Creative Best Practices for Match-3 Ads in 2025

Match-3 games have been a long-standing traffic driver in the casual gaming space, steadily attracting players over the years. Traditional creatives in this genre often centered on jewels or candies, which are easy to understand and have a low entry barrier. Over time, these directions have become increasingly homogenized, lacking novelty and excitement.

Recently, shelf-style match-3 ads have added a new spin to the genre. These creatives simulate shopping experiences with shelves full of goods, offering players a sense of addictive fun in familiar, everyday environments. While the core mechanics remain match-3, the new presentation is more immersive, opening up broader creative potential.

In this blog, we'll take a closer look at shelf-style match-3 games, analyzing top-performing video and playable creatives from the past month. We'll break down what makes these formats so engaging, and share how creative automation platforms like Playturbo can put these insights into action at scale.

Best Practices for Match-3 Video Creatives

Shelf-style match-3 video ads often follow a familiar narrative structure built around gesture interaction, instant feedback, and chain reactions. This structure makes the gameplay intuitive while incorporating sensory elements that drive a rewarding experience.

Every gesture is paired with sound and motion: dragging an item, making a successful match, or watching products fly off the shelf all trigger distinct effects. These cues create a rhythm of cause and effect that keeps viewers engaged.

Pacing is equally important. Many ads transition quickly from a short guided tutorial into free play, demonstrating multiple consecutive matches in rapid succession. This fast tempo mirrors real gameplay and sustains attention by delivering a steady flow of action.

To build relatability, these creatives are often set in everyday environments such as supermarkets, kitchens, or restaurants. Scenarios like a shelf running empty or unhappy customers appearing when tasks aren't completed add tension and urgency, keeping viewers invested in the outcome.

Looking across top-performing creatives, what stands out is not a single trick but the ability to balance simplicity, immersion, and stakes. They make the mechanics clear within seconds, reward every action, and introduce just enough challenge or tension to leave viewers curious about the next move.

For match-3 advertisers looking to replicate this model, the formula is highly adaptable. You can vary the settings, such as a garden, restaurant, or convenience store, while experimenting with mechanics like customer demands, moving shelves, or conveyor belts. These variations keep the experience fresh while maintaining the core balance that drives attention and action.

Best Practices for Match-3 Playable Creatives

Compared to video ads, playable ads emphasize hands-on interaction. They're easy to pick up and highly engaging, with every tap or swipe giving users a sense of control and making the experience feel active and rewarding. This interactivity naturally encourages users to move from testing the ad to downloading the game.

Most match-3 playables start with simple gesture prompts that quickly teach the core mechanics. From there, users are guided through small tasks, such as clearing items or fulfilling customer orders, that add purpose and structure.

Some creatives heighten the challenge with countdown timers or a dazzling array of items. Success typically leads to a win screen with a call to action, while failure triggers a "Try Again" prompt, encouraging users to continue in the full game.

Another effective tactic is to cut the interaction at a peak moment. For example, just as users complete a match chain or near the end of a task, the ad stops and prompts them to continue in the full game. This unfinished moment leaves users curious and motivated to install.

When designing playable ads for match-3 games, advertisers can experiment with various approaches, including goal-based challenges, timed tasks, and theme variations. The key is to give users a quick taste of the gameplay that makes them want more, ultimately driving them to click through and install. 

Create Winning Match-3 Creative with Playturbo

Playturbo empowers mobile app advertisers to create high-performing mobile video and playable ad creatives at scale. With a vast library of up-to-date video templates, users can easily follow the latest creative trends and customize elements such as visuals, copy, and music to suit their campaign goals.

In addition to video creation, users can also edit their videos on Playturbo, including size and language adaptation, batch production, and so on. And for teams looking to turn video ads into interactive experiences, Playturbo's Interactive Video Editor offers a seamless transition.

Ready to elevate your ad strategy? Explore Playturbo's innovative solutions and discover how we support developers to generate high-performing AI ads at scale. Follow us on LinkedIn to keep track of all our updates. Contact us today to kickstart your journey with video ads!