However, we also have developers like Appynation who have a more balanced revenue split between interstitial and rewarded ads.Appynation's producer Robin Clarke says that they have a 50/50 percentage split between revenue from interstitial and rewarded video ads. In the puzzle genre, one of our developers (who want to remain anonymous) explained that interstitial is a more popular ad format because players rather watch an interstitial ad in-between plays than initiating a rewarded video, where interstitial ads have delivered higher eCPMs and impressions. Puzzle is significantly different from a genre like casino, where our category benchmark on social casino found that rewarded ads had a much higher proportion of revenue.

They have also maintained an almost exactly proportional share of revenue claiming 74 percent of all revenue. Interstitial ads have maintained a strong foothold in puzzle games, accounting for 75 percent of all impressions in the category. For this benchmark post with Chartboost data from Q4 2019, we measured the proportion of impressions each ad type claims, as well as eCPMs by country and platform. Among them, IAP revenue from match 3 puzzle games accounted for 3.5 billion USD and maintained a growth rate of 13% each year.Puzzle games also frequently monetize with ads their bite-sized, casual gameplay lends itself well to either interstitial or rewarded ads. Last year, the global puzzle game revenue from in-app purchases (IAP) reached 45 billion USD, and the growth rate was as high as 18%. Beyond match 3 games, the broader puzzle category also includes word games like Wordscapes, hidden object games like June's Journey, and an assortment of other niche brain teasers.Deconstructor of fun recently released its 2020 predictions for puzzle games and mapped out the revenue of each game category under the puzzle app genre. But over time, this category of game has sprawled out, encompassing many of our favorite hits.Match 3 is the second most popular genre in Europe and North America with games like Candy Crush Saga and Gardenscapes, according to Datamagic. When the app stores first launched, few would have predicted that puzzle games would eventually rule the roost.

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