APPtitude: Candy Crush Saga

Background

Candy Crush Saga is an addictively simple game that challenges players to match three or more pieces of candy in a row.  That’s it…well except for the seemingly never-ending number of levels (as of now, there are 385).  Further, the game has integrated pay-to-play technology that allows users to make in-app purchases to continue playing or buy booster candies.

Candy Crush by the Numbers

  • It is the number one app on Facebook with 45.2 million active players
  • On mobile phones (iOS and Android), Candy Crush is the number three most downloaded app
  • The game is played more than 600 million times on mobile devices each day

Why does this matter?

Many mobile apps hit a popularity peak, and struggle to sustain that popularity.  Candy Crush, on the other hand, has steadily been increasing in popularity since it’s launch in April 2012, and shows no sign of slowing down.

What does this mean for brands?

Candy Crush’s simplicity, pay-to-play features and expansive number of levels, means players can’t – and won’t – stop crushing candy.  The game’s mix of digital ingredients and subsequent popularity demonstrate the impact of keeping consumers engaged in an ever-changing digital world.

 

Feature photo credit: itunes.apple.com

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