{"id":1503,"date":"2026-06-16T04:39:55","date_gmt":"2026-06-16T04:39:55","guid":{"rendered":"https:\/\/crosscountrymovingteams.com\/?p=1503"},"modified":"2026-06-16T04:39:55","modified_gmt":"2026-06-16T04:39:55","slug":"the-1-billion-game-that-says-ai-cant-replace-human-creativity","status":"publish","type":"post","link":"https:\/\/crosscountrymovingteams.com\/?p=1503","title":{"rendered":"The $1 billion game that says AI can\u2019t replace human creativity"},"content":{"rendered":"
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Microsoft is one of the Big Daddies. Call of Duty<\/em>, World of Warcraft<\/em>, and Minecraft<\/em> live within the Xbox gaming empire, catapulted to leading global status by the acquisition of Activision Blizzard for $69 billion in 2023. Tencent, from China, and Sony, from Japan, vie with Microsoft for supremacy at the top of the gaming leaderboard.<\/p>\n

Read more Agentic AI systems are doing more and more work. Now humans need to figure out how to verify it all<\/a><\/p>\n

With such a successful stable, Microsoft is keen that advertisers engage with gaming platforms, and it has set up a business division\u2014Xbox Media Solutions\u2014to drive profitable deals. The first game it lists on its \u201cglobal portfolio of fan-favorite franchises\u201d has nothing to do with battlefield simulations in future universes or worlds created by an endless supply of rubble, bricks, and tree trunks. The first game it highlights relies on people matching different types of sweets in a row and has a name that is part pro wrestling, part confectionery store: Candy Crush Saga<\/em>.<\/p>\n

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Candy Crush<\/em> was launched in 2012 with 65 \u201clevels\u201d of candy-matching to complete. Few would have predicted that, 14 years later, it would still be making $1 billion in annual revenue and have a fan base of over 150 million users playing it more than once a month, according to Business of Apps, which covers the sector. The number of levels now exceeds 20,000, and spinoff games include Soda Saga<\/em> and Jelly Saga<\/em>. Given its rabid fandom, the $5.9 billion Activision paid in 2016 for King, the company that launched the game, now looks like a steal.<\/p>\n

What\u2019s next for a game so successful that when writer of catchy tunes Meghan Trainor wanted an exclusive launch platform for the video of her new single \u201cMade You Look,\u201d she chose Candy Crush<\/em>? For the answer to that, it is worth turning to Paula Ingvar, the game\u2019s general manager, based at the company\u2019s HQ in Stockholm. She does not lack ambition.<\/p>\n

\u201cOur challenge is that we want the game to be here forever,\u201d Ingvar, who has been with the gaming firm for 11 years, tells me. Could Candy Crush <\/em>be a digital version of Monopoly<\/em>\u2014the board game invented more than a century ago that is now a video and arcade phenomenon? That is certainly a significant ask in a world where a new competitor is a few lines of code away. (Matching sweets on a grid is not that complicated an idea.)<\/p>\n

\u201cHow do we keep it interesting?\u201d Ingvar continues. \u201cHow do we keep our audiences engaged and keep it fresh?\u201d<\/p>\n

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It is a question asked by any number of established brands in the brutally competitive world of digital retail, where your users have a hundred different options laid out before them every day.<\/p>\n

\u201cAttention is the scarce commodity in the world,\u201d Ingvar says. \u201cSo, for us, it\u2019s about two vectors. One, the experience needs to be fun. Retention starts with joy. We want, no matter the circumstances, that when you\u2019re playing Candy Crush<\/em> you are in a better mood after you have played a round or two.<\/p>\n

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\u201cWe want people to play Candy<\/em> for the rest of their lives. And that means that Candy<\/em> needs to fit into their lives, not the opposite. The sustainable strategy here is to not demand too much, not to pressure too much, because then we\u2019re just going to exhaust people. They\u2019re going to grow tired.\u201d<\/p>\n

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Candy Crush<\/em> is a \u201ccasual game,\u201d a genre less involved than \u201cresource management\u201d games, which immerse you in fabricated worlds. It can be played on the commute home for three minutes.<\/p>\n

