GDC 2025 Session Viewer
Live Service Games Summit: Mass Engagement Winning Strategies: The 15M Player Tournament of 'Candy Crush Saga'
Margaux Diaz (Marketing Activations Senior Manager, King)
Roberto Kusabbi (Senior Director of Product Marketing, King)
Pass Type: All Access Pass, Summits Pass - Get your pass now!
Track: Live Service Games
Format: Lecture
Vault Recording: TBD
Audience Level: All
Discover the innovative marketing strategies behind the groundbreaking Candy Crush All Stars Tournament 2024, an event that set a new standard for player engagement in the mobile gaming industry. This mainstream competition attracted an astounding 15 million players and featured one of the largest prize pots in casual mobile gaming, setting a new industry benchmark. Learn how King's teams pushed boundaries, creating an inclusive casual gaming experience that was able to captivate millions in a low attention-span world. This session will delve into the strategic planning and execution that fueled significant growth in player engagement and revenue. Attendees will gain practical takeaways on managing mass engagement through marketing, including creator activations, effective media strategies, and a strategic lifecycle approach to campaigns. Join Margaux and Roberto as they bring you along the journey of All Stars 2024, showcasing the power of integrated marketing efforts and creative storytelling.
Takeaway
Attendees will learn about the effective marketing and player engagement strategies that led to a 13% increase in global installs and an 11% revenue uplift, providing actionable insights for their marketing endeavors and helping game developers to keep their live-ops and events fresh and exciting.
Intended Audience
This session is ideal for marketing professionals and business strategists interested in innovative engagement tactics.
