Match Factory! A Major hit with positive advertising by Peak Games

🤔Question: Do you need the same Android and iOS game ad experience? 🤔

📡 Let’s take a look at Match Factory by Peak Games. It’s currently generating $13.7m/month in IAPs ($165m/year wow!). Unlike its largest competitor Triple Match 3D by Boombox Games Inc, Match Factory has no in-game ads. Is this a mistake? Let’s take a look…. 🔎

🤕 Ads hurt retention – this is something game developers have been told for years… But I’d argue that in the Casual Puzzle genera, it’s not true. Looking at the retention data in Sensor Tower Triple Match 3D (with ads!) has better retention throughout the whole player life cycle (D7 retention is 23% vs 17%). Looks like having ads in Triple Match doesn’t prohibit amazing retention numbers.

⁉ ❓ All users need the same game experience – why? Match Factory’s DAU split is 57% iOS and 43% Android. But the revenue split 73% ($10m/month) iOS and 27% ($3.7m/month) Android. I understand the apprehension about showing ads to iOS users that monetize so well. But if we apply the standard genera ad metrics (about 2 RV impressions, 7 Inter impressions, and 100 banner impressions) and assume normal eCPMs Match Factory could generate an additional $2.5m or 42%+ per month in overall revenue from ads on Android. 👏 🤑

Looks like there’s a tremendous opportunity to grow even further for Match Factory with ads on Android. We discuss everything Match Factory (UA+Game Design) this week two & a half gamers.