Since its launch in February 2021, Royal Match has generated over $3 billion in revenue and surpassed 300 million downloads, according to FoxData.
In a mobile gaming landscape where most free-to-play titles bombard users with ads, Royal Match stands out. It takes a bold, ad-free approach—relying solely on in-app purchases (IAPs) to drive revenue. And it's working. In 2024, Match-3 game revenue soared by 13%, with Dream Games' blockbuster title leading the charge.
So, how does Royal Match convert players into paying customers without ads? Let’s dive into its monetization playbook, engagement strategies, and user acquisition tactics to uncover the secret behind its explosive growth.
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Unlike many mobile games that rely on ads for monetization, Royal Match takes a different route—its revenue comes exclusively from in-app purchases (IAPs). If you’re wondering whether Royal Match has ads, the answer is a definitive no.
Let’s break down how the game effectively drives monetization while keeping players engaged.
In Royal Match, coins serve as the game’s primary currency, forming the foundation of its monetization strategy. Players can purchase coins and use them to enhance their gameplay experience.
Coins can be spent on:
Buying extra moves when running out
Acquiring boosters to gain an advantage
Refilling lives to continue playing
By maintaining a single-currency system, Royal Match simplifies transactions, making it easy for players to understand what they’re spending money on.
The game integrates several well-established monetization techniques commonly seen in puzzle games, including:
Continue/Retry Option: Players can use coins to continue gameplay when they run out of moves or lives.
Consumable Boosters: A range of power-ups is available for purchase to assist in clearing challenging levels.
Limited-Time IAP Offers: Periodic, time-sensitive deals encourage players to make purchases.
Royal Pass: Unlocked at level 37, this battle pass provides 30 levels of rewards over a month.
Events play a crucial role in Royal Match’s revenue strategy. They provide players with an opportunity to earn valuable in-game rewards while experiencing an abundance of resources.
By giving players a taste of what it’s like to have ample in-game items, these events create a strong incentive for them to make purchases to maintain that advantage.
The key to a mobile game’s long-term success isn’t just monetization—it’s keeping players invested. Royal Match employs an extensive set of engagement strategies, including dynamic live events, a competitive ranking system, and frequent content updates.
The game features a diverse range of live events catering to different types of players. These include both solo and team competitions, keeping engagement levels high.
Some standout events include:
Team Battle: A time-limited tournament where 20 teams compete for dominance.
King’s Cup: A ranking-based event where 50 players compete based on collected cups.
Royal League: Designed for players who have completed all available levels, offering global competition and extra rewards.
Sky Race & Lightning Rush: Fast-paced events that challenge players to complete levels or collect items under time constraints.
Additionally, Royal Match introduces special goal-oriented events such as Propeller Madness, Book of Treasure, and Piñata Party, where players complete tasks across multiple stages for rewards.
The game features a structured competitive ladder system, which keeps players engaged by giving them a tangible sense of progress and skill ranking.
To combat player fatigue, Royal Match consistently introduces new content. Every two weeks, new areas and levels are added, ensuring there’s always something fresh for players to explore.
By continuously evolving, the game maintains excitement and minimizes the risk of player drop-off.
Royal Match has mastered user acquisition with a well-crafted advertising strategy that has brought in millions of players. Let’s break down how they do it.
Most Royal Match ads use a mini-game format where players must rescue King Robert from perilous situations. This applies to both video and playable ads.
Some might argue that Royal Match is "not as advertised." However, unlike typical Playrix-style ads that showcase exaggerated scenarios unrelated to actual gameplay, Royal Match takes a different approach. In these ads, players save the main character by solving match-3 puzzles—an accurate representation of the core gameplay.
But Royal Match doesn’t stop there. The developers integrate these mini-games directly into the app, making them a seamless part of the experience.
The King’s Nightmare feature brings the puzzles from Royal Match ads into the game itself.
These episodes unlock after players clear a certain number of levels, allowing them to engage in the same scenarios seen in advertisements. Players who find them uninteresting can skip them, while those who complete them earn a 50-coin reward.
This strategic move not only enhances engagement but also reinforces the connection between ads and actual gameplay, reducing the risk of player disappointment.
Royal Match also capitalizes on the fail ads trend, a common tactic in match-3 game marketing.
These ads depict a failed attempt at solving a puzzle, prompting viewers to think, “I could do better than that.” This triggers curiosity and competitiveness, encouraging potential players to download the game and prove their skills.
This subtle psychological nudge turns passive viewers into active players, making it an effective acquisition tool.
Royal Match’s playable ads follow the same formula as its video ads, but with one key difference—they allow users to interact with the game before downloading it.
Here’s how they work:
Some playable ads introduce the match-3 mechanics in their simplest form, letting players match colorful tiles and clear the board.
Others replicate the game’s video ads, challenging players to save King Robert by solving puzzles.
These ads work because they’re streamlined, intuitive, and give players a quick yet satisfying taste of the game—leading to higher conversion rates.
Royal Match takes user acquisition to the next level by tapping into influencer marketing, featuring celebrity endorsements from figures like Simon Cowell.
Why does this work?
Credibility Boost – A recognizable face lends legitimacy to the game, helping it stand out in a saturated market.
Expanded Reach – Celebrity endorsements introduce the game to a wider audience, leveraging existing fan bases.
Social Proof – Seeing a famous personality associated with the game creates a sense of trust and intrigue, driving engagement and downloads.
This fusion of traditional ads, interactive playables, and influencer marketing makes Royal Match’s user acquisition strategy one of the most effective in the industry.
Beyond ads, Royal Match retains players through a strong social component, transforming a solitary puzzle experience into a dynamic, community-driven game.
The game integrates multiple leaderboards to keep players engaged:
Friends Leaderboard – Encourages players to connect via social media and invite friends.
Players Leaderboard – Displays rankings on a local and global scale, fostering competitive engagement.
Teams Leaderboard – Tracks performance in team-based events, pitting groups against each other for rewards.
These leaderboards add an extra layer of motivation, pushing players to improve their performance and stay active in the game.
At level 21, players unlock the ability to join teams, adding a collaborative dimension to the game.
By being part of a team, players can:
Request and send free lives.
Participate in exclusive team events like Team Treasure and Team Battle, where collective effort leads to shared rewards.
Engage in team-based challenges that blend competition with cooperation.
These social features create a sense of community, reinforcing long-term engagement and encouraging players to return to the game regularly.
Royal Match has built an exceptional user acquisition and retention strategy by blending innovative ads, engaging mini-games, celebrity endorsements, and strong social mechanics. Whether through compelling ad creatives or immersive in-game events, the game continues to set a high standard for mobile puzzle games.
For app developers looking to scale user growth effectively, a strategic marketing approach is essential. FoxAdvert specializes in app marketing and user acquisition, covering SEO, social media marketing, ASA, ASO, and all major online channels.
Whether you need to acquire high-value users, optimize monetization, or enhance brand visibility, we provide tailored solutions to help your app stand out in a competitive market. Talk with us today and unlock your app’s full growth potential!
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