Candy Crush Saga: Why are we hooked?

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We spoke to a handful of friends and family to find out what’s feeding the sugar addiction for the free game Candy Crush Saga

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Candy Crush Saga: Why are we hooked?

  1. 1. Expe Candy   Crush  Saga: Why  are  we  hooked?
  2. 2. Expe Sweet  tooth 2 Candy  Crush  Saga  has  topped  iOS   and  Android  app  charts,  and  become   the  most  played  game  on  Facebook.   With  this  in  mind,  we  spoke  to  a   handful  of  friends  and  family  to  find   out  what’s  feeding  this  sugar   addicDon...
  3. 3. Expe 3 Female,  24  years  old Female,  18  years  old Female,  53  years  old Male,  38  years  old Who  we  spoke  to Male,  32  years  old “I  go  through   obsessive  phases” “It’s  very  addicDve” “I  like  this  one  best  ” “I  enjoy  it”
  4. 4. Expe 4 What  we   found  out
  5. 5. Expe 5 “Playing  aQer  a   few  games,  you   figure  it  out” I  just  skipped  [the   tutorials].  Long   tutorials,  I  just  skip   -­‐  I’m  geVng  used   to  how  these   games  work “I  just  started playing”
  6. 6. Expe Our  players  were  drawn   in  by  how  easy  it  was  to   pick-­‐up  the  basics   Quick   &  easy  to   learn 6 “Playing  aQer  a   few  games,  you   figure  it  out” I  just  skipped  [the   tutorials].  Long   tutorials,  I  just  skip   -­‐  I’m  geVng  used   to  how  these   games  work “I  just  started playing”
  7. 7. Expe “Each  and  every  level  -­‐   it’s  something   different.  Some  levels   it’s  jelly,  some  levels   you  have  to  get  things   down...” “The  levels  keep me  interested” 7
  8. 8. Expe ...But  the   challenge  rises And  these  incremental  challenges   keep  our  players  interested “Each  and  every  level  -­‐   it’s  something   different.  Some  levels   it’s  jelly,  some  levels   you  have  to  get  things   down...” “The  levels  keep me  interested”
  9. 9. Expe 9 “When  I  can’t  be   bothered  to  read,  I’ll   play  on  the  bus”
  10. 10. Expe Candy  Crush  is   always  on  hand,   which  makes  it   perfect  for  those   ‘in-­‐between’  Dmes  of   day;  commuDng,   queueing,  waiDng  for   the  kecle  to  boil     10 It’s   in  your pocket “When  I  can’t  be   bothered  to  read,  I’ll   play  on  the  bus”
  11. 11. Expe 11 “Just  chilling   on  the  sofa”
  12. 12. Expe The  short  levels  -­‐   over  in  a  macer  of   minutes  -­‐  also  make   it  easy  to  ‘snack’  on   levels,  for  example   during  TV  ad  breaks 12 Second Screen “Just  chilling   on  the  sofa”
  13. 13. Expe 13 “It’s  cringe,   isn’t  it?  I  never   would  [play  on   Facebook],  but   I  know  lots  of   people  do” “To  be  honest,  I   haven’t  really   noDced  it  much   on  Facebook” “I’m  always asking  for   more  lives”
  14. 14. Expe 14 There’s  plenty  of  discussion   in  the  media  about  the   social  network  success  of   Candy  Crush  -­‐  and  the  role   this  has  played  its  growth   But  only  one  of  the  people   we  spoke  to  used  this   plahorm;  perhaps  this  isn’t   the  magic  ingredient   Social “It’s  cringe,   isn’t  it?  I  never   would  [play  on   Facebook],  but   I  know  lots  of   people  do” “To  be  honest,  I   haven’t  really   noDced  it  much   on  Facebook” “I’m  always asking  for   more  lives”
  15. 15. Expe 15 “Word  got   around,  so  I  just   downloaded  it” “We  talk   about  how   addicted   we  are” “I  rang  my  sister   to  say  I’m  on   level  27,  but   turns  out  she’s   on,  like,  127!”
  16. 16. Expe 16 But  real  life  conversaDons  were  rife  -­‐  comparing   levels,  and  chaVng  about  the  game’s  addicDveness   did  help  recommend  the  game  to  new  players,  and   remind  others  to  play Game  talk “Word  got   around,  so  I  just   downloaded  it” “We  talk   about  how   addicted   we  are” “I  rang  my  sister   to  say  I’m  on   level  27,  but   turns  out  she’s   on,  like,  127!”
  17. 17. Expe “I  got  stuck  on  a  level.   I’m  actually  debaDng   geVng  someone  to   complete  it  for  me” 17 “I’m  stuck  at  33  and   I’m  not  happy” “I’m  on  level  23,   bit  put-­‐off  as  I   can’t  get  past  it”
  18. 18. Expe “I  got  stuck  on  a  level.   I’m  actually  debaDng   geVng  someone  to   complete  it  for  me” 18 For  some,  a  tricky  level  leaves  them   stuck,  and  some  players  lose  interest   trying  to  overcome  the  same  challenges SDcking  Points “I’m  on  level  23,   bit  put-­‐off  as  I   can’t  get  past  it” “I’m  stuck  at  33  and   I’m  not  happy”
  19. 19. Expe AQer  the  sugar  rush 19
  20. 20. Expe 20 But  nothing  lasts  forever.  This  could  just  be  the  natural   conclusion  in  the  gameplay  lifecycle.  The  quesDon  is,   how  can  players  be  enDced  by  the  next  challenge,  and   moved  onto  another  game  that  gets  them  as  hooked? AQer  the  sugar  rush
  21. 21. Expe 21 Sweet  success • Be  quick  &  easy  to  learn • Raise  the  challenge  &  complexity   with  levels • Make  levels  short  enough  to  fit   ‘in-­‐between’  Dmes • Be  easy  to  talk  freely  about   (socially  acceptable  content) • Work  as  a  second  screen • Support  social  De-­‐ins • Help  overcome  ‘sDcking’  points
  22. 22. Expe 22 “Thank  you!” ExperienceLab  have  been  helping   to  drive  innovaDon,  shape  new   products  and  services,  and  direct   strategic  thinking  for  more  than   forty  years,  and  we  are  proud  to   have  some  of  the  best  researchers   in  the  business   Our  staff  are  skilled  at  gathering   rich  insights,  based  both  on   people’s  real  life  experiences,  as   well  as  the  views  and  preferences   they  express  in  a  lab  environment serco.com/experiencelab chloe.evans@serco.com simrita.shaheed@serco.com +44  (0)20  7421  6488 ©  2013  Serco  Limited,  All  Rights  Reserved

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