Creative is an advertiser’s best opportunity for a competitive advantage in social advertising. Soon, the combination of Facebook’s and Google’s Media buying automation with Apple’s removal of IDFA will make ‘winning’ creative ﹘the five percent of Facebook videos that are successful﹘of paramount importance. Here we break down Match 3 ads from Peak Toon Blast with competitive trends & creative recommendations, so you can learn from their creative best practices.

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Toon Blast’s Competitive Analysis

Competitors:  Gardenscapes, Homescapes, Fishdom, Toy Blast, Candy Crush Franchise, Angry Birds Franchise, Vineyard Valley, Matchington Mansion, Manor Cafe, Farm Heroes Saga, Wild Life: Puzzle Story, Pet Rescue Saga, Bubble Witch 3 Saga, Genies & Gems, Sweet Escapes, Charm King, Manor Cafe, Lily’s Garden, Cookie Jam, Cookie Jam Blast, Family Guy, Small Town Murders, Sugar Blast

Toon Blast’s Top Ads & Platforms

Match 3 Ads Creative

Toon Blast: What’s Working

• Heavy use of gameplay creatives leverage graphics, SFX, and bright colors to engage users
• Puzzle with Purpose concepts combine gameplay with simple character situations
• Seasonal creative concepts engage with users around relevant seasonal and/or holiday messaging

Creative Iteration Ideas

• Gameplay-focused concepts can be combined with inset testimonials, Noob vs. Pro, and influencers to augment creative
• Comedic add-ons are another way to plus up simple gameplay concepts, with talk bubbles or character voice over
• Puzzle with Purpose concepts can use more blasters
• Try a shorter gameplay concept that ramps up more quickly to blasters
• Try other seasonal and holiday concepts

Match 3 Ads Creative Trends

Concept: Puzzle with Purpose

Create new concepts where gameplay puzzle solutions result in helping Bruno Bear, Wally Wolf & Cooper Cat advance in fun/adventurous situations:

• Integrates gameplay
• Adds a narrative element to the game
• Try match/picker hybrid
• Use split-screen or integrate gameplay into the scene
• Incorporate matching and boosters into solutions

Competitors Utilizing Trend:

• Candy Crush Saga, Vineyard Valley, Charm King, Manor Cafe, Pet Rescue Saga, Manor Cafe

Player Motivations:

• Targets players interested in narrative and challenges

Concept: Gameplay

Augment gameplay with different headers, comedic add-ons, and fails: 

• Create headers that challenge users to complete levels
• Add characters and/or backgrounds to game boards
• Design character talk bubbles to provoke/encourage players
• Add subtitled voice over to mimic the player experience
• Show game fails, near misses, and near wins

Competitors Utilizing Trend:

• Candy Crush Saga, Toy Blast, Pet Rescue Saga, Farm Heroes Saga

Player Motivations: 

• Targets players interested in challenges and completion

Concept: Locks & Gates Puzzle

Create Locks & Gates challenges that incorporate the game characters:

• Free characters from funny/dangerous situations
• Utilize elements of the game (e.g., car, anvil, bombs, disco balls)
• Replace pins with boxing glove/accordion asset

Competitors Utilizing Trend:

• Gardenscapes, Homescapes, Fishdom, Charm King, Township

Player Motivations:

• Targets players interested in challenge and completion

Concept: Game Trailer

Create videos that explain the game in more detail:

• The game overview that differentiates the game from other Match 3 games
• Explainer video utilizing graphic elements (e.g., scrapbook)
• Movie trailer-type creative that capitalizes on game graphics and characters

Competitors Utilizing Trend:

• Angry Birds 2, Genies & Gems, Farm Heroes Saga

Player Motivations:

• Targets players unfamiliar with the game

Concept: Progressive Puzzle

Create concepts that feature characters in multi-level puzzles:

• Use situations organic to the game
• Showcase game characters
• Engages viewers with possible outcomes
• Attracts players from other genres

Competitors Utilizing Trend:

• Angry Birds Dream Blast, Hero Wars

Player Motivations:

• Targets players interested in challenge and mastery

Concept: Puzzle Challenge

Create concepts that use simple puzzles to introduce game characters and gameplay:

• Use situations organic to the game
• Showcase game characters
• Engages viewers with possible outcomes
• Attracts players from other genres

Competitors Utilizing Trend:

• Fishdom, Angry Birds Dream Blast, Sweet Escapes, Genies & Gems

Player Motivations:

• Targets players interested in challenge and completion

Concept: Design & Renovation

Create concepts that leverage design and self-expression:

• Build/renovate Toon settings
• Renovate Toon assets such as the car
• Makeovers for Bruno, Wally & Cooper
• Can utilize pickers to design & renovate

Competitors Utilizing Trend:

• Lily’s Garden, Vineyard Valley, Wild Life: Puzzle Story, Matchington Mansion, Sweet Escapes

Player Motivations:

• Targets players interested in expression and customization

Concept: Peril Picker

Create concepts that leverage Toon-style animation in perilous situations:

• Feature Toon characters (Bruno, Wally & Cooper)
• Feature Toon-style assets (anvil, mallet, boxing glove)
• Use pickers to choose items to help the character

Competitors Utilizing Trend:

• Manor Cafe

Player Motivations:

• Targets players interested in expression and customization

Non-Competitor Concept: Celebrity Influencer

Create concepts that leverage a celebrity spokesperson:

• Feature celebrities or influencers playing and/or reviewing the game
• Utilize Cameo if no current celeb/influencer relationships in place

Competitors Utilizing Trend:

• Skillz, Jackpocket, Coin Master

Player Motivations:

• Targets players unfamiliar with the game

Non-Competitor Concept: Testimonial

Create concepts featuring player testimonials:

• Written testimonials from Facebook, Google Play store
• Voice over testimonials with gameplay
• Filmed testimonials split screen with gameplay
• Legitimizes game

Competitors Utilizing Trend:

• Match to Win, Solitaire Epic Adventure, Bingo Clash, Lucky Day, Episode

Player Motivations:

• Targets players unfamiliar with the game

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Please reach out to sales@consumeracquisition.com if you have any questions about our Match 3 App Creative Best Practices and Recommendations. We power some of the world’s largest mobile game advertisers on Facebook, Google, TikTok, Snap, and Apple Search Ads.