The rules of Candy Crush are indeed very simple. Players have to move a variety of brightly coloured sweets around a grid and line up at least three of the same sweet in a row. Every time a row is completed, the line explodes, making way for more candies to drop in. With more than 400 different stages, each more difficult than the last, and more being added all the time, players never run out of challenges.
When I first started playing Candy Crush, which was because friends and family around me were going crazy about this new game that they said was addictive and challenging, so, I had to see what the fuss was all about. I finally downloaded the game and began to play. But, until the first few levels I had still not understood what the hype was all about because I had yet to figure out the different combinations that are made using the striped candy, the toffee and the colour bombs. That, for me is the most addictive factor, but for some people the sound in the game is very addictive. Apart from that, advancing through the levels doesn’t only give one a feeling of being successful but also gives a sense of achievement. Like any other addiction, completing levels gives you an uplifting feeling whereas, being stuck at a level brings you down.
Studies show that women aged between 25-55 are the main buyers of the game. They don’t only purchase the game but also buy lives, extra moves and boosters regularly. The difference between people playing in Pakistan and people abroad is that we find other cost-free methods to get away with a game such as candy crush or even buying a song off iTunes. People here, including myself, would not pay to buy extra lives, I either wait for the 5 lives to come back, or ask a friend to send me a life or if I really want to play I would change my phone’s time to get the lives then. The creator of candy crush receives at least $400,000 per day.
Now an interesting fact about candy crush. In the UK, they have started a candy crush rehab program due to the increasing number of calls they were receiving on being worried about a family member or friend. The symptoms of this addiction are playing for 4-5 hours a day, not socializing with others around, not being able to concentrate on anything else, etc.
It’s a great game, but too much of anything is bad for you, so play but be careful!
Raina
Lahore School of Economics