Want to learn how to successfully advertise puzzle games?
You’re in the right place!
This guide is packed with handy tips to put your game in the limelight. Get ready to explore effective user acquisition strategies, see standout ad examples, and catch up with the latest creative trends.
It’s all about making your game shine and helping players find and fall in love with it.
Let’s get started!
Puzzle Overview
The puzzle games market is thriving, attracting more player spending every year, according to AppMagic. Although there’s been a noticeable dip in downloads since their peak in April 2020, the enthusiasm to advertise puzzle games continues to rise. The revenue boost confidently backs this up.
Now, let’s dive into some noteworthy statistics from Facebook Gaming. Puzzle games hold the crown as the most loved genre in both the US and UK, engaging over 60% of the player base. South Korea isn’t far behind, where puzzle games captivate 45% of players, standing as the second most favored genre. Japan also holds a significant puzzle gaming community with 38% of players.
The matching puzzle stands out as the most beloved subgenre globally. It consistently resonates with players across various markets.
Exploring download shares by country, the US and UK lead the pack with puzzle games constituting 19% of total game downloads. Japan follows with a 13% share, and South Korea at 7%. In terms of revenue, the US is at the forefront with 27%, the UK at 24%, while Japan and South Korea contribute 7% and 6% respectively.
These insights underline the immense opportunity to effectively advertise puzzle games, ensuring your game not only stands out but also flourishes in this dynamic and vibrant market.
For even more puzzle game market statistics, head on over to our puzzle games report.
Top Puzzle Games in 2023 So Far
In 2023, the puzzle games market is dominated by Candy Crush Saga, Royal Match, and three Playrix’s games – Gardenscapes, Homescapes, and Fishdom.
Learn more about top puzzle games below.
Top Puzzle Games by Downloads in 2023
- Candy Crush Saga by King
- Royal Match by Dream Games
- Block Blast by Hungry Studio
- Gardenscapes by Playrix
- Fishdom by Playrix
- Words of Wonders by Hugo Games
- Thief Puzzle by TapNation
- Save the Dodge by Wonder Group
- Brain Test by Unico Studio
- Emoji Puzzle by Supersonic
Top Grossing Puzzle Games in 2023
- Candy Crush Saga by King
- Royal Match by Dream Games
- Gardenscapes by Playrix
- Homescapes by Playrix
- Fishdom by Playrix
- Candy Crush Soda Saga by King
- Toon Blast by Peak Games
- Triple Match 3D by Boombox Games
- Project Makeover by Magic Tavern
- Merge Mansion by Metacore Games
How to Advertise Puzzle Games: Tips for Maximizing UA
Next up, let’s explore some practical tips that will help you effectively advertise puzzle games and acquire as many users as possible.
Understand What Engages Puzzle Players
When embarking on a quest to advertise puzzle games and acquire players, understanding the intricacies and preferences of the player base is paramount. Let’s delve deeper into understanding what engages puzzle players and explore how to make your game appealing to them.
Understand What Engages Puzzle Players
Every successful advertising campaign begins with a deep understanding of the target audience.
For puzzle games, this primarily includes casual gamers. They are typically drawn to games that are simple to grasp yet challenging to master – games they can seamlessly play on the go, serving as an enjoyable pastime. Your game advertisement should reflect these attributes to resonate with this particular audience.
Puzzle Player Demographics
Let’s dive deeper into puzzle gamer demographics. A significant number of puzzle players are women over the age of 35, as reported by Facebook Gaming.
In Japan, 66% of puzzle players are women, and this number leaps to 73% in South Korea. The US and the UK are not far behind with 75% and 74% respectively. A consistent trend across all markets is the age group, with the majority being older than 35. This insight is crucial when crafting messages and visuals to advertise puzzle games.
Playing Habits
Let’s talk about playing habits.
In the US and UK, puzzle players usually juggle around three games on average. Contrast this with Japan and South Korea, where they typically play two games. Most prefer short play sessions, seeking games designed for brief, engaging interactions. They don’t necessarily identify as “gamers”, and a significant portion prefers solo gaming experiences.
What Motivates Puzzle Players?
Along with player demographics and behavior, understanding the underlying motivations behind playing puzzle games is essential.
In the US, players across various sub-genres like matching puzzle, physics puzzle, word, brain, and board games play for a range of reasons.
They seek stress relief, a way to pass the time, a sense of accomplishment, and an opportunity for immersion in another world or character. Additionally, players are driven by the prospect of learning something useful outside of gaming, defeating others in competitions, and experiencing something uniquely captivating.
You can use this info to create motivation-based ad creatives and target specific groups of puzzle players.
Come Up with Ad Creatives that Convert Users
Advertising puzzle games is all about superb ad creatives – it’s what makes users install a game.
Gameplay Video Ads
The key is to give users a taste of the game as well as explain how it works. Is it a twist on a match-3 game? Math puzzles? A detective mystery where you need to find clues to solve the case?
