2/12/2024 0 Comments Download dragons crown steam![]() ![]() It’s going to be a slow growth climb for Merge, but definitely a genre to keep an eye on. This could come in the form of gameplay, art, theme, narrative, gender or even UA tactics differentiation (don’t forget IDFA), all while the merge core is kept intact and meta systems + live operations + production values continue to be optimised. Inter-genre differentiation will be key, so that Match-3 players have a compelling reason to switch over, and Merge developers can compete with the Match-3 heavyweights (King, Playrix, AppLovin, Dream Games etc.) on one of the most expensive UA battlefields on mobile. Therefore, my hunch is that Merge’s next phase of growth will be driven by - 1) more games entering the genre and pulling new audiences in, and 2) those games figuring out product differentiation to fuel user acquisition. For Merge, that is not an easy UA battle to win profitably and at scale. This also means more room for new competitors to enter.Ī more macro factor could be that Merge essentially competes with Match-3 for the same audience, and Match-3’s audience is 6x higher and still growing. ![]() So players could be going through an exploration phase, which is driving audience and downloads market share movements between games. The existing Merge market has been hungry for a new “non-Merge Dragons” experience for a very long time, and they finally have more options to play. For such a young genre that has generally lacked competition, this could be driven by two factors. If Merge is doing so much right, the big question remains - how does Merge unlock its next stage of audience growth? The download numbers above suggest that the genre is struggling to scale rapidly through user acquisition. ![]()
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