King is running TV commercials for Candy Crush in Japan, and they're working

Television doesn’t seem like the kind of place that a major mobile game producer would look to acquire new players, and that’s typically true. But that’s not stopping developer King from successfully putting the old medium to work for its own ends.

Last weekend, Candy Crush Saga developer King began running ads for the social puzzle game on Japanese television, according to industry analyst Serkan Toto. The commercials feature actress Mikako Tabe playing the game and as candy rains around her in the real world.