Model and actress Molly Sims helps promote Candy Crush Soda Saga.
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King celebrates official launch of Candy Crush Soda Saga with antics in New York and London

  • Posted byby Dean Takahashi
  • Updated
  • 2 min

King Digital Entertainment celebrated the formal launch of its Candy Crush Soda Saga mobile game with some celebrity events in New York and London. The soirées and publicity stunts included flooding Broadway in Manhattan with 20 giant Candy Bear floats and purple soda.

The scene included candy-headed New Yorkers, a Soda covered New York taxi, a Candy hotdog cart, and candy-shaped ‘dogs’ being walked down the street. Purple-lit water burst from fire hydrants to cover the street in “purple soda.” King can afford to do this because its Candy Crush Saga game is the No. 2 mobile game on the app store, and it generated more than $260 million in revenues in the most recent quarter.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.