Ad Monetization in Match-3 Games

🎯 Ad Monetization in Match-3 Games: the Kings of Segmentation

Match-3 games are a cornerstone of mobile gaming, they’re known for their massive IAP revenues. But what’s less talked about is that  Match-3 games also monetize with ads. Ad Monetization in Match-3 can be broken down into 3 main categories:

1️⃣ Segmented by IAPs
– Unified FTUE: All users experience the same onboarding and early gameplay.
– IAP Purchase Window: Tracks when most users make their first purchase. If no purchases occur within the purchase window, Rewarded Video (RV) ads unlock economic value for players

2️⃣ Segmented by GEO
– Certain geos are less likely to yield IAP revenue and instead focus on ad-based monetization.
– Ads unlock after FTUE in geos with a low likelihood of IAPs, primarily through RV and interstitial placements.
– Example: Candy Crush, rumored to generate $750M/year from ads.

3️⃣ No Ads
– Some large studios opt to use no ads at all to preserve the premium feel of the game.
– Royal Match & Royal Kingdom: Completely ad-free.
– Playrix (Kind of): Ads were removed for new users but remain accessible to legacy players.

📊Main Ad Placements for Match-3
Since Match-3 games have similar core gameplay about 70% of Rewarded Impressions tend to come from after-level Boosters and pre-level boosters. Other less popular ad placements are ad placements for more moves and more lives. Generally average user impression load will increase greatly with time when the likelihood of IAP revenue is diminished. Impression load per user might be 0 from day 0-5 but at day 365 it might be as high as 6+ RV IMP/DAU+.

🧩 Match-3 ads aren’t just about placement; they’re a calculated strategy blending user segmentation, geo-specific targeting, and sophisticated mediation.

For a deeper dive into Match-3 monetization mechanics, check out our mega 2.5-hour match-3 episode of Two and a Half Gamers! 🎮 with Jakub, Matej 🦩 and Laura.

📺 Watch here on YT