Despite pimping its "non-Candy Crush Saga business" during its recent financial call, King is now basking in the successful launch of the game's soda-soaked sequel, which is now bubbling all over your Facebook feed.
This time the action concerns the company's aggressive UA push across Facebook for Candy Crush Soda Saga, which is the latest instalment in the match-three puzzle series.
Spending millions of dollars within Facebook's advertising system - after all, it has almost $1 billion in cash - King pushed the game's initial promotion video to 100 million people in seven countries on its launch day.
To put that in perspective, that's about an eighth of the 864 million people who check in to the social network every day. Which makes Candy Crush Soda Saga's video one of the most successful advertising campaigns in Facebook's history.
No wonder both King and Facebook are keen to highlight the channel's power.
Gimme the fizz
"For the first time King used premium video ads on Facebook to generate excitement for a game. Candy Crush is a beloved franchise and we were able to tell the story to millions of people," said Angus Lovitt, King's VP of Performance Marketing.
The stats are particularly impressive seeing that over 70 percent of the people who viewed King's 15-second video did so on a mobile device. Marketing directly at the people who could download the game, it's a clear indication that Facebook's mobile advertising business is booming.
Indeed, King's success has been built on the back of social media. Soda Saga's video triumph is yet another knot on the friendship bracelet that has tied Facebook and King together for the past few years.
The original Candy Crush Saga was first created as a title for Facebook, before it made the jump to mobile devices and became the most downloaded iOS app of 2013.
And the action isn't over yet. There are nine videos planned for Candy Crush Soda Saga's launch campaign, with additional instalments set to debut soon.