Merge games have quietly become one of the most lucrative and popular subcategories in mobile gaming. What started as a niche phenomenon has evolved into a major force in the casual gaming market, with titles generating hundreds of millions in revenue and competing with some of gaming’s biggest franchises. Understanding why merge games exploded reveals important lessons about game design, player psychology, and what audiences actually want from mobile entertainment.
What Are Merge Games, and Why Should You Care? #
Merge games operate on a deceptively simple premise: players combine identical items to create new, more valuable ones. Imagine stacking Russian nesting dolls—each time you put two dolls together, you get a bigger one. Players repeat this cycle continuously, progressing through levels and unlocking new content. The mechanic sounds almost trivial, yet it has captured the attention of millions of players worldwide and generated over $975 million in in-app purchases in 2023 alone.[1][2]
The reason merge games matter extends beyond just impressive revenue numbers. They represent a fundamental shift in how casual game developers think about engagement and monetization. Where match-3 games dominated the casual puzzle space for years, merge games offered something different—a gameplay loop that felt satisfying in its own right, without the frustration of difficult level design that plague traditional puzzle games.
The Rise from Niche to Mainstream #
The merge game market didn’t emerge overnight. The genre experienced a significant boom around 2020, when games like Merge Mansion and EverMerge launched and found immediate success.[1] During this period, the market became saturated quickly, leading to a decline in 2021. However, rather than fading away, the genre adapted and evolved.
By early 2023, merge games experienced a resurgence, with downloads peaking in January of that year.[1] More importantly, the revenue remained stable and grew steadily over time, indicating that while the initial hype had cooled, the core audience remained engaged and spending. This recovery wasn’t accidental—developers learned from the market saturation and began experimenting with new approaches.
Why Players Keep Merging: The Psychology Behind the Addiction #
At its core, merge games succeed because they tap into fundamental psychological principles that make activities feel rewarding. The merge mechanic itself provides what psychologists call “variable rewards”—each merge action produces a visible, satisfying result. Unlike match-3 games where you might fail difficult levels, merging always works the same way. This creates a sense of reliable progress and achievement.
The simplicity of the core mechanic also reduces friction. New players understand what to do within seconds—there’s no complicated tutorial or learning curve. This accessibility matters enormously in mobile gaming, where users often have only seconds to decide whether an app is worth their time.
Beyond the basic merge loop, successful merge games layer in additional systems that give players multiple reasons to keep playing. Games like Love Paradise combine merge mechanics with “makeover” elements—essentially blending the core merge gameplay with additional creative systems.[1] This approach addresses a critical challenge in casual gaming: preventing repetition from becoming boring.
The Evolution: From Simple to Complex #
One of the most significant developments in merge games has been their growing complexity. Early merge games stuck closely to the basic formula, but modern titles have incorporated what developers call “meta-layers”—additional game systems that sit on top of the core merge mechanic.[1] These might include narrative elements, management systems, cosmetic customization, or seasonal events.
A notable evolution is the rise of “Merge-2” games, which use a two-in-one mechanic where only two identical items merge into a new one (rather than three or more).[2] This refinement might seem minor, but it changes the feel of gameplay significantly. Merge-2 games saw monthly revenues of $60.5 million with a 107% year-on-year increase, demonstrating that the subgenre continues innovating.[2]
The most successful recent merge game, Gossip Harbor: Merge & Story, exemplifies this evolution. Rather than a generic fantasy setting, it centers on an independent woman’s story, combining merge mechanics with a narrative-driven experience. This game became significant enough to compete with Genshin Impact on the global revenue charts, reaching the top 4 globally at its peak.[2][4]
Monetization: How Merge Games Make Money #
Understanding merge games’ commercial success requires examining their monetization strategies. Unlike match-3 games where players buy “boosters” to pass difficult levels, merge games approach monetization differently. Players spend money primarily to overcome session limitations (waiting times between actions) and acquire additional content faster.[6]
Common monetization approaches include battle pass subscriptions, offering premium experiences ranging from $5 to $10.[6] Additionally, merge games employ “meta-layer monetization,” where supplementary game systems become monetization opportunities themselves.[6] This indirect approach works because it enhances the overall experience rather than feeling like it blocks progression.
The result is that revenue tends to grow steadily rather than spike dramatically. This stability appeals to publishers because it indicates a sustainable, long-term business model rather than a temporary fad.
Market Position and Current Momentum #
In the first half of 2025, merge games claimed a significant position within mobile gaming’s casual category. The Merge-2 with Complex Meta subgenre specifically grew over 94% year-on-year in revenue, with downloads increasing by 32%.[7] As of mid-2025, the merge puzzle genre ranks as the number two puzzle subgenre (after Royal Match) and the seventh-highest revenue subgenre overall.[3]
Gossip Harbor drove much of this recent growth, though established titles like Travel Town, Seaside Escape, and Merge Mansion maintained steady revenue streams. Notably, Love and Pies, an earlier popular title, lost about 30% of its monthly revenue since the beginning of 2025, suggesting that player attention shifts toward newer experiences within the category.[3]
Why Now? The Broader Context #
Merge games’ explosion reflects several broader trends in mobile gaming. The match-3 puzzle market became increasingly saturated and competitive, with only the largest franchises capturing significant revenue. Merge games offered an alternative path for developers seeking to tap the lucrative casual gaming audience without directly competing in an oversaturated space.
Additionally, merge games appeal to a demographic that traditional “hardcore” games sometimes miss—older players, casual players who game during downtime, and players seeking low-stress entertainment. The absence of failure states (you can’t “lose” at merging) removes anxiety that turns away some players.
The Future: Innovation and Saturation Concerns #
While merge games continue growing, the genre faces the same challenge that confronted match-3 games: market saturation. As more developers launch merge titles, differentiation becomes critical. Successful recent games address this through thematic innovation and gameplay fusion—blending merge mechanics with management simulation, narrative experiences, or other genres.[2]
The fact that the genre continues evolving rather than stagnating suggests it has moved beyond a temporary trend. As long as developers continue innovating with meta-layers and thematic differentiation, merge games will likely maintain relevance in the mobile gaming landscape.