Dream Games Brings LeBron James, Shakira, and Jimmy Fallon for "Royal Kingdom" Promotion

Dream Games has brought in basketball superstar LeBron James and other celebrities to promote its newest mobile game, Royal Kingdom. The game developer has created a series of advertisements featuring famous faces to attract players to this spin-off of their highly successful Royal Match game.

In LeBron's commercial, the ad playfully references his well-known habit of reading books before games, but shows him playing Royal Kingdom instead. This celebrity marketing campaign doesn't stop with LeBron - it also includes talk show host Jimmy Fallon, singer Shakira, and "Big Bang Theory" stars Kaley Cuoco and Johnny Galecki.

Fallon’s commercial takes a more direct approach, addressing one of the biggest elephant-in-the-room questions: Is Royal Match and Royal Kindom the same? The answer, according to Fallon (and Dream Games), is a no—with new kingdoms, characters, and challenges setting it apart.

So, what is Royal Kingdom?

Built on the match-3 DNA of Royal Match—which has hauled in close to $4 billion in revenue—Royal Kingdom expands the franchise with new characters like Princess Bella, the Wizard, and King Richard (the younger brother of Royal Match’s King Robert).

Players solve puzzles, unlock fresh districts, build kingdoms, and defend against the evil Dark King—all in a familiar but upgraded format.

Even before its full release, Royal Kingdom was already gaining traction. During its 19-month soft launch across the UK, Canada, and Australia, the game built a solid base of puzzle-loving players. By the time the game officially launched worldwide in November 2024, it was more than ready for prime time.

As of March 2025, Royal Kingdom boasts over 10 million downloads and holds an impressive 4.4/5 rating on Google Play. Revenue-wise, it’s been a strong performer too: AppMagic reports more than $90 million in global earnings across iOS and Android since launch, with March 2025 alone bringing in $19.3 million—a record month powered by the game’s ramped-up marketing efforts.

Dream Games isn't alone in using celebrity partnerships to boost user acquisition these days. Supercell recently launched its ClashaMania season in Clash of Clans, featuring WWE-themed content that transforms the game's village into an arena. This update includes new legendary character skins like King Cody and Brutality Queen, showing how mobile game companies are increasingly turning to celebrity and IP partnerships to stand out in a competitive market.