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This is how we launched a member loyalty programme for one of the world’s biggest and most popular games – Candy Crush Saga.
The Candy Crush Royalty Program needed to overcome member confusion about its value and connection to the game. With limited short-term ability to modify gameplay, the focus was on creating exclusive, fresh, and newsworthy content and touchpoints through the site and communications.
The program needed to feel like a premium, elevated experience distinct from in-game rewards while complementing the game at the right moments, especially during its early life stages.
Success depended on delivering high-quality branding and content, collaborating closely, adapting to business needs and game updates, and aligning with a US-skewed audience, ensuring editorial tone resonated.
The Candy Crush Royalty Program was tailored for the game’s most loyal players, offering them exclusive recognition and tangible rewards to celebrate their achievements. These players value in-game rewards, partner perks, and regular communication to ensure they stay engaged
and never miss out.
Exclusive content to help them progress in the game was a priority, while proactive contact was less appealing — they preferred control over when and how they engaged.
Building trust with this audience required us to understand their perspective by immersing ourselves in the game. Engagement was key, and by providing enhanced support, exclusive updates, and fresh game perspectives, we could inspire loyalty and create meaningful connections beyond the game itself.
Candy Crush Saga is a fast-paced game, so naturally, there was always new and exciting updates for players to enjoy. This meant we had to be reactive and forward-thinking with our content.
We created a monthly content plan running across CRM, editorial, and in-game advertising to support Royalty’s VIP value proposition. Our in-house specialists immersed themselves in the world of Royalty ensuring they not only knew the game and the programme inside out but were able to create content quickly and effectively. High-profile collabs include partnering with Khloe Kardashian and Meghan Trainor who unwrapped jars of exclusive content through Royalty to celebrate 10 years of Candy Crush.
We also used our extensive expertise combined with ongoing performance learnings to tweak our concepts and output to give our content the best chance of landing perfectly.
- 0K
members visited the Royalty portal every month by the end of Q1 2022
- 0%
of these members returned the following month
- 0K
generated in monthly portal revenue (in US$)
- 0M
generated in annual bookings (in US$)
We love working with eight&four...
...as our trusted partners we can always rely on them to turn around our CRM and marketing content very quickly, despite us working across multiple time zones. Most importantly though, we've had some fantastic creative ideas from the team which have resulted in significantly higher engagement levels from our members".
