CookieRun: Kingdom | Mobile Advertising Intelligence Analysis

CookieRun: Kingdom combines multiple gameplay modes such as round-based strategic combat, personalized kingdom decoration construction, character development and plot advancement. The cute combination of CookieRun characters and rich social interaction mechanisms is constantly expanding the experience boundaries of light to medium 2D RPG

However, beyond the game itself, it’s the advertising strategy that truly stands out—leveraging smart creative concepts, ad networks, and geo-targeting to maximize reach and engagement.

1. App Profile 

1.1 App Identity

Block Blast! Join the Cookies in CookieRun: Kingdom!

• Developer: Devsisters

• Release Date:

  • Google Play Store: 2021-01-19
  • Apple App Store: 2021-01-20

• Category & Subcategory: Game / Management Simulation / Management

1.2 Performance Metrics

• Estimated Downloads: 410 K+ (Last 30 Days)

• Estimated Revenue (IAP+IAA): $48 M+ (Last 30 Days)

• Rating:

  • Google Play Store: ⭐4.8/5 | 1373369 Reviews

  • Apple App Store: ⭐4.6/5 | 1965233 Reviews

1.3 Competitive Landscape

• Similar-Audience Apps: 

  Township

  Royal Kingdom

  Clash of Clans

  Dice Dream

  Clash Royale

2. Advertising Strategy Breakdown

2.1 Ad Intelligence

• Active Creative Trends:

• Creative Formats:

  Video	Image	Playable Ads
  76.55%	20.95%	2.50%

2.2 Regional Targeting Strategy

• Tier 1 Focus: 

  US	France	Japan
  2.83%	2.35%	2.28%

• High-Growth Markets：

  Philippines	Australia	Mexico
  2.26%	2.25%	2.07%

2.3 Traffic Sources

• Top Ad Networks :

  AdMob	Facebook	AppLovin
  30.68%	24.54%	10.57%

• Top Sub Sources

  Block Blast!	Main Craftsman survival toilet	ibisPaint X
  4.30%	3.07%	2.46%

2.4 Creative Anatomy

Let’s break down one of its ads' success through the lens of Hook, Demonstration, and CTA, while offering insights for marketers seeking to apply similar strategies.

Hook&Demonstration		CTA
Highlighting Gameplay		A Clear and Compelling Download Prompt

The ad opens with a direct look at both a player experiencing the game and a specific gameplay scene, accompanied by emotional expressions such as "IT'S TIME FOR SOME MORE PULLS."

This split-screen game ad not only directly showcases gameplay but also creates a social connection with the audience through the player's continuous expressions, keeping the audience engaged and eager to watch the rest of the ad. Emotional hooks are particularly effective in short video ads, quickly capturing user attention by leveraging both user emotions and the game experience.

Then, based on a scene resembling a live game broadcast, the player uses exaggerated speech and the game's unboxing experience to create a live-stream feel, enriching the ad experience.

The ad effectively connects the live-stream experience with emotional expressions, demonstrating the game's fun and playability, and encouraging continued viewing.

Finally, the ad concludes with a clear call to action, featuring the game logo and encouraging users to download immediately. This simple and direct ending prevents user churn and maximizes conversions.

3. Conclusion

CookieRun: Kingdom's ad excels by combining the emotion-driven hooks, an authentic gameplay demonstration, and a clear CTA—all distributed effectively across short-form video platforms and ad networks with geo-targeting tailored to the game’s key markets.

For advertisers, this ad underscores several best practices:

• Use the emotion-driven hook—exaggerated emotional expression—to immediately capture attention and spark curiosity.
• Incorporate livestreaming with emotionality and showcase unboxing experience to enhance the user experience.
• Finish with a clear, consistent CTA, integrated with the game’s brand identity for maximum impact.