How can unknown studio Bubblegum Games create a successful game like Project Makeover?

Answer from our Expert:

Project makeovers can be very fruitful if executed properly. Using SensorTower as an example, their ‘makeover’ grossed more than $30 million on iAP revenue in January 2020, just 2 months after the global launch. 

Typically, it is rare for a relatively unknown studio to release a game and it be an instant success. If you check the Project Makeover website, you’ll see it was created by Magic Tavern who also created Matchington Mansion. Essentially, they are highly experienced in creating Match-3 games and then scaling them with the help of AppLovin. 

On the other hand, you are not able to create a new hit by copying an existing game. Project Makeover brings major innovation that lies in meta gameplay:

  • Wider audience: Narrative, make-up, dress-up and decoration meta has the potential to attract more players than previous titles
  • Meta focus: The game focuses on meta more than any other previous Match-3 game. I can even imagine the meta alone of Project Makeover would be a good game.
  • Reality show feeling: The meta creates a feeling of the player being a reality show main star. This is really attractive for the core audience since previously, they were only able to only watch this as spectators on TV.

If you are interested in reading more about Project Makeover, I recommend the following article on GameRafinery: How to crack the match 3 code.

Michal Minárik, Head of Game Design & Monetization