The Candy Crush Conversation

Dan Grady's picture
 By | February 18, 2014
February 18, 2014

Social Media Analytics dashboard shows sentiment around Candy Crush IPO. 

King Digital Entertainment, the company beloved and hated by millions across the world for bringing us the addictive puzzle game Candy Crush Saga, announced today that they have filed for an initial public offering in the United States. 

As a functioning addict myself (I’ve been stuck on Level 421 for at least a month now) this is news that caught my attention. When I started seeing the tweets from friends and news outlets, I took it upon myself to do a quick analysis of the social reaction to the news.  I pulled and analyzed the conversations on the Candy Crush Saga’s Facebook page for the past week as well as a couple of thousand tweets from this morning when the news was breaking.   Here are just a couple of quick stats that I found interesting:

  • Candy Crush Saga’s Facebook page has almost 62 million “likes”. Compare that to Walmart who has 32 million “likes”.
  • In a week’s time there were 17,353 posts/comments on their Facebook page.
  • One individual who we’ll leave nameless found the time to post 88 times in a week, the next closest person in terms of volume during that time period posted 49 times.  However, in terms of influence, the person who posted 49 times had 2,739 friends in comparison to the frequent poster’s smaller world of 773.
  • 35% of the posters on the Facebook page were men and 65% of the posters were women.

The most interesting piece of analysis by far was in the conversations themselves.  If you follow social media analytics you’d probably expect this outcome.  The most frequent terms mentioned on the Facebook page were “level” followed by “stuck”(I can very much relate to that).  Now if you look at the subset of tweets I analyzed, the most frequent terms were “King”, “maker”, “saga” and “IPO”.  I think that very much mimics how the mediums are used.  Facebook for socializing and looking for advice from your peers and the public, and Twitter is very much about breaking news and information.  With a few exceptions of course, Derek Jeter announcing his retirement on his Facebook page last week was a bit out of the norm.

In their filing, King reported that they have 128 million daily active users, some of whom spend big dollars on the game.  I am one of those users but I’m happy to report that in 421 levels I’ve only succumbed to weakness once: I’ve invested a grand total of $2 in the game.  But when I look at the revenue numbers they are reporting I feel a bit better about those two bucks.