Will Scheren's Work with Royal Kingdom
ROYAL KINGDOM MOBILE GAME
Overview
"Okay, let's swipe away! One match at a time!"
Royal Kingdom had a unique opportunity to reach its ideal players by running vertical video ads directly within other mobile games—meeting their target audience right where they already were.
The Plug faced the challenge of creating content for Royal Kingdom that would instantly grab the attention of a notoriously fast-scrolling, ad-savvy mobile gaming audience. We needed to strike the perfect balance between eye-catching visuals and gameplay-focused storytelling—all within the first few seconds. The content had to feel native to the gaming environment, while still standing out enough to drive real installs and engagement.
The challenge
The result
"You should stop letting your face age. You only get one."
We crafted vertical video ads that mimicked the fast-paced, immersive feel of mobile gameplay itself—using dynamic motion, bold on-screen colors, and clear calls to action. Every second of the ad was designed to resonate with mobile gamers’ habits, from the scroll-stopping open to the satisfying gameplay demonstration. By blending in seamlessly with the mobile game environment while delivering a strong value proposition, we were able to drive engagement without disrupting the user experience.
12%
2
Separate Campaigns Worked On
31%
Higher click-through-rate than mobile game industry benchmark
Total Ads Created
Reduction in Cost per Instal
2
Testimonial
“Will took our ideas and turned them into something that actually worked—and looked sharp. It was super easy to work with him, and we were happy with the ad's results."
Abigail Boyd, The Plug
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