Research Summary
The report discusses King’s new Candy Crush games, Candy Crush 3D and Candy Crush: Blast!, which are currently in early testing in the Philippines. It explores the trends in the puzzle/match genre and how King is diversifying its Candy IP into different puzzle subgenres.
Key Takeaways
Current Trends in Puzzle/Match Genre
- Swipe Match-3 and Connect Tile Games on the Rise: The report indicates that the biggest winners in the puzzle games genre over the past five years have been “swipe match-3” and “connect tile” games. These subgenres have seen growth in their respective categories, which is good news for King’s Candy Crush 3D, a connect tile subgenre game.
- Decline in Tap-to-Blast Subgenre: The tap-to-blast subgenre appears to be on a decline, with games like Lily’s Garden and Toy Blast falling behind. This could pose a challenge for Candy Crush: Blast!, which falls under this subgenre.
Analysis of New Candy Crush Games
- Candy Crush 3D: This game is similar to the 2022 hit Triple Match 3D. The game involves players tapping and sorting three of the same 3D candies on the game board. The game introduces a timed streak mechanic that rewards players for making matches faster.
- Candy Crush: Blast!: This is King’s second attempt at tap-to-blast games. The game brings all the items from its swipe match-3 game into a new context, making it look and play differently from other blast games. However, this also makes the game levels harder to read and the game tougher to play overall.
Strategic Expansion of Candy Crush IP
- Exploring Other Subgenres: King’s exploration of other subgenres is a strategic move for growth in the puzzle space and for the Candy Crush IP. The swipe match-3, merge-2/3, and connect tile subgenres are most likely to continue growing in 2024.
- Challenges for Candy Crush Blast!: The tap-to-blast core gameplay mechanic has not yet proven to have the staying power of swipe match-3 games. This makes it challenging for Candy Crush Blast!, despite the team’s attempt to bring boosters from its swipe match-3 game to capture that subgenre’s stickiness.
Actionable Insights
- Monitor the Performance of Candy Crush 3D: Given the growth in the connect tile subgenre, it would be beneficial to closely monitor the performance of Candy Crush 3D, which falls under this category.
- Assess the Viability of Tap-to-Blast Games: With the declining trend in the tap-to-blast subgenre, it would be prudent to assess the viability of games in this category, including Candy Crush: Blast!.
- Explore Other Growing Subgenres: Considering the growth in the swipe match-3 and merge-2/3 subgenres, it may be worthwhile to explore opportunities in these areas.
