How the designers of Candy Crush maintain the balance between monetization and fun

In Candy Crush, players who watch ads are always rewarded with in-game bonuses, such as “boosters” that make levels easier to beat — which means workers at Activision Blizzard Media, the corporation’s in-game advertising arm, must regularly coordinate with King’s level designers to make sure ad-rewarded boosters don’t make any levels too much of a breeze.

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Creating Candy Crush: Behind the scenes at King's Stockholm studio

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Creating Candy Crush: Behind the scenes at King's Stockholm studio

Activision Blizzard Media

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