How King Is Growing Candy Crush Through Creator Partnerships

The game is seeking the next generation of players through its social engagement strategy

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Gaming publisher King, the company behind mobile phenomenon Candy Crush, will build its use of creators, alongside its YouTube and TikTok strategies, as its focus on creating “niche communities” grows.

Speaking at Social Media Week Europe, King’s director of social marketing and creators Roberto Kusabbi outlined the strategy while discussing the success of the 10-year-old game and its recent Candy Cave initiative to support six creators to realize their ideas while promoting the game alongside.

Over the last two-and-a-half years, the Activision Blizzard-owned company has been leaning into creator collaborations, which recently included working with music artist Meghan Trainor who debuted her latest video for the track “Made You Look” exclusively through Candy Crush in October.

According to Business of Apps data, the game had amassed around 255 million users by 2021 and has reached the release of its 8,000th...



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