Candy Crush Saga Celebrates 10 Years of Success with a Winning Marketing Strategy
Candy Crush Saga has become one of the biggest and most popular games in the mobile market. The success of the game not only relies on fresh content for players, but also on a strong marketing strategy that retains and attracts new fans. Luken Aragon, Candy Crush Saga’s VP of marketing, shares the secrets behind their award-winning marketing campaign in an interview with Pocketgamer.biz.
Celebrating Candy Crush Saga’s 10th Anniversary
The Candy Crush 10 Years of Fun campaign was a celebration of a significant milestone for King, the company behind Candy Crush Saga. The campaign showcased everything that makes Candy Crush Saga special, including the people behind the game, the game itself, and the dedicated players. The campaign was a collaborative effort across different teams, with a high level of integration.
As part of the anniversary celebration, Candy Crush Saga launched new in-game features, such as a revamped music and audio experience. They also collaborated with pop star Meghan Trainor for an exclusive in-game event called “Candy Cup,” which included an in-game integration of Meghan Trainor and her music video. Additionally, Candy Crush Saga ran a creator-led campaign called Candy Cave, giving aspiring content creators the opportunity to bring their candy-themed fantasies to life.
The Key to a Successful Marketing Campaign
According to Luken Aragon, the success of any marketing campaign comes down to the people involved. The talented marketers who bring the campaign to life and the target audience are both crucial. King’s mission is to make the world playful, and they believe that putting fun at the forefront of their marketing efforts establishes resonance with their audience and leads to long-term engagement and affinity.
The Planning Process for the Candy Crush 10 Years of Fun Campaign
The Candy Crush 10 Years of Fun campaign was a massive undertaking that required collaboration across various teams within King. While specific numbers were not provided, King has approximately 2000 employees located in different offices around the world. The dedicated employees are the driving force behind the company’s success.
The Unique Culture of King
What sets King apart is its people. The company fosters a culture that combines creativity, passion, and collaboration. Being a part of King means not only focusing on the tasks at hand but also embodying the company’s values. This creates an environment where everyone can thrive, feel a sense of belonging, and deliver exceptional games that bring joy to everyday life.
Continued Innovation and Player-Centric Approach
When asked about what makes a game like Candy Crush so popular and beloved, Luken Aragon emphasizes that players are at the heart of everything King does. The Candy Crush team has worked tirelessly over the past 10 years to continuously innovate and keep the game fresh for both new and existing players. From the game’s interface to its free-to-play model, Candy Crush continues to captivate millions of players worldwide. King is committed to delivering new content and surprises to their players in the years to come.
Future Endeavors
While no specific announcements were made, King is always working on new content for their live franchises and developing new games. They strive to surprise and delight their players with exciting updates and experiences. Recently, Candy Crush Saga collaborated with the Jonas Brothers for a Music Season event, showcasing exclusive tracks in-game.