Candy Crush generates nearly $1 billion annually, 14 years after launch

Evergreen Candy Crush is one of the most successful and enduring mobile game franchises ever created. Launched by Swedish video game developer and publisher King in 2012, the original Candy Crush Saga quickly climbed the popularity charts on both Android and iOS. Nearly a decade and a half after its launch, it still boasts millions of users and generates billions of dollars in revenue.

In FY 2025, Candy Crush Saga reportedly generated $876.5 million in revenue, with most of it coming from in-app purchases. While that sounds impressive, it marks a slight dip from the previous six years, when the game generated more than $1 billion in annual revenue.

Candy Crush Saga follows a freemium model, meaning it’s free to play, but players can purchase extra lives, boosters, and special passes to make it easier to progress through its more than 23,000 levels.

While King hasn’t disclosed detailed revenue and profit figures in recent years, it reported surpassing $20 billion in revenue in 2023. That same year, the company also claimed to have reached 5 billion installs across all Candy Crush titles, including the original Candy Crush Saga and its spinoffs Soda Saga, Jelly Saga, and Friends Saga.

Players at the Candy Crush Saga All Stars esports event in Los Angeles in 2025.

Research by David Curry, data editor at app analytics platform Business of Apps, suggests that the original game currently has around 81.5 million monthly active users and was installed more than 190 million times across Android and iOS in 2025.

In its 2014 IPO filing, King claimed that Candy Crush Saga had 93 million daily active users worldwide in December 2013. If Curry’s estimates are accurate, this would suggest that the game has not experienced a massive decline in its user base over the past 12 years.

Candy Crush’s enduring popularity remains something of a mystery among the mobile gaming community. However, some believe its success can partly be attributed to its “turn-based” gameplay, which allows players to put the game down at any time and pick it up where they left off without penalty.

Paula Ingvar, general manager of Candy Crush Saga, attributes the game’s success to giving players “the satisfaction of making progress with small wins” in 10- to 20-minute sessions, rather than forcing them to finish a level in one sitting.

David Nieborg, a professor of media and platform studies at the University of Toronto and a video game researcher, believes the game’s popularity also has a lot to do with the fact that it is “non-place-based, nongendered, nonracialized,” helping it appeal to players across geographical, linguistic, cultural, and socioeconomic boundaries.