How to get to 100 000 000

Players?

4

We create & publish Casual Games

5

Hat trick…n.1 cross-platform

5

The leader in cross-platform games

March2013

March 2012

Mobile

21m

108m

Explosive growth on all platforms

Facebook/ Web

Monthly Unique PlayersRapidly growing number of players

August2013

225m

What’s the Word?

4 Pics 1 Word

Guess Words

What’s the Word?

4 Pics 1 Word

Guess Words

Cat

Sweden

Let’s play: 4 pics and Mobile Success

Candy Crush Saga characteristics

+ =

Fun game format

8 levels!

12

3

4

5

6

78

Let’s Play!

Special for How To Web!

PLAY AND WIN

3

2

1

Level #1

Candy

Candy….yum!

Swedish candy inspiration

“Polkagris”

“Mjölkchocklad”

“Lakrits”

Level 2!

12

3

4

5

6

78

3

2

1

Level #2

Free(mium)

$0

Freemium Apps rule the World

Our games are Free to Play, for everyone, everywhere

4 categories of virtual goods (next slides)

The Design Vision is that the player can complete the game without paying

~70% of players at the last level in Candy Crush Saga mobile have never

made a payment!

Freemium

Pay to save time

”I want to play now”

Lives

Pay to not ask friends (or FB

connect)”I want to play, but not pester

my friends”

Levels / content

Pay to help with difficult levels

”I am SO close....1 more

move and I beat this level!”

Moves

Pay to increase chance of future

success”I love this

game.”AND/OR

”I want to beat my friends”

Boosters

Level 3!

12

3

4

5

6

78

3

2

1

Level #3

Accessible

10 years ago…

…people actually read newspapers on the subway.

In 2013? Not so much….

(now it’s also completely normal to take pictures of random people

in the subway)

Not a Dull Moment

Day 2Playing as a habit

- Intuitive touch-screen game play

- Age-less gaming

- “Accidental gamer”

Level 4!

12

3

4

5

6

78

3

2

1

Level #4

(Cross)platform

Cross Platform

FB - Cross-platform viral user loop

Desktop to mobile

Mobile to app / app store

App to desktop

Game State- Progress

?

Play everywhere

Level 5!

12

3

4

5

6

78

This one is HARD, like level 65 in

Candy

3

2

1

Level #5

DEPTH

Depth in Candy Crush

400+

levels

Depth in Candies

Tools to Create Depth, fast

72

The Team decides…

…what to ship…how to ship

…when to ship…and after…

73

…creates passion

74

…leads to happy people

75

…happy people creates high quality games

Depth

- Lots of levels

- Content depth

- Involve many in design

- No spike: constant growthSee next

slide

What do you mean “No Spike”?

iOS, U.S., Grossing

79

Go Fast…

…and iterate until awesome

80

We release every 2 weeks

Continuous improvements & fast feedback

Level 6!

12

3

4

5

6

78

3

2

1

Level #6

Social

Social

- Don’t confuse Social with Multiplayer

- Needs to be fun alone……but even MORE fun with

others

- Primarily collaborative, not competitive

Level 7!

12

3

4

5

6

78

3

2

1

캔디크러쉬사가 Level #7

Universal

What have we changed?

- Localized language and social graph (Not culture)

- Candy Crush = universal gameplay

- Nothing else…we believe that fantastic games have universal appeal

Final level!

12

3

4

5

6

78

3

2

1

Level #8

(Ever)green

Evergreen Gameplay Formats

Evergreen: Match-3 (1 billion hits on Google)

Evergreen: Tetris

Evergreen: Solitaires

Evergreen: Characteristics

- Healthy mix of Skill and Chance

- Healthy mix of simplicity (accessible) and complexity (depth)

- “I’ll play just one more time”

Evergreen Gameplay Formats

Summary of Candy Crush Characteristics

Candy FreemiumAccessibl

eCross-

Platform

Depth Social Universal Evergreen

100,000,000 players

1 2 3 4

5 6 7 8

Thomas HartwigCTO, King

thomas@king.com

Thank you for listening!