Tracey John

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CANDY CRUSH FRIENDS SAGA 

Giving character(s) to the world’s most successful mobile game franchise.

PLATFORM Mobile

PUBLISHER/DEVELOPER King

ROLE Narrative Designer/Writer

Six years later after the original game, the latest title in the popular “Candy Crush Saga” franchise brings its colorful, candy-fied characters to life in 3D.

THE CHALLENGE: BRINGING THE CANDY CHARACTERS TO LIFE

Following the success of the original game “Candy Crush Saga,” and its sister titles “Candy Crush Soda Saga” and “Candy Crush Jelly Saga,” we wanted to create a game that existing players were familiar with, but also find a way to to attract lapsed and new players. One major opportunity was to address the lack of character recognition among players (despite the previous three titles) by giving some narrative color to the characters. And since mobile players tend not to read, we tried to achieve this with as much visuals and animations as possible.

THE CHALLENGE: ESTABLISHING THE IP

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RESULTS: FINDING & OPTIMIZING NARRATIVE OPPORTUNITIES