Puzzle Mobile Game Advertising in 2023: Ad Examples and Statistics

Puzzle Mobile Game Advertising in 2023: Ad Examples and Statistics

by Andrea Knezovic

Many puzzle mobile games are not financially viable. It’s not so much about how good the game is, but how well it’s advertised.

Mobile game marketing is the crucial link between developing a superb game and monetizing it.

That’s why you need to master puzzle mobile game advertising.

In this article, you’ll learn:

  • What are the top puzzle mobile games and publishers
  • How to acquire users for a puzzle mobile game
  • What makes a great puzzle game ad (with examples)
  • How to monetize a puzzle mobile game
  • The most important puzzle mobile game statistics (user retention, average session length, stickiness, ARPPU, ARPDAU, CPIs by country, and conversion statistics)

You might also be interested in our casual mobile game advertising guide!

Top-Grossing Puzzle Games in 2022

  1. Candy Crush Saga
  2. Homescapes
  3. Gardenscapes
  4. Puzzle and Dragons
  5. Royal Match
  6. Fishdom
  7. Candy Crush Soda Saga
  8. Empires and Puzzles
  9. Toon Blast
  10. Project Makeover

Data source: AppMagic. Get 3 days of free access to all AppMagic’s features, as well as 10% off, by clicking this link.

How to Acquire More Users: 5 Puzzle Mobile Game Advertising Tips

Here are some simple user acquisition tips for puzzle mobile games.

1. Understand What Engages Puzzle Players

As with any advertising campaign, it’s essential to know your target audience. Puzzle gamers have specific interests and attitudes towards gaming.

Basically, puzzle players fall into the category of casual gamers.

puzzle gamer casual type

They’re drawn towards easy to learn, but hard to master games they can play on the go. In short, something to pass the time. That’s how you should represent your game if you want to appeal to a casual audience.

Puzzle gamers don’t care about gaming trends or search the app stores for interesting games to play. On the other hand, hardcore gamers are skilled and take gaming very seriously – chances are they might not be so interested in puzzle games.

toy blast puzzle mobile game video ad example screenshot

2. Come Up with Ad Creatives that Convert Users

Puzzle mobile game advertising is all about superb ad creatives – it’s what makes users install a game.

The key is to give users a taste of the game as well as explain how it works. Is it a twist on a match-3 game? Math puzzles? A detective mystery where you need to find clues to solve the case?

Whatever it may be, you need to make it clear in video ads. The easiest way to do that is to have gameplay aspects in your ad.

Furthermore, highlight your USP, i.e. what makes your puzzle game different and better from others. That gives people a reason to download and install the game.

Of course, you need to make the ad attention-grabbing and engaging. There are many ways to achieve that – make the video colorful, add fun music, play around with different layouts, include something unexpected, etc.

mobile game ads split testing ab

3. (Split) Test Your Creatives

Here’s the thing about creatives.

It’s near impossible to predict which one will bring better results. And it’s not something you should guess.

All creatives should be tested.

This includes testing different assets, visuals, ad formats, layouts, copy, etc. Simply run multiple versions of your ad and then analyze the data to see which one performed better.

Later in the article, I’m going to breakdown top puzzle game ads and what makes them successful, so make sure to keep on reading.

4. Utilize Multiple Mobile Game Marketing Channels

Never rely on just one marketing channel to promote your puzzle game – this is a common mistake many studios make.

Smart puzzle mobile game advertising is about utilizing multiple channels – different social media channels (Facebook, Instagram, TikTok, Snapchat, YouTube, etc.), Reddit, Quora, email marketing, influencer marketing, etc.

Facebook and Instagram ads are everyone’s go-to. However, TikTok is becoming quite popular for puzzle mobile game advertising. Many mobile game studios have successfully promoted mobile games on this up-and-coming platform.

If you want to learn more about TikTok, check out our TikTok advertising guide.

app store optimization graphic

5. Become a Master of App Store Optimization

Looking for a free way to advertise a puzzle mobile game?

App store optimization is the answer.

Even though ASO is not advertising per se, it does improve the visibility of your puzzle game and gets you more users. In many ways, it’s a lot like search engine optimization.

A big part of ASO is market research – you first need to check out what your competitors are doing, find relevant keywords and notice current puzzle game trends. Big game studios analyze every detail – from game icon trends to best keywords to use.

Don’t forget that app store optimization is something you can split test. By that, I mean testing all the important ASO components – game title, game icon, keywords, description, screenshots, trailer, promo video, etc.

If you want to learn more about ASO, you should check out our app store optimization guide.

Bonus Tips

We have asked Mike Khorev, a marketing consultant for more puzzle mobile game advertising tips.

Here’s what he has to say.

“As a marketing consultant, I’ve handled several mobile developer clients in the past, and based on that experience, here are my takes. In my opinion, there are three effective ways we can use to promote a mobile app (more specifically a puzzle mobile game).

