The casual, stage-based gameplay of puzzle games makes the genre perfect for interstitial and rewarded ads. Here is the breakdown of puzzle app monetization, and its success across demographics.
- AppAnnie reported that last year global puzzle game IAP revenue reached $4.5 billion, which was +18% YoY.
- IAP revenue for match-three puzzle games accounted for $3.4 billion, and was +13% YoY.
- IAP revenue for match-three puzzle games accounted for $3.4 billion, and was +13% YoY.
- Datamagic reports match-three is the second most popular genre in Europe and North America.
2019 Q4 Impressions and Revenue by Placement, Geo, and Platform
- Interstitial ads generated 74% of revenue and 75% of impressions, while rewarded ads captured 26% of revenue and accounted for 25% of impressions.
- The eCPM for puzzle games in the US was $6-$8, with the UK at $3-$5, and Canada at $2-$4.
- iOS was the top puzzle game market by eCPM, at $5-$7, with Google Play and Amazon tied for second with $2-$4.
UA Perspective
- CPM fluctuation makes puzzle apps sensitive to CPIs.
- Vladimir Ilchenko, Head of UA at Veraxen, believes to increase impression conversion rates focus on the most attractive creatives to your audience.
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