DAU distribution and monetization across platforms is proportional to ad spend share.Some further assumptions must be established before a very rough* estimate of Candy Crush Saga’s total daily revenue on mobile can be calculated: Using data from MoPub’s recent Q1 2013 Mobile Advertising Marketplace Report, a three-month average mobile CPM of $0.75 is calculated, broken down as below: These data points, when taken together in the context of King’s decision to abandon in-app advertising, can be used to construct a picture of how much money Candy Crush Saga is generating on mobile.

Daily gameplay sessions, Candy Crush Saga, mobile: 500 million.Monthly gameplay sessions, all titles, all platforms: 21 billion.Total DAU, all titles, all platforms: 70 million.In mid-May, King’s CEO, Riccardo Zacconi, released some data points about the company that emphasized just how successful its transition from the web to mobile has been: That number is likely appreciably lower now, owing to the breakaway success of Candy Crush Saga on mobile according to Distimo, Candy Crush Saga was the most downloaded app on the iOS App Store and the 5 th most downloaded app on Google Play in May 2013. In November 2012, Dale claimed that in-app advertising accounted for 15% of King’s overall revenue. We get phenomenally high click rates because of this.” “Game advertising, when it’s aligned with the gamer’s interests, is very very effective because players are in the funnel…They’re not ‘media meshing’ (playing web and tv at the same time). At that time, Alex Dale, King’s Chief Marketing Officer, told Inside Social Apps: The change represents a strategic about-face from its position in November 2012, when Candy Crush Saga launched on mobile. Last week, King, the developer behind Candy Crush Saga, announced that it would remove all in-app advertising from its games, across all platforms. Edit: Please note that the original publication date of this article is June 17, 2013

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