Tracey John

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CANDY CRUSH FRIENDS SAGA 

Breathing new life into the world’s most successful mobile game franchise.

PLATFORM Mobile

PUBLISHER/DEVELOPER King

ROLE Lead Narrative Designer/Writer

Six years later after the release of the original game, the newest title in the popular “Candy Crush Saga” franchise brings its colorful, candy-fied characters to 3D for the first time.



Images of the game here. Best work.

Show image lack of character recognition

Show cover of Bible

THE CHALLENGE: ESTABLISHING THE ‘CANDY’ INTELLECTUAL PROPERTY

THE CHALLENGE: BRINGING THE ‘CANDY’ CHARACTERS TO LIFE

As “Candy Crush Saga” grew into a mega hit over the last 6 years, we wanted to use the colorful cast of characters to tell fun stories and contextualize special events and features in the new game. We worked with the Global Narrative Director to write and retrofit backstories for the game world and its characters across all of the “Candy” games.

What resulted was a 200-page set of guidelines that helped the game makers tell consistent, cohesive, and creative stories about the “Candy Crush” universe. We continued to add to it and revise it as needed.

Following the success of the original “Candy Crush Saga,” and its sister titles “Candy Crush Soda Saga” and “Candy Crush Jelly Saga,” we wanted to create a new game that appealed to existing players as well as attracted new and lapsed players.

One major opportunity was to address the lack of character recognition, despite the previous three titles having hundreds of millions of players combined. To do this, we wanted to give some narrative color and write backstories for the characters. And since mobile players tend not to read, we tried to achieve this with as much visuals and animations as possible.

3 Images of team process - whiteboard, storyboards, team together

THE PROCESS: STORYTELLING AS A TEAM EFFORT

To help UX reaserch user testing

RESULTS: FINDING & OPTIMIZING NARRATIVE OPPORTUNITIES

Puzzle Report: July 2019

Candy Crush Friends Saga revenue increased +23% WoW and +26% 2Wo2W after the release of The Big Bubblegum Debacle. A Limited Offer sale was also released during that time period, contributing to the revenue growth. Downloads were up +8% WoW and +1% 2Wo2W. SOURCE - https://www.liquidandgrit.com/puzzle-reports/puzzle-report-july-2019/