Candy Crush in Japan

Candy Crush Saga wasn't doing well in Japan. The game was very different to popular Japanese mobile titles.

We developed a strategy for Candy Crush, based on it's moment of magic - when you get a great combo.

We then develop King's first live action TV spots. We proudly highlighted Candy Crush's European gameplay sensibilities, to give it a taste of the exotic combined with a Japanese celebrity to make Japanese people feel they were missing out by not playing.


The ads skyrocketed Candy Crush from the low 100s to the number one download in Japan.