Sweet Crush Saga’s basic supervisor Paula Ingvar displays on the Crush & Inform video collection.
It turned out to be “rather more than a advertising train”.
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Sweet Crush creator King delivered a six-part marketing campaign referred to as Crush & Inform between October 2025 and January 2026, highlighting varied growth points and design insights behind the favored match-3 recreation.
This vodcast-style collection gave a peek behind the scenes on the making of Sweet Crush Saga. Alongside King’s collection, PocketGamer.biz interviewed every speaker to go additional in-depth with artists, software program engineers, stage designers and extra. Matters ranged from “Fish 3.0” to the deceptively complicated world of boosters.
Now, we communicate with Sweet Crush Saga’s basic supervisor Paula Ingvar to mirror on Crush & Inform’s manufacturing, participant suggestions and going past a advertising marketing campaign.
“We wished subjects that genuinely matter to gamers, not simply what we felt was fascinating internally – however I’m glad to say we discovered overlaps,” Ingvar shares.
“We had been taking a look at longstanding fan questions, options individuals really feel strongly about, and areas the place we felt a bit extra transparency might construct higher reference to followers.
“The ultimate subjects had been a steadiness between participant curiosity, the sport’s evolution and what we might meaningfully unpack on this format.”
Contained in the Sweet wrapper
Crush & Inform was designed as a way of giving gamers a better have a look at the creativity and considering that goes into Sweet Crush Saga. As the sport approaches its 14th anniversary, it has additionally surpassed 20,000 ranges and amassed a worldwide group of followers – whom King wished to introduce to the staff behind all of it.
The collection spawned from a easy query: How can we speak to our gamers in a extra human, accessible means?
“We wished subjects that genuinely matter to gamers, not simply what we felt was fascinating internally – however I’m glad to say we discovered overlaps.”Paula Ingvar
Ingvar explains that, from there, it grew to become about discovering the proper format, the proper voices and the proper subjects. Within the closing product, episodes had a runtime of as much as 10 minutes and had been every hosted by tech reviewer and YouTuber Trisha Hershberger. She spoke with a special member of the Sweet Crush staff in each episode, bringing their perspective from working throughout varied departments.
“One of many largest highlights has been opening up the ‘why’ behind Sweet Crush. We speak lots about options and updates, however Crush & Inform gave us area to clarify the considering, the care, and generally the debates behind what gamers expertise daily,” says Ingvar.
“I’ve particularly cherished with the ability to rejoice with the staff the craft that goes into issues like Fish or long-loved options. Letting followers see how a lot intention sits behind the sport has been actually significant.”
She notes that, from the start, deciding which subjects to cowl was a collaborative course of with “plenty of narrowing down”. Finally, some episodes targeted on a selected characteristic just like the gameplay-narrative integration of Saga Adventures, or how collectible in-game pins had been designed, examined and built-in.
Different episodes gave an summary of recreation design, the consumer expertise and implementing new blockers with a spread of behaviours.
“Bringing it to life took shut collaboration throughout groups, from design to comms, to ensure we had been being each clear and considerate,” Ingvar explains.
“Sweet Crush has such a wealthy historical past and so many techniques that we might simply have doubled the variety of episodes. There are undoubtedly areas we’d like to revisit or go deeper on sooner or later, particularly round long-term development, legacy options and the way we steadiness innovation with familiarity for a recreation that’s been a part of individuals’s lives for therefore lengthy.”
We ask whether or not this implies extra Crush & Inform episodes could comply with sooner or later.
“Letting followers see how a lot intention sits behind the sport has been actually significant.”Paula Ingvar
Ingvar confirms a second collection is being thought-about, noting: “Following the incredible outcomes from season one, we’ll be seeking to launch season two sooner or later. The urge for food is completely there, each from gamers and internally. Crush & Inform has proven us that this type of open dialogue actually resonates, so it’s one thing we’re undoubtedly contemplating.”
Manufacturing, gamers and essential conversations
When Crush & Inform started, Sweet Crush VP of promoting Luken Aragon said that the primary objective was “connection”. Its objective was to deepen bonds with the established participant group, showcasing the place their suggestions has impressed in-game change. On the similar time, it was hoped that Crush & Inform would spotlight the staff’s creativity and entice a brand new viewers.
On YouTube, every episode has surpassed 100,000 views and the most-watched video, The Comeback of the Fish, has surpassed two million views. Our interview on the time went deeper into the evolution of Sweet Crush’s Fish and their new function as extra clever helpers on the board.
Now, Ingvar provides that Crush & Inform has gone past a advertising transfer. In reality, it’s introduced a possibility to reevaluate different in-game options: “Whereas it’s undoubtedly a approach to talk extra clearly with gamers, it’s been rather more than a advertising train. Reflecting so brazenly on our options naturally sparks inner conversations.
“In some instances, it reaffirmed the worth of issues gamers actually care about, and in others it challenged us to look once more at older techniques and ask how we will make them really feel contemporary or extra rewarding. That suggestions loop is extremely helpful, and it is a new means of getting suggestions, which we treasure.”
“We’ll be seeking to launch season two sooner or later.”Paula Ingvar
Ingvar additionally notes that sure adjustments and options have been applied since Crush & Inform was filmed. From thought to launch, the collection took a number of months to make and all six episodes had been filmed forward of the premiere in October.
“Sweet Crush evolves continuously, so there have undoubtedly been updates since then that will have been enjoyable to incorporate. However in a means, that’s additionally thrilling. It means there’s all the time extra to speak about, and the dialog by no means actually stops.”
Among the many largest classes discovered from Crush & Inform is the ability of transparency and respecting an viewers. Ingvar suggests followers recognize being spoken to actually – whether or not that’s Sweet Crush Saga followers or in any other case. So, it’s additionally a lesson the Sweet Crush staff has shared with different video games throughout King’s portfolio.
Lastly, we ask Ingvar whether or not Sweet Crush’s philosophy has modified in any respect after reaching the mega Stage 20,000 milestone.
She solutions: “Reaching 20,000 ranges is a big second and one we’re extremely happy with. It’s a testomony to the dedication, craft and talent of our groups and the loyalty of our gamers. It hasn’t modified our philosophy a lot as strengthened it. Each stage nonetheless must really feel significant, enjoyable and a candy problem for the participant.”
Shortly after concluding Crush & Inform’s first collection, advertising for Sweet Crush’s All Stars match has entered full swing. The 2026 competitors kicked off on March sixth with an occasion hosted by former NFL operating again Marshawn Lynch and sports activities commentator Erin Andrews.
