Newsletter

Candy Crush Saga Newsletter

Candy Crush Saga Newsletter

Contents

01

Executive Summary

  1. Fun Features
  2. Monetization
  3. Top Monetization Networks
  4. User Acquisition
  5. UA Strategy
  6. Creative Strategy

02

Game Overview

  1. Gameplay
  2. Fun Features
  3. Monetization
  4. In-App Purchases

03

User Acquisition

  1. Revenue + Revenue in Top Tier-1 Countries
  2. Downloads + Downloads in Top Tier-1 Countries
  3. Monetization Networks

04

Top Creatives

05

Top Creatives (Competitors)

06

User Acquisition Strategy

07

Creative Strategy

08

Candy Crush Saga Strategy

Executive Summary

Fun Features:

Dynamic Level Map

Multiple Game Modes

Events & Challenges

Strategic Boosters

Daily Rewards

Monetization

Premium Pack Level 7

Milestone Goodies Level 18

Hard Level Offer Level 33

Piggy Bank Offer Level 46

Gold Pass Offer Level 70

Top Monetization Networks

User Acquisition

Revenue of $6,309,740,967.

Top countries in revenue (Tier-1): USA, UK, Germany, France, Australia.

Total downloads of 1,269,322,061.

Top countries in downloads (Tier-1): USA, France.

UA Strategy

Downloads: Candy Crush Saga saw a 7.3% decline in downloads in the 14 to 30 days, and a 5.3% decrease in the last 30 to 60 days. The game saw an increase of 1.7% in the last 60 to 90 days

Revenue: The game experienced a 1.88% decline in the last 14 to 30 days, and a 5.2% decrease in the 30 to 60 days. Revenue saw a 2.4% increase in 60 to 90 days.

Monetization Networks: Facebook and Adikteev Rtb both achieved positive growth, with gains of 20% and 37.8%, respectively, in the last 14 to 30 days. Notably, YouTube reached its peak performance in the last 30 to 60 days.

Popular Markets: The USA reached its highest peak in the last 14 to 30 days, boasting a remarkable 24.2% growth, while France also achieved a peak during the same period with a notable 20% increase.

Creative Strategy

Unique/New Creatives: Candy Crush Saga observed a decline of 43.3% in the last 14 to 30 days and a sustained decrease of 40% in the last 30 to 60 days.

Monetization Networks: Vungle reached its highest point with an increase of 15.7% in the past 60 to 90 days, while Ironsource experienced a peak of 18.4% during the same period.

Popular Markets: In the last 60 to 90 days, the USA saw a significant increase of 25%, and during the same time, Germany and France also had increases of 3.3% and 6.6%, respectively.

Candy Crush Saga - Game Overview

Candy Crush Saga, developed by King, is a tile-matching puzzle game for free. Players engage in swapping colored candy pieces to create matches of three or more of the same color. The primary goal of the game remains to complete levels by accomplishing specific objectives within a restricted number of moves.

Gameplay

Players swap colored candy pieces, creating matches of three or more to clear the board and introduce new candies.

Each level comes with different objectives, such as cleaning jellies, removing frostings, or collecting specific colored candies.

At the end of each level, players receive one, two, or three stars, contributing to overall game advancement.

Completion of levels unlocks rewards like boosters and special candies, enhancing the overall gaming experience.

Daily logins yield in-game rewards such as boosters, extra lives, and other incentives.

The game encourages a social dimension where players connect with friends to replenish lives when needed.

Candy Crush Saga follows a free-to-play model, allowing players to purchase additional lives and moves for quicker progression.

The game also offers daily challenges, special events, and limited-time tasks that provide players with additional rewards and bonuses.

Fun Features:

Dynamic Level Map

Multiple Game Modes

Events & Challenges

Strategic Boosters

Daily Rewards

Monetization

Monetization Strategy: Candy Crush Saga

1. Premium Pack (Level 7)

The Premium Pack is a special pack that is offered after level 7 in Candy Crush Saga. A package including 10 gold bars and various boosters is offered in a special bundle that costs $20.99.

This pack includes helpful boosters like the lollipop hammer (for hitting one thing), the party booster (for clearing the whole board), and the UFO booster (for creating and dropping wrapped candies).

Purchasing the Premium Pack offers instant upgrades for the in-game resources and also provides players with efficient boosters that increase playersโ€™ probability of overcoming the gameโ€™s trickier stages.

2. Milestone Goodies (Level 18)

When a player reaches level 18, the player receives milestone goodies, providing valuable assistance for further gameplay.

The $2.99 package offers 15 gold bars, serving as in-game currency to enhance the gaming experience. The popular $3.99 combo pack includes 25 Gold Bars, a one-time boost, and two activatable special candies, ideal for navigating challenging game stages.

Additionally, the premium $7.99 pack features 50 gold bars, boosters for two uses, and triple-use special candies, allowing players to tailor their selection based on their gaming preferences.

