- “It’s moments like these that remind us why we’re so passionate about what we do”
- The success of Merge Mansion has become a case study and ‘how to’ lesson for companies aiming to ape Metacore’s success.
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Marking a double win for Metacore, the company took to LinkedIn to celebrate that Merge Mansion – their runaway success match-3/merge game – has notched up 55 million downloads.
Not only that, but those players have now delivered $500 million in lifetime revenue.
“It’s moments like these that remind us why we’re so passionate about what we do. Our commitment to delivering world-class entertainment remains stronger than ever and we’re just getting started with Merge Mansion,” said the team.
Learning from the master
The success of Merge Mansion has become a case study and ‘how to’ lesson for companies aiming to ape Metacore’s success.
Based in Helsinki, Finland, Metacore took on investment from fellow Finns, Supercell with the specific intention of boosting their, then, up and coming new merge game.
Following a $25 million of equity investment into the company, which launched in 2015 as Everywear Games, developing content for Apple Watch, Supercell structured further investment as a credit line expanding to $180 million specifically to help Metacore grow Merge Mansion.
“We’re not a start-up, we’re a scale-up,” said Metacore CEO Mika Tammenkoski at the time. “Scaling a game globally is a very capital intensive business. We’re not looking for whales. Merge Mansion is a casual game with regular spenders.”
Breaking boundaries
Initially Merge Mansion acquired users through the usual channels such as Facebook and Google, but its the game’s imaginative use of conventional channels such as TV, radio and influencer marketing that really caught player’s attention.
The game’s high-budget, high-production value advertising starring the likes of Pedro Pascal and Kathy Bates put the game overboard and set the tone for a new breed of mobile ad – ads that truly positioned games as the ‘bigger than movies, bigger than music’ intellectual properties that they are today.
One only has to look at the Hollywood head-count in promos for the likes of Supercell’s Squad Busters and Zynga’s Game of Thrones to see how Merge Mansion’s bold steps have rubbed off.
The best is still to come
“Player feedback is at the heart of everything we do. Our players’ love for merging and mystery continues to inspire us to keep pushing the boundaries of creativity and entertain hundreds of millions of people for decades,” said the team in their announcement.
“P.s. Grandma Ursula still has plenty of surprises up her sleeve. Stay tuned!”
