Growing Day 1 Retention from 1% to 45% in Six Weeks

When we started rebuilding our client’s Match-3 game day 1 retention (D1) was a woeful 1%. Over six weeks, we implemented a structured playbook of changes that steadily raised retention to an impressive 45%.

This transformation wasn’t easy, but it provides a valuable roadmap for any game developer facing similar issues. Here’s how we approached the challenge, step by step.

Step 1: Narrow the Focus

Initially there were so many issues, it wasn’t obvious where to start. So we focused on the critical question: “Where are players leaving?”

The data showed a huge drop off between those starting Level 1 and 2. So, there would be little point working on anything else until we improved gameplay.

Step 2: Redefine Gameplay Fundamentals

Casual games are a form of escapism; they’re about how you make players feel. Here’s what we did to help our players feel great while playing a level:

Simplified Goals

The original game relied on collection-based goals in early levels, which was confusing, especially when paired with goals to clear blockers. Players could remove blockers but still fail the level because they hadn’t collected the right pieces. This created a negative experience that led to churn.

We removed collection goals and focused solely on clearing blockers. This provided players with a clear sense of progress and an immediate understanding of when a level was complete. A much more satisfying experience.

Easier Matches, Increased Feedback

In some cases, the changes were so simple we rolled them out up to level ten. For example, we reduced the number of different coloured pieces on the game-board from five to four. This small adjustment made it easier to find matches, create boosters, and trigger cascades. Progress through a level accelerated and players received stronger feedback: small swipes could lead to lots of drama on the board and progress on the board, which felt great.

Lower Targets, Generous Move Limits

We also reduced targets and gave players generous move limits. This combination ensured most players could complete early levels quickly and on their first attempt, boosting confidence and minimising frustration. Early success builds momentum, and players are far more likely to continue playing when they feel they’re making progress.

Simpler Blockers

As we began to max out improvements on level one, we expanded our focus. The original game introduced complex blockers too soon, overwhelming players. We replaced them with simpler versions, ensuring players could quickly understand how to clear them.

Step 3: Innovate the Meta

Once gameplay was in a strong place, we turned our attention to the meta — the systems that keep players engaged over the long term.

The foundation for many of today’s biggest casual games is their metas:

Candy Crush is powered by its saga map
The 'Scapes games leverage decoration
Lily’s Garden uses narrative and
Royal Match layers a powerful mix of events onto a decorate meta

We looked at recent hits Royal Match and Monopoly Go for inspiration.

In Royal Match, the decorate meta becomes optional after level 11, it’s the events that arrive at level 23 that really drive performance. Yet, they occupy only 22% of the games' home screen. The decorate meta dominates, taking up over half of that space. That feels wrong.

In Monopoly Go, the home screen is gameplay. Events are seamlessly woven on top. There is a meta in completing successive game boards, which - like Royal Match - is optional, but it's tucked away, leaving the focus on the most compelling part of the meta, events. That makes more sense.

So, we decided to take a bold step.

We removed the entire decorate meta from the game. Instead, we’re experimenting with a match-3 experience focused purely on an event-based meta - one that keeps players in a tight loop of setting and progressing towards compelling goals.

We’re in the early stages, arguably the most dangerous place to skip medium and long term goals, but metrics are continuing to grow.

In fact, it’s worth noting that in many of the games we've worked on, we've found when it comes to metas, less is usually more.

Step 4: Smarter User Acquisition

Finally, retention improvements can only succeed if you’re bringing in the right players.

Initially, the game relied on TikTok as its primary user acquisition channel. While this provided low CPIs, the players it attracted often dropped off after a couple of levels. This was a big reason why D1 was so low in the first place.

We expanded our acquisition strategy to include Unity and Meta ads, which helped target puzzle game enthusiasts. Although CPIs increased initially, rigorous testing allowed us to refine the campaigns, reducing costs while attracting higher-quality players.

The Results

By focusing on these three areas — gameplay, meta and user acquisition — we transformed the game: Day 1 retention climbed from 1% to 45% in just six weeks. We showed the early game can compete with the best in its genre.

What’s Next?

Improving D1 retention was only the first step. Now, our focus is on D2 and integrating the economy — a tougher challenge, but one we’re excited to tackle. By applying the same principles — sharp focus, applying known mechanics and rapid iteration — we’re confident we can scale this game to profitability.