CORE GAMEPLAY
End of Content Experience
Transforming endgame progression from empty numerical advancement into meaningful milestone experiences
ROLE
UX Designer
PLATFORM
iOS/Android
TIMELINE
TEAM
PM, Dev,
Data, Art
Overview
In 2024, we launched the End of Content Experience in Candy Crush Saga to retain dedicated players who had completed all available levels. Instead of waiting idle for new content, players now experience persistent progression, achievement recognition, and competitive status displays. As UX lead, I designed the strategy and key systems that drove measurable engagement, retention, and spend uplift across high-value player cohorts.
65
2012
500
2013
1000
2016
4000
2020
15000
2023
18000
(EOC)
2025
70M
FTUE
7.7M
2.2M
9.8% of Player Base
$GB ~20%
3K
0.07% of Player Base
$GB ~0.7%
8K
0.08%
of Player Base
$GB ~1.1%
At only 0.08% of players (8K), EOC users generate 1.1% of revenue through high engagement and spending in Candy Crush Saga, making them a vital segment for the game's success.
Churn
Payer Health
Since late 2022, Candy Crush Saga saw declining retention among End of Content players—impacting both free and paying users. This small segment (0.08% of players) contributed disproportionate revenue (1.1%). With 15,000+ levels by 2023, milestone celebrations became rare, occurring only every 1,000 levels and leaving high-value players without meaningful feedback.
User Research
High-Value Players Drive Outsized Revenue
Just 0.08% of users (≈8,000 players) drive 1.1% of total revenue.
Milestones Fall Flat
Current celebrations don’t match the loyalty and effort these players invest.
Long Waits, Low Motivation
Recognition only every 1,000 levels leaves players unmotivated for years.
The Bottom Line
We’re losing our most loyal and valuable players at the End of Content due to lackluster recognition and long gaps between milestones, putting both engagement and revenue at risk.
What do Players think?
Collection of real player responses
"I've played for five years, but I'm not going to stick around if there's nothing meaningful left to do."
"I reached level 15,000 and got the same boring banner as before."
I have to wait 1,000 levels just to get any kind of acknowledgment. That's like 6 months of playing!
I had no idea I was even close to finishing. One day I just... ran out of levels. Now what?
The levels keep getting harder but the rewards stay the same. I'm starting to wonder why I bother.
The levels keep getting harder but the rewards stay the same. I'm starting to wonder why I bother.
Current Mechanics
Strategic Shift
Key Insight
Elite behaviors aren't defined by progression depth, but by engagement velocity. High-intensity patterns (100+ levels weekly) exist across all game segments, not just end-game - revealing a 250x larger addressable audience for retention-focused features."
Targeting EOC Players
End of Content (EOC)
8000 players
0.08% of Player base
Targeting Elite Players
Mid
Late
Final
EOC
9.9M Players
Addressable base
Elite performers across segments
Pivoting our Target Audience to ELITE Players
I presented this behavioral reframing to product leadership, demonstrating how velocity-based targeting could identify high-value players earlier in their journey, enabling proactive retention strategies across the entire player base rather than waiting for progression milestones.
01
Expanded targeting from 8K EOC to elite performers across 9.9M player base
02
Redefined Elite Criteria – Shifted from "time played" to "intensity of play" across all segements
03
Behavior-based system works regardless of content progression
Solution Exploration
I explored multiple design directions to address retention challenges, evaluating each concept against user impact and technical feasibility before selecting the strongest solutions to prototype.
Solution & Design Process
Success Metrics, Results & Impact
The End of Content Experience launched in 2024 and delivered significant improvements across all key engagement metrics. The Weekly Badge System and milestone celebrations transformed how dedicated players experience progression, resulting in measurable uplift in both retention and revenue.
Game Rounds Per Session
2.5%
Retention
1%
Gross Bookings
2%
Levels Passed Per week
5%
Integrating with Social Profiles
Integrating with Social Profiles
Extended the weekly badge system into social profile cards, turning short-term celebrations into lasting status symbols. Partnered with Social and Engineering to ensure real-time badge updates and visual consistency across modals and social contexts, amplifying motivation through persistent peer recognition.
Extrinsic Motivation
Visible badges leverage peer comparison and validation to drive ongoing weekly engagement.
Status Signaling
Prominent profile badges showcase elite performance and community dedication.
Intrinsic Satisfaction
Profile integration turns achievements into lasting identity, fostering long-term player connection.