Why Community Feedback Can Be More Valuable Than Data: Lessons From Candy Crush's Enduring Success

Candy Crush Saga has become one of the most successful tile-matching games of all time, with over $20 billion in lifetime revenue as of September 2023. Since its launch in 2012, the game has evolved significantly, and King has had to adapt to changing player behaviors. With the acquisition by Activision Blizzard and later joining Microsoft, King has gained access to new knowledge and resources. However, maintaining Candy Crush as a 'forever game' poses significant challenges, including sustaining a massive player base and managing over 21,000 levels. At the GDC Festival of Gaming, GamesIndustry.biz spoke with Eva Ryott to discuss the shift in player behavior and King's evolving strategy. Ryott notes that players now have less time to play games, and King must compete for that time. Players also spend more time on non-game activities, especially on mobile devices. To address this, King focuses on improving the game's relevance, grabbing players' attention immediately, and ensuring a captivating experience. The company uses AI to support workflows, particularly in level design, to identify potential issues and automate mundane tasks. This allows designers to focus on creativity and innovation. Ryott emphasizes that understanding player needs is crucial, and King has shifted from being purely data-driven to incorporating player research and community feedback. The company uses various methods to monitor player discourse, including community sites like Reddit, and relies on traditional methods like player interviews and focus groups. King's main challenge is retaining and understanding its diverse player base, with different needs and play styles. The company aims to keep the game familiar for longtime players while introducing innovations and updates to keep the game fresh. Ryott highlights the importance of balancing core gameplay with new features and events, citing the example of the two-by-two Fish Booster mechanic. The company learned the value of community feedback when players reacted negatively to the new mechanic, taking to Reddit to express their concerns. King now recognizes the importance of honoring and listening to its loyal player base, beyond just relying on data. As part of the Xbox organization, King is developing relationships with other companies, including Mojang, and is excited to contribute its expertise in live services and mobile platforms. Ryott concludes that King has found a good match in Microsoft, with a shared focus on player needs, loyalty, and longevity.