The State of Puzzle Games

Aug, 2023 The State of
Puzzle Games
An Analysis of the Puzzle Category in Mobile Gaming

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© 2023 Sensor Tower Inc. – All Rights Reserved | 2
Puzzle Games Market Overview
Download and Revenue Change for Puzzle Games
To p 1 0 G a m e s f r o m M o s t D o w n l o a d e d / R e v e n u e S u b – G e n r e s
2022 Revenue Breakdown by Country/Region
Trends in Physics, Merge, Pair, Block and Sort Puzzle
Change in Product Model for the Puzzle Game Market
The Rise of Hybridcasual in Puzzle Games
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© 2023 Sensor Tower Inc. – All Rights Reserved
Introduction
This report provides an analysis of the updated Sensor
Tower Puzzle Taxonomy. Discover trends in revenue and
downloads of various Puzzle sub-genres over the past
two years.
Explore the top 10 games ranked by downloads and
revenue and how they leverage multiple Meta and
Monetization features for success.
Finally, explore the trends in Product Models over the
past two years, with a special focus on the rise of the
Hybridcasual Product Model and the new opportunities
it brings to the Puzzle gaming landscape.
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© 2023 Sensor Tower Inc. – All Rights Reserved 4
About This Data
Sensor Tower’s Qualitative Insights team created the revenue
and download forecasts featured in this report using the
Sensor Tower Store Intelligence platform.
●Figures cited in this report reflect App Store and Google
Play consumer spending and download estimates for
January 1, 2018 through Jun 15, 2023.
●All revenue figures in this report capture consumer
spending (gross revenue). This includes the revenue earned
by the app developer as well as the portion earned by
Apple or Google.
●Android estimates represent revenue and downloads from
the Google Play Store only. Sensor Tower does not provide
spending or download estimates for third-party Android
stores.

© 2023 Sensor Tower Inc. – All Rights Reserved 5
New Puzzle
Sub-Genre Definitions

© 2023 Sensor Tower Inc. – All Rights Reserved
Swap – Players swap adjacent pieces to create a match of two or more identical
pieces.
Blast – Puzzle games where players “blasts” tiles by tapping on matching colors.
Chain – Players create chains of matching pieces to remove them from the board.
Pair – Players match groups of two or more identical pieces or tiles in order to
remove them from the board.
Sort – Players arrange pieces in the correct order. The pieces may be laid out
randomly or partially sorted, players need to determine the best way to arrange
them.
Jigsaw – Players recreate an image by arranging and fitting together small,
interlocking puzzle pieces.
Real-Time – Players are presented with a series of puzzles that require quick
thinking and problem-solving in real-time. Players need to quickly strategize and
adjust movements to keep up with the fast-paced gameplay.
Riddle – Players use logical reasoning to solve riddles. The goal is to find the
correct solution by carefully considering all of the available information and
options.
Physics – Players use the knowledge of physical concepts and manipulate
objects such as rope, balls, blocks to solve puzzles.
Environmental – Players are presented with a series of challenges that
require them to navigate the environment, and solve puzzles by exploring
and manipulating objects in a given environment.
Block – Players drag bricks to create full lines on a grid, either vertically or
horizontally to break bricks and score points. There are typically no time
limits and bricks cannot be rotated
Maze – Players navigate through a complex network of passages, dead ends,
and obstacles.
Numbers – Games that involve manipulating numbers in order to solve the
puzzle.
Other Puzzle – Puzzle games that do not fit into other Puzzle sub-genres.
Like Tic Tac Toe and Puzzle Hub.
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© 2023 Sensor Tower Inc. – All Rights Reserved 7
Puzzle Games
Market Overview

