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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