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AR, Experiential
Candy Crush Saga

King, Facebook and Biborg collaborate on the launch of the interactive gamified Facebook camera effect using AR Studio, for one of the most famous mobile games in the world, Candy Crush.

All Facebook users and selfie enthusiasts could experience the Candy Crush game in a new and immersive way.

Accessible via Facebook’s in-application camera, the lens was launched on the 14th December 2017. The aim of the game is to catch candies of the same colour in the player’s mouth as they are thrown in from the bottom of the screen. Each time a candy is consumed, the player’s face expands. When a player has eaten four matching treats, their face will transform into one of the game’s iconic striped candies and it will transform into a colour bomb for five candies. Each round is more difficult than the last with the tasty treats moving more and more quickly around the screen. Players can also share their scores and challenge their friends.

Biborg is one of the first agencies in Europe to offer such fun experiences in augmented reality on Facebook.

We’re thrilled to work with Biborg and Facebook on the Candy Crush gamified camera effect using AR Studio lens. This special augmented reality content experience allows fans of the game to experience Candy Crush in a more immersive way than ever before. We think our players will have a lot of fun being transformed into candies and competing with their friends for the highest score.

Richard Hocking, VP, Performance Marketing at King.

AR Studio makes it possible to bring our favourite game experiences into the real world, and King has delivered on this by adding Candy Crush elements that not only look amazing but are also fun to play. King has built one of the most passionate communities of players in the world thanks to Candy Crush. The AR Studio experience provides a new, interactive way for fans to celebrate with (and outscore) each other.

Leo Olebe, Global Director, Games Partnerships at Facebook.

Try it yourself on mobile here.

To learn more about Candy Crush Saga, visit:

Find out more on Adweek (EN), Pocket Gamer (EN), The Virtual Report (EN).