Agenda

Candy Crush Saga reaches millions of players daily, but staying loved in a crowded mobile games market takes more than new levels and features. This session reveals how King's CRM at Candy Crush Saga evolved from a messaging tool into a full lifecycle system, built in partnership with Product, Machine Learning, and other cross-functional teams.

You'll hear how CRM drives engagement, retention, and brand love - not just through messages, but also by designing personalized in-game experiences. From adaptive onboarding journeys tailored to player types to large-scale lifecycle campaigns, CRM has become a foundational part of how we design and deliver meaningful moments. This talk offers a blueprint for live games looking to grow and evolve with their players.

Takeaway

Attendees will learn how to build a player lifecycle system that integrates CRM, product, Machine Learning, and other cross-functional teams. They will also learn how to shift from one-off campaigns to contextual, personalized player journeys, and how to measure CRM's real impact on engagement, retention, and emotional connection with the game.

Intended Audience

This session is for live ops leads, product managers, lifecycle marketers, and game designers. It's ideal for teams facing increased competition and looking to reframe player strategies - enabling faster design, testing, and iteration of engagement systems that go beyond short-term tactics and campaign-based thinking.