Royal Kingdom
Royal Kingdom, ten UGC concepts to launch Dream Games' game in France
The challenge: what Royal Kingdom set out to achieve
Royal Kingdom is the mobile game from Dream Games, the studio behind Royal Match. This free puzzle game, launched worldwide in November 2024, asks players to “save the king” by matching blocks.
For the French market, Dream Games needed creatives shot in French, with local faces and places, to fuel its player acquisition campaigns.
Every mobile game publisher knows the challenge: gameplay ads all look alike, and audiences scroll past them without stopping. We needed everyday situations into which the game would fit naturally.
What we put in place
Esekai is Dream Games' partner agency for France on Royal Kingdom. We wrote and shot ten UGC concepts in Paris, each built around an everyday scene.
A €200 street challenge to save the king in a single try, a date on a café terrace interrupted by the waiter at the worst moment, a waiting room where a stranger introduces the game, a neighbour stuck on a level, a player commentating her own game like a match.
Each scene brings the game board into the frame and ends on the same tension: will the king be saved? The game's selling points come through in the dialogue: it is free and has no ads.
Each concept was delivered with two hooks and in five formats, from vertical 9:16 to landscape 16:9: a hundred files ready for the ad platforms.
The shoots took place in real Paris locations: a boulevard, a café terrace, a waiting room, an apartment, a podcast studio. The actors react to the game in progress: the tension comes from the game itself, not from a sales pitch.
Each video follows the same three-part structure: a situation that hooks from the very first second, the game played on screen, then the punchline, often a failure on the last move, which makes viewers want to try for themselves.
The videos we produced
Click to turn on the soundWhat it delivered
Ten concepts shot in French, delivered in a hundred variations for Dream Games' campaigns in France.
Creatives that show the game in familiar places, a Paris street, a café terrace, an apartment, rather than as a mere screen capture.
For Dream Games, the value is a catalogue of French creatives ready to test: ten different angles, two hooks each, and every format the ad platforms ask for, from vertical Reels to horizontal video.
The videos on this page are the vertical versions with the first hook of each concept.
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