How Candy Crush is keeping the brand appetizing in its second decade

Candy Crush, one of the most successful gaming franchises of all time, helped redefine the mobile space. As the game celebrates its 10th anniversary, The Drum questions King and Activision Blizzard about the saga’s next decade.
When quizzed on the longevity of the series, the unexpected answer is narrative. While many Candy Crush players open the app for a quick fix, at King’s headquarters in Stockholm the narrative and design teams work to create a context for all those puzzlin