‘We solve problems together’: Candy Crush on why collaboration between marketing and product has been key to its success

Candy Crush Saga, the sweet-based puzzle game, has been top of its league for more than a decade, with the brand’s top marketer putting much of its success and longevity down to having a close working relationship with its product team.

The mobile game, developed and owned by King, was launched in 2012 for Facebook but surged in popularity when it was released for mobile devices shortly after its initial launch. The numbers since then are quite staggering. Candy Crush has been downloaded over 3 billion times. It has 238 million active monthly users. It was the first mobile free-to-play game to reach $1bn in sales way back in 2014. And there are currently 14,825 levels to complete in the game with more being added constantly.