Prada Beauty’s entered into the casual gaming space via a new partnership with Candy Crush.

Prada’s fragrance brand became the first beauty label to launch a mini-game in the app, tapping into an audience of 200 million monthly active users. On November 24, 2022 the luxury fragrance brand launched an in-app playable ad in Candy Crush Saga, the 10-year-old mobile game by Activision Blizzard. They promoted the Prada Candy fragrance, the item-matching mini-game allowed users that complete the game to click through to the brand site to receive a free sample of the product.