Every day since 2013, I’ve seen at least one person playing Candy Crush Saga during my daily commute on the New York subway. Yes, it’s popular, but from my (anecdotal) observations, what I find most interesting is the spectrum of people playing it—from grandparents to young professionals to children of all ethnicities. I’ve come to think of Candy Crush as one of those things everyone can agree on.
While King, the company that created Candy Crush, hasn’t released demographic data for who plays the game, one thing is for sure: The kind of games King makes are very different from those made by Activision Blizzard, the video-game maker that’s acquiring King for $5.9 billion. It’s reportedly the biggest-ever acquisition of a mobile-gaming company. Activision Blizzard is the company behind Call of Duty and World of Warcraft—both blockbuster console games with large, mostly male audiences.
With this deal, Activision Blizzard is certainly looking to improve its mobile-gaming resources, but it’s also a bid to become a game maker with a more general audience. In a press release, Bobby Kotick, the CEO of Activision Blizzard, said that the acquisition meant that the newly combined companies together should reach more than 500 million active users each month.