Candy Crush Saga was released by King on April 12, 2012 as a social game on Facebook. Since then, it has become one of the most popular mobile games of all time and a cultural phenomenon. But 10 years later, how is Candy Crush Saga doing today?
The History and Growth of Candy Crush Saga
Candy Crush Saga is a tile-matching game where players switch and match candies on a grid to make them disappear and score points. The game features hundreds of levels in different “episodes” with various challenges and objectives. It pioneered “freemium” gaming by being free to play but generating revenue from optional in-app purchases.
The growth of Candy Crush Saga has been astronomical:
- Within 1 year, it had over 1 million daily active users on Facebook
- When it launched on iOS and Android in November 2012 and December 2012 respectively, it immediately became the top downloaded app in both platforms
- In 2013, King claimed Candy Crush Saga had over 500 million registered users across all platforms
- By 2014, over 1 trillion games of Candy Crush Saga had been played. The average player played for 38 minutes per day.
Two numbers summarize Candy Crush Saga’s incredible popularity at its peak: in 2013, 93 million people were playing it every day. And in 2014, the game was earning $2.2 million in revenue daily.
Candy Crush Saga Popularity and Revenue Has Declined
However, Candy Crush Saga’s popularity has cooled considerably from its 2014 highs:
- Daily active users dropped to 8.6 million in Q3 2022, a 90% decline from 93 million in 2013
- Monthly active users were 60 million in Q3 2022, an 80% drop from a peak of 273 million in Q4 2013
- Revenue has fallen from a peak of $2.2 million daily in 2014 to around $653,000 daily in Q3 2022, a 70% drop
Here is a chart summarizing the decline in Candy Crush Saga’s key metrics since its peak popularity:
| Metric | Peak | Q3 2022 | Decline |
|---|---|---|---|
| Daily Active Users | 93 million (2013) | 8.6 million | -90% |
| Monthly Active Users | 273 million (Q4 2013) | 60 million | -80% |
| Daily Revenue | $2.2 million (2014) | $653,000 | -70% |
Clearly, Candy Crush Saga lacks the staying power of games like Fortnite and PUBG. Let’s explore some reasons behind this declining popularity.
Reason 1: No Major Updates
Candy Crush Saga has not had any game-changing new content or features added in years. The basic mechanics of matching candies has remained unchanged.
Meanwhile, other major mobile games overhaul themselves constantly to give players something fresh. Fortnite has new seasons, maps, weapons and cosmetics every few months. Even 8 year old games like Clash of Clans frequently add new troops, bases and game modes.
But Candy Crush Saga today feels repetitive and stagnant to many players. It relies too heavily on a formula that hasn’t meaningfully changed in a decade, causing people to eventually get bored and move on.
Lack of Updates Causing Declining Revenue
This stagnation is directly hitting Candy Crush Saga’s revenue. King’s philosophy is to profit mainly from players who pay for extra lives, power ups and other in-game advantages. But with no new content, fewer players are willing to continue spending money on the same old boosts.
Reason 2: Rise of More Complex Games
When released in 2012, Candy Crush Saga’s light, casual gameplay was innovative and hugely appealing. But games have become far more complex and immersive since then.
For example, multiplayer battle royale games like Fortnite and PUBG burst onto the scene in 2017. These games provide exhilarating survival competition and social experiences that a simple match-3 title struggles to compete with.
Younger gamers weaned on more advanced experiences see Candy Crush Saga’s repetitive matching as outdated. They are drawn to multiplayer games that let them compete and cooperate with friends in virtual worlds.
Failure to Expand Beyond Mobile
Another factor is that Candy Crush Saga failed to expand meaningfully beyond mobile devices. Versions for PCs and consoles were discontinued after lackluster success.
In contrast, franchises like Call of Duty, Minecraft and Roblox succeeded in building cross-platform ecosystems spanning mobile, PC and console. This expanded accessibility and social connectivity dramatically extended their appeal and longevity.
