Walking into the Barcelona offices of King, the developer behind iconic mobile games like Candy Crush, Bubble Witch, and Farm Heroes, feels like stepping into a whimsical candy land. The vibrant office is filled with colorful decor reminiscent of a theme park, capturing the essence of the playful worlds players find in King’s games.
A Foundation Built on Mobile Gaming Success
Established over two decades ago, King has become a major player in the mobile gaming industry, with its flagship title, Candy Crush Saga, boasting over five billion downloads and generating more than $23 billion in revenue. Tom Green, the president of the company since May, reflects on the office’s importance since its opening in 2012: “It’s a great location with very versatile teams, and we’ve been a creative pillar here for years,” he shares. The Barcelona office, the company’s second-largest after Stockholm, has designed countless levels and interfaces, playing a vital role in the ongoing development of new and yet-to-be-announced titles.
Navigating Industry Challenges
However, the gaming landscape is shifting. As the industry faced a wave of layoffs, with over 15,000 job cuts projected for 2025, King found itself at a crossroads. Despite its profitability, the company underwent significant restructuring following its acquisition by Microsoft in 2023. This transition opened the door to internal challenges, including the impact of automated processes on employment and creativity.
Green now tackles the dual challenge of restoring internal confidence while fostering a continued spirit of innovation. “It’s difficult, especially for those affected,” he acknowledges, as he faces the aftermath of two rounds of layoffs within a year that significantly reduced the Barcelona staff to about 120 employees.
The AI Dilemma
With employees pointing fingers at artificial intelligence as a triggering factor for downsizing, Green is adamant about clarifying the narrative. “None of the layoffs were due to AI,” he asserts. “We use it as a tool to enhance our work, not to replace people.” For example, in Candy Crush, AI streamlines the once tedious manual process of adjusting level difficulties through machine learning. “It helps us be more efficient, while the core of game design remains a deeply human pursuit,” Green explains.
Microsoft’s Influence on Creative Autonomy
Since Microsoft acquired King as part of its Activision Blizzard purchase, there have been ongoing concerns regarding the creative autonomy of acquired studios. Green assures that King maintains its independence in driving its creative vision. “The nucleus of our business remains making the best games possible,” he states, highlighting their established position in the mobile domain and the importance of keeping player engagement over simple one-time interactions.
The Essence of Candy Crush
In a market where complex titles dominate, Green believes the enduring success of Candy Crush stems from its unique synergy of simplicity and depth. “It’s the perfect marriage between form and function,” he reflects, noting how simple interactions can lead to complex gaming experiences. The game caters to a broad audience, with many players outside the traditional gaming demographic finding enjoyment in mobile puzzles.
Looking Ahead Amidst Uncertainty
Despite the upbeat rhetoric, the atmosphere within King remains tinged with caution following recent layoffs. Employees express both hope and concern for the company’s future under Green’s leadership. “He knows how King works and has great ideas, but he’s inherited a challenging situation,” one employee remarks.
As King moves forward, initiatives like the recent KingnfoMarket event in Barcelona aim to cultivate a forward-thinking culture, promoting productivity and creativity. “We need to build a healthy, productive, and creative company,” Green emphasizes, striving to ensure that internal relationships are rekindled, much like the gradual progress seen in their games—step by step, move by move.
Each shift in the industry brings both challenges and opportunities, and King stands at the forefront, ready to adapt. Whether they can navigate the complexities of restructuring while keeping their core values alive remains to be seen, but the gaming community watches with anticipation.
Interested readers can stay updated with more insights by signing up for EL PAÍS’s weekly newsletter for English-language news coverage.