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The simple puzzle game unexpectedly reached more than 50 million downloads, where is the key to success?

Water classification puzzle game [Water Sort Puzzle] has been downloaded more than 50 million times in the Google Store almost 2 years after its launch. The heat of this puzzle mobile game around the world is no coincidence. According to statistics, the IAP (in-app purchase revenue) revenue of puzzle games in the mobile game market accounts for 8% of the total revenue of the global mobile game market, and the potential is huge.

The simple puzzle game unexpectedly reached more than 50 million downloads, where is the key to success?  - Photo 1.

Puzzle products on the market have many ways to play, in addition to the “hyper casual + puzzle” combination of [Water Sort Puzzle] common knowledge quizzes, puzzle solving and jigsaw puzzles are also very popular with players, especially the revenue from crossword puzzles and knowledge quizzes accounts for a high proportion.

Since the development of the puzzle game, the different methods of playing have been very complete, if there are not too many innovations in the theme and content, it is necessary to be more optimal in showing ads.

Recommend optimization of featured product categories

Hyper casual puzzle game: taking advantage of “obsessive-compulsive disorder”

According to the data of SocialPeta, [Water Sort – Color Puzzle Game] accumulated a total of 9,434 deduplicated ad groups in the last two years, and the total number of ads has exceeded 27,000, which shows an effective use of high-quality ads.

The simple puzzle game unexpectedly reached more than 50 million downloads, where is the key to success?  - Photo 2.

Advertisement of [Water Sort – Color Puzzle Game] not only shows how to play, but also excels at taking advantage of the player’s “coerced” mentality. In the video shown, after sorting the liquids of different colors many times, there are still some unfinished parts, at the end of the video, the player will feel “still unfinished” and want to try again; at the same time, the game’s installation package itself takes up a small amount of memory, the two of which add up to increase downloads.

Quiz game: use interactivity to switch actions

Due to the specificity of this type of product, as long as it does well in terms of interaction, it is easy to arouse the user’s desire to download. Let’s take [Trivia Star: Trivia Games Quiz]the game that consistently ranks among the top five most downloaded quiz games on the AppStore in the US as an example, is to use “annoying” users to achieve this goal.

SocialPeta Advertising Intelligence

In the above ad, at first “provoking” the player with a “contempt” tone, and at the same time sending the signal “You don’t know as much as me” to the player, making the player feel “disgusted”, and then repeatedly deliberately choose the wrong one. Causing players to develop a “it’s just that, I can try” mentality, driving download action. But this kind of “provocative” interaction must be careful not to offend the taboos of the local culture, and needs to be localized well.

In general, the players of the quiz game are basically quite old. When creating relevant ads, topics that users of this age are used to discussing in their daily lives, such as TV series, celebrities, cooking, and children’s education , etc…

A charade: advertising needs more difference

The gameplay of crossword puzzles is very familiar, most of which are grouped or limited alphabetic words. The top product of this game genre is often “very elaborately polished”, even more need to be differentiated in advertising. Take [Words With Friends 2 Word Game] as an example, among the ads shown recently, the one associated with the creative mode GamePlay makes up the majority.

SocialPeta Advertising Intelligence

Although it is also a game of letter matching, it applies the form of a stuffed animal picker in choosing words, combined with “mistakes” operations that ordinary people do not make, taking advantage of the “eager” mentality. win” of players to lure them to download. There are many versions similar to this representation, such as: variety show quizzes, cute pet demos, character battles, etc. more content can be viewed on SocialPeta.

Imagination Genre: Using stats to enhance player satisfaction

Products that use imagination are relatively prominent in recent times. Both the game itself and the promotional content have put a lot of effort into creating, because this type of product can be quite difficult, so it is necessary to give players a sense of achievement when passing more levels. Take the example of a popular imagination game [Brain Out]IQ value factor is added to the game’s hot ads:

SocialPeta Advertising Intelligence

As the player solves the problem step by step, the IQ value continues to increase and “recognizes” the player’s “high IQ”, which further increases the player’s sense of satisfaction in completing the game .

Other optimization directions Core gameplay differences

The gameplay of puzzle products rarely breaks out in the general direction, so if a product can make a difference in the core gameplay, it will easily attract players. Eg: [Pixel Art] compared to other coloring games, it has more functions that can convert user’s photo taken into a coloring module and this is also emphasized in the advertisement shown. The following advertisement is shown by [Pixel Art] had 124.9 million impressions.

SocialPeta Advertising Intelligence

Emphasize the richness of the levels

Puzzle gamers are often addicted to the feeling of euphoria after leveling, so if the richness of the product itself is emphasized, it will be very attractive to these players.

In general, if puzzle games want to get a lot of traffic, in addition to the difference in the core gameplay of the product itself, it should also focus on highlighting the creativity of the ads. At this point, it is necessary to use some professional ad analytics intelligence tools to assist, such as SocialPeta used by the author in this article – to get a better understanding of advertisers and advertising data in the industry more efficiently and succinctly, and optimizing on this basis can create the most relevant ads for your own products.

https://gamek.vn/tua-game-xep-hinh-don-gian-bat-ngo-dat-hon-50-trieu-luot-tai-chia-khoa-thanh-cong-nam-o-dau- 20220413110841233.chn

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