Published on: July 14, 2026
King, the video game publisher behind the globally popular Candy Crush franchise, has appointed Havas Media Network UK as its global media agency of record (AOR) following a competitive agency review. The account was previously managed by OMD.
Under the new partnership, Arena Media UK, Havas Media Network UK’s specialist gaming division, will oversee media strategy, planning and execution for King across its international markets.
The mandate spans media planning and buying activities in more than 120 markets worldwide. While Australia represents a relatively small portion of the overall business, the remit includes local media responsibilities, with additional details regarding the Australian market expected in the coming weeks. The appointment does not affect OMD Australia’s existing local operations.
The win marks a significant addition to Havas Media Network UK’s global client portfolio, securing the business after a competitive pitch process. Industry reports indicate that King invested approximately A$15.9 million in media during 2026, with spending distributed across multiple international markets.
Ashley Bolt, Group Managing Partner, Arena Media, said, “We’re incredibly proud to be partnering with King at such a pivotal moment in its growth journey. Candy Crush is one of the world’s most recognisable entertainment brands, with a legacy that has shaped mobile gaming for over a decade, and there’s a real opportunity to build on that for the next generation of players. We’re excited to collaborate with the King team to combine cultural insight, strategic precision and media excellence to drive impact across brand and performance.”
Luken Aragon, Chief Marketing Officer, King, said, “Candy Crush has entertained players for almost fifteen years because we’ve continued to evolve alongside our audience. As player behaviours and media consumption habits change, we’re focused on finding new ways to stay relevant, deepen engagement and introduce our games to future generations of players. Havas Media Network UK brings a combination of gaming expertise, strategic thinking and innovation that makes them a strong partner for the journey ahead.”
Read more: Farmers Insurance has appointed Havas Media as its new Media Agency of Record (AOR)
