Evony: The King’s Return Ads Features – Strong Conversion of Paid Intentions and Spending Power

If you’ve been seeing ads for Evony: The King’s Return on platforms like YouTube, TikTok, or X, don’t be surprised. The game uses a broad advertising strategy that reaches almost all major media platforms. You may have been drawn in by the engaging puzzles or obstacle-avoiding scenes in the ads. You might’ve even downloaded the game to see what the fuss is about. But today, we’re diving deeper into the logic behind the game’s ad strategy, and why so many players slowly develop a stronger willingness to pay and spend more time on this strategy game.

The Ad Strategy Behind the Game

As development costs rise and market competition gets fiercer, developers face a universal challenge: the rising cost per install (CPI). To tackle this, they must think about how to lower CPI with more effective ad creatives. And that’s exactly what the Evony ad team nails—they’re focused on grabbing attention with eye-catching ads that entice players to download, while reducing CPI. Creativity and innovation are essential for this, no doubt.

If there are too many similar ads in the market, players can get worn out, becoming immune to the same old stuff. When the ads start blending into the background like wallpaper, conversion drops. That’s why Evony is so picky about standing out in its ad visuals. The team invests time into understanding user preferences, creating ads that appeal to a broad audience from different angles. Within the short span of an ad, they use fun, memorable, and eye-catching casual gameplay to hook players. In 2025, the key to winning the mobile game market is simply: make users pay attention.

Why Use Casual Gameplay in Ads for a Strategy Game?

At this point, some of you might be thinking, “Why showcase casual gameplay to advertise a real-time strategy game? Isn’t that misleading?” This criticism holds water. Ideally, an ad should represent the core gameplay of the game so users can get a clear picture. But here’s the catch—advertising is not always ideal. In the real world, you’re limited by time. Short ads just can’t showcase the complex mechanics of a strategy game.

Building cities, gathering resources, and training armies—these core elements of a strategy game are far too intricate to properly present in the few seconds of an ad. But that’s where casual gameplay comes in. It’s a clever bait that hooks players into downloading the game. The ad strategy is spot on, as these casual elements exist in the game. For example, the viral puzzle gameplay that made Evony famous on social media a few years ago—when players download the game, they get to experience a variety of puzzles.

The Natural Filtering Process After Downloading

Once players download the game, there’s a natural filtering process. Some players, who are attracted to the casual gameplay, might get bored because it's not the core focus of the game, and they’ll move on. However, some players start getting interested in the strategy aspects and gradually dive deeper into the core game mechanics. As they spend more time, they naturally get hooked and retain their interest.

Over time, these retained users begin to appreciate the game’s true depth. They start to see the appeal of the challenge, like the strong social system Evony offers. The game spans over 100 countries, allowing players to join alliances, become part of a team, and make strategic decisions. Through rankings, players gain a sense of achievement and start making friends from around the world. The social element is addictive.

Evony brilliantly weaves historical events and characters into the gameplay, allowing players to summon famous figures like King Arthur, Napoleon, and even Chinese Empress Wu Zetian and Emperor Qin Shi Huang, spanning across civilizations. This blending of history with gameplay makes the strategy more compelling.

Ad Effectiveness: Player ARPU

The success of an ad campaign can be measured by how much revenue the players generate during their lifetime (LTV), and how much they buy into the game. That’s where the key to monetization lies. The ad creatives, especially the casual ones, directly affect how much money players spend in-game, raising the ARPU (Average Revenue Per User).

According to Sensor Tower, Evony: The King’s Return generated a whopping $299,701,595 in revenue in 2024. For the past three years (2022-2024), it has consistently surpassed $300 million annually, proving the game’s strong monetization power. The use of casual gameplay in ads has played a significant role in boosting in-game purchases. If the ads didn’t work, the company would’ve adjusted the strategy.

Final Thoughts: A Balanced Take on Ad Strategy

Ads are crucial for attracting players to a game, and successful ads are the result of continuous testing and adapting. Evony’s ad strategy has drawn in a massive player base. While the ad’s casual gameplay doesn’t perfectly align with the game’s core mechanics, it works like a charm. The main goal of advertising is to get players to download the game, not to give a full breakdown of every feature.

For players, the casual gameplay shown in the ad may not be as engaging or complex as it seemed, and they might not be into strategy games. If that’s the case, it only takes a few seconds to uninstall the game. But for those who want to explore, they get to dive into the strategic elements, get hooked, and become loyal users.

David Guo, CEO of Top Games, clearly stated in the 2025 internal meeting that the company will build an enterprise culture that fosters rapid innovation and exceptional quality in the highly competitive market, with high standards and high performance. The focus will be on clearly defined responsibilities, data-driven decision-making, and ensuring that top talent receives more resources and greater authority. The company will not only focus on the process but also emphasize the final delivery quality and speed. This team management strategy will further motivate members to use multiple tests and open-minded thinking, maintaining a long-term commitment to producing high-quality games.

‍

“More and more gamers are discovering our titles' fun and innovative offerings that deliver what they promise, play no tricks on players, and provide a wholesome multi-genre gaming experience,” said David Guo.

‍

The key here is that ad strategies shouldn’t be about being 100% authentic to the game’s core elements. Instead, they should be built with the larger picture in mind—getting users in the door and letting them discover the game at their own pace. According to the latest reports, Evony’s developer, Top Games, Inc., is planning to launch a new casual game in 2025, blending various elements, which will further expand its user base.

‍

‍