King Operations Head Eva Ryott Discusses the “Forever Game” Strategy for Candy Crush and the Role of AI in Scaling 21,000 Levels

King's Eva Ryott explains how Candy Crush uses AI to manage 21,000 levels and why Reddit feedback is now a core part of their "forever game" strategy.

By: AXL Media

Published: Apr 6, 2026, 10:36 AM EDT

Source: Information for this report was sourced from GamesIndustry.biz

The Evolution of a Mobile Phenomenon

Since its debut in 2012, Candy Crush Saga has transcended typical mobile game lifespans, surpassing $20 billion in lifetime revenue as of late 2023. Now operating under the Microsoft umbrella following the Activision Blizzard acquisition, King is focused on transitioning the title into a "forever game." Eva Ryott, King’s head of live operations, explained at the 2026 GDC Festival of Gaming that the strategy has shifted from purely quantitative data to a deeper understanding of player psychology and immediate attention-grabbing mechanics.

Scaling Content Through Artificial Intelligence

With the game now boasting over 21,000 levels, manual oversight is no longer feasible. Ryott detailed how King utilizes AI and automation to streamline the content pipeline. Level designers use these tools to identify "broken" levels—those that are inadvertently too difficult or too easy—before they reach the public. This automation allows the team to increase content delivery; last year, King raised its output from 45 to 60 new levels per week to satisfy a loyal player base that often outpaces the development cycle.

The "Reddit Lesson": Sentiment vs. Data

A pivotal moment in King's recent strategy involved the introduction of the "two-by-two Fish Booster." While internal data suggested the innovation would be a success, immediate backlash on Reddit revealed that players found the mechanic "unintelligent," as the fish failed to target specific level objectives effectively. Ryott noted that this taught the team a vital lesson: vocal community feedback can be more insightful than quantitative metrics. Consequently, King has integrated more qualitative research, including focus groups and dedicated player researchers, to balance innovation with the "familiarity" longtime players crave.