Classes from a decade of ‘Sweet Crush’

Three of the highest 10 highest-grossing cellular video games ever launched in 2012. Sweet Crush Saga, Conflict of Clans and Puzzle & Dragons have every generated billions of {dollars} in revenues, earlier than counting spin-off titles or licensing offers. They got here out when smartphone display screen sizes had been getting bigger, giving builders extra actual property to play with. Video games makers had been starting to grasp the enterprise mannequin of free-to-play video games that cost for further lives, power-ups or personalised outfits. 

Right this moment cellular has gone from being a sideshow within the gaming market to its largest income. Turning video games into “stay companies”, with a relentless stream of recent ranges or limited-time occasions, can maintain a well-liked cellular sport for simply so long as a console title, if not longer. Sweet Crush Saga has been essentially the most enduring world hit of that 2012 cohort. It has had three billion downloads and it nonetheless attracts greater than 200 million gamers a month. 

Monetary success has not, nevertheless, been matched by cultural influence. The sport’s lifetime earnings are estimated to be just like these of the Star Trek or Superman franchises, but it surely possesses solely a fraction of the cachet of these pop-culture stalwarts. Makes an attempt to cross over into different types of leisure have struggled: in 2017 CBS tried to show Sweet Crush right into a TV sport present within the US, but it surely didn’t last more than its first season. 

At 10, Sweet Crush exhibits little signal of disappearing. The sport has held on to its spot among the many highest-revenue cellular video games within the US for a number of years straight

Critics say it’s because Sweet Crush is a puzzle sport, at finest repetitive, at worst designed to addict, with casino-esque sound results and dopamine-triggering rewards. They usually might have some extent. However even throughout the video games business, snobbishness about cellular appears outdated. Sweet Crush might not have the narrative sweep of The Legend of Zelda or the wit of Grand Theft Auto but it surely takes talent to construct software program that feels as stable and satisfying as clearing a Sweet Crush stage does. 

A part of the issue could be the lack of a central protagonist or Mario-style mascot that may lend the sport further character. It’s one thing that has not gone unnoticed by pretenders to Sweet Crush’s throne. The builders of 1 fast-rising puzzle app, Royal Match, have created a jovial, grey-bearded determine named King Robert to guide its gamers alongside. Soner Aydemir, chief government of the corporate behind Royal Match, describes him as “a companion” for gamers. 

An even bigger problem in cellular video games’ battle for cultural recognition could be the format itself. We watch motion pictures in teams to share within the spectacle. Smartphone gaming is about proudly owning essentially the most private, intimate display screen in our lives. And if you realise you’ve misplaced an hour to Sweet Crush on the couch, you don’t often rush to the pub to argue with pals or vent on Twitter and Reddit about it. 

At 10, Sweet Crush exhibits little signal of disappearing. The sport has held on to its spot among the many highest-revenue cellular video games within the US for a number of years straight. Certainly, in enterprise if not cultural phrases it’s a tough act to observe. The obstacles to creating a brand new Sweet Crush-scale hit are far increased immediately than 10 years in the past, requiring enormous investments in promotion to get observed within the overcrowded App Retailer. Furthermore, the promoting mannequin that allowed lacklustre cellular video games to purchase their option to the highest of the App Retailer charts has been hobbled by Apple’s restrictions on advert concentrating on. But when this forces builders to focus extra on high quality within the coming years, maybe cellular video games will at some point get the cultural credit score they deserve. 

Tim Bradshaw is the FT’s world expertise correspondent

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