KING turns mobile gaming data into a Europe-wide conversation

The mobile gaming industry is a source of innovation, employment and economic growth for Europe. However, part of its contribution remains outside the public conversation.

To bring this reality to light, KING presented Powering the Future, a study on the sector’s economic impact across Europe. The report not only measures the industry’s current weight but also analyses its potential and the factors needed to sustain its progress.

Its findings reveal an industry with a significant impact:

• More than €6 billion generated annually in Europe.
• Over 63,000 jobs linked to the sector.
• Barcelona firmly established as one of Europe’s leading gaming hubs.
• Catalonia accounts for more than half of Spain’s mobile gaming revenue.
• Talent, innovation and collaboration identified as key drivers of future growth.

These figures helped convey a more comprehensive view of mobile gaming: not only as a form of entertainment but also as a strategic industry for Europe’s digital economy.

Different data for different conversations

One of the main challenges was turning a broad and complex study into relevant messages for different audiences.

Business media focused on the sector’s contribution to economic growth and employment. Technology and specialist publications explored market developments in greater depth. Local media highlighted the role of Barcelona and Catalonia within the European ecosystem.

Interviews with Todd Green, President of KING, added a corporate and strategic perspective. His contributions opened up discussion about the industry’s future, the need to attract talent, and KING’s commitment to developing the ecosystem.

In this way, the presentation of Powering the Future went beyond the launch of the report, generating a broader conversation about the present and future of mobile gaming.

KING, a relevant voice in shaping the future of the sector

The project strengthened KING’s position as a leading company and an authoritative source for interpreting the industry’s evolution.

The company did more than communicate its results or business activity. It provided data to better understand the market, placed its impact in context and identified some of the major challenges that will shape its growth.

This shift in perspective matters. When an organisation shares useful knowledge, it moves beyond simply being the subject of a news story and becomes a voice capable of guiding the conversation.

From a report to a communications platform

At Morillas, we worked alongside KING to transform the study’s content into a clear, relevant narrative that could be adapted across different channels.

The strategy focused on:

• Identifying the data with the greatest news value.
• Adapting messages for business, technology and local media.
• Preparing spokespeople to communicate a clear vision of the sector.
• Creating opportunities for interviews and conversations beyond the initial presentation.
• Extending the reach and lifespan of the study through different content and formats.

The aim was not to communicate every figure at once, but to select those that best explained the scale of the sector and connected with the interests of each audience.

When knowledge strengthens reputation

The KING case demonstrates the potential of proprietary research when it is integrated into a corporate communications strategy.

Data provides evidence. Spokespeople add context. Strategy ensures that the message reaches the right audiences.

In this way, Powering the Future became more than an economic snapshot. It enabled KING to highlight the contribution of mobile gaming, strengthen its connection with Barcelona and lead a conversation that matters to the future of the European industry.

Because reputation is also built by sharing knowledge that helps people understand where an industry is heading.