King’s Candy Crush Soda Saga recently celebrated its 10th anniversary. Since its release a decade ago, the title has attracted millions of players, been a leading mobile puzzle game, and has helped supercharge tohe Candy Crush franchise into a $20 billion+ IP.

To gain insights on how the team created and maintained a multi-billion dollar hit, we spoke with Candy Crush Soda Saga’s VP, head of creative Abigail Rindo about the evolving strategy…

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