The Candy Crush Company: A Case Study on Scaling

Harvard Business School professor Jeffrey Rayport recently discussed his case study on King Digital Entertainment, a video game company that rose to fame with its hit game Candy Crush Saga. The company's rapid growth posed the central question of whether it could scale effectively while maintaining creative control.

King Digital Entertainment was founded by Riccardo Zacconi and quickly established itself as the world's leading maker of casual games for mobile devices. With a portfolio of almost 200 games, including Bubble Saga, Pet Rescue Saga, and Farm Hero Saga, King faced the challenge of scaling its company without sacrificing quality.

One key to King's success is its games' time elasticity, which allows players to engage with the game for either short or extended periods. This flexibility has contributed to the company's massive user base, with 45 million people playing Candy Crush each month and over 600 million plays per day.

The company's ability to reach a large audience is also due to its games' cross-platform compatibility. King games can be started on a phone and picked up again on a desktop, making them highly 'sticky' for users. As of January 2014, King had reached 150.4 million monthly users on Facebook.

King's success has not gone unnoticed by investors and analysts, who are eagerly anticipating the company's initial public offering (IPO). While game IPOs come with risks, King's dominant position in the market makes it an attractive prospect for potential investors.

For those interested in trying Candy Crush Saga for themselves, the app is available for free download on iPhone or Android devices. Simply open the App Store, search for 'candy crush saga,' and follow the prompts to download and start playing.

In conclusion, King Digital Entertainment's case study offers valuable insights into the challenges of scaling a creative company while maintaining quality and control. As the company continues to grow and innovate, it will be interesting to see how it navigates the complexities of the gaming industry.

Candy crush company