Integrated e-commerce and advertising features into Candy Crush at King, managing promotions that enhanced user engagement and drove revenue growth through strategic feature development.
Project Overview
As Promotions Manager at King, I led the integration of e-commerce and advertising features into Candy Crush, one of the world’s most popular mobile games. The focus was on enhancing user engagement while driving revenue through strategic in-game promotions and seamless purchase experiences.
Challenges
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Balancing user experience with monetisation goals in a beloved free-to-play game
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Complex technical integration of e-commerce systems with existing game architecture
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Need to maintain game flow while introducing promotional and advertising elements
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Global rollout requiring consideration of different payment methods and regional preferences
Solutions
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Developed user-centric promotion strategy that enhanced rather than disrupted gameplay experience
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Implemented A/B testing framework to optimise promotional timing, messaging, and presentation
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Created seamless in-app purchase flow with multiple payment options and user-friendly interface
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Built comprehensive analytics dashboard to track user engagement, conversion rates, and revenue impact