Why Merge Could Be the New Match-3

Merge games are positioned as a strong candidate to become the next major mobile puzzle genre, following the path of Match3. GameRefinery analysts argue that the genre's recent popularity rests on proven gameplay hooks, overlapping player motivations with Match3, deep monetization potential, natural fit with live events, and adaptability to hybrid meta layers. The analysis centers on the mobile market, particularly iOS in the US, using Q3 2021 revenue data alongside GameRefinery's motivational player data.

Merge mechanics, combining two or three items into a superior one, predate the genre label, tracing back to Triple Town and 2048. Merge Dragons!, which has earned $226m since 2017, popularized it as a distinct category. The genre divides into expandable and non-expandable gameboards, and into Merge3 and Merge2 variants. Non-expandable titles like Merge Mansion emphasize space management and narrative, while expandable ones like EverMerge, Merge Dragons! and Merge Gardens support collectibles, decoration, multiple concurrent projects and longer sessions.

Match3 holds the highest US iOS revenue share at 15.62% with 1.36% quarterly growth, while Merge accounts for just 0.83%. Motivational data shows Merge players share Match3 players' interest in milestones, treasure collecting and customization. Merge Dragons! skews 70% female, with 31% of players over 45. Monetization relies on paying to skip timed spawns, refreshable shops, incentivized ads, limited-time offers, battle passes (such as EverMerge's Golden Ticket) and brand collaborations like Merge Dragons!' Rick and Morty event. Hybrids borrow Match3 monetization techniques.

Q3 revenue for the biggest Merge titles declined slightly, though downloads rose for some. Still, strong annual results for Merge Mansion suggest room for growth among innovative hybrids combining Merge with 4X, idler or hyper-casual layers, as in Top War: Battle Game. Data does not show players shifting from Merge3 to Merge2.