This is where King’s micro-transaction revenue model truly paid off as player spending in Candy Crush mobile games worldwide reached over one billion U.S. While the game itself is free-to-play, users have the option of making in-game purchases to help them get past certain levels. The colorful puzzle game became an overnight sensation and could be seen on smartphones across the world. The more than tenfold increase of King’s revenue between 20 is down to just one game – Candy Crush Saga. dollars in 2019.Ĭandy Crush Saga – King’s jewel in the crown The publisher has since seen an upturn in its fortunes and registered record operating income of 740 million U.S. However, the MAU figure has been steadily falling in the ensuing years and the company was acquired in February 2016 by Activision Blizzard, famed for games such as World of Warcraft and Overwatch, in a deal worth almost six billion U.S. This strategy seemed to pay off as the monthly active users of King continued to increase and peaked at 550 million users at the beginning of 2015.

However, in a move to win over its legion of fans, the company decided to remove all in-game advertising in June 2013 and focused on micro-transactions to bring in the money. The latter enabled players to make in-game purchases to improve their virtual world or help them past a particularly tricky level. In its early years in the social gaming world, King relied on in-game advertising and micro-transactions to generate revenue. dollars in 2022, a far cry from revenue of less than 60 million U.S. The developer’s revenue reached almost 2.79 billion U.S. We’re looking forward to helping the team at King take the Candy Crush Saga brand to the next level.Founded in Sweden in 2003, King is a video game developer that is most famous for its blockbuster gaming hit, Candy Crush Saga. Helen Rhodes, ECD of BBH, said 'Working on one of the most popular mobile games of all time is hugely inspiring for us. We’re excited about the work and the direction of travel we’ve seen from BBH.” “Having recently celebrated 10 years since the hit mobile game first landed on our screens, it’s important for us to continue building on that success by establishing a unique brand and personality that will set us up for the next ten years and beyond. “We’re thrilled to be working with BBH on a new brand positioning for one of our most popular and well-known brands, Candy Crush Saga,” said Amy Kilty, associate brand director at King. King’s brief will see BBH create a new brand platform forCandy Crush Saga and will unveil its new positioning in both the US and UK markets this summer. King, an interactive entertainment company for the mobile world, has appointed BBH to the creative account for Candy Crush Saga, the legendary match-three puzzle game with over five trillion levels played.

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