Let's delve into Royal Match's renowned user acquisition strategy and its highly effective advertisements, which have attracted millions of new players.
The effectiveness of mini-game advertisements
The majority of Royal Match ads feature mini-games where the objective is to rescue King Robert from perilous scenarios. This applies to both video and playable ads.
Royal Match ads stand out from traditional Playrix-style ones by integrating actual gameplay solving match-3 puzzles to save the main character rather than just pin pulling. Furthermore, these mini-games extend beyond ads and are seamlessly integrated into the game as an additional mode.
King's Nightmare: Ads Transformed into Gameplay
King’s Nightmare episodes seamlessly integrate the mini-games from ads into the gaming experience. Unlocked after clearing a set number of levels, these episodes present the same puzzles as seen in the advertisements. Players can choose to skip them if they find them too challenging or uninteresting. Completing these episodes rewards players with a 50 coins "Reward"
Utilizing the Trend of Fail Ads in Marketing Strategy
Royal Match ads Utilize the fail ads trend seen in many Match-3 ad creatives. They showcase players struggling to complete tasks, sparking curiosity and a sense of challenge. This indirect call to action motivates viewers to download the game and demonstrate their skills.
Royal Match Ads: Playable Ads
Royal Match playable ads mirror the style of its video ads but offer interactivity, allowing users to try the game before downloading. Here are some examples.
Social Features in Royal Match
A key factor in Royal Match’s success is its social features, which transform the gaming experience from solitary to communal. Let’s explore how the game uses leaderboards and teams to keep players engaged.
Royal Match Leaderboards
Royal Match features several types of leaderboards, each with a specific role:
Friends Leaderboard – This leaderboard incentivizes players to connect with friends on social media, encouraging them to invite others to join the game.
Players Leaderboard – These global and local leaderboards promote competition among the wider player community.
Teams Leaderboard – Used for team events, these leaderboards allow teams to compete against each other on both global and local levels.
Each leaderboard introduces a unique competitive element, motivating players to enhance their skills and engage more deeply with the game.
Teams: Collaboration and Rewards
Unlockable at level 21, the team feature enhances interaction and rewards. Joining a team provides free lives and exclusive rewards, offering both social and functional benefits. Team events like Team Treasure and Team Battle encourage collaboration for collective rewards, adding a cooperative aspect. Additionally, players can request assistance from teammates, fostering a sense of community.
How Does Royal Match Generate Revenue?
Royal Match monetizes exclusively through in-app purchases (IAPs) and does not feature ads. Here's a look at how the game leverages in-game currency and features to monetize effectively while keeping players engaged.
Coins: The Sole In-Game Currency
In Royal Match, coins are the core currency, driving monetization. Players buy coins to purchase extra moves, boosters, and refill lives, simplifying the game's economy and making transactions clear.
