These accomplishments are experienced as mini rewards in our brains, releasing the neurochemical dopamine and tapping into the same neuro-circuitry involved in addiction, reinforcing our actions. Initially, the game allows us to win and pass levels with ease, giving a strong sense of satisfaction. The premise of Candy Crush is basic enough for a preschooler – just match three candies of the same colour. So what is it about this game that makes it so addictive?įirst off, it’s simple. I am on level 140 (not something I’m proud of), even after deleting the app once because I couldn’t stop playing. All told, half a billion people have downloaded the free app, and King Digital Entertainment, the company behind the phenomenon, reportedly netted $568m last year alone. While that amount dropped by 16% after the company’s Wall Street debut, it still left the gaming geniuses behind the free app worth billions.Ĭandy Crush is played by 93 million people every day, and it accrues an estimated $800,000 daily through players purchasing new lives and boosters that help them to conquer new levels. Last week, Candy Crush Saga, the mind-numbingly simple yet addictive game that involves matching coloured sweets, was estimated to be worth $7.1bn.

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