Candy Crush Saga: 8 characteristics and 100 000 000 players

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A short presentation outlining 8 characteristics that helped Candy Crush Saga on its way to one hundred million players.

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  • FB enables cross-platform viral user acqusition. Say that your friend is playing a x-platform game on the pc/mac. They send some coins to you. When you log to FB at your mobile device and check your notifications you see…If you do not have the app -> App Store. Othervise straight to the App. (This works the other way around as well)
  • Candy Crush Saga: 8 characteristics and 100 000 000 players

    1. 1. How to get to 100 000 000 players Presented at Mobile Future in Stockholm November 7th, 2013 Lars Jörnow VP, Growth
    2. 2. This is Bragging warning!
    3. 3. Hat trick…n.1 cross-platform The leader in cross-platform games 3 3
    4. 4. Explosive growth on all platforms Rapidly growing number of players Monthly Unique Players 225m Mobile 108m Facebook/ Web 21m March 2012 March 2013 August 2013
    5. 5. Top Apps in the US (iPhone, August) MARKET PENETRATION Source: Onavo Insights
    6. 6. What’s the Word? 4 Pics 1 Word Guess Words
    7. 7. What’s the Word? 4 Pics 1 Word Guess Words
    8. 8. Cat
    9. 9. Sweden
    10. 10. Let’s play: 4 pics and Mobile Success Fun game format + Candy Crush Saga characteristics =
    11. 11. 8 7 Let’s Play! 6 5 8 levels! 4 3 2 1
    12. 12. PLAY AND WIN Special for Mobile Future!
    13. 13. 3
    14. 14. 2
    15. 15. 1
    16. 16. Level #1
    17. 17. Level #1 Candy
    18. 18. Candy….yum!
    19. 19. Swedish candy inspiration “Lakrits” “Mjölkchocklad” “Polkagris”
    20. 20. 8 7 6 5 Level 2! 4 3 2 1
    21. 21. 3
    22. 22. 2
    23. 23. 1
    24. 24. Level #2 $0
    25. 25. Level #2 Free(mium) $0
    26. 26. Freemium Apps rule the World
    27. 27. Freemium Our games are Free to Play, for everyone, everywhere 4 categories of virtual goods (next slides) The Design Vision is that the player can complete the game without paying ~70% of players at the last level in Candy Crush Saga mobile have never made a payment!
    28. 28. Lives Pay to save time ”I want to play now”
    29. 29. Levels / content Pay to not ask friends (or FB connect) ”I want to play, but not pester my friends”
    30. 30. Moves Pay to help with difficult levels ”I am SO close....1 more move and I beat this level!”
    31. 31. Boosters Pay to increase chance of future success ”I love this game.” AND/OR ”I want to beat my friends”
    32. 32. 8 7 6 5 Level 3! 4 3 2 1
    33. 33. 3
    34. 34. 2
    35. 35. 1
    36. 36. Level #3
    37. 37. Level #3 Accessible
    38. 38. Playing Day 2 as a habit
    39. 39. Play everywhere Game State - Progress ?
    40. 40. - Intuitive touchscreen game play - Age-less gaming - “Accidental gamer”
    41. 41. 8 7 6 5 Level 4! 4 3 2 1
    42. 42. 3
    43. 43. 2
    44. 44. 1
    45. 45. Level #4
    46. 46. Level #4 (Cross) platform
    47. 47. Cross Platform
    48. 48. FB - Cross-platform viral user loop Desktop to mobile Mobile to app / app store App to desktop
    49. 49. Play everywhere Game State - Progress ?
    50. 50. 8 7 6 This one is HARD, like level 65 in Candy 5 4 Level 5! 3 2 1
    51. 51. 3
    52. 52. 2
    53. 53. 1
    54. 54. Level #5
    55. 55. Level #5 DEPTH
    56. 56. Depth in Candy Crush 400+ levels
    57. 57. Depth in Candies
    58. 58. Tools to Create Depth, fast
    59. 59. Depth - Lots of levels - Content depth - No spike: constant growth See next slide
    60. 60. What do you mean “No Spike”? iOS, U.S., Grossing
    61. 61. What do you mean “No Spike”? Google Play, U.S., Grossing
    62. 62. 8 7 6 5 Level 6! 4 3 2 1
    63. 63. 3
    64. 64. 2
    65. 65. 1
    66. 66. Level #6
    67. 67. Level #6 Social
    68. 68. Social - Don’t confuse Social with Multiplayer - Needs to be fun alone… …but even MORE fun with others - Primarily collaborative, not competitive
    69. 69. 8 7 6 5 Level 7! 4 3 2 1
    70. 70. 3
    71. 71. 2
    72. 72. 1
    73. 73. 캔디크러쉬사가 Level #7
    74. 74. 캔디크러쉬사가 Level #7 Universal
    75. 75. What have we changed? - Localized language and social graph (Not culture) - Candy Crush = universal gameplay - Nothing else…we believe that fantastic games have universal appeal
    76. 76. 8 7 6 5 Final level! 4 3 2 1
    77. 77. 3
    78. 78. 2
    79. 79. 1
    80. 80. Level #8
    81. 81. Level #8 (Ever)green
    82. 82. Evergreen Gameplay Formats
    83. 83. Evergreen: Match-3 (1 billion hits on Google)
    84. 84. Evergreen: Bubble Shooters
    85. 85. Evergreen: Tetris
    86. 86. Evergreen: Solitaires
    87. 87. Evergreen: Clickers
    88. 88. Evergreen: Characteristics - Healthy mix of Skill and Chance - Healthy mix of simplicity (accessible) and complexity (depth) - “I’ll play just one more time”
    89. 89. Evergreen Gameplay Formats
    90. 90. Summary of Candy Crush Characteristics 1 2 Candy 5 3 Freemium 6 Depth 4 7 Social CrossPlatform Accessible 8 Universal 100,000,000 players Evergreen
    91. 91. Keep crushing those Candies Thank you

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