3. Hard Level Offer (Level 33)

After completing level 33, when the level has become trickier, a huge deal comes up, which promises to enhance the game.

For $0.99, players gain access to a combination of 15-minute boosters, 10 Golden Bars, and Infinite Lives for 30 minutes. This offer comes in an appealing 66% off.

This deal is quite profitable and paves way for the level 34 as it is a difficult level that needs the use of this offer.

4. Piggy Bank offer (Level 46)

The Piggy Bank in Candy Crush Saga allows players to collect and store gold bars.

Players accumulate extra gold bars by earning stars upon completing levels. The more stars achieved, the more gold bars are added to the Piggy Bank.

Once the Piggy Bank is full, players have the choice to unlock it by paying $2.99 or continue collecting gold bars.

5. Gold Pass offer (Level: 70)

Candy Crush Saga introduces season pass events, allowing players to earn rewards by winning levels within a specified period.

Players can choose between the Free Pass and the Gold Pass, with the Gold Pass offering more substantial rewards and additional bonuses for each tier.

Purchasing the Gold Pass for $2.99 unlocks perks like Infinite Lives for 1 hour and 30 minutes, limited-time boosters, and appealing combinations of boosters.

6. Social Integration

Initially, Candy Crush grants players 5 lives to tackle and complete levels. Lives diminish with unsuccessful level completion, augmenting the gaming challenge.

Upon losing all lives, players can get extra lives by inviting friends through personal links, fostering a social element. Adding friends allows for score comparisons on each level, promoting healthy competition and player motivation.

In-game currency

1. Gold Bars

Gold bars function as the in-game currency, creating a link between real and virtual money. Players can acquire gold bars by making real-money purchases.

In-App Purchases: Gold bars enable players to make various in-app purchases. Options include acquiring extra lives, boosters, and other valuable in-game items.

Monetary Packages: The game offers a range of packages for purchasing gold bars. Prices for these packages vary from $0.99 to $99.99.

Enhanced Gameplay Experience: The strategic integration of gold bars enhances the overall gameplay experience. Players can customize their experience by leveraging the in-game currency for tangible benefits.

In-app advertisements:

Candy Crush Saga emphasizes in-app advertising, strategically prompting users in various scenarios to view advertisements for additional benefits.

Extra Booster: When running out of boosters at a trickier level, the game offers the option to watch ads. This affords another chance to find an extra booster to make on going with the game.

Extra Lives: Players can view advertisements whenever they exhaust their lives when trying to finish some stages after running out of lives.

Extra Rewards in Live Events: Players are rewarded for completing specific levels within specified time frames during live events. People who seek more rewards than just standard ones can view the ads and get the rewards.

Extra Moves: In case a player has no more moves to finish a level, the game provides an option to watch ads to gain extra moves and complete the level.

Difficulty Curve

FeatureComparisonTable

Top In-App Purchases

FeatureComparisonTable
logo

User Acquisition

Revenue: $6,309,740,96

Top Countries Tier:1

point

USA ย 

๐Ÿ‡บ๐Ÿ‡ธ (59%) : $3,702,770,830

point

UK ย 

๐Ÿ‡ฌ๐Ÿ‡ง (5%) : $328,167,153

point

Germany ย 

๐Ÿ‡ฉ๐Ÿ‡ช (4%) : $230,351,053

point

France ย 

๐Ÿ‡ซ๐Ÿ‡ท (3%) : $180,061,369

point

Australia ย 

๐Ÿ‡ฆ๐Ÿ‡บ (3%) : $160,707,157

Downloads: 1,269,322,061

Top Countries Tier:1

point

USAย 

๐Ÿ‡บ๐Ÿ‡ธ (9%) : 117,409,406

point

Franceย 

๐Ÿ‡ซ๐Ÿ‡ท (2%) : 23,687,329

Other Countries:

India ๐Ÿ‡ฎ๐Ÿ‡ณ (31%),

Brazil ๐Ÿ‡ง๐Ÿ‡ท (6%)

Top Monetization Networks (Last 30 days)

RpD

Tier-1 West: $23.68

Tier-1 East: $12.6

Global: $4.97

Top Creatives

Creative 1

CREATED

Sept 12, 2023

IMPRESSION

41,40,873

Impressions by country

USAย (21%)ย 

Other countries

N.Aย  ย 

Creative tags

PersonAdultCandyFoodSweets

COLORS

#2F4F4F
#DDA0DD
#FFB6C1
#800000
#FFF0F5

Monetization Network:

100%

Creative 2

CREATED

Sept 12, 2023

IMPRESSION

2,291,033

Impressions by country

USAย (75%)ย 

Other countries

N.Aย  ย 

Creative tags

HeadFacePersonAdultJelly

COLORS

#75140C
#7A8797
#F4B9C1
#808080
#A9A9A9

Monetization Network:

