User Acquisition & Monetization Tactics for Puzzle and Match 3 Games

Candy Crush Saga, Homescapes, and Royal Match— why do these games rule the world while countless others flop like a soggy pancake?

Well, some say that the packaging has a lot to do with it, but so does your target market.

Do people even know your awesome game exists? What then after getting the word out? How do you make some money?

If you’re thinking of baking a fantastic cake, you’ll need a great recipe, which in this case is the game itself. You’ll also need to tell people about your bakery (user acquisition), and figure out how to sell those delicious slices (monetization)!

So, how do the puzzle game development masterminds behind these addictive games do it?

Getting the Word Out!

So, you’ve finally built the most amazing Match 3 game ever. It’s got sparkly gems, satisfying crunches, and the cutest little characters.

But if nobody knows about it, it's pretty much like having a party and forgetting to send out the invitations! User Acquisition is about getting people to discover and download your game.

But it’s not always as easy as it sounds. You need to put some work into it.

Here’s how you do it:

1. Social Media

Every one of us spends a significant chunk of our time on TikTok, Instagram, and Facebook. Game app developers know this!

So, what do they do?

They leverage the platforms by using eye-catching videos and fun posts to show off their games. Their ads often feature short gameplay clips, funny moments, or even challenges.

If you see a game that looks super fun while scrolling, you're more likely to check it out, right?

• Why it works: It reaches a HUGE number of people where they already hang out.
• Pro Tip: Keep the ads short, exciting, and show what makes your game special!

2. The Power of Friends

Remember when your friend told you about that awesome new game?

Word-of-mouth is still super powerful!

That’s why you see many developers encourage players to invite their friends by offering rewards—a common rule in the marketing handbook.

• Why it works: People trust recommendations from friends and influencers.

• Pro Tip: Make it easy for players to share the game with their buddies and find influencers who genuinely enjoy puzzle games.

3. Showing Off in Other Games

Have you ever been playing one mobile game and seen an ad for another that looked interesting? That's another key UA tactic!

Game developers often pay to show ads for their games in other popular apps.

If someone is already enjoying a mobile game, they might be open to trying something new.

• Why it works: It targets people who are already interested in mobile gaming.

• Pro Tip: Make sure the ads are relevant to the audience of the other games. Puzzle fans are more likely to click on an ad for another puzzle game!

4. Making a Splash in App Stores

Think of the app store like a giant supermarket for games.

You want your game to stand out on the shelves!

This means having a catchy name, a cool icon, awesome screenshots, and a description that makes people want to tap “Download.”

Getting good reviews from players also helps your game show up higher in search results.

• Why it works: It helps people find your game when they're actively looking for new ones.

• Pro Tip: Use keywords in your game's name and description that people might search for (like “puzzle,” “match,” “gems,” “fun”).

Smart Monetization Tactics

Now, you've got tons of players loving your game! That's fantastic!

But how do the developers keep the lights on and continue making awesome updates? That's where monetization comes in.

No matter how much you enjoy making great gaming content, you must find ways to earn money from the game without annoying players so much that they quit!

Here are some popular ways Puzzle and Match 3 games do it:

1. In-App Purchases (IAPs)

Remember those times you were so close to beating a level but ran out of moves or lives?

Many puzzle games offer in-app purchases that let you buy extra moves, boosters, or even more lives. The key here is to make these purchases helpful, but not essential to enjoying the game.

Players should feel like they can beat the game without spending money, but these purchases just make it a little easier or faster.

• Why it works: It caters to players who are willing to spend a little to overcome challenges or speed up their progress.

• Pro Tip: Offer good value for the purchases and don't make the game impossible without them!

2. Clever Ads

You've probably seen ads in free mobile games.

Sometimes they pop up between levels, and sometimes you have the option to watch an ad to get a reward, like extra coins or a booster. This is a common monetization strategy. The trick is to make the ads not too frequent or intrusive.

Rewarded video ads, where players choose to watch an ad for a benefit, are often seen as less annoying.

• Why it works: It allows players to enjoy the game for free while providing revenue for the developers.

• Pro Tip: Offer valuable rewards for watching ads and try not to show too many ads that interrupt the gameplay flow.

3. Premium Perks

Some games offer a premium version or a subscription that players can pay for to get extra benefits.

This might include things like removing ads, getting daily bonuses, or having access to exclusive features.

However, premium perks cater to players who really love the game and are willing to pay for a better experience.

• Why it works: It provides a steady stream of income from dedicated players.

• Pro Tip: Make sure the premium perks are genuinely valuable and make the game experience significantly better.

4. Looking Good While You Play

Who doesn't like a little customization?

Some puzzle games let players buy different skins for their game pieces or decorate their in-game world.

These cosmetic items don't usually affect the gameplay itself, but they let players personalize their experience and show off their style.

• Why it works: It appeals to players who enjoy expressing themselves and collecting unique items.

• Pro Tip: Offer a wide variety of appealing cosmetic items at different price points.

Takeaway

The best puzzle and Match 3 games find a balance between effective UA and fair monetization. They attract lots of players with exciting marketing, and then offer ways to support the game that don't feel pushy or unfair.