#Marketing

Welcome to our new series where we break down big genres to spotlight rising subgenres and standout games developers should keep an eye on 😉We’re kicking off with Puzzle — one of the loudest genres lately. So far in 2025, it has generated $4B in IAP revenue, growing 15% year-on-year (YoY) 🚀Match-3 remains the dominant subgenre, bringing in 58% of Puzzle revenue, up 9% YoY. It’s driven by well-known Royal Match and Candy Crush 👑 Merge follows with 18% of Puzzle revenue, showing impressive 64% YoY growth. The subgenre thrives on Merge-2 titles with complex meta layers like Gossip Harbor, Travel Town, and Seaside Escape 🔥 Two smaller subgenres worth watching due to their fast growth are Block Puzzle (12x YoY) and Sort Puzzle (1.2x YoY). Block Puzzle’s rise is largely driven by Block Blast!, while the Sort Puzzle space […]

Puzzle game market is finally started to change things. Here are 7 games got caught our attention: New mechanics like screw are back on the menu,Saturated tetris board looks keeps CPI high..New "casual" gameplay attempts,Grinding and ASMR are still strong catches,Finally, long-complex but easy levels.Take a look start iterating these ideas.Mobile games are complex things but,New hits wont come out of thin air:They're all iterated existing ideas.Your "hit", could be here.Watch carefully.

You may know Century Games as the leader of 4X genre with Whiteout Survival ❄️ and now Kingshot, but did you know that they are actively going into casual Match3 genre? The most difficult thing for successful companies is to diversify into different genres, where they are not that strong. If we exclude 4X, Century games is actively trying to push into casual with Match 3 being just the most common attempt. There are also games from Sort genre, Merge genre and even Farming genre 👨‍🌾, where Century already did $300 Mil. revenue with Family Farm Seaside and Family Farm Adventure. So why Match3? Because 4X is the biggest genre category on mobile doing $1,2 Bil. a month 😲 and Puzzle is right in the 3rd place going neck to neck with RPG making $800 Mil. a month, so its […]

Do you know which mobile games are the biggest by 𝐃𝐚𝐢𝐥𝐲 𝐀𝐜𝐭𝐢𝐯𝐞 𝐔𝐬𝐞𝐫𝐬? And I mean really big 👀 😁 Felix always jokes (or not?🤣) on our podcast that Block Blast has the biggest DAU of all mobile games (17 Mil.), but this isn't event close to the the actual biggest games on the market. Roblox having 90 Mil. is of course the biggest, but realistically it is a game ecosystem platform rather than a specific game. Which leaves the throne to Garena Free Fire 👑. This battle royal phenomenon is currently celebrating its 8th anniversary. It had its peak DAU 150 Mil. 😱 in June 2021. Then we have Clash Royale, which despite its user size being around 10% bigger (45 Mil.) than Clash of Clans makes around 50% monthly revenue of what Clans does 🤔. So what pattern […]

The other day, my bank teller asked what I do,I said I design mobile games.He lit up: “Oh wow… like Royal Match?” I laughed ,“Well… kind of. But not really.”Is this what people think all of us do?Like does he even know its almost a $4B game, or how big of an operation it is to run that...Anyways...I think I deconstruct way MORE games than I construct on daily basis.Today's flash takes is about Homa,Major mobile publisher in France, 🇫🇷 Increasing their activities in Türkiye as well.. 🇹🇷 👀 My flash takes goes as: ⚡ 86% IAP is All in Hole,⚡ No major 2025 release,⚡ Ad Revenue > IAP Revenue,⚡ 20% downloads are arcade idles,⚡ 30% downloads are action shooters,⚡They are trying to shift focus on puzzles,⚡ But their action games keeps their low CPI,⚡Figuring out IAP monetization will scale […]