Look up from your phones, everybody.

The maker of the highly addictive puzzle game Candy Crush Saga goes public Wednesday. King Digital Entertainment racked up $1.8 billion in sales last year, largely using a “freemium” business model — when you download a game for free, but spend on extras inside the game.

Analysts say King Digital’s success comes from marrying good data analytics – understanding when casual gamers spend and why – with good game development.