Jump to content
A young woman playing Candy Crush on her smartphone.


Candy Crush Saga Player Profile

Walt Elder, Associate Director of Advertising Insights, Activision Blizzard Media

Walt Elder, Associate Director of Advertising Insights, Activision Blizzard Media

January 10, 2024

8 minute read

Candy Crush Saga has consistently captivated the mobile gaming world for over a decade, earning the title of the #1 mobile game of all time (Source: Data.Ai, Unified Analysis - Cumulative Revenue, Global, Through July 2023). 

Today, it is still among one of the most downloaded, most played mobile games ever released—so much so that the 4.8B combined “swipes” of every player in 2022 would wrap around the Earth more than 3 times a day. (Source: King Internal Metrics, Global, 2022)

With its dedicated and passionate player base, Candy Crush Saga offers advertisers a multitude of opportunities to connect with a vibrant and active community. It has evolved into more than just a platform for entertainment; Candy Crush is a hub where advertisers can establish meaningful relationships and cultivate brand loyalty.

A man plays Candy Crush in his office.

More than just gamers, Candy Crush players are influential consumers who respond positively to advertising, and so their loyalty to the game and significant engagement levels make them a valuable demographic for advertisers.

Understanding the profile of Candy Crush players goes beyond demographics: it's about appreciating the influence and power this community possesses, and how it can be harnessed to create engaging and effective marketing strategies. This knowledge allows for the development of targeted campaigns for this unique gaming demographic. Leveraging the industry-leading ad performance of Candy Crush is not merely a strategy, but a gateway to unlock unparalleled opportunities in the realm of gaming advertising. 

Five Things Advertisers Need to Know About Candy Crush Players

  1. High Level of Engagement: Candy Crush players are not casual gamers. They are highly engaged, playing an average of 28 sessions every week and spending 4.3 hours per week immersed in the game. This high level of engagement and attention offers advertisers ample opportunities for effective ad placements (Source: Data.Ai. Unified Analysis- Daily Sessions, Time spent daily. USA YTD through 26 July 2023).

  2. Long-term Loyalty: Of all Candy Crush players, 66% have been playing video games for more than 10 years. (Source: Activision Blizzard Media Gaming Study via Toluna, July 2023 (Base: US Adults 18+)) Candy Crush players themselves are incredibly loyal, with an average tenure of 3 years and 312 days. (Source: King Internal Data. USA. Through 26 July 2023). This loyalty not only speaks to the game's lasting appeal but also suggests that these players might be more open to long-term brand engagements. This is in part thanks to Candy Crush’s 100% opt-in ad model, which boasts 98% viewability and 97% video completion rates. Players are always rewarded for their time and attention—and keep coming back for more.

  3. Diverse Playing Locations: Thanks to mobile, Candy Crush is played in a variety of locations both at home (98%) and away (46%). This diversity offers advertisers unique opportunities to deliver context-specific ads that could enhance engagement and conversion rates. Our research shows that 70% of all Candy Crush sessions fall outside of primetime (6-10PM) making Candy Crush an effective tool for reaching your customers throughout the day. (Source: Activision Blizzard Media survey of Candy Crush players via Alchemer, US & UK, May 2023)

  4. Premium Game Perception: A significant 79% of Candy Crush players perceive it as a premium mobile game—13% more so than the overall puzzle genre. This perception can be leveraged by advertisers to position their products or services as premium offerings. And as known product advocates, Candy Crush players are 1.3 times more likely to be consulted by their friends for product recommendations and offer advice to friends on purchases they’re considering. (Source: Activision Blizzard Media Premium Gaming Study via Alter Agents, December 2022)

  5. Strong Player Identification: Nearly half of the Candy Crush players (41%) identify as gamers, not casual players. (Activision Blizzard Media Gaming Study via Toluna, USA, July 2023) This strong identification within the gaming culture suggests that advertisements that align with gamer identities and values are likely to be more effective. 

Two people bond over a mobile game in the backseat of a taxi.

The Candy Crush Impact

Candy Crush transcends the boundaries of a typical game. It serves as a platform where advertisers can build meaningful relationships and foster brand loyalty within this influential community. Understanding these players allows advertisers to develop more targeted and effective campaigns that resonate with this unique gaming demographic.

By harnessing the power of these players, advertisers can innovate and craft player-centric targeting strategies, unlocking unparalleled opportunities in the realm of gaming advertising. In understanding these players, advertisers can craft more targeted and effective campaigns that resonate with this unique gaming demographic.

Game Theory

Subscribe to our core insights and news


View All

Melinda Spence, Head of Global Advertising Insights, Activision Blizzard Media

Melinda Spence, Head of Global Advertising Insights, Activision Blizzard Media

May 01, 2024

Mobile Gaming: The Common Denominator Among All Game Players

In the increasingly diverse world of gaming, reaching unique, valuable audience segments offers a significant opportunity for brands and advertisers.

Read More

Antonio Miller, Research Manager of Advertising Insights, Activision Blizzard Media

Antonio Miller, Research Manager of Advertising Insights, Activision Blizzard Media

April 16, 2024

Why Multiplatform Players are More Receptive to Advertising

As the gaming industry continues to take its place in the entertainment ecosystem, understanding the different audience segments becomes increasingly critical for brands looking to tap into this lucrative market.

Read More

April 03, 2024

IAB PlayFronts 2024 Recap

The IAB PlayFronts 2024 marked a significant milestone in the digital entertainment sphere, bringing together industry innovators to share insights and chart the future of interactive media for the third year in a row.

Read More

View All

Advertise With Us

Level up your brand awareness with high performance advertising.

With decades of experience and a legendary portfolio that includes iconic game franchises like Candy Crush™, Call of Duty®, World of Warcraft® and StarCraft®, we make it possible for brands to engage with hundreds of millions of active users all around the world.

For media inquiries, contact

Step 1 of 2

Let's start with the basics...

Candy Crush Tiffi

Step 2 of 2

Now, Tell us who you are and what you're interested in...

Spyro the Dragon

Your message has been sent.


Thanks for reaching out. Please check your inbox for important information on our next steps.

Overwatch Starcraft

The Software License and Service Agreement will be updated. Please follow this link [https://www.activision.com/legal/ap-eula] in order to see these changes.

Privacy Policy Update
We’ve updated our Privacy Policy. You can view the revised policy here. By continuing to use Activision’s websites, products or services, you acknowledge this revised Privacy Policy.