AppLovin is the top-performing UA channel for merge games, consistently delivering the highest return on ad spend compared to other networks.
Merge games derive 70-80% of their total revenue from in-app purchases, necessitating the use of blended ROAS campaigns that account for both purchase and ad revenue.
Playable ads are mandatory for scaling, requiring a minimum production cadence of one new playable asset per month to mitigate creative fatigue.
Effective creative strategies must pivot from traditional motivation-based ads to assets emphasizing core psychological drivers: order, growth, and haptic feedback.
Mintegral is a vital channel for casual puzzle games, while Moloco is the preferred secondary scaling partner over Liftoff.
High-performing ad assets include 'big board' visuals showing complex game states, merge chainlinks demonstrating progression, and narrative-driven drama tropes.
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