Popular mobile game Candy Crush Saga kicked off its third Music Season tournament by collaborating with famous artists Kimbra, TOKiMONSTA, and Łaszewo.
Adding a fresh spin to the game’s iconic sounds, each artist invites users to “rediscover the joy of play” in their individual tracks.
Accompanying each track is a candified music video directed by world-renowned duo WATTS.
Launched on September 19, players can listen to the tracks and watch the videos in-game as they take on challenges modified to each song.
The top 10 challenge winners earn the exclusive Sweet Sound Passport, which grants them three concert tickets of their choice anywhere in the world.
Candy Crush Saga is utilizing influencer marketing to keep the game relevant, expanding awareness and audience reach.
Elevating Gameplay through Music
Candy Crush Saga's collaboration with the three artists comes hot on the heels of the latest research by its parent company, King.
According to findings, 75% of American adults have lost touch with their playful side while 82% agree that participating in daily play significantly improves their overall well-being.
Dr. Jane Mcgonigal, author, researcher, and game designer, further emphasizes this in a press release:
"It's simple — daily play allows us to feel good and be happy, with its benefits proven time and time again.
Music has always been a powerful medium for play — whether it's discovering new playlists, mixing tracks, or immersing in live gigs — it allows us to escape, unleash creativity, and fully embrace the joy of letting loose."
Grammy-award singer Kimbra weaves in Candy Crush’s sounds in her track “Honeycomb” to create a song that’s both nostalgic and explosive.
She even goes on to say that playfulness is at the heart of her creative process, as she approaches each of her songs with a sense of curiosity. Taking pride in her Candy Crush track, Kimbra plans to add the song to her upcoming album.
TOKiMONSTA’s track “Floating” pushes the boundaries of the genre by blending electronic rhythms with iconic Candy Crush sounds, like the wobble and accordions.
On the other hand, “Too Sweet,” on the other hand, Łaszewo breaks traditional molds in combining dynamic beats and playful lyrics with in-game audio.
Through this recent collaboration, Candy Crush hopes to not only create innovative and immersive experiences but also inspire players to reconnect with their playful side.
"Candy Crush Saga is about creating joyful experiences that are inspired by our mission of Making the World Playful, and our collaboration with these incredible artists elevates that.
With our Music Season tournament offering once-in-a-lifetime live music experiences, we're bringing the thrill of music and gaming together like never before," King VP of Marketing Luken Aragon explained.
Previously, Supercell partnered with actor John Cena to launch its new Spongebob Squarepants feature in its multiplayer game Brawl Stars.
Editing by Katherine 'Makkie' Maclang
