King Digital Entertainment PLC was originally incorporated as Midasplayer.com Limited in September 2002, a company organized under the laws of England and Wales. It is an interactive entertainment company for the mobile world. The Company provides engaging content to its audience to match mobile lifestyles: anywhere, anytime and on any device. Its games include Candy Crush Saga, Pet Rescue Saga, Farm Heroes Saga, Papa Pear Saga and Bubble Witch Saga. The Company makes its games available for free, while players can purchase virtual items priced relative to the entertainment value they provide. It embeds social features in the content that enhances the player experience. The Company develops and publishes casual games on royalgames.com, its tournament portal and on mobile and social platform. Casual games typically include a puzzle element. The Company's competitors include other game developers and emerging and potential game developers.