Candy Crush Saga, the wildly popular mobile puzzle game, now features over 18,700 levels — many of which are designed and fine-tuned with the help of artificial intelligence (AI). Swedish game developer King uses AI to streamline the creation of new puzzles and refresh older ones, ensuring players remain engaged without feeling stuck or bored.
Todd Green, general manager of the Candy Crush franchise, says AI helps developers by taking the first pass at level creation. This allows human designers to focus on enhancing gameplay and developing fresh challenges for users who’ve been playing the game for years.
Without AI, it would be nearly impossible to manage updates and tweaks for the massive library of levels, reports AP.
Unlike fears voiced in other sectors of the video game industry — where actors and creators worry AI could replace human jobs — Green stresses that King is using AI strictly as a tool to speed up the design process. "We're not replacing workers or adding AI chatbots into the game," he noted. "We're solving practical problems to improve quality and efficiency."
Candy Crush has evolved significantly since its launch on Facebook in 2012. Now owned by Activision Blizzard, King has released its 300th client version. The game remains a powerhouse, supported by a loyal base of millions and a steady appetite for new content.
According to industry analyst Joost Van Dreunen, the demand makes AI a smart solution. "To scale content for that player base, AI makes sense,” he said.
King uses AI in two ways: to generate new levels and to rework outdated ones. For seasoned players, levels must be engaging from the first try — a challenge that AI helps solve by analyzing patterns and generating puzzle drafts. AI also helps maintain the game’s rhythm by ensuring levels alternate in difficulty, keeping players interested without overwhelming them.
The company assesses performance using various metrics, such as pass rates (the number of attempts needed to beat a level) and board reshuffling frequency. However, determining if a level is truly enjoyable also involves subjective judgment — different players prefer different challenges.
Mobile gaming continues to dominate the U.S. market, accounting for roughly half of the $51.3 billion spent on video game content in 2024. Candy Crush’s ability to consistently deliver fresh experiences is key to its longevity — and AI is now central to that success.
Green emphasizes that AI isn't a replacement for creativity but a behind-the-scenes support system. “With AI, we can enhance thousands of levels instead of hundreds,” he said. “We still talk to players and listen to feedback. AI just helps us do more, faster.”
Bd-pratidin English/FNC
