This stunning growth is a reflection of the Candy Crush’s high entertainment value - not its incorporation of ads or in-game purchases.įocus on fun notwithstanding, King is still a business that needs to make money to survive. So far, the game has been downloaded over 3 billion times across platforms, boasting over 240 million active players every month. Indeed, Candy Crush’s greatest asset is its massive user base. “Part of the charm of Candy is that anybody can play it, no matter where they are or what their situation is.” “I would argue that any time you have a really great product, people are more interested in investing in it - so that’s the key,” said Abigail Rindo, a narrative design director at King. King quietly re-introduced rewarded ads to Candy Crush in 2018, but company staff have continued to refer to in-game ads as a “test feature” as recently as November 2022. Early versions of Candy Crush featured ads, but King removed all ads in 2013 to focus on in-game purchases, which have always been present in the game. Monetization is an important aspect of Candy Crush, King staffers told Digiday, but players should never feel pressured to spend money inside the game.Ĭandy Crush has always been free-to-play, and King has gone back and forth on the inclusion of ads in the game. Across the board, King employees emphasized that their work on Candy Crush prioritizes entertainment over potential revenue.
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