Township

On the business level, it's about looking for openings where convergence has not yet happened at scale.

What genres and subgenres have one strong piece of the equation, reach, engagement, monetization, or social depth, but weakness in another? One such genre is simulation, and we've seen a prime example of a convergence that has already occurred with Township.

Around 2022, Playrix began heavily weaving the Match 3 gameplay, which already existed as a minigame, into the game loop.

It became the gameplay engine for Township's LiveOps, while farming and town building provided the long-term fantasy and progression.

As we show in a chart above, that change coincides with Township showing stronger monetization behavior.

Note that downloads were relatively stable from 2022 onward.

On the product side, it's about one, pick up and play onboarding.