© 2023 Sensor Tower Inc. – All Rights Reserved
All Time Worldwide Downloads and Revenue, App Store and Google Play
50 Billion
App Store + Google Play
All Time Worldwide Downloads
$42 Billion
App Store + Google Play
All Time Worldwide Revenue
Puzzle Games Market Overview
8 Real-Time 1% Chain 1% Maze 2% Jigsaw 2% Merge 2% Blast 3% Numbers 3% Pair 4% Environmental 4% Hidden Objects 4% Sort 4% Block 5% Tr i v i a 6% Other Puzzle 6% Word 9% Riddle 10% Physics 14% Swap 16% Tr i v i a 1% Pair 2% Physics 2% Word 3% Bubble Shooter 4% Merge 4% Hidden Objects 4% Chain 6% Blast 10% Swap 61%

© 2023 Sensor Tower Inc. – All Rights Reserved
Comparison of download and revenue growth between January through May 2023 vs 2022, App Store and Google Play
Download and Revenue Change for Puzzle Games – 2022 to 2023
-60%
-30%
0%
30%
60%
90%
120%
Real-Time
Chain
Pair
Swap Block Maze
Jigsaw Physics
Bubble Shooter
Riddle
Sort
Environmental
Numbers
Hidden Objects
Word Blast Trivia Merge
Other Puzzle
Download Growth Revenue Growth
9 4% 28% 8% -25% -10% 3% -13% -55% -20% -17% -23% -26% -7% -11% -18% 6% 47% -29% 64% -30% -28% -21% -21% -18% -16% -16% -15% -14% -12% -9% -7% 3% 3% 5% 8% 14% 22% 103%

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Top 10 Games from Most Downloaded Sub-Genres
By All Time Worldwide Downloads, Jan 1, 2012 – Jun 15, 2023, App Store and Google Play
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Swap
Candy Crush Saga
Activision Blizzard
Gardenscapes
Playrix
Homescapes
Playrix
Candy Crush Soda Saga
Activision Blizzard
Fishdom
Playrix
Farm Heroes Saga
Activision Blizzard
Project Makeover
AppLovin Corp
Matchington Mansion
AppLovin Corp
My Home – Design Dreams
AppLovin Corp
Candy Crush Jelly Saga
Activision Blizzard
Physics
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Angry Birds 2
Rovio Entertainment
Happy Glass
AppLovin Corp
Angry Birds Classic
Rovio Entertainment
Love Balls
AppLovin Corp
Pull the Pin
Take-Two Interactive
Cut the Rope
ZeptoLab UK
Mr Bullet – Spy Puzzles
AppLovin Corp
Angry Birds Rio
Rovio Entertainment
Where’s My Water? 2
Modern Times Group
Rescue Cut – Rope Puzzle
ITI
Riddle
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1
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Brain Out: Can you pass it?
EYEWIND
Brain Test: Tricky Puzzles
Unico Studio
Save The Girl
AppLovin Corp
Emoji Puzzle!
SUPERSONIC STUDIOS
DOP 2: Delete One Part
SayGames
Thief Puzzle: to pass a level
Tapnation
DOP: Draw One Part
SayGames
Papers Grade Please!
AppLovin Corp
DOP 4: Draw One Part
SayGames
Comics Bob
SayGames
© 2023 Sensor Tower Inc. – All Rights Reserved

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Top 10 Games from Highest Revenue Sub-Genres
By All Time Worldwide Revenue, Jan 1, 2012 – Jun 15, 2023, App Store and Google Play
Swap Blast Chain
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Candy Crush Saga
Activision Blizzard
Gardenscapes
Playrix
Homescapes
Playrix
Candy Crush Soda Saga
Activision Blizzard
Fishdom
Playrix
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Toon Blast
Take-Two Interactive
Toy Blast
Take-Two Interactive
Pet Rescue Saga
Activision Blizzard
LINE ポコパン
NAVER Corp.
Blossom Blast Saga
Activision Blizzard
Angry Birds Dream Blast
Rovio Entertainment
LINE ポコパンタウン
NAVER Corp.
Property Brothers Home Design
Stillfront Group
Angry Birds Blast
Rovio Entertainment
Lily’s Garden – Design & Relax
Tactile Games ApS
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1
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LINE：ディズニー ツムツム
NAVER Corp.
妖怪ウォッチ ぷにぷに
Level-5
Two Dots: Brain Puzzle Games
Take-Two Interactive
Ðê
É|
Kakao Corp. STUDIOS
Jelly Splash: Fun Puzzle Game
Playtika
欅のキセキ/⽇向のアユミ
enish
Simon’s Cat – Crunch Time
Tactile Games ApS
Crazy Kitchen: Match 3 Puzzles
Take-Two Interactive
五等分の花嫁
enish
Diamond Diaries Saga
Activision Blizzard
Royal Match
Dream Games
Farm Heroes Saga
Activision Blizzard
LINE ポコポコ Mansion
NAVER Corp.
开⼼消消乐®
Happy Elements 乐元素
Matchington Mansion
AppLovin Corp
© 2023 Sensor Tower Inc. – All Rights Reserved

