Candy Crush SAGA PDF

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CANDY CRUSH: A mobile gaming revolution King, a Stockholm based game company, launched Candy crush, a mobile game for both Android and IOS in 2012, gaining traction of 500 million Android and IOS users within a year. In 2014, it became the first game to ever be No. 1 on iOS, Android and Facebook at the same time. The game is linked to Facebook and is a basic skill based game played by swapping colored pieces of candies on candy board. Candy crush was the seventh three-match game created by Sebastian Knuttson, Chief Creative officer of King, out of which the first six games were failures. The major customer pull was fueled after social element of Facebook was incorporated in the game and due to iterative improvements in the gaming experience.

(King’s Cofounder and Chief Creative Officer : Sebastian Knuttson)

The success of the game can be highlighted by the following factors •

The game has been played across all continents (including Antarctica)

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Though the game is free of cost, King’s revenue from Candy crush is estimated at $7.5 billion as of 2019 which is even greater than high performing video game franchises like Assassin’s Creed and Need for Speed (NFS)

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Candy Crush Saga has 272 million monthly active players and 2.7 billion downloads till date making it one of the most downloaded game on Android Play store.

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(King’s revenue expansion after 2012 Candy crush launch)

But what is the reason behind the big success of Candy Crush? Let’s deep dive into this mobile gaming revolution.

MARKETING MIX PRICE Candy crush is based on Freemium model pricing strategy( a portmanteau of words derived from Free and Premium) which they called as Sweet pricing. It signifies the gaming application to be free of cost with additional charges on purchasing premium services to expand the game functionalities. As free is a word loved by everyone, the large customer base didn’t hesitate in trying it for the first time. Addictive nature of the game converted one-time to loyal customers. Additional charges were fixed for in app purchases for extra lives, boosters and moves to complete the game levels. Candy Crush daily revenue stands at $4.2 million due to in-app purchases.

PRODUCT King used Psychological marketing as a tactic for it’s flagship product Psychological Marketing

Incorporation of Psychological principles into product positioning became the major success factor for candy crush. For instance, as a game player, I will try to perform better if my friends are able to track my progress. As candy crush was linked to user’s Facebook community, competitiveness in completing levels was one factor driving the customer to in-app purchases. The game’s addictive nature played another role in driving customers for purchases in the app. As we all know that excess of everything is bad and company KING used this thought to make users addictive. It sets out certain limitations by restricting users to just 5 chances(or lives) and make them wait for a minimum of thirty minutes to replay. Scarcity helps in making it more attractive to its players and thus game has still not lost customer attraction in the market. The feedback of the player’s progress in the game is regularly displayed and emoted with a deep voice during the game play with words like “Sweet, Delicious” etc., which has successfully worked as a motivator for the player. The game kept on iteratively adding levels/stages to the game (currently 5000 levels) to avoid creating monotony in the game.

PROMOTION “The Sweetest Game Around” is the slogan used by Candy Crush. It adopted various advertising and promotion strategies to increase brand awareness in the gaming community. Promotional policies like PR, Facebook marketing and communication by the game players, Word of mouth ,cross advertising, adverts and referrals. As launched on Facebook, it leveraged on the already huge Facebook user base for it’s marketing and communication. The company has been experimenting with new ideas to maintain its charm and various offers and incentives during the game have helped them to maintain and increase their consumer base. PLACE After Candy Crush launch on Kings.com, King didn’t delay realizing the potential of the game on the mobile and handheld devices. The gaming app was launched in a few months after the website launch on Android, IOS and Windows with an additional introduction on Facebook platform understanding the requirements of social community in the mobile gaming industry. It has gained 100% visibility on Facebook and other mobile gaming platforms. Candy crush was specifically targeted to women within age 25-45 years and it successfully gave the maximum market share of about 75% in United States, highlighted in the graph below....