YouTube Ads
With various gaming channels and creators on YouTube today, many gamers and especially casual gamers are active on YouTube. Putting an engaging, targeted ad is a way to properly build awareness and engage your target audience. If your budget allows, you can also invest in Facebook Ads to diversify your ad campaign.

Influencer marketing

Work with influencers that specialize in casual gaming depending on your niche/sub-niche and let them promote your brand. The key here is to find the right influencer for your game, which can be very easy or very difficult depending on your game. That is, if there are existing games that are quite similar to yours, you can approach content creators that covered/streamed these games.”

puzzle mobile game ad examples

Puzzle Mobile Game Advertising: 3 Ad Examples from Top Games

One of the best ways to figure out what kind of ads work for puzzle mobile games is by analyzing competitors’ ads.

Below, I break down ads from top puzzle games to show you what makes them so successful.

1. Toy Blast

Duration: 00:30

Platforms: Facebook, Instagram, Audience Network, Messenger

Video Ad Breakdown

Toy Blast is among the top puzzle mobile games at the moment. That’s largely due to smart advertising.

If you look at the example of a Toy Blast ad, the first thing you notice is that it’s very colorful and fun. At the beginning of the video ad, you’re invited to enter the magical Toy Blast world.

The video quickly turns into gameplay – showcasing the main features of this puzzle game. Even though the game mechanics are simple and nothing new, this ad does a good job of portraying how fun the game is.

We’re presented with different game levels and settings that show how simple it is to play the game. This goes back to what I was saying about puzzle gamers – they like easy-to-play mobile games.

Another thing you can see when we look at Toy Blast ads is that different video sizes are used. That’s something you should consider when creating video ads – you need to adjust it according to the platform.

Copy Analysis

  • Think You Can Do Better? 🤔 Make Sure You’re Up to New Challenges! 😎
  • Download the BEST Puzzle Game You’ve Ever Seen!

These are some examples of Toy Blast ad descriptions.

As you might notice, the copy challenges users (“Think you can do better?”). This is a very common strategy many puzzle mobile games use – and it seems to work really well. It makes you want to install the game and start playing right now.

The second ad copy is basically a very direct call to action that represents Toy Blast as “the best puzzle game”.

2. Bubble Witch 3 Saga

Duration: 00:15

Platforms: Facebook, Instagram, Audience Network, Messenger

Video Ad Breakdown

Bubble Witch 3 Saga ad successfully showcases its match-3 game mechanics, as well as the storytelling aspects. The main character, Stella, is a witch who needs your help with defeating her enemy. That adventure is portrayed well in the ads.

The ad also highlights the unique challenge and features of this puzzle game – “Help Stella find the legendary hats and get permanent bonuses.” So there’s an incentive and a reward that attracts puzzle gamers.

In general, the ad is very short and simple, but it does the job well. Bubble Witch 3 Saga has managed to acquire thousands of users with these ads, which means they’re definitely working.

puzzle mobile game bubble witch saga video ad example

Another interesting technique can be noticed in Bubble Witch 3 Saga remarketing ads – they play on emotions to get users to play the game again and improve user retention.

Not just that, but the ad description says, “Free gifts are waiting for you in Bubble Witch 3 Saga! Claim yours now!” That’s another incentive to get users back to the game.

Copy Analysis

  • Free gifts are waiting for you in Bubble Witch 3 Saga! Claim yours now!
  • Can you pop all the Bubbles? Discover new adventures with Stella and Nero!

These are two main Bubble Witch 3 Saga ad descriptions.

Both, of course, include a call to action. However, in the first one, free gifts are the incentive that lure users in. In the second, there’s a challenge. Again, a common technique that’s used in puzzle mobile game advertising.

In the video ad itself, there’s “Help Stella find the legendary hats” and “Get permanent bonuses.”

These work in two ways. One – they’re specific CTA’s that invite you to play. Two – they highlight the main features and game characters.

3. Empires and Puzzles: Epic Match 3

Duration: 00:30

Platforms: Facebook, Audience Network

Video Ad Breakdown

This Empires and Puzzles ad focuses on game characters. That’s pretty smart considering this game is a mix of classic match-3, RPG, and strategy game. So starting the ad with character upgrades and RPG aspects is a great example of highlighting its USP.

In the second half of the ad, we can see the gameplay action – familiar match-3 game mechanics that puzzle gamers are attracted to mixed with tactical monster fights.

Most importantly, this ad showcases the variety of this game, which is what makes players download this game. It’s a great example of puzzle mobile game advertising.

empires and puzzles mobile game ad example video screenshot

Another important thing to note is the compelling imagery of Empires and Puzzles’ ads. A simple match-3 game instantly looks more inviting when you add a gorgeous and sexually alluring warrior in the mix.

Copy Analysis

  • Unleash your skills! Make the right moves! Beat your enemies in this match-3 RPG! ⚔️

This ad copy successfully highlights the main game features, as well its USP – a match-3 game with aspects of RPG and strategy.

