Match 3D UA playbook - Real data inside!

Channel mix, campaign structure, ROAS, Retention, creative strategy

Here we go again! Another paid newsletter filled with Tips & Tricks! Let's dive into the Match 3D UA Playbook.

While match-3 games have been around for years, Match 3D adds a more recognizable dimension. The game takes the proven match-3 gameplay and pushes it into 3D. The difference is more than superficial, it profoundly affects gameplay and the strategies players need to conquer the gaming table.

Match 3D mechanics are also the unique selling point that makes it stand out in a crowded market.

The 3D subcategory is still relatively new, and developers are only beginning to explore the possibilities of this gameplay. You won’t see as much competition in 2D match-3 games, and you won’t have to deal with industry giants like Candy Crush Saga, Royal Match, and Homescapes. This puts Match 3D style in the minority, allowing it to market and acquire players in a less saturated space.

The move to 3D not only provides gameplay innovation but also gives it a marketing advantage. The difference from 2D games provides a compelling narrative for marketing campaigns, making it easier to catch the eye of potential players overwhelmed by the plethora of 2D options.

UA Channel Mix

Let's jump into the channel mix and check some numbers from several Match 3 games I worked with in the past year. When we looked into retention numbers, anything above 25% D7 was good.

Don't be afraid if you do not hit D7 above 25% if you can achieve and hold a decent number of retained players for over a year. A healthy retention profile helps you retain players and monetize them afterward. Overall, we can see better retention numbers on iOS than on Android.

If you work with Match3 or Match3D games, you know these “benchmarks” from AppsFlyer are so far from reality that it should be a crime.

Everything is based on the CPI & retention numbers that you can find below: