King has launched an AR camera effect for Facebook's mobile app themed around its hit Candy Crush franchise.
The new camera effect allows users to play a short game on the Facebook app where players catch candies in their mouths. Players will need to move their head around the screen and open their mouths to capture the candies.
Once players catch enough candy, their head will grow and finally transform into a candy. The game plays out over a series of levels that progressively get harder and faster as players continue.
"We're thrilled to work with Biborg and Facebook on the Candy Crush camera effect using AR Studio," said King's VP of performance marketing Richard Hocking.
"This special augmented reality experience allows fans of the game to experience Candy Crush in a more immersive way than ever before. We think our players will have a lot of fun being transformed into candies and competing with their friends for the highest score."
This is not the only exploration of AR King has made this year. Back in October 2017 it released a Bubble Witch 3 Saga-themed lens on Snapchat, which was unlocked after playing a certain level within the actual game.
King's Candy Crush franchise this year surpassed 2.73 billion downloads on its fifth anniversary on mobile. Over 1.1 trillion rounds of Candy Crush Saga have been played globally since it launched.