For many, it is hard to understand how a simple matching game like Candy Crush (initially released in March 2011) can still be popular and addictive after more than 3 years and counting. The matching puzzle game first became popular with Bejeweled, which later saw many other variations of matching puzzle games like Tetris, Brizzle Pandora, Lazy Birds, 10 Million, Radballs, Polymer, Puzzle Quest, Luxor, etc.

But what really sets Candy Crush apart from the rest?

First of all, Candy Crush comes with a somewhat interesting story. Many would say that it is indeed childish and cartoonish, but like most online adventure games, the game gives users a different experience of its narrative element. Many people find Candy Crush characters cute and funny. As ironic as it may seem, many users are still curious about what will happen next, even though we know what kind of story we are presented with here.

Simple user interface that makes it easy for users to appeal to the majority of the mass market. Anyone with half a brain would easily get ‘turned on’ in the first 30 levels and you will find players of all ages playing Candy Crush. The graphical user interface (GUI) of this game fools most that it is a really easy game. When you get to the higher levels, you find that the difficulty level increases exponentially and you find yourself replaying the same level multiple times. It either drives/motivates you to keep going or it breaks you by testing your patience.

Social media element. Like most mobile games, the social networking element adds additional emotional feelings to the experience. When your friends start sharing achievements, the peer pressure increases when your scores are announced publicly. It is common to have some friends who constantly, directly or indirectly, brag about how great they are. You definitely push an emotional button that normally motivates you to work on your achievement.

Content continuity. As with most great online games, regular content updates keep the game and ecosystem alive. Its developers, King.com, have constantly strived to give users a reason not to get bored and keep you busy scratching your head on how to complete these levels. The frustration level is often enough for you to make purchases online, to help you complete the level. The key point is that spending real money on help doesn’t guarantee level completion, which can add to the frustration even more. So which category do you fall into?