Two factors that determined Candy Crush success

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Henrik Grim from the renown VC-firm Northzone will be one of the investors sharing his advice on fundraising at Startup Extreme. 

However, few know that Grim prior to Northzone he used to work with business performance for the mobile games giant King!. We asked him what he learned during his work for unicorn company King!.

King was founded in 2003 and has over the years produced over 200 mobile games.  One of their most well-known games, Candy Crush Saga became one of the Swedish unicorn companies, worth over 1 billion EUR.

There is no such thing as an overnight success

According to Grim, there are two key drivers of King’s success. The first one is grit.

"What very few people know is the long history of King. When Candy Crush Saga took off on mobile, King had been actively making casual games for web and Facebook platforms for almost a decade. They nearly went bust before being able to make the transition to Facebook, but while there, they saw the potential to spread their games virally."

"After making the transition to mobile in 2012, the Candy Crush Saga game really took off, and the rest is history. The bottom line is that an overnight success is often the product of years of trying to get there, and not giving up."

Evaluate, adjust and keep going

The other key factor is data driven product & strategy development. Since starting to launch casual games on the web, King has continuously used a data driven approach to constantly evaluate what games, features and distribution strategies work and what doesn't.

"Since the launch of Candy Crush Saga in 2012, King has continuously worked on improving every dimension of their games, with a relentless ambition to improve engagement, retention and monetization across their network of players."

Yes, there have been many successful games before King, but most of them were one-hit-wonders.

"King has been able to sustain their popularity through data-driven product development, and have proven many gaming experts wrong, in that mobile gaming successes can be sustainable over many years."

Follow the shifts

Grim’s main areas of interest in Northzone are consumer internet, mobile, marketplaces and B2B SaaS. He is excited about major platform shifts happening, and the potential it brings.

"We have several potential shifts currently ongoing, which I find interesting. These included voice interfaces, virtual and augmented&mixed reality, decentralisation and blockchain."

"I find the transition to augmented & mixed reality very intriguing, with its potentially huge impact on how we interact with technology. We're still some time away from finding the right form factor, but I would have loved to work on building the platform to unlock a new generation of user experiences and products on top of this new technology."

Maria Amelie