From Viral Puzzles to Strategic Depth: How Evony’s "Hourglass Strategy" Ads Drive Growth

Since its debut in 2016, Evony: The King’s Return has maintained a formidable market presence, consistently driving high download volumes by evolving alongside the global gaming landscape. Its enduring success is no accident; it is the result of a sophisticated advertising ecosystem that masterfully bridges the gap between casual appeal and deep, strategic gameplay.

By analyzing the mechanics of its growth, we can see how the game utilizes a unique "hourglass strategy" to transform fleeting curiosity into long-term player loyalty.

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, the iconic 'Pull-the-Pin' puzzle ads, which attained viral status across major digital platforms, served as a pivotal acquisition tool, generating substantial user engagement and brand recognition for Evony. 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. 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 advance, they are introduced to incremental layers of strategy, eventually becoming fully integrated into the game’s structural 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.

Future success depends on a strategic equilibrium between innovative marketing and gameplay accessibility. As user acquisition costs (CAC) escalate and market saturation intensifies, the ability to capture diverse player segments and foster long-term retention has become the primary benchmark for success.

For Evony and its contemporaries, the trajectory of sustained growth will be defined by how effectively they navigate the tension between broad-market appeal and structural complexity.