Candy Crush is the latest game to catch fire, the same way as Angry Birds and Temple Run before it. Yet for women across the world, the game is more of an addiction and brings in nearly $600,000 per day for its creative company, King.
"I'd just discovered Candy Crush and had been playing it for more than 10 hours over the weekend," Lucy Berkley told the Daily Mail. "My back became strained because I'd been hunched for so long over my iPad. I couldn't help it; it was so addictive. The extraordinary thing was that almost everyone else in the room admitted they too were addicted. Now we're all competing."
The game, which requires players to make matches of like "candies," has taken the web and mobile device world by storm. And it is looking to continue dominating the field by becoming available through Amazon's Appstore and on its Kindle Fire tablets, according to Android Community.
There are over 400 levels, and users can purchase "helps" for $0.99 at any point along the way. Those low-priced helps are bringing in a great deal of money for Candy Crush's maker, King.
"I call it 'crack candy' because I imagine giving it up is like trying to break a crack habit," Berkley joked. "I hadn't heard of it until I saw that many friends – all intelligent, creative women – were playing it on Facebook. I've never played any other game on my phone, but I don't like going a day without my 'fix.'"
It's clear from social media sites like Twitter and Facebook that others feel the same as Berkley.
"Sometimes it's nice to have a conversation, but I understand that people have their Candy Crush careers, so I know not to always expect one," tweeted Chris Stephenson.
"The only thing I have and will ever accomplish in philosophy is beating Candy Crush #Level120," bragged Sam Murphy.