September 05, 2013

I’m a Candy Crush addict, but from afar. There’s no version available for my Windows Phone, so I play on my better half’s tablet. I’m limited to early mornings, nights, and weekends. But who am I kidding, if there was a Windows Phone version it would be on my phone the first day.

This is why King – makers of Candy Crush – is my newest example of a company that gets it. King has created a simple game that generates revenue from its players and not advertisers. A reporter recently chronicled a week with Candy Crush, where they spent $127 on additional lives/moves. With a 100MM+ players, some who buy lives/moves and some who proceed organically (but still pay $0.99 per section), that’s a windfall every week. That’s how you grow a business.

The world is littered with struggling/failed businesses that didn't grasp the simplest concept of business – without revenue even the best ideas/products/services will eventually fall by the wayside. The last pitch contest I attended frustrated me to no end. There were eight participants – all online businesses – and not one had plans for a revenue stream outside of advertisers. That model has proven a dead end (Google & Facebook being exceptions). Jeff Bezos said as much when addressing The Washington Post staff for the first time (and he’s a lot smarter than me about these things).

So kudos to King. Hopefully your future ventures will prove just as popular and profitable. Now, throw me a few extra moves as I’ve been stuck for three days.

Candy Crush: You play, you're hooked. Now what?