In May 15m people were playing Candy Crush Saga (CCS) every day on Facebook, it’s topped both the Google Play and App Store charts, and is currently number one on the iOS Top Grossing chart. But CCS isn’t the only match-three game out there, so why has it done so well?
1. TV advertising
Mind Candy, creators of Moshi Monsters, declared TV advertising their secret weapon. We’ve run several TV campaigns for games and every time the acquisition costs (CPA) have been fantastic. More games should follow CCS and advertise on TV.
CCS have done a remarkable job with their UK campaign, their adverts are well placed; being mass market (advertising on prime-time UK TV around shows like Coronation Street) they nail the target market perfectly. CCS even appeared in PSY’s follow up to ‘Gangnam Style’, ‘Gentleman’. it’s rumoured that King paid $1m for the Candy Crush placement which gives us an idea of the kind of marketing budget King are playing with.
Industry insiders have also suggested that the CCS adverts aren’t there to just drive play but to make the game more of a house-hold name as King seeks to monetize away from the digital product (licensing).