Case Study: King Games / Candy Crush Saga achieves the world’s first playable live-action music video with Reflektor Digital

King Games launches the world’s first playable live-action music video with Reflektor Digital

King Games, the developer behind Candy Crush Saga, wanted a cultural collaboration that moved beyond a transactional music partnership to truly embody its core spirit of play. Their challenge was to create a campaign that would turn a music video into an interactive experience, making the player part of the story without the technology feeling like a gimmick. To achieve this, they partnered with Reflektor Digital.

Reflektor Digital engineered the real-time interactive systems for "Upside Down," the world's first playable live-action music video. Their solution seamlessly integrated Candy Crush's signature match-three game mechanic into the film, allowing users on web and mobile to swipe and match objects to drive the narrative forward without interrupting the musical flow. The project was widely covered by major publications and successfully proved that thoughtfully designed interactivity can deepen emotional engagement, extending Candy Crush's cultural footprint into a new genre of immersive content.

King Games / Candy Crush Saga