That said, the decline in interest seems to have flattened out over the last three years instead of continually declining like Hidden Object games. Note: That huge spike in search for Merge games in the first half of 2019 was due to the popularity of Merge Dragons, as searches for the game name spiked around the same time. Have we reached peak Match interest? The Google trends chart below of the 5 subgenres adds some evidence to that position, as Match-3 games have declined in popularity over the past 5 years.

What we also see is that Match has been on a slight downward trend since 2020. T3: PL, CZ, SK, BE, AT, IE, TR, UAE, SA, TW, THĪs we see from the chart above of the past five years, the downloads spree in 2020 has set a new baseline for downloads.T2: DK, FI, NO, SE, NL, ES, IT, HK, SG, NZ.Group countries into tier buckets based on their LTV/ROAS numbers.Run fewer campaigns with higher budgets to quickly learn what works and what doesn’t. He often finds that it gives better performance compared to other channels. What are these companies doing? Our resident UA expert at Naavik, Matej Lancaric, has some tips: There was a sharp retraction in downloads followed by a slow return to positive (albeit small) growth in 2022, which indicates that publishers are starting to come to grips with ATT. While the absolute numbers are pretty flat, the line for YoY growth (in the chart below) is a perfect glimpse into how publishers reacted to Apple’s industry-changing move. IOS 14.5 was released in April 2021, which caused publishers to clamp down on UA. If you or your team might be interested, visit here for more info and to request a demo. We publish a new genre report each month and cover every genre in our six genre groups (Shooters, Puzzle, RPGs, Arcade & Sports, Strategy & Card, Lifestyle & Simulation) twice per year. If at all interested in the puzzle market, this report is an absolute must-read. In the full report, we cover top performers, top regions, notable events, and several other important subgenres in similar depth: Merge, Word, Solitaire, Hidden Object, and Other. This Match analysis is one part of Naavik Pro ’s recent mobile puzzle genre report.

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