Kingshot maker Century hires a flurry of footballers for World Cup ad spots
Century Games has launched a high-profile marketing campaign for its mobile game Kingshot, enlisting prominent footballers and transfer influencer Fabrizio Romano to promote the title during the World Cup. The campaign employs a region-specific strategy, with England internationals Harry Maguire, Michael Owen, and John Terry targeting UK players, while Brazilian stars Gabriel Jesus, Jorginho, Marquinhos, and Thiago Silva aim to engage players in Brazil.
Fabrizio Romano, known for his transfer news coverage and signature ‘here we go’ catchphrase, appears in multiple creative variants across TikTok and other platforms, incorporating his recognizable phrase into promotional messaging. The campaign leverages the World Cup’s global reach and celebrity appeal of top-tier footballers to drive engagement and downloads for the mobile game.
The strategy demonstrates how mobile game studios are increasingly tapping into sports partnerships and influencer collaborations to reach target audiences during major sporting events, with the region-specific approach allowing Century Games to tailor messaging and talent choices to different player bases.