In an intriguing slice of mobile gaming history, it's been revealed that back in 2014, King, the developer behind the massively successful Candy Crush franchise, made a whimsical yet costly marketing decision. They invested around $8 million in hot air balloons to promote Candy Crush Soda Saga. Unfortunately, due to a rather weighty oversight involving heavy batteries needed for ad screens, these balloons never took to the skies. This anecdote was shared by Angus Lovitt, formerly of King, during GDC 2024, highlighting the often wasteful nature of user acquisition spending in the game industry.
Despite the balloons ending up being more decor than an ad campaign, storing and eventually dismantling them added to the costs. Albeit a financial blunder, Lovitt pointed out that this expense was merely 1% of the game's total marketing budget. The exorbitant spend did little to harm King's bottom line, considering the game's overall success. Lovitt's GDC talk also delved into the practical aspects of game marketing, emphasizing the value of analytics over splashy, big-budget promotions with little return on investment.
What was the result of King's $8 million hot air balloon marketing strategy for Candy Crush Soda Saga?
The hot air balloons, costing King $8 million, remained grounded due to heavy batteries for the ad screens, leading to an ineffective marketing strategy that resulted in significant financial waste. The cost, however, only represented a small fraction of the game's marketing budget and didn't majorly affect the overall success and profit of the Candy Crush Soda Saga.
Candy Crush Soda Saga was a follow-up to the original Candy Crush game, which has been a staple in the casual mobile gaming scene. The series is known for its addictive gameplay, which involves matching colored candies to clear levels and advance through a fantastically sweet world. Candy Crush and its sequel have consistently remained top performers in the mobile gaming market, with a player base in the millions. These games have been at the forefront of the free-to-play business model, generating revenue through in-app purchases and advertisements, which remain crucial to the financial success of titles in this segment.
Casey Loh
Casey Loh is a tech-savvy writer who specializes in the intersection of gaming and technology. With a background in computer science, Casey brings a technical lens to her reviews, breaking down the nuts and bolts of game engines, graphics, and AI innovation.
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Comments
Well, it looks like King's $8 million investment in hot air balloons for a Candy Crush Soda Saga marketing campaign didn't quite take off as planned, thanks to some pesky heavy batteries. Despite the costly mishap, it seems that this blunder was just a drop in the bucket compared to the game's overall marketing budget, and Candy Crush remains a powerhouse in the mobile gaming world. It's a whimsical yet cautionary tale about the complexities of game marketing, but hey, at least it makes for an interesting story
Well, that's a classic case of a well-intentioned, albeit extravagant, marketing move gone awry. It's a playful reminder that even with big budgets, it's the thoughtful, data-driven strategies that truly pay off in the gaming industry.
Wow, the story about King's $8 million hot air balloon marketing fiasco for Candy Crush Soda Saga is both amusing and a cautionary tale about the perils of overspending in user acquisition. It's wild to think that the cost of these balloons was just a drop in the bucket for the game's overall marketing budget, especially considering the massive success of the Candy Crush franchise in the mobile gaming market.