Whatever it may be, you need to make it clear in video ads. The easiest way to do that is to have gameplay aspects in your ad.
Clarity is king here.
Ensure your video ads vividly display gameplay aspects. This transparency allows potential players to immediately grasp the essence and appeal of your game, fostering a stronger connection.
For U.S. puzzle players, ads highlighting the main gameplay are particularly enticing. This insight, shared by Facebook Gaming, further reinforces the significance of gameplay footage in advertising puzzle games.
Character and Story Appeal
But don’t just stop at gameplay.
Showcasing the main characters or the story behind the puzzles adds a rich layer of engagement. Players love to identify with captivating characters or become engrossed in an intriguing narrative. Playable ads, emphasizing control mechanics, also hold considerable allure for U.S. puzzle players.
Highlight the Unique Selling Proposition (USP)
In a sea of puzzle games, your USP is the beacon that draws players to your shores. It answers the critical question, “Why your game?” Emphasize what sets your game apart, making it not just different, but better. It’s this distinction that will entice users to download and embark on the gaming journey you offer.
(Split) Test Your Creatives
Predicting the most impactful ad creative can often be a shot in the dark, and it’s a domain where assumption has no place. To truly gauge the effectiveness of your ad creatives to advertise puzzle games, rigorous testing is non-negotiable.
The Imperative of Testing
Ensure every aspect of your creative – from visuals and ad formats to layouts and copy – is put under the microscope. Launch multiple versions of your ad at the same time. This simultaneous exposure will provide a clear, unbiased insight into the performance of each variant, making the path forward clearer.
Analyzing the Data
After the test, dive deep into the data.
Evaluate every metric to discern which version resonated the most with the audience, leading to higher conversions and engagement. You’ll also want to consider which ad creative had the lowest CPI.
This insight is gold – it enables the refinement and optimization of your ad creatives, ensuring your advertising efforts hit the bull’s eye.
Effective Split Testing
For impactful split testing, maintain a structured approach. Tweak one element at a time to ensure clarity in results.
For example, if testing visuals, keep other elements constant. This meticulous approach ensures each aspect is rigorously tested, leaving no room for ambiguity. Consistently analyze and iterate based on feedback and performance metrics, ensuring your ads are not just seen, but also make a compelling impact, encouraging users to delve into the world of your puzzle game.
Become a Master of App Store Optimization
Are you on the hunt for a cost-effective way to amplify the reach of your puzzle game? Enter app store optimization (ASO).
While it’s not technically advertising, ASO plays a crucial role in enhancing the visibility of your game, contributing to increased user acquisition.
The Power of Visibility
A seamless, well-crafted app store page can not only attract more players but also elevate the performance of your paid ad campaigns. After all, this is the destination players arrive when they click on your ad, and a compelling, clear, and attractive page can significantly boost conversions.
Embarking on Market Research
ASO isn’t a one-and-done task. It kicks off with comprehensive market research.
It’s crucial to scan the competitive landscape, identifying what competitors are excelling at and the areas they’re lacking in. Extract relevant keywords and stay updated on the latest trends in puzzle games to ensure your game remains at the forefront.
Take a leaf out of the book of major game studios. They go into every minute detail, from trending game icons to the most impactful keywords, ensuring their game stands out in the crowded app store landscape.
Elements to Focus On
Prioritize all pivotal ASO components. This includes your game title, icon, keywords, description, screenshots, trailer, and promo video. Each element should be crafted with precision, reflecting the essence and excitement of your game, enticing users to hit that download button.
The Significance of Split Testing in ASO
And yes, the power of split testing extends to ASO as well. Deploy various versions of these components and analyze user response and download rates.
For instance, test different game icons and descriptions, keeping other elements constant, and analyze which version attracts more users.
Employ Retargeting Campaigns
Retargeting campaigns act like a beacon, guiding players back to your game. They stand out for their cost-efficiency and strategic approach to re-engaging players who have drifted away from your puzzle game.
They hone in on individuals who have shown interest in your game before, making them more likely to return and re-engage.
The Magnetic Pull of Retargeting Campaigns
An intriguing insight reveals that a whopping 80% of players in the US and 68% in Japan are open to the idea of returning to a game they’ve stopped playing for over a month.
This highlights the immense potential retargeting campaigns hold in reeling players back in.
Crafting a Robust Retargeting Campaign
So, how do you design a retargeting campaign that resonates with lapsed players?
- Inform about Updates: The allure of fresh content or updates is irresistible. Keep players in the loop about new levels, characters, or features, and entice them back into the game.
- Social Invitations: Utilize the power of social connections. An online invitation from a friend or acquaintance can be the nudge players need to revisit your game.
- Highlight Rewards: Who doesn’t love a good reward? Advertise exclusive rewards for returning players.
- Leverage Social Mentions: Encourage current players to talk about your game on social media. A mention from a friend or family can pique interest and trigger a return.
- Use Push Notifications: For those who haven’t uninstalled the game, a well-timed push notification about new features or rewards can reignite their interest.
