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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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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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