How to Overcome Post-Launch Slump: The Case of Merge Gardens

Key insights

5 slides

The plateau

Merge Gardens faced a performance plateau after its 2021 acquisition.

The mobile game Merge Gardens, launched in 2020, experienced stagnant metrics following its acquisition by Plarium in 2021.

Key Insight. Merge Gardens reversed a post-2021 performance plateau through a comprehensive 'soft reboot' that restored growth over a two-year period.

Narrative shift

The game transitioned to a story-driven framework with a new protagonist.

Developers replaced utilitarian characters with a narrative-heavy framework centered on Daisy, transforming the game into a story-driven renovation title.

Key Insight. The product shift replaced utilitarian characters with a story-driven framework centered on a protagonist named Daisy, supported by high-production cinematic marketing.

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Summary

The mobile game Merge Gardens serves as a primary case study for overcoming a post-launch performance plateau through strategic product and marketing pivots. Originally launched in 2020 by the Finnish studio Futureplay, the game initially combined Match-3 mechanics with merge-based progression as independent loops. Following its acquisition by Plarium in 2021, the game faced a stagnant period where metrics leveled off. Rather than abandoning the title, the developers implemented a comprehensive "soft reboot" that successfully returned the game to a growth trajectory over the subsequent two years.

The turnaround was driven by three core pillars: narrative integration, visual modernization, and refined progression mechanics. The developers replaced utilitarian characters with a narrative-heavy framework centered on a protagonist named Daisy, transforming the game from a simple puzzle experience into a story-driven renovation title. This shift was supported by a high-production cinematic marketing campaign that bridged the gap between external advertising and the in-game experience. Furthermore, the team linked the previously independent Match-3 and merge loops by requiring players to complete narrative-driven quests that necessitate both gameplay styles, effectively increasing engagement and retention.

The analysis highlights that the game’s demographic profile is uniquely balanced, maintaining a 60/40 female-to-male split as of 2023, which distinguishes it from competitors in the merge genre. By modernizing the UI, refreshing visual assets to align with a mystical mystery theme, and implementing a robust suite of industry-standard LiveOps events and monetization tactics—including season passes and gacha mechanics—the developers successfully revitalized the product. The case demonstrates that established titles can achieve renewed growth by reevaluating core loops and aligning marketing narratives with the actual user experience.