Around 2009, social network games on Facebook began to gain popularity, led primarily through games developed by Zynga. King. com saw a significant drop in players on their portal games as a result, and started to develop their own Facebook-based games using the games already developed on the King. com portal, with their first such game released in 2010. King. com used their web portal as a testing grounds for new game ideas and determine which ones to bring to Facebook, as well as determining how to implement various microtransactions for tournament-style play into the Facebook games. Their first cross-platform web portal/Facebook game, Miner Speed, which allowed sharing of player information between platforms, was released in 2011, and was a simple match-3 tile game inspired by Bejeweled. Following this model, in October 2011, the company released Bubble Witch Saga to both platforms. Bubble Witch Saga introduced the nature of a "saga" game, that instead of playing the same gameboard for as long as the player could continue to match matches, that instead the game offered individual levels that would challenge the player to complete certain goals in a limited number of turns. These saga elements allowed for the basics of social gameplay, but did not require the time investment that then-popular titles like Zynga's Farmville required; players could play just for a few minutes each day through the saga model. The formula proved extremely successful, and January 2012, Bubble Witch Saga had over 10 million players and was one of the most-played Facebook games. By April 2012, King. com had the second largest player count, around 30 million unique users, second only to Zynga on the Facebook platform. Facebook's director of games partnerships Sean Ryan described King. com's growth on the platform as "They were not a flash in the pan -- they've been around seven years. But they came out of no where in an area that was unexpected. " King. com next released Candy Crush Saga in April 2012, based on the popularity of its Candy Crush web-portal game and following the saga model from Bubble Witch Saga. The game attracted more than 4 million players within a few weeks.