King's vision of entertainment experience

King's vision of entertainment experience
Riccardo Zacconi - CEO et Co-fondateur de King
"We believe that users now expect social features as a critical component of their entertainment experiences"
An Interview by the Digital Week with Riccardo Zacconi, CEO, King, editor of the global hit game "Candy Crush". He is telling us about the ongoing changes in our social and mobile gaming experience, and its links with data.

DW :  A global hit, a cultural phenomenon : What is Candy Crush?

RZ : Candy Crush Saga is a “switcher” game in which players match candies in combinations of three or more to win points and defeat obstacles. The “switcher” game concept has existed for some time and enjoyed broad appeal since the 1980s. However, there's a lot more to a good match-3 game than a similar core mechanism. When you play the game, you will see that we have worked to perfect this puzzle element in Candy Crush Saga.

In addition to simply switching and matching pieces, players progress through a colourful candy world with over 500 levels, each offering a different puzzle challenge. For example, there are levels where the objective is to clear the board of jellies, levels where the objective is to bring different ingredients to the bottom of the screen and timed levels where the objective is to reach a minimum score before the clock counts down. The levels get progressively more difficult, with obstacles such as chocolate machines adding further layers of complexity to the game.
We have been humbled by the incredible success of Candy Crush Saga. Its broad appeal has made it one of the most successful entertainment properties of all time, which we are immensely proud of. We continue to work on it, though, ensuring that new and returning customers alike enjoy the best possible experience every time they play.

"Users now expect social features as a critical component of their entertainment experiences"

DW : What is King's vision of mobile and social entertainment?

RZ : Consumption habits have changed – mobile has meant that people consume more digital content than they ever have before, and they want to be entertained over short periods of time whenever and wherever they are.  At King, we appreciate that people are on the move; they multi-task and live their lives across multiple devices; they want to stay connected; and all that time they want to play and have fun. Our mission is therefore to provide engaging games to a broad audience to match their mobile lifestyles.  Our engineering and design teams have built a world-class technology platform that lets millions play anywhere, anytime, from any device.

Meanwhile, social connectivity has become a pervasive feature of interactive entertainment, transforming the scale and economics of the industry through viral content distribution. We believe that users now expect social features as a critical component of their entertainment experiences; such features enhance the consumer experience through interaction, collaboration and competition. In addition they introduce powerful virality to attract and retain the audience.
Fundamentally, our vision is to build the leading entertainment company for a mobile world. We aim to deliver our games to a vast and socially-connected audience retained over the long term.

DW : "Data" is a hype word on the internet. How does King software use Data to make it an asset for its activity?

RZ : We believe that there is a magical harmony of art, craft, science, marketing and technology in what we do.

Over the last decade, we have developed a proprietary catalogue of more than 180 game IPs. We believe that our game studios have deep capabilities in the design of innovative and engaging casual games IPs. These capabilities have been strengthened and enhanced through the experience and performance data accumulated by operating our website. We believe this experience allows our teams to design and develop distinctive game IP more rapidly, at lower cost, and with lower risk than many of our competitors.


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