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Maximizing ARPU and Retention in Match 3 Games: A Guide for Mobile Game Developers

Updated: Mar 20, 2023

Match 3 games are a game vertical that focuses on aligning three or more objects of the same type in a row or column. These games are typically easy to learn and play, making them a popular choice for casual gamers and children.


Some examples of popular Match 3 mobile games:


Candy Crush Saga - A popular game developed by King that has players match three or more candies to progress through levels and earn points.

Bejeweled Blitz - Another popular game developed by PopCap Games that has players match gems to earn points and power-ups within a limited amount of time.

Gardenscapes - A game developed by Playrix that combines Match 3 gameplay with a storyline about restoring a neglected garden to its former glory.

Homescapes - A game developed by Playrix that is similar to Gardenscapes, but has players restore a mansion instead of a garden.

Toy Blast - A game developed by Peak Games that has players match cubes of the same color to solve puzzles and progress through levels.

Fishdom - A game developed by Playrix that has players match items in underwater settings to create aquariums and progress through levels.

Farm Heroes Saga - A game developed by King that has players match crops to progress through levels and earn points.

Jewel Mania - A game developed by TeamLava that has players match gems to progress through levels and earn points.


These games are known for their addictive gameplay, colorful graphics, and varying levels of difficulty.


One of the biggest advantages of Match 3 games is their high engagement and retention rates. Players can quickly become addicted to the simple gameplay mechanics and spend hours playing, leading to higher Average Revenue Per User (ARPU) and longer player lifetimes.


The target audience for Match 3 games is broad and includes casual gamers, children, and older players who enjoy simple and relaxing gameplay. These games can be a great choice for players who are looking for a low-stress and easy-to-learn gaming experience.


Unique points of Match 3 games include their simple gameplay mechanics, colorful visuals, and ability to provide players with a sense of accomplishment and progression. Many Match 3 games also feature in-app purchases that allow players to unlock new content, which can increase their overall engagement and LTV (lifetime value).


Compared to other game verticals, Match 3 games typically have lower Cost Per Install (CPI) due to their broad appeal and easy-to-learn gameplay. However, User Acquisition (UA) can still be challenging due to the high competition in this game vertical. Additionally, Match 3 games may have lower Click-Through Rates (CTR) and Cost Per Mille (CPM) compared to other game genres due to their less complex gameplay mechanics and visuals.


In conclusion, Match 3 games are a popular game vertical that offer many advantages for game developers. With their high engagement and retention rates, broad target audience, and focus on simple gameplay mechanics, Match 3 games have the potential to generate significant revenue through in-app purchases and advertising. Developers must carefully target their advertising efforts to optimize their UA and CPI efforts and consider how best to incorporate colorful and visually appealing game elements into their games to increase CTR and CPM. Overall, Match 3 games can be a great choice for developers looking to create a simple and enjoyable gaming experience for a broad audience.


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