How to Advertise Puzzle Games: Creative Trends & Ad Examples
Now that we’ve covered the basics of how to advertise puzzle games, let’s dive into advertising trends that are making waves and see some stellar ad examples that effectively reel in players.
1. Mini-Game Ads
In the world of mobile game advertising, the mini-game ad trend is just not going away. And it’s particularly popular for the puzzle game genre.
These dynamic ads captivate potential players by offering them a fun and interactive mini-game, from pin-pulling tasks to rapid decision-making challenges. Even though they don’t mirror the actual game mechanics, they have an immense power to hook viewers, leaving them yearning for more.
This strong impact has propelled many game creators to incorporate these mini-games into their original gameplay, manifesting as special levels or unique game modes.
Examples to explore:
- Royal Match: Royal Match owes a big part of its success to going all in on mini-game ads. These recognizable ads, where the goal is to save King Robert, are incredibly effective in pulling in new players.
- Playrix’s Games: Games like Gardenscapes and Homescapes by Playrix are known for fake mini-game ads. Even though some players speak against them, these ads undoubtedly work. They deliver swift problem-solving tasks that promise an interactive experience.
- Lily’s Garden: Mini-game ads for Lily’s Garden almost always feature a heartbreaking story, which gives meaning to simple puzzle-solving. They’re a prime example of how to grab the attention of mobile users.
2. Gameplay Video Ads
For casual games like puzzle games, the charm often lies in simplicity, and this principle resonates within ad creatives too. Ads that spotlight the game’s fundamental mechanics resonate strongly with viewers.
These ads send a clear, inviting message to potential players: the game is easy to grasp and enjoyable from the get-go.
Notable examples:
- Candy Crush: The advertisements for this game frequently feature a basic level, clearly showing how to align and clear candies, which encapsulates the joy of playing this hit game.
- Bubble Shooter Relaxing: The game’s ads effectively emphasize a calm and engaging gameplay environment, focusing on the straightforward bubble shooting mechanism. This approach makes the game immediately comprehensible and appealing to a wide audience of players.
3. Failed Gameplay Ads
At a glance, showcasing unsuccessful gameplay might seem like an odd choice for advertising, but the results speak differently. These ads often show a mini-game or task that is intentionally failed or performed incorrectly.
Wondering why this approach works?
Failed gameplay ads ignite a sense of urgency and invoke a challenge. Witnessing a task done wrong instigates an automatic response among viewers – a confidence that they can perform better.
This urge to correct and succeed propels clicks and subsequent downloads. In essence, these ads tap into the viewer’s innate problem-solving instinct, making them eager to dive in and amend the errors themselves.
Games that utilize this trend:
- Royal Match: Most Royal Match’s mini-game ads intentionally depict unsuccessful attempts at puzzle-solving. This deliberate error leaves the viewer craving for closure, which prompts them to download the game and take on the challenge themselves.
- Playrix’s Games: Much like their effective mini-game ads, Playrix’s failed gameplay ads excel because they ignite curiosity and a natural human yearning to right the wrongs.
- Lily’s Garden: Ads for this game might display a gardening task gone wrong or an unsolved mini-game puzzle, which arouses a similar desire in viewers to intervene and correct the situation.
4. Puzzle Shelves
Puzzle shelves stand out as a distinctive and growing trend in the realm of creative advertising for puzzle games, particularly within matching and 3D puzzle game subgenres.
These ads deviate slightly from conventional gameplay videos.
Instead of typical game scenes, viewers see a wooden shelf filled with assorted items. The ads challenge viewers to sort or pair these items, offering a fresh, engaging perspective on puzzle gaming.
Examples of games employing this trend:
- Tile Club Matching Game
- Goods Triple – Sort Master 3D
- Triple Match 3D
- Stuff Sort
- Triple Tile
- Closet Sort
For example, Triple Match 3D enhances this concept by turning the wooden shelf into a three-dimensional cylinder, allowing for rotation and adding an extra layer of curiosity and interaction to the concept.
5. Making It a Challenge
In the world of puzzle game advertisements, posing a challenge to the audience stands out as an effective trend. Ads often use phrases like “only 5% of people can solve this puzzle” or “only people with high IQ can solve this,” enticing viewers by appealing to their desire to overcome challenges and prove their intelligence.
This strategy is particularly effective because it taps into the puzzle players’ love for challenges and problem-solving. It ignites curiosity and the desire to conquer, leading viewers to download and engage with the game to prove their skills.
Additionally, this trend of making it a challenge can be integrated with other ad trends to enhance their effectiveness. It complements failed gameplay ads by emphasizing the desire to correct a showcased mistake. In mini-game ads, it adds an extra layer of engagement. For puzzle shelf ads, highlighting a challenge enhances the visual and interactive appeal, making the task even more engaging for potential players.
Data source: AppMagic, a leading ad intelligence platform. Get 3 days of free access to all AppMagic’s features, as well as 10% off, by clicking on this link.
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