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Top 10 Puzzle Games Integrate Meta Features
and Diverse Monetization Strategies
By All Time Worldwide Revenue, App Store and Google Play
Data Source: Sensor Tower – 

Store Intelligence – App Overview
Game Sub-Genre Meta Feaure Ads
Currency Bundle Live Ops Starter Pack
Loot Box Season Pass Ad Removal
Candy Crush Saga Swap Levels, Social Clans ✔ ✔ ✔ ✔ ✔ ✔ ❌
Gardenscapes Swap
Decoration / Renovation, Levels,
Narrative Stories , Social Clans
✔ ✔ ✔ ✔ ✔ ✔ ❌
Homescapes Swap
Decoration / Renovation, Levels,
Social Clans, Narrative Stories
✔ ✔ ✔ ✔ ✔ ✔ ❌
Candy Crush Soda Saga Swap Levels, Social Clans ✔ ✔ ✔ ✔ ✔ ✔ ❌
LINE ：ディズニー ツムツム Chain Levels, Character Collection ❌ ✔ ✔ ❌ ✔ ❌ ❌
Fishdom Swap
Decoration / Renovation, Levels,
Social Clans
✔ ✔ ✔ ✔ ✔ ✔ ❌
Toon Blast Blast Levels, Social Clans ✔ ✔ ✔ ✔ ✔ ✔ ❌
Toy Blast Blast Levels, Social Clans ✔ ✔ ✔ ✔ ✔ ❌ ❌
Farm Heroes Saga Swap Levels, Social Clans ✔ ✔ ✔ ❌ ✔ ✔ ❌
Royal Match Swap
Decoration / Renovation, Levels,
Social Clans
❌ ✔ ✔ ✔ ✔ ✔ ❌
© 2023 Sensor Tower Inc. – All Rights Reserved

© 2023 Sensor Tower Inc. – All Rights Reserved
United States Japan China Europe
2022 Revenue Breakdown by Country/Region
Revenue Share of Puzzle Games by Country/Region in 2022
13 Other 9% Pair 4% Hidden Objects 5% Word 6% Merge 8% Blast 11% Swap 58% Other 8% Bubble Shooter 4% Blast 9% Chain 27% Swap 53% Other 6% Numbers 3% Merge 9% Swap 83% Other 8% Pair 2% Hidden Objects 6% Blast 6% Merge 7% Swap 71%

Trends of Physics, Merge, Pair,
Block and Sort Puzzle from
Q1 2022 to Q1 2023
Pair is the only selected sub-genre that showed significant growth
in both downloads and revenue. Downloads in Pair were primarily
driven by the Casual product model, but the revenue saw an
increase led by Hybridcasual. In Q1 2022, Hybridcasual revenue was
only $7M, accounting for 14.8% of Pair’s total revenue. However, by
Q1 2023, revenue reached $40M, making up 58.7% of Pair’s total.
Merge experienced a shift in downloads, with Hypercasual
contributions decreasing from 59.4% in Q1 2022 to only 31.8% in
Q1 2023. Despite a slight decline in downloads, Casual continued to
generate steady revenue through consistent operation and enriching
Meta features.
Similarly, Physics also saw a decline in downloads, primarily
influenced by the decrease in Hypercasual’s contribution, while
revenue was mainly driven by Casual.
Sort went through a similar transformation in downloads and
revenue due to shifts in the product model. Downloads were led
by Hypercasual, while revenue was driven by Casual.
As for Block, downloads were dominated by Casual, showing a
steady increase. However, revenue experienced a decline,
indicating a potential need for more diversified IAP.
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Worldwide Quarterly Downloads and Revenue,
App Store and Google Play
Downloads
0
56M
112M
168M
224M
280M
Q1 2022 2022 Q2 2022 Q3 2022 Q4 Q1 2023
Physics Merge Sort Block Pair
Revenue
$0
$28M
$56M
$84M
$112M
$140M
Q1 2022 2022 Q2 2022 Q3 2022 Q4 Q1 2023
-6.29%
-26.15%
-27.36%
29.27%
6.16%
37.7%
4.44%
-8.05%
-18.48%
© 2023 Sensor Tower Inc. – All Rights Reserved

