King plans Candy Crush Saga weekend event to reward dedicated players

Candy Crush Saga is still one of the top-grossing mobile apps in the world, and publisher King is planning a weekend event to keep its player base engaged.

Starting today and running through Sunday, King will host the CakeClimb live event in Candy Crush Saga. This is a challenge that requires players to figure out how to clear a series of levels brimming with explosive cakes. This should get players to reopen Candy Crush Saga to try to best this temporary mode and to gather the loot they will get for beating it. Live events like these are crucial to keeping mobile and free-to-play games feeling fresh to players, and that makes a primary driver of retention in the $30 billion smartphone and tablet gaming space.