That’s what we also see from Activision and Blizzard. It’s taken us a lot of work to come up with content that makes sense for our players. Zacconi: That was the initial assumption of the market, if you think back to when we went public. It seems like things people thought would last forever can still be pulled down by gravity. Other games have started to slip in the stats, and they’ve been doing less advertising. GamesBeat: It certainly looks like you can’t take this for granted. But the players are there today in our game, and that’s where we have a big opportunity. About 50 percent of our capacity is focused on new things. We found out that it’s so much easier to reach out to players who are active today in the game, rather than offering a new game. We never stop offering new content to our players. We’re continuously innovating in the live game, releasing new features. If you don’t come today, or this week, it’s not there anymore. Every day we’re releasing new content that’s time-limited. Now we’re doing those every week, at least. We started by launching, every two weeks, a fresh level. It’s surprising the user in the three minutes they play, whenever they have a break, and when they come back every time they come back to something fun.

Therefore, we need to keep them entertained every day. You don’t have to pay anything to play, in fact, and so the barriers to exit are extremely low. We are in a business where you don’t pay a subscription. Zacconi: First of all, it’s focusing on the players who are in the game, keeping them entertained, surprising them every day. GamesBeat: What sort of tweaking are you guys doing that makes this game do so well in its fifth year? Is it just advertising it to the right people? Is it getting players to come back? There’s a lot more we need to do in terms of innovation and thinking about the next level. We’re very pleased with how the team is done. It’s been the highest ever mobile growth in bookings. It’s the third quarter of growth for the company in bookings over all, and Candy specifically has done extremely well. If you look at what we’ve accomplished, this year has been extraordinary. GamesBeat: What do you think here at the fifth anniversary of Candy Crush Saga? There’s even more out there in the planning phase. Riccardo Zacconi: Well, it never stops, you know? There are always opportunities ahead that you want to take. GamesBeat: Why have you stayed with this so long, given that it’s been so successful? Some other people might decide to take it easy after this kind of success?

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