Match Villains: A Smart Copy of Royal Match, But With a Twist

Let’s talk about a game that did something bold. Match Villains, from Good Job Games, is — at first glance — a very familiar product. Look at the visuals, UI, and mechanics, and you’ll immediately think: “Wait… isn’t this just Royal Match?” And yes — in many ways, it is. But here’s what makes it interesting: Match Villains didn’t try to outproduce Royal Match. They pivoted instead — using UGC-style ad formats to deliver the same concept in a fresher, more native way. 🕵️ Close Imitation, Done Right Royal Match has become a genre in itself with its “hero needs saving” cinematic ads. Match Villains replicated the same: • Game mechanics • Visual language • Situational storytelling But instead of making high-end 3D trailers, they leaned into something else: ads that feel like TikToks. “They’re not just copying the […]

George Tsomaev April 30

Analysis

Midcore Made You Click (And Lied About It)

Let’s be honest: Midcore games didn’t just define the genre. They defined the art of misleading ads. Remember this? A hero climbing a deadly tower… (not in the game) Epic boss fights with 5-button combos… (not in the game) A full-on dungeon crawler? Nope. Just a turn-based RPG under the hood. And the wild part? It worked. For years. Because showing the actual game was either: 1. Too complex 2. Too boring 3. Or just too mid So they did what marketers do best: They sold the fantasy. Not the product. --- 🧠 The “Promise” Era The golden era of fake ads wasn’t about fraud. It was about emotion-first targeting. UA teams optimized for: curiosity frustration problem-solving instinct Not clarity. It was smart — until it broke. Now, everyone’s seen the traps. Everyone’s watched tower puzzles turn into turn-based […]

George Tsomaev April 23

Journal

The One Gameplay Sequence That Appears in Every Top Merge Mansion Ad

📢 The One Gameplay Sequence That Appears in Every Top #MergeMansion Ad You’ve probably seen whether the CG intro is dramatic, funny, mysterious, or romantic…Once we hit gameplay, it’s always the garden.This mid-section gameplay loop appears in at least 5 top-performing Merge Mansion (Metacore) creatives this month (via AppMagic).Let’s break down why this tiny moment is doing so much heavy lifting and what we can learn from it.1. The Promise Is Finally RealMerge Mansion built its brand on intrigue: 🧓 Grandma has secrets 🧩 There’s something hidden behind that door 🏚️ It’s not just another merge gameThis segment is the gameplay payoff. You merge → unlock a key → open a hidden door.It validates the storyline and sets Merge Mansion apart from all those fake meta-creatives.According to Mistplay's research on high-value casual players, seeing ad narrative reflected in actual gameplay […]

George Tsomaev April 22

George Tsomaev