Candy Crush Saga

Name

Candy Crush Saga

Legal name

King.com Ltd.

Website

https://candycrushsaga.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. In-app purchases (freemium): Candy Crush Saga is a free-to-play mobile game generating revenue through in-app purchases of boosters, extra moves, lives, and other game enhancements. The freemium model allows free download with optional paid upgrades to aid progression.
2. In-app advertising: Revenue is generated through in-app advertising, including display ads, interstitials, and other ad formats within the free game experience.

Go-to-market motion4 records

Distribution channels7 records

Marketing channels8 records

Core offering

Candy Crush Saga is a flagship free-to-play match-3 mobile puzzle game where players switch and match candies through thousands of puzzle levels. The franchise is operated by King.com Ltd. and extends across iOS, Android, Amazon, Web, Xbox, and Facebook platforms, monetized through in-app purchases of boosters, extra moves, and lives, plus in-app advertising.

Product overview

Candy Crush Saga is a flagship mobile puzzle game by King (Activision Blizzard subsidiary) featuring the core Candy Crush Saga match-3 gameplay alongside an extensive portfolio of related games and products. The portfolio is organized as a platform-plus-modules architecture: the core Candy Crush Saga serves as the flagship product, supplemented by sub-branded game variants (Candy Crush Soda Saga, Candy Crush Solitaire, Candy Crush Jelly Saga, Candy Crush Friends Saga, Candy Crush Crushable), adjacent puzzle games (Farm Heroes Saga, Farm Heroes Super Saga, Pet Rescue Saga, Diamond Digger Saga, Pyramid Solitaire Saga, Bubble Witch 3 Saga, Bubble Witch Saga), and complementary services including the Candy Crush Shop for merchandise and gift cards. King operates as a broader interactive entertainment company with over 200 game titles, but Candy Crush and its branded variants form the core consumer-facing product line.

Differentiator

Problem solved

Functional benefit

Products and services

• Candy Crush Saga The flagship match-3 puzzle game where players switch and match their way through thousands of levels in a divine puzzle adventure. Available across mobile app stores, web, Xbox, and Facebook.
• Candy Crush Crushable A daily puzzle game featuring new daily levels designed for bite-sized everyday play, focusing on micro wins and daily achievement.
• Candy Crush Soda Saga A candy-themed puzzle game variant featuring soda-themed gameplay mechanics that expand on the original Candy Crush match-3 format.
• Candy Crush Solitaire A card-based solitaire game under the Candy Crush brand, combining classic solitaire gameplay with Candy Crush visual elements.
• Candy Crush Jelly Saga A puzzle game variant featuring jelly-themed gameplay mechanics, expanding the Candy Crush franchise with unique game modes.
• Candy Crush Friends Saga A puzzle game featuring character-based gameplay with Candy Crush friends as playable characters, offering a social and character-driven puzzle experience.
• Farm Heroes Saga A match-3 puzzle game set in a farm theme, where players collect crops and farm items rather than candy, representing an adjacent game franchise under King's portfolio.
• Farm Heroes Super Saga An enhanced version of Farm Heroes Saga with additional features and gameplay modes.
• Pet Rescue Saga A puzzle game focused on rescuing pets through match-3 mechanics, part of King's diverse game portfolio.
• Bubble Witch 3 Saga A bubble-shooting puzzle game featuring witch characters and magical bubble-popping gameplay.
• Bubble Witch Saga The earlier iteration of the bubble-shooting puzzle game franchise.
• Diamond Digger Saga A puzzle game featuring diamond-themed gameplay where players dig through levels to collect diamonds.
• Pyramid Solitaire Saga A solitaire card game with pyramid-themed gameplay, combining classic solitaire mechanics with King's signature puzzle game style.
• Candy Crush Shop An online merchandise store selling Candy Crush branded gift cards, merchandise, and collectibles.
• Candy Crush Gift Cards Digital and physical gift cards for Candy Crush, available for purchase through the King's gift card platform.

