150,000 million games played. That’s nothing. Candy Crush Saga has become the fashionable game on mobile devices, and that success has translated into millions of dollars in revenue for this true mass phenomenon.
What’s behind that success? Why has Candy Crush Saga been successful where hundreds of games fail? In the following text we analyze some keys to this game that has conquered almost 150 million people, a third of whom play daily.
Facebook as a catapult, the mobile as a projectile
Jan Dedekind, business director of King – game developer – in our country, recently gave an interview in which he commented several important details about the evolution that has followed Candy Crush Saga.
One of the first and most interesting was the jump to mobile devices. Although the game was already well-known on Facebook, the true critical mass of the game came with the availability of Candy Crush Saga on iOS and Android: “the launch to mobile platforms was the bomb.
Social games seemed to be one of the greatest assets of companies like Facebook: developer Zynga and her legendary FarmVille – with 265 million active users in January 2013 – proved it was a field to exploit, and King also wanted to take advantage of the dimension of the social network created by Mark Zuckerberg.
What King did exceptionally, however, was make the leap to mobile platforms at the right time. This timing, as Wed eking said, and a pinch of luck were enough to cause a sensation. But the connection to Facebook – digital word of mouth made it clear – was vital.
Sweets are liked by (almost) everyone
Of course, the game’s creators don’t reveal the secrets of its success, probably because they can’t explain it themselves. Both Wed eking and Tommy Palm, another of Candy Crush Saga’s directors, made reference to the game’s protagonists themselves:
The theme is very good, everyone feels affinity with the pieces of candy: it is a very positive element and allows achieving beautiful and very colorful forms.
The plot itself doesn’t seem particularly revealing, and in fact other successful games wouldn’t be able to clearly justify the reasons either, but there may be a component in which that affinity for candy and sweets makes sense. However, there was another interesting section that the developers highlighted as an argument for their success:
Of course, we also have the accessibility that the game provides: it’s a multi-platform game that you can play on your computer and then continue the game on your smartphone or tablet. The game can be played for free, of course, and there’s also that social aspect where you can see how well your friends are doing.
Those elements – availability on various platforms and integration with social networks – can justify at least part of that success behind Candy Crush Saga, but are there factors that justify the addiction it has provoked in many players?