The Legacy of Candy Crush Saga
Since its launch in 2012, Candy Crush Saga has become a monumental success in the gaming world. Now celebrating its 14th anniversary, the game remains a leading title in terms of both popularity and revenue generation.
Impressive Revenue Figures
The Swedish developer King has turned Candy Crush into an enduring cash machine. For six consecutive years, the game has consistently generated over $1 billion in revenue annually. In the fiscal year of 2025, despite a slight decline in earnings, it still raked in an impressive $876.5 million.
Freemium Model and In-App Purchases
The secret behind this billion-dollar success lies in its expertly executed freemium business model. Players can download and play Candy Crush Saga for free; however, King offers various in-app purchases. These allow players to buy extra lives, boosters, and special tickets to help them navigate through over 23,000 increasingly challenging levels.
Maintaining a Strong User Base
Although King has become more reserved in sharing detailed financial reports, they recently announced that their total revenue has surpassed $20 billion as of 2023. That same year, they achieved a milestone of 5 billion downloads across all their titles, including the original Candy Crush, Soda Saga, Jelly Saga, and Friends Saga.
Research from Business of Apps indicates that by 2025, the original Candy Crush had amassed around 190 million new downloads on both Android and iOS, maintaining approximately 81.5 million monthly active users. This statistic is particularly significant, especially considering that at the peak of its popularity in late 2013, the game boasted 93 million daily active users.
Gameplay and Psychological Appeal
Maintaining such popularity over 14 years is a remarkable feat in the mobile gaming community. Industry observers believe that one of the key factors in its enduring appeal is its turn-based gameplay, which allows players to pause and resume at their convenience without any penalties.
According to Paula Ingvar, the General Manager of Candy Crush Saga, the game is designed to provide satisfaction through small victories within 10 to 20-minute gaming sessions. This design encourages players to engage without feeling pressured to dedicate long hours to a single play session.
Moreover, the universal appeal of the game expands its market reach. David Nieborg, a media studies professor from the University of Toronto, explains that Candy Crush is designed to be neutral, without being tied to specific cultural, gender, or geographical backgrounds. This inclusive formula has helped the colorful candy game attract diverse audiences, from the young to adults across various social classes.
Source: https://inet.detik.com/games-news/d-8620225/rahasia-candy-crush-saga-raup-usd-1-miliar-tiap-tahun