-125%
0%
125%
250%
375%
500%
Casual Hypercasual Mid-core Exclusive Access Hybridcasual
Downloads Change Revenue Change
The Casual Product Model Dominates
the Puzzle Game Market while
Hybridcasual Shows Remarkable
Revenue Growth
When comparing downloads and revenue from January to May 2023
to that of 2022, the Casual product model exhibited a modest
decrease across both.
Despite attracting fewer new users, the monetization strategies in
Hypercasual games are currently undergoing changes. In addition to
in-app advertising as its main monetization stream, the introduction
of in-app purchases has played a crucial role in driving revenue
growth and retaining existing players.
The Hybridcasual product model experienced the a remarkable
surge in both downloads and revenue. In comparison to the same
period in 2022, revenue rose by an impressive 430%.
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Market Share by Product Model
All Time Worldwide Revenue, Jan 1, 2012 – Jun 15, 2023, App Store and Google Play
0
15B
30B
45B
60B
All Time Downloads (WW) All Time Revenue (WW)
Casual Mid-core Hybridcasual Hypercasual Exclusive Access
Download and Revenue Change by Product Model
Jan – May 2022 vs Jan – May 2023, Worldwide
© 2023 Sensor Tower Inc. – All Rights Reserved 429.67% -22.36% -47.05% 42.48% -0.13% 9.19% -41.67% -11.16% -15.41% -5.93% 113M 15.0B 41.3B 32.9B

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The Rise of Hybridcasual in Puzzle Games
Worldwide Quarterly Downloads and Revenue, App Store and Google Play
Revenue
$0
$10M
$20M
$30M
$40M
$50M
Q1 2022 2022 Q2 2022 Q3 2022 Q4 Q1 2023
Mid-core Hybridcasual Hypercasual Exclusive Access
Revenue Trends of Product Models from Q1 2022 to Q1 2023
—55.72%
363%
30.6%
-18.8
Top 10 Hybridcasual Puzzle Games in terms of worldwide
revenue from Q1 2022 to Q1 2023
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Collect Em All! Clear the Dots
voodoo
Match Tile 3D
AppLovin Corp
Tilescapes: Zen Tile Matching
Shanghai Yanxi Network Technology
Love Paradise – Merge Makeover
Rosecrab
Pocket World 3D Mansion
Minimonster Game
Goods Match 3D – Triple Master
PokerCity 波克城市
Match 3D Master Matching Games
Kidult Lovin
Triple Match 3D
Miniclip.com
Match 3D
AppLovin Corp
Brain Test: Tricky Puzzles
Unico Studio
Pair
Pair
Chain
Pair
Pair
Riddle
Pair
Pair
Merge
Other Puzzle
© 2023 Sensor Tower Inc. – All Rights Reserved

17
Hybridcasual Pair Puzzle User Retention Performance
Data Source: Sensor Tower – Usage Intelligence
Retention Rate
0%
10%
20%
30%
40%
50%
User Lifetime (Daily)
Day 1 Day 11 Day 21 Day 31 Day 41 Day 51 Day 61 Day 71 Day 81
Triple Match 3D
Match Tile 3D
Goods Match 3D – Triple Master
Match 3D -Matching Puzzle Game
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