AppData is an online service dedicated to obtaining statistical data on the use of smartphone and tablet applications. One of the data it obtains is that of monthly users who use a certain app based on its algorithm. Last week it offered results on this application, Candy Crush, which indicated that it had 40 million active users. However, they have updated the data they had on this application. Now they no longer indicate that it has 40 million active users every month, but 132.4 million.
Monthly active users
Firstly, it must be specified that this type of estimate, that of monthly active users, is used in most applications and online services, because it is more useful in many cases than that of users who have downloaded or installed the application. Suppose we have to offer some company to advertise in our application. That company does not care how many people have downloaded or installed it, because all of those could have uninstalled it or could have it but not use it. What really matters to this company is the number of people who will see its advertising. In this case, it is not only about selling advertising, but the monthly active user index also allows you to know the success of an application. WhatsApp, for example, gives the figures for active monthly users, but applications like Line do not. Most likely, Line has a large number of users who have downloaded the app but are not using it. Something similar happens with Twitter, although they only give the number of active users. They are two different ways of looking at it. Twitter also has a large number of inactive accounts, and in their case they prefer not to count them, since due to its structure, it is very easy for a single user to have several accounts and not use them. Or that they have registered multiple names so that no one else can have them. It makes no sense to count that as users. So that Twitter cannot be criticized, they usually give the numbers of active users each month. The fact that Candy Crush has such a high monthly user figure is something immensely incredible.
If we compare it with Twitter, which a few months ago had 140 million active users, we are amazed that Candy Crush has 132.4 million.
Candy Crush holds the key to success
Probably, the success of Candy Crush, apart from having an almost perfect video game, is that it has had an incredible social virality. Let’s focus first on the video game itself. It is immensely long, but at the same time it is short. Lets spend a few minutes on a single level. This is essential so as not to bore the players. Levels that involve long-term participation are not successful. Another test is Angry Birds. They are short levels. But also, they are complex at times, so it does not fall into simplicity. In a few minutes we complete a level, but perhaps not with enough score to advance to the next. This, in turn, adds the challenge component, playing is always something that involves a certain concentration and leads to escape from reality. Isn’t that what you want with a video game?
Lastly, it prevents us from playing too long, which has consequences. It does not allow us to hate the video game. It is very curious, but it is easy for a mobile video game to get boring. We have a couple of hours off, and the game is very good, we take those two hours and we start playing, and we lose the two hours playing. We will never play the game again. Now, we play for two minutes, the game is very good, but it won’t let us continue playing for another 30 minutes. Thus, every time we play again, we think again that it is a good video game.
A few months ago, it didn’t have that many levels, but King is working very actively to add new levels with each update. Right now it has 410 levels. And it is really difficult to complete them all if you are one of those who started playing the video game very recently. On the other hand, to advance to the next block of levels it is necessary to request tickets from our Facebook friends, although the game without connection to the social network also allows us to advance by overcoming other optional levels. This, precisely, having to ask Facebook friends for tickets to move forward, has been another of the keys to Candy Crush.
And of course 410 levels is proof that Candy Crush’s success will continue. We will reach many more levels, and new players will still have many levels to overcome, also competing with their Facebook friends. If you still don’t have Candy crush, you can download it for free from Google Play.
Google Play – Candy crush