Quantifiable outcome

• Each Crush & Tell episode surpassed 100,000 views, with the most-watched exceeding 2 million views
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• LA ClipperscoreStrategic or Co-development Partner · 1 April 2026Candy Crush entered a multi-year partnership with the LA Clippers to transform NBA game nights into interactive arena-wide brand experiences. The activation included character mascots, immersive visuals, merchandise giveaways, and surprise celebrity appearances, aiming to enhance fan engagement and extend the brand's immersive marketing campaign beyond mobile platforms.
• Intuit DomecoreStrategic or Co-development Partner · 1 April 2026The Intuit Dome served as the venue for Candy Crush's arena-wide game night takeover, featuring live surprises, arena visuals, character appearances, and fan engagement activities as part of a multi-year partnership designed to broaden brand recognition and connect with a broad audience.
• Anna FarisminorGTM or Marketing Partner · 1 April 2026Actress Anna Faris made a surprise appearance at the LA Clippers game as the Bubblegum Troll character, part of Candy Crush's interactive arena takeover at the Intuit Dome to enhance fan engagement and brand visibility.
• Marshawn LynchminorGTM or Marketing Partner · 5 March 2026Marshawn Lynch served as a tournament hype host for the Candy Crush All Stars 2026 tournament, which features a $1 million prize pool and open participation for global players.
• Erin AndrewsminorGTM or Marketing Partner · 5 March 2026Erin Andrews served as a tournament hype host for the Candy Crush All Stars 2026 tournament, which features a $1 million prize pool and open participation for global players.
• Yahoo GamescoreChannel Partner/ Reseller/ Distributor · 29 January 2026Candy Crush Crushable, a new daily puzzle game, was launched exclusively on Yahoo Games in the US as part of a broader relaunch of Yahoo Games. The launch was supported by a brand campaign featuring television star Frankie Muniz, with new levels released daily.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Scopely: Scopely is a major mobile game publisher (Monopoly GO, Stumble Guys) operating in the casual mobile space. Competes for casual gamer time and ad spend; now owned by Savvy Games Group, providing similar scale to King's Activision Blizzard parent.
• Electronic Arts (Bejeweled / EA Mobile): EA's mobile division publishes Bejeweled (the original match-3 puzzle game) and broader casual mobile titles. EA competes across mobile puzzle and casual gaming with the resources of a major public publisher.
• Zynga: Zynga is a major casual and social mobile gaming publisher (now part of Take-Two) with puzzle and casual titles. Competes in casual mobile gaming with broader portfolio scale, but with different sub-genres.

Direct peers

• Dream Games (Royal Match): Dream Games develops Royal Match, the leading direct competitor to Candy Crush Saga in the match-3 puzzle category. Both serve global casual mobile players with freemium IAP monetization and thousands of levels, competing for the same DAU and ad-IAP wallet share.
• Playrix: Playrix publishes Homescapes and Gardenscapes, top-grossing match-3 puzzle games with home/garden narratives and freemium IAP mechanics. Direct overlap in target audience, business model, and platform distribution.
• Moon Active (Coin Master): Moon Active's Coin Master is a top-grossing casual mobile game combining slot-machine mechanics with social features. Direct competitor for casual mobile gamer time and wallet share, with similar freemium IAP/ads monetization.
• Supercell: Supercell develops top-grossing mobile games (Clash of Clans, Hay Day, Clash Royale) with freemium IAP models. While more strategy-focused, competes for the same casual mobile gaming wallet with similar platform distribution.
• Wildlife Studios (Toon Blast): Wildlife Studios publishes Toon Blast and Toy Blast, two of the highest-grossing match-3 mobile puzzle games. Direct overlap in gameplay mechanics, casual audience, and freemium monetization.
• Rovio (Angry Birds): Rovio is the developer of Angry Birds and related puzzle/casual mobile games. Direct competitor in casual mobile gaming, with similar freemium IAP model and franchise-based IP strategy.

Emerging players

• Wooga (June's Journey): Wooga (owned by Playtika) develops June's Journey, a hidden-object/puzzle casual mobile game with freemium monetization. Comparable casual puzzle mobile audience and IAP-driven business model, though narrower in sub-genre.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/CandyCrushSaga
• YouTubeyoutube.com/user/CandyCrushOfficial
• Facebookfacebook.com/candycrushsaga
• LinkedInlinkedin.com/company/king
• Instagraminstagram.com/candycrushsaga

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Candy Crush Saga