Why Candy Crush's creator spends big on marketing

King.com, creator of Candy Crush Saga, has filed for a $500 million initial public offering, and documents showed that advertising represented just 1% of its revenue in 2013. The company's sales and marketing spending, however, has ballooned from $55.2 million in 2012 to $376.9 million in 2013, as it seeks to push gamers to buy more in-application products and to try out other games in its portfolio.

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