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Reported by Game-Time/The stacking elimination game “Triple Match 3D” released by Tencent’s overseas subsidiary Miniclip in April 2022 has always had a relatively obvious influence in the field of mobile games. So far, the cumulative downloads of the game have reached about 15 million times, and the game has been downloaded about 1 million times in a single month in the past 30 days.
However, in terms of revenue, Triple Match 3D’s performance is even more impressive. At the Q1 earnings call in May this year, Tencent regarded “Triple Match 3D” as one of the contributors to its 25% year-on-year growth in international game revenue. Its in-app purchase revenue was nearly 2 billion yuan, and its revenue in August 2023 reached 130 million yuan. Yuan. Moreover, nearly 40% of the game’s downloads and 70% of its revenue come from the US market.
Although it is also an elimination game, the data of “Triple Match 3D” is completely different. According to the ranking, it ranks 11th on the revenue list in 2023, second only to the veteran elimination mobile game “Toon Blast”. Although the number of users is not particularly large, its per-user consumption is much higher than most casual games. After “Triple Match 3D” achieved great success in 2023, Zynga, King, and Voodoo all came up with new games with similar gameplay to join the competition. The stacking and elimination category is expected to continue to grow rapidly in 2024.
So, what is unique about this casual game that Tencent praised? How does “Triple Match 3D” stand out in the already red ocean of elimination game market? Foreign media Udonis recently conducted an in-depth analysis of this game’s gameplay features, game design, and purchase strategy.
Here is the complete content compiled by Gamelook:
Different presentations of match-3 games: moving towards 3D
While match-3 games have been around for years, Triple 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.
Triple Match 3D’s 3D mechanics are also its unique selling point that make 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 Triple Match 3D in the minority, giving it the opportunity to market and acquire players in a less saturated space.
The move to 3D not only provides gameplay innovation, it also gives it a marketing advantage. The difference from 2D games provides a compelling narrative for buy-in campaigns, making it easier to catch the eye of potential players who are overwhelmed by the plethora of 2D options.
Simple yet charming gameplay: the engagement blueprint
On the surface, the gameplay of “Triple Match 3D” seems too simple, but this is also its characteristic. The game presents players with piles of 3D items.
In the game, your task is to match three identical items and clear them from the game table. Sounds simple enough, but this basic concept is masterfully executed to create an addictive experience.
Easy to get started: The importance of first impressions
For game developers, the game provides valuable experience in user onboarding.
Intuitive novice tutorials ensure that players can effortlessly master the basic gameplay mechanics within the first few levels, and a low threshold is an effective way to minimize the churn rate in the early stages.
Strategy Layer: Not Just Match Elimination
Another aspect to consider is the introduction of target items, which are specific items that players must match to complete a level. This adds an element of strategic thinking to the gameplay, as players must balance clearing target items from the game table while paying attention to time limits.
Increasing difficulty: A new approach to user engagement
When it comes to retaining players, balancing difficulty is crucial, and Triple Match 3D does a great job in this regard. The game cleverly starts with a particularly easy level, achieving the dual purpose of attracting players and bringing a sense of achievement. When we design our own games, don’t underestimate the impact this has on players’ psychology.
The subtle art of increasing difficulty
The game’s progression isn’t strictly linear or exponential, but instead takes a more subtle approach. Levels tend to gradually increase in complexity, and then a particularly challenging level appears, which also earns a badge indicating that it is a challenging level.
However, after this level, instead of being more challenging, it becomes easier. After this, the difficulty will gradually increase again.
This type of difficulty curve is a valuable experience for us to keep player engagement high. It breaks up the monotony of the monotony by interspersing periods of steady development with intense challenges. This mode of varying levels of difficulty keeps players looking forward to it and maintains a dynamic user experience, helping to prolong player interest.
Layered Complexity: Items and Objectives
Increases in difficulty are mostly related to items and objectives. As players progress, they will face more objects, with increasingly similar shapes and colors, effectively raising the standards required for concentration and rhythm recognition.
Value-added props: Offer help without lowering standards
To offset the increased difficulty, the game introduces a variety of value-added power-ups at the player’s disposal that aid but do not diminish the challenge, maintaining a delicate balance between accessibility and complexity.
For game developers, knowing when and how to introduce such gameplay aids is critical to maintaining a satisfying player experience without feeling like a piece of cake. If you want to develop a game with long-term retention at its core, the approach taken by Triple Match 3D deserves serious consideration.
Use value-added props wisely: guide user behavior and monetization
Triple Match 3D’s approach to in-game power-ups is strategic, introducing them in a way that enhances gameplay and sets the stage for monetization. These value-added items are rolled out gradually, ensuring players get into the concept without feeling overwhelmed.
Introducing Value-Added Props: Game Rhythm Experience
The introduction of value-added items is spread across the different levels, starting with fans who can shuffle the game table after level six, and the game steadily adds more. By doing this, you help players get used to new game elements, which is a noteworthy and useful approach because it helps players avoid cognitive overload while introducing new mechanics.
Diversity of Items: Player Experience and Strategic Choices
The power-ups themselves offer a range of effects, from magnets that collect three target items, to redoes that remove items from the elimination bar, adding another layer of complexity and strategic options for players. Late-game power-ups like Lightning Storm and Time Increase not only add to the selection, but are integrated into the game as they can be collected from a pile of items.
Fishing hook, line and sinker
Initially, these value-added items are free to try. However, as players progress, these props require game currency (gold coins). Players can often get gold coin rewards, but it takes time to save enough gold coins to buy props, prompting players to turn to in-app purchases. This method is an effective way to get players accustomed to the buffing effects of props and increase the likelihood of them making in-app purchases in the future.
