A look at the success behind the addictive game, Candycrush.
More than just being a simple colourful game, Candy Crush has become the most addictive mass phenomenon of our time. What made it so successful? Why have millions of mobile users around the globe become addicted to this game?
The answers are below.
According to Appdata, it is estimated that Candy Crush daily revenues reach 1 million dollars each day, on a global level. The interesting part about this app is that even though it is free to download, the game reaches extraordinary revenues thanks to purchases made by the game’s most addicted players. These purchases are made in order to acquire game elements that help a player overcome difficult levels.
For starters, Candy Crush’s success has much to do with the way the mobile industry has changed in the past few years. Thanks to the large growing number of available smartphones and tablets on the market, the videogame industry has found a niche in the mobile sector where it was able to expand its user base in an exponential way.
While Candy Crush has figured out how to use this to their advantage, the evolution of the mobile industry is not enough to explain the game’s huge popularity. In fact, Candy Crush is nothing revolutionary nor is it the only game of its kind in the mobile market. How do we explain how addictive it has become?
According to a recent article written by Christopher Foley for kontagent.com, the success of Candy Crush reflects on the way King, the company that produced the game, succeeded in making the game go viral. In this respect, the different strategies used by the company to integrate Candy Crush with Facebook ended up becoming responsible for the viral gameplay of the game. If this adoption for viral content is integrated with the large potential mobile market, the result is an addictive mass phenomenon unprecedented.
Virality aside, the game was designed to include a substantial high retention factor which is defined by a series of tangibles objectives and goals. Unlike other games, where people are unmotivated to see the score of other top ranking players, Candy Crush uses its simplicity to nurture the idea that anyone can easily become a great player.
Similarly, Candy Crush offers continuous gameplay that fits perfectly within the complexity of our lives. Thus, a person who starts a game level while having breakfast at home can suspend this level at any time and start again while, for example, riding the bus back home. This feature is further enhanced by the ease of playing Candy Crush on different platforms.
Ultimately, the success and addiction to Candy Crush mainly comes from its design as a game that is able to leverage all social techniques that are available to mobile developers. Whoever is able to combine the best of social networking with the best from the mobile industry will surely be able to create the next Candy Crush. This is without doubt a great lesson for the mobile entertainment industry.