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Mobile App Manual Review under COPPA Rule: ‘Craft Candy - Match 3 Game'

May 10, 2023 12:30:00 PM

Welcome to Pixalate’s CTV & Mobile App Manual Reviews According to COPPA, a series containing the detailed factors the Trust & Safety Advisory Board educators used to assess an app’s child-directedness.

The educators manually review thousands of mobile apps available in the Google Play & Apple App Stores as well as connected TV (CTV) apps from the Roku Channel Store and Amazon Fire TV App Store using the COPPA Rule factors shown below & make those results available to the public at ratings.pixalate.com.

This post takes a look at a popular mobile app (1 million+ downloads) from the Google Play and Apple App Stores. Our reviewer discusses how the subjective factors set forth in the COPPA Rule apply to the app and factor into the reviewer's determination as to whether the app is child-directed or general audience (i.e., it is not targeting children).

Manually reviewed in this post


The 10 COPPA Rule factors

The teacher will indicate the factors they relied upon in their assessment using the 10 factors shown below that reflect the 10 child-directed factors in the COPPA Rule.

Reviewed by: Crystal Pearson

Crystal Pearson

Manual Review: Craft Candy - Match 3 Game

Likely audience after manual review

  • Developer: Outplay Entertainment Ltd (Google), Outplay Entertainment Ltd (Apple)
  • Google Bundle ID: com.outplayentertainment.candywitch
  • Apple Bundle ID: 1031228862
  • Privacy Policy
  • Crystal’s Take: A colorful puzzle game that helps build persistence and thinking skills through simple yet habit-forming, matching puzzle games in an enchanted land with delicious treats.

COPPA factors used to determine audience

and  and

The gameplay screenshots for Craft Candy Match 3 Game include animated animal characters and magical witches who have defined physical responses with visually eye-catching radiant fun graphics and illustrations. It has adorable graphics and images of characters such as the assistant cute cat and a bubbly witch. They have bubbly happy physical expressions when you win or if you can’t move the levels. The app store description says, “toss bubbles around to solve the puzzles and save characters.” The language is directed at adults and children. It is entertaining, and fun for all ages.

The sounds are of fireworks, whimsical instruments, and joyous voices cheering you on.

The game has the player matching candies on a grid by dragging them either vertically or horizontally. In each stage, you have to clear a specific number of candies and shapes. When you clear a stage you earn potions. Between levels, players use the potions for either power-ups or extra lives.

This game is rated E for Everyone in the Google Play Store and 4+ in the Apple Store. There is an age gate. There is evidence that children use the app. The review posted in April of 2019 in the Google Play store says, “ right now is monie and grandkids' new favorite game.”


The developer’s privacy policy was last updated in January 2021. The policy states, “ we may process a limited amount of personal information about your child regarding their use of services, your prior consent would be required in order for us to collect any other personal information from your child.”

Screenshots of Craft Candy - Match 3 Game

About Pixalate’s Trust & Safety Advisory Board

Pixalate’s Trust and Safety Advisory Board was created to bring in individuals with experience using child-directed apps in the classroom to review and assess which apps are child-directed. This manual review process serves to quality check Pixalate’s automated review process. See our full methodology for more information.


This blog post published by Pixalate is available for informational purposes only and is not considered legal advice. By viewing this blog post, the reader understands and agrees that there is no attorney-client relationship between the reader and the blog publisher. The blog should not be used as a substitute for legal advice from a licensed professional attorney in the applicable jurisdiction(s), and readers are urged to consult their own legal counsel on any specific legal questions concerning any specific situation. The content of this blog post reflects Pixalate's opinions with respect to factors that Pixalate believes may be useful to the digital media industry. Pixalate's opinions are just that, opinions, which means that they are neither facts nor guarantees; and this blog post is not intended to impugn the standing or reputation of any entity, person or app, but instead, to report findings pertaining to mobile and Connected TV (CTV) apps.

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