SAN FRANCISCO- Candy Crush is out to tempt investors with the sweet taste of success while avoiding the sourness left in the mouths of those who bit into social game maker Zynga.
King Digital Entertainment, the developer behind the wildly addictive puzzle game, said this week that Candy Crush is seeking a listing on the New York Stock Exchange.
The news set the Internet abuzz with chatter from those crowing about the mobile game’s dizzying success and from the cynical hearkening back to the lackluster fate of Farmville maker Zynga.
Zynga pioneered online social gaming at a time when Facebook was center stage and got caught on its heels when players enthralled by free play on smartphones or tablets flitted away from the San Francisco-based company’s titles.
Zynga took arrows
“Zynga was a pioneer in its space,” said longtime game industry analyst Scott Steinberg, now general manager of Phoenix Online Studios.
“The trouble is, sometimes pioneers catch the arrows.”
Zynga was an early innovator, and is not out of the game, although its stock is about half the price it was when the company made its stock market debut at the end of 2011.
While no one can predict how long a game will be a hit, Candy Crush has shown staying power and King has the benefit of learning from Zynga’s woes.
“Like anything else that comes to market and trades on popularity instead of business fundamentals, you have to be aware that the two will collide and the guys on the popularity side are going to lose,” said independent analyst Rob Enderle of Enderle Group in Silicon Valley.
Candy Crush — King’s top-seller — started life as a Facebook game in 2012 but can also be played online and on smartphones.