If you’ve ever opened Candy Crush during the holidays without thinking about the design decisions behind every swipe, this episode offers a rare glimpse behind the scenes.
I chat with Abigail Rindo, Head of Creative at King, to explain how accessibility has evolved from a well-intentioned afterthought to a central creative and commercial practice at one of the world’s most recognizable gaming studios.
With more than 200 million people playing King’s games every month, Abigail explains why inclusive design can’t be treated as charity or compliance, but as a responsibility that directly shapes product quality, player loyalty and long-term growth.
One of the moments that really stuck with me in this conversation are the dates. More than a quarter of King’s global player base expresses an accessibility need. Even more players take advantage of accessibility features without ever labeling themselves as such. Abigail shares how tweaks like customizable audio for tinnitus, reduced flashing to reduce eye strain, and subtle changes in interaction can quietly transform everyday gaming for millions of people. These are not edge cases. They are daily realities for a large audience who use these games as part of their daily routine.
We also explore how inclusive design promotes rather than restricts creativity. Abigail walks me through Candy Crush Soda Saga’s updates, including the hold and drag mechanic that allows players to preview a move before executing it. Inspired by the logic of holding a chess piece before placing it, this feature came directly from player research into visibility, dexterity and comfort. It reminds us that creative constraints, when based on real human needs, often lead to smarter and more elegant solutions.
Beyond mechanics and statistics, this conversation delves into storytelling, empathy, and team culture. Abigail explains why inclusive design only works when inclusive teams are involved from the start, and how global storytelling choices help King design worlds that resonate everywhere from Stockholm to Antarctica.
We also talk about the reality of live services, which combines quantitative data about what players do with qualitative insight into why they do it, especially when a game has been in development for more than a decade.
Check out Crush & Tell, the behind-the-scenes series that reveals the magic of the making of Candy Crush Saga! 🎉 In this first episode, they sit down with Andrea, Principal UX Designer, to reveal the beautiful secrets behind the Super Color Bomb: how it was made, why it is so powerful and the hidden story of its comeback.
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