The Rise of Candy and the Age of Social Gaming

July 2, 2013

ccspresskit[1]Remember when plants were pitted against zombies? How about those angry “flightless”, exploding birds? Those were the recent games that went virally popular. Now, we have candies. Yes, we are now addicted to Candy Crush. And King seems to be taking advantage of that success.

Candy Crush Saga, the latest social game that became very popular both in Facebook and in mobile gadgets, continues to reign as an infectious simple puzzle game. With that established, it seems its game developer Midasplayer International Holding Co., the parent of King.com, is planning to have Candy Crush have an initial public offering.

In a recent news article by The Wall Street Journal, “Midasplayer has hired banks to pursue a U.S. initial public offering.” JP Morgan Chase, Credit Suisse and Bank of America have been lined up by the social gaming developer for this venture.
Social games, undeniably, have been taking over the internet. The many genres of games have adopted the “social gaming” model making games easily spreadable, increasing the number of users/players of such game.

Social gaming has become a broader term and has been inculcated by many games in various ways. Castle Jackpot has their own gaming site adopt the social sharing and communications features Facebook already has, giving them the strength of a social network without any competition from other gaming developers. PopCap Games has recently released a Facebook game version of their Plants vs Zombies success, making the game mechanics similar to how Zynga’s Farmville and Cityville operated.

Other games, like that of Candy Crush and the other creations King made, combined the social aspect to a new type of gaming model, which is the Freemium Model. In this approach, Candy Crush and similar games can be downloaded as gaming apps in smartphones and tablets for free. However, in-game purchases are made available for players so they can progress through the levels more easily. That feature is then combined with another in-game requirement which is to ask “friends” for help in order to unlock the next levels.

With that kind of gaming model combination, it is no surprise to see the “viral” spread of such simple yet fun games. All those said, King’s plan to delve into the trade market is an all too familiar move by previous social gaming king, Zynga. Will this be a good move for candies? Let’s wait and see.


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