Reason 3: Emergence of Hyper-Casual Games
The rise of hyper-casual games like Angry Birds, Temple Run and Hill Climb Racing has also undermined Candy Crush Saga.
Hyper-casual games are defined by:
- Very simple mechanics based on swipes, taps or tilt controls
- Pick-up-and-play accessibility
- Rapid progression and violence
They provide fast-paced entertainment instantly whenever users want. Candy Crush Saga now feels bloated in comparison.
Appealing to Mobile Lifestyle
Such hyper-casual games are perfectly tailored for people playing on the go on their mobile devices. They can be played in short bursts while commuting or waiting in line.
In an era of shrinking attention spans, short and snappy games have gained an advantage. Especially among younger demographics, many prefer minimalist titles like Subway Surfers over Candy Crush Saga’s more demanding and lengthy levels.
How Has King Responded?
Developer King Digital has attempted to revive growth for Candy Crush Saga in various ways:
- Releasing Candy Crush Friends Saga in 2016 and Candy Crush Soda Saga in 2014 – but both failed to match the original’s success
- Launching a short-lived Candy Crush game show on CBS in 2017
- Introducing Candy Crush Jelly Saga on Facebook Messenger in 2017
- Rolling out a soft reboot called Candy Crush All Stars in China in 2021
But these efforts to replicate the original magic have largely underperformed. And the core Candy Crush Saga on iOS and Android has seen no significant new content for years.
Acquisition by Activision Blizzard
The most notable recent development was Candy Crush Saga’s parent company King being acquired by Activision Blizzard in 2016 for a massive $5.9 billion.
Some hoped Activision Blizzard’s gaming expertise could breathe new life into Candy Crush Saga. But so far, apart from expanded marketing, little has changed.
What is the Future of Candy Crush Saga?
It’s clear Candy Crush Saga will never reach its 2013 peak again. But various factors suggest it will keep ticking along as a casual gaming staple:
- It still generated around $654,000 daily revenue in Q3 2022, proving it possesses staying power
- The match-3 puzzle genre remains popular among more casual gamers
- Candy Crush Saga’s simplicity makes it accessible to kids and older users who might struggle with more complex games
- Strong brand recognition and nostalgia will retain some loyal fans
However, Candy Crush Saga is likely to continue bleeding users and revenue over time without more fundamental changes. Potential ways the developers could revitalize it include:
- Introducing fresh new power-ups, board designs and game modes
- Adding competitive multiplayer or social features
- Designing alternate gameplay styles catering to hyper-casual gamers
- Collaborating with celebrities or brands on themed content updates
Candy Crush Saga is also well positioned to transition to a web 3.0 blockchain model by introducing NFTs or crypto tokens. This could incentivize players and help reduce stagnation.
Unlikely to Regain Dominance
But realistically, given how slow the developers have been to innovate so far, Candy Crush Saga is unlikely to undergo major changes. And it certainly won’t regain the dominance it enjoyed in its early years.
Candy Crush Saga’s decline from peak popularity reflects broader shifts in gaming tastes and culture. It defined an era of social and mobile gaming in the early 2010s. But today it remains influential mainly through nostalgia, while gamers have moved on to more multifaceted and immersive experiences.
Conclusion
In summary, Candy Crush Saga has declined dramatically from its peak popularity in 2013-2014, when over 90 million people played daily and it earned over $2 million in daily revenue. Usage and revenue are both down around 70-90% since then.
This decline stems from the game’s failure to innovate or expand in a fast-changing industry. Candy Crush Saga looks dated compared to more advanced match-3 titles and complex multiplayer games. It also faces stiff competition from hyper-casual games tailored specifically for mobile devices.
Developer King has struggled to recapture the original magic with new Candy Crush titles and collaborations. Candy Crush likely won’t vanish, but its best days seem far behind it without more fundamental changes. While it defined an era, more immersive and advanced games have now overtaken it.