You don’t have to like sweets, to love Candy Crush. Nearly hundred millions of people are playing Candy Crush every day either on their mobile device, tablet, computer or via social network. It was the most downloaded free application of 2013 and the extra paid options generated $850,000 in daily sales. But, why is Candy Crush such an success?
Candy Crush is a freemium game which means that you can play it for free, but other extra options are sold to players at a premium rate. The rules of the game are pretty simple: a player must match three or more brightly colored sweets in order to gain points and progress to the next level. Candy Crush gives users five lives and when you lose one, it takes 25 minutes to get it back unless you purchase extra lives through the app. With micro-transactions you can also get for example extra moves or unlock the next episode.
The key factors of their success
- The freemium game model
- Candy Crush went viral on Facebook. When players progress within the game, Facebook posts updates on their behalf. This results in making the player’s social network aware of Candy Crush and it serves as a subtle endorsement that the game is worthy to play. It can all lead to a viral cycle, where their friends in turn also give permission to Candy Crush to post updates on their behalf. Furthermore, the game is also showing the progress of a player’s Facebook friends on the game level map. This creates competition among the player’s social network and influences them to stay involved in the game to progress.
- Candy Crush can be played through various platforms. Players can play it anywhere and anytime they want on any device that’s tied to their Facebook account. This means it can be on their computer, laptop, tablet or mobile device. A game can be continued easily, whenever a player has a few minutes to spare e.g. while travelling, lunch break or just before sleeping.
- Last but not least, their goal-oriented play stimulates player’s retention. The game is easy to pick up and stimulates the players just enough to make them feel that they are improving. Players are never stuck for too long, if you fail to make a move within 10 seconds, Candy Crush offers you a small hint. This motivates players to proceed with the game, especially if they are comparing their progress with that of their friends.