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July 2, 2025
The mobile puzzle game industry is thriving – dominating download charts, fostering unmatched player loyalty, and driving impressive revenue growth year over year (YoY). In 2024, mobile puzzle games showcased impressive YoY growth of 48.88% in revenue and 10.43% in downloads.1 But with fierce competition on the app stores, how can publishers like you make your games stand out and maximize lifetime value (LTV)?
The answer lies in understanding modern puzzle gamers’ behaviors, motivations, and preferences, and using those insights to refine your user acquisition, engagement, and monetization strategies.
Let’s dive in.
Note: The majority of the data within this article was collected from a Jan 2025 survey of 4,500+ puzzle gamers on iOS and Android. Access the full 2025 Mobile Gaming Loyalty Index here.
Puzzle games are a powerhouse in mobile gaming with the genre capturing 20% of all mobile game downloads (9.7B) in 2024, trailing just behind Simulation games (9.8B). The genre as a whole is projected to reach nearly $23B USD in revenue in 2025.2
But where the genre truly shines is in player loyalty, scoring an industry-leading 85 on our 2025 Mobile Gaming Loyalty Index – far ahead of Roleplay Games (RPG) at 75 and Strategy at 71. The loyalty score is calculated across four key metrics – D30 retention, daily engagement, time to first purchase, and share of spenders by D30, with the puzzle genre ranking highly in each of these categories.
🌟 The revenue potential within the genre is also clear, with impressive YoY growth in share of spenders (D30) of 253% on iOS and 89% on Android. This growth led the genre to boast a 7% share of spenders (D30) in 2024, well ahead of genres like Tabletop (~6%) and RPG (~5%).
Puzzle players themselves are a distinct audience with unique habits and preferences. By the numbers, 81% are female, and they tend to play 2-4 mobile games per week (46%), dedicating 10-25% of their daily phone time to gaming (36%) – for these players, mobile gaming isn’t just a pastime – it’s a sanctuary – resulting in this audience having a high likelihood for engagement. With 84% reporting that their primary motivation is relaxation, followed by escapism (54%), puzzle gamers play in search of a tranquil escape from daily stress.
🌟 When discovering new games, a significant 66% of players trust reward apps like Mistplay to introduce them to their next favorite title – rated far more trustworthy than traditional app store browsing (47%).
For this type of player, first impressions are critical as 70% install games that look fun and intriguing, but 37% will churn quickly if the gameplay doesn’t match expectations. Ratings also play a major role, with 46% looking for at least a 3.5 to 4.0 star rating before downloading.
Puzzle gamers aren’t just loyal – they’re also quick to spend, converting in just 1.6 days on average post-install. This could be attributed to players seeking instant gratification, whether through removing ads, unlocking power-ups, or progressing smoothly through levels.
While in-app ads (IAA) and app store rankings remain a main discovery channel for players, it’s a different story when it comes to the most reliable and trustworthy source of game discovery with a majority of puzzle players relying on reward apps such as Mistplay for finding and installing new games where they can enjoy the benefit of getting tangible rewards in return for finding, playing, and spending in new puzzle games.
Beyond channel considerations, understanding what matters most to puzzle players when they're looking for new titles can help improve the efficacy of your user acquisition strategy – and when puzzle gamers look for new games to play, several key factors influence their decision.
A fun and engaging experience is top priority, with 70% of players seeking an intriguing gameplay experience that is showcased both in ads and during the first play sessions. Additionally, 37% emphasize advertising-to-gameplay alignment, meaning that “fake gameplay” ads can be a turn-off leading to churn, and the excitement promised in the ads must match the actual gameplay after installation.
Community sentiment also plays a significant role, as 34% of puzzle gamers rely on fellow players' feedback when choosing a game, with 52% preferring games that have a star rating of 3.5 or higher, meaning that reputation and community management strategies can go hand-in-hand with impactful UA.
Once a puzzle player is acquired, keeping them playing and encouraging spend is a whole other story. The primary motivations for these puzzle gamers to play are relaxation (84%), followed by escapism (54%) – games in genre finding the right balance of providing stress-free enjoyment with rewarded progression have lead to puzzle games boasting the third highest D30 retention at 4.14% on Android and 6.7% on iOS.
A few key strategies that can assist in obtaining that strong D30 retention in the genre include things like daily streak and engagement bonuses (69%) along with engaging in-game events and challenges (52%). Plus, continuing to update your puzzle game’s experience with new ways for players to relax, progress, and reap rewards from their play sessions can go a long way in keeping them loyal.
🌟 Puzzle games have the shortest time to first purchase (days post-install), on average converting a spender in just 1.6 days post-install on Android, 1.7 on iOS.
According to Unity’s 2023 Mobile Growth and Monetization Report,3 the first IAP conversion is critical for creating spend stickiness, with in-game currencies (18% iOS, 17% Android), limited-time sales (17%, 16%), and ad removal (11%, 7%) being especially effective in converting players on their first spend.
For IAP spenders in puzzle games, the majority report spending in only one game per week (60%) – so capturing the share of wallet is crucial. Bundles (67%) and in-game currency/gems (48%) tend to give puzzle gamers the most value – however, the perceived value-to-cost ratio has to be spot on, as the number one reason for post-purchase regret is limited utility or impact in the game (45%).
Ultimately, publishers should ensure that first purchases provide immediate, tangible benefits, such as unlocking key features, removing friction (e.g., ads), or offering exclusive content through time-sensitive deals that create urgency. By aligning early monetization with player expectations and delivering clear value, publishers can maximize conversion and foster long-term spending loyalty with puzzle players.
Mistplay boasts a strong community of loyal puzzle gamers, with our loyalty-driven UA platform connecting top puzzle games with high-value players (and spenders) in return for tangible rewards on a daily basis.
Publishers like Futureplay Games have seen results like a 23.7% increase in D7 ROAS for Merge Gardens with our Helios AI-powered tROAS campaigns. Similarly, Higgs Studio’s Tile Master puzzle title was able to improve their long-term ROAS efficiency by 15% and doubled D60 retention with a similar tROQAS campaign approach.
Ready to unlock the full potential of puzzle gamers? Mistplay’s loyalty-driven UA platform delivers high-LTV players who play longer, spend faster, and keep coming back. Let’s grow your game – get in touch today with the contact button at the top of this page.
If you’re looking for more loyalty insights across devices and genres, be sure to download our full 2025 Mobile Gaming Loyalty Index to uncover all the data.
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