The Crush Is Real
Candy Crush Saga
Hypothesis:
We wanted to develop a limited live-op for the The Crush is Real campaign that will highlight a diverse set of our players and feature them with their name, picture and a level according to their taste. All players will be able to play these levels that become available in a certain cadence, and people will get a reward for beating a certain amount of levels, while we also want featured players to share their featuring on Social to get more buzz to the campaign.
It's the first time we feature real players from the community in the game. The level content we provide is exclusive and created with the help of these players. We use Completion under a given time as a driver for engagement & potential monetisation with the feature.
Design Specs:
Available at level 25.
An event where real players are featured along with their special levels.
Each event runs for 7 days and has 5 players levels.
Everyday (except the last two) a new player and level is revealed.
Players have 3 attempts to complete these levels each day.
Completing a level rewards players with semi durables (30 mins).
Completing all levels rewards players with boosters from the Community Chest.
I've contributed realizing the flow working closely with game designer and marketing team, conducting user testing, UI layout and several mockups to define the art style of the live-op and implementation on engine.
We reached this result after multiple round of feedback where in the end I've experimented combining provided marketing materials and Candy Style.