King, the developer of one of the highest-grossing casual games Candy Crush Saga, has completely abandoned in-game advertising, according to Inside Mobile Apps.

In a letter that King sent to its commercial partners, it is claimed that the company’s executives decided to get rid of advertising all their games at the same time around the world and, thus, leave the advertising business. 

King considers it a top priority to make the entertainment process continuous for its dedicated players, whether they are users of online platforms, tablets or mobile devices,” the message reads. – “This, unfortunately, led us to a difficult decision to completely abandon advertising as the main engine of the entire business process of the company.” 

The management did not give any further explanations on the decision.

Meanwhile, there is no need to worry about the future of King. It is well known that the company is very successful in making money from purchases made by users inside the application. For example, in Candy Crush Saga, a player can purchase additional lives, thereby moving from the rank of free users to paid ones. Obviously, the company’s management considered the pleasure that users get from the game to be much more valuable than the income from intrusive in-game advertising.

A source: and