100%

Creative 3

CREATED

Oct 06, 2023

IMPRESSION

1,158,276

Impressions by country

USAย (87%),ย 

Franceย (1%),ย 

Canadaย (1%)ย 

Other countries

N.Aย  ย 

Creative tags

AnimalHeadMammalFace

COLORS

#000000
#E3FBFE
#EE7A51
#FFFFFF
#B7E5ED

Monetization Network:

74%
26%

Top Creatives (Competitors)

1. Fishdom

CREATED

Nov 09, 2023

IMPRESSION

742,021

Impressions by country

Canadaย (4%),ย 

Australiaย (3%)ย 

Other countries

N.Aย  ย 

Creative tags

AnimalGameHeadFace

COLORS

#74DDD0
#000000
#71CECB
#5DCBCF
#75FBFD

Monetization Network:

98%
2%

2. Royal Match

CREATED

Sep 27, 2024

IMPRESSION

53,795,984

Impressions by country

USAย (23%),ย 

UKย (9%),ย 

Franceย (7%),ย 

Germanyย (4%),ย 

Australiaย (4%)ย 

Other countries

N.Aย  ย 

Creative tags

GamePlay AreaPersonSymbolGlove

COLORS

#696969
#2F4F4F
#BDB76B
#CD853F
#800000

Monetization Network:

90%
8%
2%

User Acquisition Strategy

Change in %

% change = ((new value - old value) / old value) * 100

How is Strategy changing?

1. Change in Downloads

arrow

In the last 14 to 30 days, there has been a decline of 7.3% in the number of downloads.

arrow

The last 30 to 60 days witnessed a more substantial decrease, registering a 5.3% dip in downloads.

arrow

The last 60 to 90 days saw a modest uptick with a 1.7% increase in downloads.

2. Change in Revenue

arrow

In the last 14 to 30 days, the data shows a slight decrease in revenue, about 1.88%.

arrow

In the last 30 to 60 days, the revenue fell by 5.2%.

arrow

Over the last 60 to 90 days, the revenue saw an increase of 2.4%.

3. Change in Monetization Networks

arrow

Over the last 14 to 30 days, Adikteev Rtb has shown substantial growth of 20%, Facebook has experienced a significant uptick of 37.8%, Ironsource has increased by 10.3%, and YouTube has seen a rise of 14.7%.

arrow

Moving on to the period between 30 to 60 days, Ironsource saw a positive trend with growth of 11.5%, Facebook maintains a steady increase at 9.78%, Adikteev Rtb saw a rise of 10.3%, and YouTube exhibited the highest surge at 35.3%.

arrow

In the last 60 to 90 days, Facebook demonstrated growth of 6.7%, Ironsource continues to perform well with a notable increase of 21.6%, Adikteev Rtb remains stable with a 10% rise, and YouTube shows a modest increase of 3%.

4. Change in Popular Markets

arrow

Over the past 14 to 30 days, the USA has experienced an impressive 24.2% growth.

arrow

Similarly, the UK has encountered a significant 11% surge in the same timeframe, contributing to the overall positive trend in global markets.

arrow

France witnessed a substantial growth of 20% in the last 14 to 30 days.

arrow

Germany recorded 10% growth, further amplifying the positive momentum observed in European markets during this period.

Creative Strategy

Change in %

% change = ((new value - old value) / old value) * 100

How is Strategy changing?

1. Change in Unique/New Creatives

arrow

In the last 14 to 30 days, there has been a downturn, marked by a substantial 43.3% decrease.

arrow

The last 30 to 60 days saw a decline, registering a 40% decrease.

arrow

This downward path extends into the last 60 to 90 days, with a decline at 20.8%.

2. Change in Monetization Networks

arrow

Vungle registered a positive impact of 6.4% in the last 14 to 30 days.

arrow

In the last 30 to 60 days, there was a decline of 9.4%. Vungle reached its Peak in the last 60 to 90 days, reaching a peak of 15.7%.

arrow

Ironsource encountered a decline of 15% in the last 14 to 30 days. However, in the last 30 to 60 days, it saw a positive impact, with an increase of 3.3%.

arrow

Notably, Ironsource reached its peak performance in the last 60 to 90 days, with an impressive increase of about 18.4%.

3. Change in Popular Markets

arrow

The USA sustained significant growth over the last 14 to 30 days, registering an impressive 10.3% increase. It retained its position as a positive focal point in the subsequent periods.

arrow

France experienced positive growth in the last 60 to 90 days with 6.6%, maintaining this upward trajectory consistently.

arrow

Germany encountered a decline of 7.6% in the last 14 to 30 days.

Push Notifications

Daily Rewards Reminders: Players get notified about daily rewards they can claim by logging in regularly. This helps to build a habit of playing the game each day.

Event Announcements: The game often hosts special events or challenges. Push notifications keep players informed about these events, motivating them to participate for extra rewards.

Life Refills: The game alerts players when their lives have been replenished, allowing them to continue playing.