Appier releases AI-powered insights to enhance merge game monetization and engagement

With mobile gaming continuing to dominate the entertainment industry, game developers and marketers are constantly seeking new ways to enhance engagement and drive revenue. Appier, a global leader in AI-powered marketing solutions, has unveiled a groundbreaking report that offers deep behavioral insights into merge game players—one of the most lucrative segments of the casual gaming market. The findings provide a roadmap for optimizing in-app purchases (IAPs), refining user acquisition strategies, and improving retention rates using data-driven marketing techniques.

The report, “Behavioral Insights into Merge Game Players: Analyzing IAP Patterns to Optimize Engagement and Revenue,” underscores the significance of understanding player behavior in a competitive mobile landscape. With 190.6 million Americans—representing 61% of the U.S. population—playing video games, targeting users effectively has never been more crucial. By leveraging AI-powered insights, game developers can now make informed decisions that drive merge game monetization, expand their player base, and maximize advertising returns.

What Drives Player Spending in Merge Games?

Appier’s analysis reveals distinct behavioral patterns between players who make in-app purchases and those who do not. Understanding these differences allows game developers to create personalized experiences that encourage spending while keeping non-paying users engaged.

IAP users tend to interact with games more frequently and display unique cross-app habits. They are more likely to engage with additional app categories such as news, music, and weather, indicating broader digital consumption habits. In contrast, non-IAP users exhibit different engagement patterns, with more sporadic gaming sessions and lower retention rates. By segmenting marketing campaigns based on these insights, developers can effectively target high-value users with personalized promotions while maintaining engagement with casual players.

How Do Merge Game Players Interact Across Different Apps?

A key finding from Appier’s report is that merge game enthusiasts do not confine their engagement to gaming apps alone. They frequently use apps in other categories, presenting valuable opportunities for cross-platform marketing. IAP users, in particular, integrate news, music, and weather apps into their daily routines, suggesting that game marketers can place strategic ads or launch cross-promotions on these platforms to reach potential players where they spend time outside of gaming.

For developers and advertisers, this data presents a significant opportunity to refine their user acquisition and retargeting strategies. By leveraging AI-driven insights, game marketers can deliver targeted promotions on platforms that align with player behavior, leading to improved ad conversion rates and increased monetization.

When Are Merge Game Players Most Active?

Timing is crucial in mobile game marketing, and Appier’s research highlights distinct engagement patterns that can inform more effective campaign strategies. Mornings during commutes and evenings during leisure hours are the most active periods for merge game players.

For advertisers, aligning ad placements and promotions with these peak activity periods can significantly improve campaign performance. Running push notifications, ad bursts, and special promotions during these high-engagement hours enhances the likelihood of user interaction, leading to higher retention and revenue generation.

Which Platforms Are Best for Acquiring Merge Game Users?

User acquisition remains a key challenge for game developers, especially in a saturated mobile gaming market. Appier’s report identifies several high-traffic platforms that serve as valuable user acquisition channels for merge game developers.

Popular merge games like Travel Town and Gossip Harbor, alongside mainstream apps such as Pandora, have emerged as strong acquisition sources. These platforms offer a high concentration of engaged users, making them ideal for targeted advertising and promotional efforts. By prioritizing advertising spend on these channels, game developers can increase player conversion rates while optimizing their marketing budgets.

How Did TapNation Boost Return on Ad Spend Using AI?

The impact of Appier’s AI-powered marketing solutions is best illustrated through a recent success story with TapNation, a leading mobile gaming publisher recognized as one of the 14 fastest-growing companies in Europe by the Financial Times.

TapNation faced mounting challenges in optimizing its user acquisition and monetization strategies for its hit game, Thief Puzzle. With increasing competition and evolving privacy regulations affecting traditional advertising models, the company needed a more data-driven approach. By leveraging Appier’s Ad Cloud solutions, including AI-driven retargeting and budget optimization, TapNation saw a remarkable 130% increase in return on ad spend (ROAS) within weeks.

This case study highlights the potential for AI-powered marketing strategies to drive higher engagement, optimize user acquisition costs, and improve monetization efficiency. For developers navigating today’s highly competitive mobile gaming landscape, data-driven marketing is no longer optional—it is essential for sustainable growth.

How Is Appier Positioned in the Market? A Look at Its Financial Performance

Beyond its AI-driven innovations, Appier Group Inc. (Ticker: 4180.T), a publicly traded company on the Tokyo Stock Exchange, has been navigating mixed market conditions. As of March 31, 2025, its stock closed at ¥1,396, reflecting a 2.85% decline from the previous close. Over the past year, the stock has fallen 13.06%, signaling investor caution.

However, despite recent stock fluctuations, Appier’s financial performance remains strong. In February 2025, the company reported a 2.5x year-on-year increase in operating profit, with EBITDA reaching record highs. Additionally, a dividend forecast was announced, reinforcing management’s confidence in the company’s long-term growth prospects.

Appier’s recent acquisition of AdCreative.ai is expected to enhance gross margins, create product synergies, and expand its total addressable market. These strategic moves indicate the company’s commitment to innovation and market expansion, which could contribute to long-term stock recovery.

For investors, Appier presents a mixed outlook—short-term volatility may pose challenges, but strong financial fundamentals and strategic acquisitions position the company for future growth. Monitoring upcoming earnings reports and market trends will be essential in evaluating its long-term investment potential.

How Will AI Shape the Future of Mobile Game Monetization?

The findings from Appier’s latest report illustrate how AI-driven insights are becoming indispensable in modern mobile game marketing. As the gaming industry becomes more data-centric, companies that embrace AI-powered solutions will be better positioned to optimize monetization, refine user acquisition strategies, and enhance player engagement.

For game developers, the key to success lies in leveraging AI to personalize marketing campaigns, identify behavioral trends, and optimize revenue streams. With mobile gaming continuing to grow, data-driven decision-making will play a pivotal role in shaping the industry’s future.

With its latest report, Appier cements its role as a leader in AI-powered marketing, empowering mobile game developers with the tools needed to stay ahead in an increasingly competitive market. As AI continues to revolutionize mobile gaming, these insights will serve as a vital resource for developers looking to maximize engagement and long-term profitability.