The company, based in Dublin, Ireland, makes its money when players pay for in-game bonuses or to make additional attempts at a level they've failed to beat. Success rates went up, and more players stuck with the game longer.Ĭasual gaming is becoming a big business: King reported $1.88 billion in revenue in 2013. The information was passed on to the game design team, which made some coding tweaks to remove one particularly difficult element in that level. After looking through the data the company collects on customer gameplay, King's data analytics team found that almost all of the people who stopped playing did so after failing to make it past level 65.
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