TWiG 237: LiveOps Deconstruction - How do Candy Crush & Royal Match Keep it Fresh? LiveOps Marketing with Celebrities - is there ROI?
Deconstructor of Fun
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How to Track IP Revenue for Candy Crush Campaigns
Use celebrities wisely based on my experience. They're expensive and your tracking needs to be sophisticated enough to be able to measure the return on investment. So you time them with the release or something like new events or a new piece of story, that would be better. When I looked at Merge Mansion, this was really hard to parse because they did have topical celebrities come in and kind of support what they were doing. And it would be hard for me to attribute and say Kathy Bates saved the game. That's probably not true.
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