Resource Management: Inventory and Gold
Another point of note is the game’s matchmaking bar, which fills up as players select items. When this inventory runs out of space, players must spend gold to clear it, adding another layer to how in-game resources are managed and monetized.
Reward players for staying engaged
In any successful mobile game, a reward system works behind the scenes to keep players engaged, and Triple Match 3D takes advantage of this aspect to near perfection. The game has tons of rewards and perks to ensure players always have something to look forward to, but it’s not just about keeping players happy, it’s a multi-faceted strategy that only drives engagement and monetization.
Variety of reward types: daily, weekly and milestone rewards
Triple Match 3D offers players a variety of rewards from different perspectives. Daily gifts keep players logged in, and they can get bigger rewards after six days. Weekly challenges are unlocked after level 11, providing additional opportunities to participate. At the same time, Star Chests and Level Chests provide tangible benefits to in-game progress, with items and coins awarded for reaching certain milestones.
Extra lives and Crown Rush
Even core gameplay mechanics get involved. Extra lives are a powerful reward that can alleviate the frustration of failure. The Crown Rush feature is another genius move that rewards players for winning a level without losing a life by using power-ups to start subsequent levels.
Monetizing through rewards: a double-edged sword
All these rewards serve a dual purpose. While they provide immediate in-game benefits, they also fit neatly into the in-app purchase ecosystem. Players have become accustomed to the promotion of value-added items and generous rewards, so when they finally run out, the psychological foundation for their purchase has been laid.
Offer relevant and limited-time in-app purchases: If done well, in-app purchases can be a win-win for players and developers. Triple Match 3D demonstrates this balance perfectly. It achieved impressive in-app purchase revenue through clever timing, enticing promotions and psychological cues.
Timing is everything: Introduce in-app purchases at critical moments
The introduction of in-app purchases is carefully planned to correspond with the player’s in-game journey. The “Remove Ads” promotion is the first to pop up, after the fifth level. This promotion appears permanently as a button at the bottom of the game interface.
Later, as the difficulty of the game increased, players’ gold coin reserves began to decrease, and various in-app purchase discounts began to appear.
Bundle Promotions: The Psychology of the “Big Deal”
The novice gift pack is particularly attractive. It is priced at $4.99, includes gold coins and props, and has a “limited time” label to create a sense of urgency.
In the same pop-up window, players can also get a Find Bundle priced at $9.99, which is the same item provided by the novice gift pack. The goal here is to make the starter pack look like a good deal, prompting players to make their first purchase. The small gold coin gift pack priced at US$1.99 is currently the most popular and popular in-app purchase promotion of the game.
Why do bundled promotions work?
Bundle promotions create a sense of value for money by giving players multiple items at once, so players are saving money compared to buying them individually. This caters to players’ bargaining mentality, making bundled promotions the most attractive type of in-app purchase. This is also a classic “buy more, save more” scenario and is as effective in mobile games as it is in retail stores.
Effective buying strategy
Purchases are at the core of any successful mobile game, and Triple Match 3D is no exception. What sets this game apart is its finely tuned strategy that not only attracts a wide base of players but also ensures they stay in the game.
Ad Network Choices: Top Two
The majority of ad impressions for games come from two major ad networks: Google AdMob and Facebook. This is a strategic choice that aligns well with the game’s primary market. 31% of ad impressions came from the United States, followed by Germany, the United Kingdom, France and Italy, targeting countries known for high engagement and spend.
Advantages of Video: Create Emotional Engagement
Although many games choose to mix ad formats, and Triple Match 3D relies heavily on video ads, this is not a one-size-fits-all approach. Video ads serve two goals: motivation and education.
Augmented Reality: Glamor Lens
The first type of video ad is a glorified version of a game. It shows a bunch of 3D cylindrical items that disappear after being matched. While it’s not an exact representation of the game, it serves its purpose by capturing the imagination of its audience and promising a satisfying experience. This method works great if you want to attract potential players.
Simplified gameplay: soft selling
The second type of video ad takes a different tactic. It presents game items neatly on a shelf, making it easier for players to understand the matching process. This is attractive to users who prefer straightforward, uncomplicated gameplay. of. Moreover, this is also an excellent example of taking full advantage of the creative trend of casual game advertising, as many puzzle games, especially 3D puzzle games, are using the shelf as part of their advertising.
Summary: What could be improved in Triple Match 3D?
As with any successful game, there’s always room for improvement. Triple Match 3D has already garnered impressive attention, but there are several aspects that could propel it into a new phase of profitability and user engagement.
Aesthetics and usability: needs polishing
We started with the UI and overall aesthetic appeal. While powerful, there’s no doubt the game could benefit from a design overhaul. The refined look and feel helps increase user satisfaction and game time per session.
Gameplay complexity: a richer experience
Adding additional features or meta-layer gameplay can bring more depth to the game. For example, elements like side storylines, or unlockable characters and settings to keep the player base more deeply engaged in the long term.
Online Events: Engage with the Community
Operating online can create a dynamic and engaging environment. Adding more special events, limited-time challenges (like the one pictured above), and seasonal themes can all be powerful incentives for players to come back.
PVP elements: competitive stimulation
Deploying PvP competition can increase participation and monetization to a great extent. Players can challenge each other and even bet items or currency on the game, adding a layer of excitement that’s hard to replicate in single-player mode.
Buying volume: successful bet
With more investment in buy-in campaigns, Triple Match 3D could become even bigger. After years of experience in the UA field, we have found that diversifying advertising creativity, exploring new conceptual directions, and even expanding the scope of advertising platforms can help accelerate game growth.
After all, if you find a better formula, why not scale it up?
