A year on from launching as a mobile app, the Candy Crush game continues to pull in thousands of new players daily and is keeping its followers totally obsessed. Candy Crush is apparently so addictive that it has attributed to neglected housework, children being stranded at school and even repetitive strain injuries.
Developer of the game, the Stockholm based company King, stated that 1 in 23 Facebook users play the game that has now notched up 151 billion play times to date. Although Candy Crush is free, the purchases enabled within the game add up to an estimated $875,000 per day.
Taking a close look at this phenomenal success and understanding the reasons why people are so wrapped up in the experience can provide some valuable insights for internet marketers.
People love Candy
The association of candy with pleasure provides a positive image for the game from the outset. Being likeable is a principle of persuasion and a signal for success. Building “likeability” with customers by showing humanity and presenting a personal side is highly influential in making for a great relationship.
We always want what we don’t have
When a player runs out of lives (chances) to line up their icons, they must wait for 30 minutes before being allowed to continue; however, the impatient can get right back in the game by making a small payment. At some points of the game players need to wait until the next day to resume. Herein is the genius behind the game: scarcity fosters desire. Candy crush exploits this skilfully.
Psychology studies have long shown that there is an innate preference for items that are hard to obtain or that are in short supply. Marketers too, can use this principle by showing that supplies of their products or services are limited or available only at a defined time.
People love a community
There is the opportunity in Candy Crush for players to share their experiences and prowess with friends. As social beings humans are hard-wired to respond to social encounters. Adding social elements to a business increases attractiveness and credibility and needs to be made the most of by every marketer today.