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The firm has also been careful with updates, ensuring that the game can still be played on older mobile devices. \u201cWe want everyone who could possibly want to play Candy<\/em> to be able to do so,\u201d Ingvar says. \u201cWe maintain Candy<\/em> on a wide range of devices to allow for that inclusion. We have also consciously built for offline mode. It\u2019s one of the few games today you can play completely offline. All of that is the same endeavor, to just make sure we\u2019re not creating hurdles for people to play and are inviting them to our world. Every day, this is a conscious choice, because sometimes there is a cost to these choices.\u201d<\/p>\n

As Ralph Mupita, chief executive of MTN, the largest mobile network provider on the African continent, told me at the Mobile World Congress in March, Western tech leaders can tend to forget that many millions of people still operate on 4G and 5G devices, if they have experienced the digital world at all.<\/p>\n

Ingvar knows the whiff of disruption is in the air. Agentic AI is now able to code new games at speeds that human game creators cannot match. Could a jobs apocalypse be coming? Is it the end of human-made gaming, and can we now rely on AI to do all the work?<\/p>\n

AI has its uses, Ingvar concedes: \u201cWe have systems of bots that help us play through the progression [new game features] in 20 or 30 minutes. The alternative would be to release straight to players, and that is what we did in the past, sometimes at the expense of the player experience.\u201d<\/p>\n

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But there is something about \u201chuman-made\u201d games that still has great value, she says.<\/p>\n

\u201cWe are not budging on the fact that level design and game design is a craft, and we need people and experts and artists to be close to the experience that they\u2019re crafting,\u201d Ingvar says. \u201cWe really struggle to see right now that AI would add any player value if we put it between the people who make the game and the players, or outsource part of the game creation to agentic AI. That\u2019s not what we\u2019re gunning for here.<\/p>\n

\u201cYou can tell when you\u2019re playing a level that there is human thought behind it, and that you know you\u2019re ultimately trying to beat the game maker when you\u2019re playing a level\u2014outsmart them. Game makers throw challenges at players, and players beat them. It\u2019s that constant tension, that constant battle, and that is part of the fun.\u201d<\/p>\n

Sweet Sweet Cash <\/h2>\n

Candy Crush has been a surprisingly consistent bet in an increasingly lucrative market.<\/p>\n

Read more Hundreds of Stanford students walked out of their grad ceremony to protest Google CEO\u2019s commencement speech. It wasn\u2019t all about AI<\/a><\/p>\n

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Many predict that Ingvar\u2019s position will not hold, that she is one of a final generation of technology leaders who will ultimately be obliged (through the brute realities of cost if nothing else) to give up on human-made gaming. But many predicted that Candy Crush <\/em>would not survive for 14 years, and Ingvar is convinced her teams will once again prove the doubters wrong.<\/p>\n

\u201cWe\u2019re sometimes met with skepticism or even cynicism, and some people have been assuming for years that our levels are not built by humans,\u201d she says. \u201cThey are surprised to hear that the 21,000-plus levels of the game are, in fact, all handmade and crafted by level designers. I think we\u2019re met with a little bit of prejudice there. How is it even possible? But it is. That\u2019s the way we go about things, and that\u2019s how we keep players engaged year after year. We just have to trust the taste of our players in the end.<\/p>\n

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\u201cWe\u2019re quickly going to disprove that we are AI slop, because there is that kind of attention to detail, that minutiae, and you can tell that someone has been paying attention when building this experience for you.\u201d<\/p>\n

Ingvar is that unusual thing\u2014a female leader in tech and gaming. According to the World Bank, women make up around one-third of the global technology workforce. In the U.S., the figure is less than 30%. In the U.K., women make up 21% of the sector, experience higher attrition rates (a government report in 2025 said one in three women was considering leaving the sector), and face attitudes that wouldn\u2019t have been out of place in the 1970s (20% of men in tech think women are less suited to being successful, according to the Fawcett Society, a think tank).<\/p>\n

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\u201cWith diverse teams you make better decisions, and you are a better reflection of your customer base,\u201d Ingvar says, pointing out that there are some signals of progress. \u201cI recognize the change just from looking back at my career. Early on, I was very often the single woman in the room\u2014the first time around the big table\u2014and female leadership was underrepresented.<\/p>\n

