King tests game mechanics on the web

The British company is not having the easiest time right now – it receives most of its revenue from one game, whose popularity is beginning to fade. That’s why King needs a new hit. If it doesn’t, the stock price will continue to fall. 

As we have already written today, King did not enter the stock market very successfully yesterday. But the fact that the exchange would be wary of casual developers was quite predictable. The performance of the game, responsible for 78% of the company’s revenue, fell during the Christmas quarter. 

But the new King titles are already showing very good performance. According to the results of February, Farm Heroes ranked 7th in terms of revenue on the App Store in the world, Pet Rescue – 8th place. On the Google Farm Heroes platform in February, it was ranked 9th in the world in terms of earnings. 

However, it is still questionable how much new box office hits depend on Candy Crush indicators. What will happen if the interest in the “candy” game comes to naught? Will other projects survive without financial and traffic support from Candy Crush?

Even if the answer is yes, we need a “cushion”, new titles that will be able to diversify the company’s income, reduce dependence on a single game. 

To create such titles, King uses its own web resource RoyalGames.com . It is on it that the British run in all more or less working concepts. This model works due to the specific audience of the portal. 

“If we look at our user base as a pyramid, then users of this particular platform will be at the very top of it,” Riccardo Zacconi, executive director of King, said in an interview with Re/code. 

Who are these users? 70% of them are women aged 25 to 55, playing a much larger number of games than the average player.

Tracking the behavior of its users in projects on RoyalGames.com , King decides what the next Saga will be.

And how do you check the performance of the mechanics of your future mobile game?

King, a company that started in the segment of casual and flash games for PC, thanks to the success of the Saga series projects on Facebook and mobile platforms, has turned into one of the most successful global game studios with a DAU of more than 90 million in a couple of years.