Candy Crush Saga SWOT Analysis, USP & Competitors

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SWOT Analysis of Candy Crush Saga with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Candy Crush Saga

Parent Company



Application – Games


IT & Technology

Tagline/ Slogan

The Sweetest game around!


Candy Crush keeps players hooked through its goal-oriented level structure



All Internet Users

Target Group

Young population of age group 12 to 25


Quick and easy tournament-style skill games at zero up front cost that are accessible virtually everywhere and to everyone

SWOT Analysis


1. High awareness – More than 50 Million monthly users

2. Free game with moderately priced in-app purchases

3. Profitable transaction model

4. High micro transaction rate

5. Effective utilization of social media

6. Users have given it a high rating

7. Has been recognized as one of the finest games with several awards


1. Intense competition from other games means limited and short-lived brand loyalty

2. It's difficult to maintain the game new & fresh and keep people coming back


1. Find new ways to generate revenue other than micro transactions

2. Expand into merchandising, such as a board game, school supplies, or real Candy Crush Saga candy

3. Create a version for smart televisions

4. Make a TV show for kids with cross-promotion for the game (code for free level, based on the episode)

5. Huge potential for in-app advertising

6. Rapid technological development

7. Increasing internet penetration and number of smartphone users


1. Intense competition

2. Product life cycle time is less

3. Expansion of Facebook into social gaming

4. Information leaks- competitors are able to access your launch dates for product and create counter strategies like releasing a new product

5. The mobile app industry is very fragile

6. Changes in consumer tastes – continuous improvement is needed – Else it will become obsolete soon

7. Availability of substitute products



1. Fruit Ninja Free

2. Farm Heroes

3. My Talking Tom

4. Temple Run

The table above concludes the Candy Crush Saga SWOT analysis along with its marketing and brand parameters.


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