CANDY CRUSH ROYALTY

Providing incentive reward and loyalty programs for software game users for the purpose of rewarding customer loyalty and participation; Administration of a consumer loyalty program for game software users; online and in-game retail store services featuring virtual goods in the nature of characters whose lives are used to extend game play, and boosters in the nature of bombs, tools, and playing cards used to boost game points, all for use in downloadable and online games; online and in-game retail store services featuring gift cards and gift vouchers for use in downloadable and online games