Enhance Your Merge Gamers' Immersiveness

Key insights

5 takeaways

01
Merge gamers are 56% female and 44% male, and 51% are under 35 years old.See it on page 1
02
For spenders, discovering well-known stories and media franchises has an index of 2.5x compared with non-spenders.See it on page 1
03
Expected themes for the next game include City Building (30%), Garden/Flower (29%) and Restaurant/Café (28%).See it on page 1
04
The document notes that merge gamers have higher preferences for DIY hobbies, which it relates to their interests in gaming themes.See it on page 1
05
Among spenders who have churned, an exclusive welcome back gift is the top re-engagement reason at 38%, ahead of new contents or updates at 32%.See it on page 1

Summary

This Ipsos slide deck, based on the 2022 Google and Ipsos study "The Shifting Needs of Global Mobile Gamers", examines Merge gamers, players of puzzle games that involve merging or sliding numbers, blocks, animals, or characters. The study covers the USA, Japan, Germany, South Korea, Brazil and Indonesia, surveyed in April 2022. Google and Ipsos also conducted an additional 900 online surveys with Merge mobile gamers, supplemented by online in-depth interviews, across key markets.

The deck reports that the Merge gamer audience is 56% female and 44% male, and that 51% are under 35 years old. Merge gamers also play strategy (49%), puzzle (46%), action (43%), trivia (39%) and arcade games (38%). For reach, the expected themes for the next game include City Building (30%), Garden/Flower (29%) and Restaurant/Café (28%), with the document noting higher preferences for DIY hobbies.

In terms of engagement, the most exciting in-game moments differ between spenders and non-spenders. Spenders show an index of 2.5x for discovering well-known stories and media franchises, 2.0x for winning real-life prizes, and 1.6x for unlocking new characters. The deck also reports that merge gamers have higher expectations for extra rewards.

For retention, the top reason for re-engagement among spenders who have churned is an exclusive welcome back gift (38%), followed by new contents or updates (32%) and new elements added in the game (31%).