Here are a few more examples:

  • BEAT puzzles and BATTLE like never before! CHALLENGE your enemies and WIN!
  • Unleash your skills! Make the right moves! Put your matching tactics to the test! 🛡️🛡️🛡️

Both of these are very strong CTAs that invite users in the Empires and Puzzles universe.

Again, all different game aspects are represented in the ad copy. RPG (“Unleash your skills”), strategy (“Make the right moves”), and puzzle (“Put your matching tactics to the test”).

That way, users know what type of game this is right away.

BONUS: Best Ways to Monetize a Puzzle Mobile Game

So now you know how to advertise your puzzle game and what it takes to create a good ad.

Once you implement these techniques, the users will start coming.

But how do you actually make money off your game?

Well, there are a couple of ways you can monetize your puzzle game, two main ones being in-game purchases and in-game ads.

If you set it up in a smart way, in-game purchases can bring you a lot of revenue. Once players are hooked to your puzzle game, they might be willing to pay to get access to premium content, get more lives, unlock new characters or levels, etc.

However, in the last couple of years, more and more mobile game publishers are turning to in-game ads, especially for puzzle games. This model seems to work well.

What you need to be careful about is maintaining great user experience and placing it above everything. That means not spamming players with intrusive and irrelevant ads. Otherwise, you’ll lose players and then you won’t have anything to monetize.

If you want to maximize your in-game ad revenue, you need to learn about these mobile game ad formats.

Puzzle Game Statistics for 2022

No matter how good your mobile game marketing strategy is, you still need a way to measure its results.

Here’s what I mean by that.

By tracking key mobile game metrics, you can actually see how well your puzzle game is performing and what kind of potential it has. Then you can optimize it to get better results.

It’s also important to know how well your competitors are doing as well as what the current market trends are.

However, it’s easy to get lost in all that data.

That’s why I have put together all the most important puzzle mobile game statistics you need to know in 2022. This data will show you how other puzzle games are performing and what numbers you should aim for.

The statistics include:

  • user retention
  • average session length
  • session count
  • playtime
  • install ratio

Puzzle Game User Retention

User retention is hands down one of the most important mobile game metrics. It allows you to know how many players keep playing your puzzle day after a certain time period has passed.

Most commonly, user retention is measured for day 1, day 7, and day 28.

Data source: GameAnalytics

Day 1 User Retention Statistics

  • Top 25% of games: around 31%
  • Median 50% of games: around 22%
  • Bottom 25% of games: around 13%

Day 7 User Retention Statistics

  • Top 25% of games: around 10%
  • Median 50% of  games: around 5%
  • Bottom 25% of games: around 2%

User Retention Statistics: Day 28

  • Top 25% of games: around 4%
  • Median 50% of games: around 1%
  • Bottom 25% of games: around 0.02%

How to Improve User Retention?

On average, puzzle mobile games have better user retention than arcade, action, adventure, racing, simulation, racing, sports, and RPG.

However, there’s still room for improvement.

You need to make sure that your puzzle mobile game is not repetitive and boring after a while. That can really kill user retention. Try to switch things up and allow players to unlock new levels that will keep them interested.

It’s also important to make each level a little bit harder – players want to be challenged by puzzle games, and it’s what keeps them coming back. However, don’t make it too hard – it will frustrate players and they’ll give up.

Aim for that balance between challenging and addictive, but not insanely complex.

Also, don’t forget about bonuses and rewards – that’s a great way to entice players to keep playing.

Here’s what Stacy Capiro, Founder of Growth Marketing has to say about improving user retention.

“One way to improve mobile game user retention is to have a goal the user is working toward in the app. When people know they have made progress toward an in-app goal, they are more likely to log back in and use the app again to complete the goal, especially when there is an award attached.”

Another thing that influences user retention, besides the quality of the game, is the ads that are shown. If users are harassed with irrelevant ads, there’s a big chance they will stop playing and uninstall your game.

The key is to strike a good balance between monetizing your puzzle game by earning ad revenue and maintaining a great user experience.


  • Top 25% of games: around 40 minutes
  • Median 50% of games: around 20 minutes
  • Bottom 25% of games: around 7 minutes

Session Length

  • Top 25% of games: 9 minutes
  • Median 50% of games: 5 minutes
  • Bottom 25% of games: 3 minutes

Session Count

  • Top 25% of games: around 5
  • Median 50% of games: around 3
  • Bottom 25% of games: around 2

Install Ratio

  • Top 25% of games: around 40%
  • Median 50% of games: around 20%
  • Bottom 25% of games: around 6%

Final Thoughts on Puzzle Mobile Game Advertising

Now we want to hear from you!

What’s your experience with puzzle mobile game advertising? What aspect of it do you find the hardest? If you have any questions, let me know in the comments below.

And don’t forget to subscribe to our newsletter to get more updates on mobile game advertising!


About Udonis

Udonis is an independent full-service mobile marketing agency that acquired more than 200,000,000 users for mobile games since 2018. Visitudonis.co

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