King Tone of Voice — Playful & Casual

Tagline: "Making the world playful"

Industry: Mobile Games

Sector: Gaming

How King Communicates

King, the studio behind Candy Crush, ties casual games to easy everyday joy. "Making the world playful" frames quick, sweet mobile games as little bursts of fun — casual, cheerful, accessible. The voice is lighthearted and warm, selling play that fits into any spare minute.

Tone Words

King's brand voice is defined by the following tone words: Playful, Casual, Sweet.

Communication Style

Language Style: Lighthearted
Sentence Type: Statement
Tense: Present
Expression: Imaginative

King Brand Story

King is the creator of Candy Crush Saga, one of the most downloaded games ever.

Brand Message

Casual games that bring joy to millions daily

Brand Mission

To make the world playful

Brand Positioning

Core Concept: Playful World

Central Tension: Casual vs. Core

About King

Burger King Corporation (BK, stylized in all caps) is an American fast food chain of hamburger fast food restaurants, headquartered in Miami-Dade County, Florida. The company was founded on July 23, 1953, as Insta-Burger King, a Jacksonville, Florida–based restaurant chain. After Insta-Burger King ran into financial difficulties, its two Miami-based franchisees David Edgerton (1927–2018) and James McLamore (1926–1996) purchased the company in 1959. Over the next half-century, the company changed hands four times and its third set of owners, a partnership between TPG Capital, Bain Capital, and Goldman Sachs Capital Partners, took it public in 2002. In late 2010, 3G Capital of Brazil acquired a majority stake in the company in a deal valued at US$3.26 billion. The new owners promptly initiated a restructuring of the company to reverse its fortunes. 3G, along with its partner Berkshire Hathaway, eventually merged the company with the Canadian-based coffeehouse chain Tim Hortons under the auspices of a new Canadian-based parent company named Restaurant Brands International. Burger King's menu has expanded from a basic offering of burgers, french fries, sodas, and milkshakes to a larger...

Frequently Asked Questions About King

What is King's tone of voice?

King uses a playful, casual, sweet tone of voice. Their communication is lighthearted, typically using statement-style sentences in the present tense. Their tagline "Making the world playful" exemplifies this voice.

What is King's brand message?

King's core message: Casual games that bring joy to millions daily Their mission: To make the world playful

What is King's slogan?

King's slogan is "Making the world playful". It carries their playful, casual, sweet voice.

What is King's mission?

King's mission: To make the world playful

What makes King's brand voice unique?

King stands out through their playful, casual, sweet communication style. Their central brand tension, "Casual vs. Core", shapes how they communicate across the Gaming sector.

What language style does King use?

King uses lighthearted language, with imaginative messaging, in statement-style sentences, using the present tense.