility for media strategy, planning, buying, measurement and optimisation across more than 120 markets.
The appointment follows a competitive global pitch and sees Havas take over the business from incumbent OMD. The account will be managed by Arena Media UK, Havas Media Network UK’s specialist gaming division, which will lead media execution while working to strengthen Candy Crush‘s cultural relevance and long-term growth.
The mandate covers King’s worldwide portfolio of mobile games, including Candy Crush Saga, Bubble Witch Saga, Farm Heroes Saga and Pet Heroes Saga, with integrated media planning and buying spanning international markets.
According to media reports, the Australian component of the business is relatively modest, with further details on local market responsibilities expected in the coming weeks. The appointment does not affect OMD Australia, which continues to manage its existing local operations.
The win marks a significant addition to Havas Media Network UK’s gaming portfolio, underscoring the increasing importance of the global mobile gaming sector for media agencies competing for multinational accounts.
Campaign UK reported that King invested around A$15.9 million in media during 2026, with spending spread across multiple international markets.
King, which became part of Microsoft Gaming following Microsoft’s acquisition of Activision Blizzard, reaches hundreds of millions of players worldwide. Candy Crush Saga continues to rank among the world’s highest-grossing mobile games, making the account one of the more prominent wins in the gaming media landscape.
While Havas will now steer King’s global media strategy, both Havas Media Australia and OMD Australia declined to comment on the appointment.
