Candy Crush Saga, not PS4 or Xbox One, dominates ads on the airwaves

If you watched television last month, you probably felt like you couldn’t escape commercials for publisher Activision’s sci-fi shooter, Destiny. But that company doesn’t spend nearly as much on TV advertising as some other game makers.

In terms of the number of national airings, no publisher had more commercials on television than Candy Crush Saga company King. Since the beginning of this year, King has paid to have 11 different TV spots air more than 34,000 times, according to advertising-intelligence company iSpot.tv. That’s more than Sony (around 3,000 ads) and Microsoft (around 7,500) combined. While it might seem crazy that a publisher of free-to-play mobile and social games is spending more than the behemoths behind the PlayStation 4 and Xbox One, it makes a bit more sense when you look closer at the mobile market. Smartphone and tablet games are on pace to generate more than $21 billion in revenue this year, and publishers are fighting to get every little piece — and every players — that they can.