\u201cBut I have seen a very positive change, and I\u2019m happy to say from my perspective in King I think we\u2019re doing a good job. There\u2019s always more to do. I\u2019m not trying to tell you that I\u2019m happy and content, but I see that this can be done if leaders pay attention and have good hiring strategies and that diversity is always on the agenda. It\u2019s not going to change automatically by osmosis. That\u2019s not how it happens.<\/p>\n

\u201cIf we don\u2019t do different, it\u2019s not going to be different. It\u2019s very important that leaders pay attention to diversity inside of their teams. You want true diversity. You want gender, you want nationality, you want experience, you want age\u2014all of that is important.\u201d<\/p>\n

Part of Candy Crush<\/em>\u2019s success comes from its loyal fan base of both female and male players (62% of the game\u2019s players are women). At the time of its acquisition by Activision 10 years ago, David Glance, a software academic at the University of Western Australia, noted that women gamers were a cohort often ignored by the industry, in spite of the fact they make up somewhere between 45% and 48% of the group as a whole.<\/p>\n

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\u201cActivision, best known for its first-person shooter games like Call of Duty<\/em>, may be banking on King Digital to bring it into the world of mobile gaming, and probably more importantly, provide access to an extremely large female audience,\u201d Glance wrote for The Conversation.<\/p>\n

These days, that majority-female audience is a source of vital income. Candy Crush<\/em>, like many mobile games, operates on a \u201cfreemium\u201d model, meaning it is free to play, but superfans can pay for extra features. Although men spend more on gaming across the board, one survey from January of this year, conducted by data and market intelligence firm Ampere Analysis, showed women were far more likely to make in-app purchases, where Candy Crush<\/em> makes around 95% of its income. Catering to this underserved audience is clearly paying dividends.<\/p>\n

Diverse thinking brings results, with McKinsey reporting that there is a \u201c39% increased likelihood of outperformance for those in the top quartile of ethnic and gender representation versus the bottom quartile.\u201d<\/p>\n

Despite such evidence, Ingvar is aware that the atmospherics on diversity have shifted. In America many companies\u2014some under political pressure\u2014have rolled back diversity policies. Every attack on \u201cwoke madness\u201d is shared widely on social media, where trending posts against equality of treatment and opportunity are increasingly common.<\/p>\n

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\u201cI still feel hopeful even though, right now, the signs are actually pointing in the opposite direction, if we look at the world,\u201d Ingvar says. \u201cI like to think of it as an oscillation around a mean that is consistently going up. But I would agree there is a temporary regression, and the trend of the last five years is a public discourse that has worried me. New terms have been invented\u2014like \u2018tradwife\u2019\u2014and among the Gen Zs there is something brewing that I think we need to bring out to the sunlight and have a real debate about.\u201d<\/p>\n

The world of gaming is like dog years compared with human years. At 14 years old, Candy Crush<\/em> is a grizzled veteran, a heritage brand up against a thousand young upstarts. Keeping it simple, retaining the Candy Crush<\/em> DNA of \u201cfun in short bursts,\u201d and keeping it human are Ingvar\u2019s guiding principles.<\/p>\n

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\u201cI think it\u2019s important for me to convey to our team that we win by being sustainable,\u201d she says. \u201cWe\u2019re not trying to milk the current circumstances. We\u2019re still building for the future, and we\u2019re standing on the shoulders of our predecessors. We\u2019re not running a museum, but we pay tribute to the good work that has happened.\u201d<\/p>\n

The world is chaotic and noisy, and her approach demands patience, of which supply is limited. The year 2032 will see Candy Crush<\/em>\u2019s 20th birthday. Ingvar hopes that by then 150 million people a month will still be coming to a game based on matching three or more sweets in a row.<\/p>\n

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This article appears in the\u00a0June\/July 2026\u00a0issue of\u00a0<\/em>Fortune\u00a0with the headline \u201cSugar Rush: Meet Paula Ingvar, the woman keeping Candy Crush alive\u2014against the odds and the AI hype.\u201d<\/em><\/p>\n

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As Silicon Valley races to automate everything, Candy Crush maker King is taking a different view. 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