Evony: The King’s Return Ads on Loyal Customers and the Benefits of the Hourglass Strategy

Since its debut in 2016, Evony: The King’s Return has delivered strong performance in both downloads and revenue, continuously innovating and expanding its global player base. One of the key factors behind its sustained success is its meticulously designed advertising strategy, which attracts diverse audiences while making the game’s complex strategic core feel approachable. This article will explore the role of Evony’s ads in shaping loyal customer behavior and the advantages of its “hourglass strategy.”

Evony: The King’s Return Ads Strategy

In today’s fiercely competitive mobile gaming market, Evony’s advertising strategy has been a key driver of its success. The game runs ads across multiple platforms, reaching a broad demographic — from different age groups and genders to various levels of gaming enthusiasm. The goal of these ads is to quickly grab viewers' attention without overwhelming them with the game’s intricate mechanics.

Moreover, in Evony’s advertising strategy, I believe we can see the influence of Daniel Kahneman’s “System 1” thinking, as discussed in his book Thinking, Fast and Slow. System 1 is a fast, intuitive way of decision-making that doesn’t require deep deliberation but instead relies on simplified rules and quick reactions. This mode of thinking helps us make fast decisions in everyday life.

For instance, I imagine that many people who have seen past Evony ads are likely familiar with the “Pull the Pin Puzzle,” which once went viral across major platforms, massively attracting user attention and interaction. More recently, the ads have showcased gameplay like shooting through obstacles with guns — intuitive and easy to understand. Players only need to see the simple images and actions in the ads to quickly grasp the game’s rules — like pulling a pin, avoiding obstacles, or solving a problem with a simple action. This quick understanding and response align perfectly with the characteristics of Kahneman’s System 1, providing instant feedback and satisfying players' need for “instant gratification.”

The Hourglass Strategy

Once players download the game, Evony guides them through a gradual transition into deeper strategy gameplay. The game starts with simple, intuitive mechanics, but as players progress, the complex strategic layers of the game begin to emerge. This game design mirrors the shape of an hourglass: wide and easy to enter at first, but as players advance, it narrows, leading them into the more intricate elements of the game.

This strategy has dual advantages: First, it attracts a wide player base through casual gameplay. Second, it ensures that players who stick with the game will gradually understand and engage with its more complex mechanics. As players delve deeper into the game, they begin to build cities, train troops, form alliances, and participate in SVS (Server versus Server) wars, which keeps them hooked. Through this progressive design, Evony maintains long-term player engagement.

Evony Ads as the Gateway to the Game’s Core

However, while some may argue that casual gameplay ads might mislead players about the game’s complexity, the reality is that these ads serve as a critical “gateway.” For many players, especially newcomers, the ads spark just enough interest to trigger curiosity without revealing the full depth of the game. Evony cleverly creates a contrast between the lighthearted ad experience and the deep strategic gameplay, motivating players to explore the game further.

Once they enter the game, players are gradually introduced to the core strategic elements through step-by-step tutorials and a smooth learning curve. The game design allows players to engage at their own pace, slowly mastering the game mechanics. Over time, this transition from casual to complex gameplay strengthens the emotional connection between players and the game, fostering long-term loyalty.

The Risks and Rewards of Evony’s Advertising Strategy

Of course, this advertising strategy comes with risks. The initial high investment, especially in high-exposure ads like those during the Super Bowl, may seem like a gamble. However, if the game’s monetization strategy and gameplay design are balanced and well-thought-out, the returns are undeniable. In 2024, Evony generated nearly $300 million in revenue, demonstrating the success of this strategy. The ads attracted a massive number of players, and it was the high-quality game mechanics and gradual gameplay design that kept them engaged. So, although the upfront investment is significant, this strategy has proven effective in maintaining a strong player base.

The Key to the Hourglass Advertising Strategy

The key to Evony’s success lies in its “hourglass strategy.” The advertising phase — the wide top of the hourglass — attracts a large number of players with simple, easy-to-understand gameplay. As players progress into the game, they begin to encounter more complex strategic content, eventually immersing themselves in the game’s depth. Through this gradual introduction, Evony ensures that more players stay engaged and continue to invest in the game’s strategic gameplay.

While some critics might argue that the contrast between the game’s casual ads and its complexity is misleading, the reality is that these ads play a crucial role: they act as the players’ “ticket in,” guiding them to the game’s core. For many players, it’s a process of discovery — starting with a casual gaming experience and eventually transitioning into a deep, immersive strategy game.

Looking ahead, game developers must continue to innovate in their marketing approaches while ensuring that their games remain accessible to a wide audience. With the rising costs of user acquisition and an increasingly saturated market, attracting diverse players and ensuring their retention will be the key to success. For Evony and other developers, balancing broad appeal with strategic complexity will determine how well they can sustain player engagement and ensure long-term growth.