Driving Hybrid Revenue Growth for a Mobile Puzzle Game

1. About the Puzzle Game

This mobile puzzle game (match-3 + narrative elements) was launched globally in early 2024 on Android and iOS. Built for casual users, the game attracted a broad audience—primarily women aged 25–45—from Tier-1 and Tier-2 markets. While early engagement metrics were solid, the game’s monetization suffered from an over-reliance on rewarded ads and lack of purchase diversity.

2. The Challenge

Despite a healthy DAU of 150,000+, the game faced:

• Low ARPPU ($0.34) and conversion rate (~0.8%)
  
  
• Flat Rewarded eCPMs, averaging $11.90 globally
  
  
• Offerwall underutilized, with <2% engagement
  
  
• No dynamic pricing, event-based bundles, or personalized offers
  
  
• Interstitials were avoided due to fear of churn
  
  

The publisher needed a hybrid monetization refresh that could monetize both engaged and non-paying users without disrupting session flow.

3. The Strategy / Solution

Monetization Optimization

• Ad Stack Revamp:
  
  
  • Integrated AdMob, Mintegral, Unity Ads, Bigo, Adjoy
    
    
  • Introduced open bidding via MAX (tiered price floors per geo)
    
    
  • Adjusted rewarded frequency caps using event triggers (e.g., loss streaks)
    
    
• New Ad Formats:
  
  
  • Interstitials after every 3 failed attempts (A/B tested)
    
    
  • Rewarded Ads added for clue hints, second chances, and bonus events
    
    
  • Offerwall launched during “Treasure Event” weekends only
    
    
• In-App Purchase Enhancements:
  
  
  • Added Piggy Bank mechanic — players filled it with currency and unlocked via $1.99 IAP
    
    
  • Introduced Time-Limited Bundles with themed boosts and energy
    
    
  • Multiple Boost Types (6+) for puzzle-solving with scarcity mechanics
    
    
  • Personalized starter pack at $0.99 for new users (based on session depth)
    
    
• Dynamic A/B Testing:
  
  
  • Bundles priced dynamically based on geo + player progression
    
    
  • High-value users exposed to tiered offers, others directed toward ad-based rewards
    
    

4. Monetization Strategy

Hybrid Model Implementation

5. Results

6. Conclusion

This case proves the potential of puzzle games to scale monetization when the hybrid model is executed with precision. By refining rewarded placement, diversifying IAP offerings, and applying geo-targeted bidding, we unlocked new revenue without sacrificing retention. Casual doesn’t mean low revenue—when context and timing are used smartly, puzzle games can punch above their weight.