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Global Matching Mobile Game Market Insight: Top Products Surge on Micro-Innovations & Ad Spend Boost!
时钟-netmavel
2024-10-23

As one of the most popular and lucrative genres in the global mobile gaming market, Match-3 games continue to be hugely profitable, claiming three spots in the top 10 mobile game earners worldwide in 2023, as reported by AppMagic. Even in a sluggish market, they experienced a notable 16.3% rise in in-app purchase revenue.


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However, despite the sizable match-three mobile gaming market, the Matthew Effect is evident here. The top three global revenue spots are held by veteran titles with "ultra-long endurance," such as Candy Crush Saga (since 2012), Gardenscapes (since 2016), and Royal Match (since 2021).



01/Market Overview



Match-3 games are casual games where players eliminate elements by making matches. They're loved for their straightforward mechanics, diverse matching elements, and well-crafted levels. The genre has its roots in games like Tetris from the 1980s and has grown to feature more complex play systems and stories. The most popular types of match-3 games today fall into three main categories:

 

Classic Match-3 game: it features swapping adjacent elements to clear three or more matching icons. These casual mobile games are known for their level-based challenges, easy gameplay, vibrant visual effects, and social features. Games like "Candy Crush Saga" and "Bejeweled" are iconic in this genre.

 

Match-3 Plus: Building on the foundation of traditional match-3 games, other game elements or mechanics such as role-playing, simulation management, and strategic combat are integrated, making the gameplay richer and more diverse. Representative mobile games include "Gardenscapes" and "Puzzle & Survival".

 

Merge Elimination: Players create new, higher-level elements by merging two or more aspects of the same rank, often accompanied by elimination effects in the game. Representative mobile games include "Merge Dragons".

 

Match-3 mobile game markets are clearly defined, with the US and Western Europe as top-tier regions for downloads and revenue. Japan, South Korea, and Chinese-speaking regions like Hong Kong and Taiwan are mid-tier markets with good player value but moderate downloads and revenue. Latin America and Southeast Asia are emerging markets with high download growth and lower revenue, offering potential for future expansion.

 

Taking "Royal Match" as an example, the top 3 countries by download volume are the United States (14.9%), India (13.6%), and Russia (5.7%). The top 3 countries by revenue are the United States (57.1%), Japan (7.1%), and Germany (4.9%).

 


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Over the past three years, the competitive landscape of top-tier global match-3 mobile games has undergone significant changes.

 

"Royal Match" leads with a 394% revenue surge, while "Gardenscapes," "Homescapes," and "Project Makeover" decline by 6%, 48%, and 55%. Meanwhile, classic match-3 games remain strong, "Candy Crush Saga," "Match Master," and "Happy cancellation" grow by 12%, 48%, and 12%.

 


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02/Growth Variables



Today, match-3 mobile games have evolved from their early low-barrier origins into a competitive field that demands a combination of themes, art, narrative gameplay, and overall strategic strength. In the face of established giants and the pressure of homogenized competition, minor innovations could be the key to breaking through with a product.

 

"Royal Match" and "Gardenscapes" both fall into the 'match-3 plus simulation' mobile game category. However, "Royal Match" captures players' attention with a faster pace, cutting out long dialogues and adding funny animations between levels to speed up the story. Plus, its props are more varied and generously awarded, contributing to its success.

 


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Beyond subtle gameplay innovations, developers are focusing on themes to innovate in match-3 games, often targeting the female demographic with art and character designs. However, Space Ape's "Chrome Valley Customs" stands out by combining match-3 with car customization to attract male players, a group typically overlooked in the genre. The game quickly reached $4 million in revenue in its first month and ranked in the top ten global match-3 mobile game revenue for the first half of 2024.



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Innovation in match-3 games is about developers' prowess, but advertising spend is a different ball game. These games are major advertisers, with five out of the top twenty mobile game ads overseas in May being match-3 titles. "Royal Match," a top match-3 game, got 61.5% of its downloads from paid ads, spending a hefty $150 million on user acquisition in the first half of its launch year.

 

"Royal Match's" success relies on ad spending, but this strategy isn't for everyone. Match-3 games often see low ARPU and depend on a growing player base for revenue. With the market becoming saturated, the cost to acquire users and operate is increasing. Continuing to use old advertising tactics could lead to a drop in ROI and a "buying trap."

 

To refine ad buying in match-3 mobile games, it's crucial to identify the right users and channels. Sensor Tower's data shows that women account for over 60% of these games' players, and the 35-55 age group is the largest, making up more than 56%. Since match-3 gamers also align with casual and hyper-casual players, developers should concentrate on these audiences to devise targeted advertising strategies.

 

NetMarvel boosts user acquisition for "Ball Sort Puzzle" by tapping into its traffic pool to connect with high-quality, local channels and uses its algorithms to pinpoint users that fit the game's target demographic, leading to efficient ad campaigns and increased ROI.

 


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NetMarvel's user acquisition strategy for match-3 mobile games:

 

1. Targets quality traffic: NetMarvel focuses on high-quality traffic from diverse sources, engaging over 100 million monthly active users to help advertisers pinpoint their desired audience.

 

2. Advanced algorithms: The platform employs sophisticated algorithms to zero in on high-value users, ensuring a high Return on Ad Spend (ROAS) and ads that deliver cost-effective results.

 

3. Expert support: NetMarvel offers backing from user acquisition and operations specialists. These experts craft tailored growth strategies and provide comprehensive, round-the-clock support.

 

03/Looking Ahead



Despite a saturated match-3 mobile game market, new titles are still breaking through, making up over 30% of the revenue in AppMagic's global rankings for both H1 2024 and H1 2023. This shows that new games can succeed by targeting user needs, focusing on innovation, and implementing solid advertising strategies.