Green clarified that AI serves as a backend tool to enhance efficiency in level design, rather than influencing how players interact with the game.

Candy Crush, developed by King and launched on Facebook in 2012, continues to thrive with millions of users, recently releasing its 300th version.

The game was acquired by Activision Blizzard in 2016 for $5.9 billion, highlighting its significant value in the gaming market.

To maintain player engagement and satisfaction, King employs AI to develop new levels and refresh older puzzles, although AI is not used directly in gameplay.

Joost Van Dreunen, author of 'One Up: Creativity, Competition, and the Global Business of Video Games,' emphasizes the immense demand for new content in Candy Crush, making AI an essential tool for scaling production.

The U.S. video game market saw consumer spending reach $51.3 billion in 2024, with mobile games accounting for half of this total, underscoring the growing importance of mobile platforms like Candy Crush.

The video game industry remains divided on the use of AI; while some view it as a beneficial tool for efficiency, others express concerns about job security in game development.

In response to these concerns, game performers struck in July 2024 under the Screen Actors Guild-American Federation of Television and Radio Artists, reflecting the ongoing debate over AI's role in the industry.