ZiMAD’s journey to a 100 million download hit

• ZiMAD CEO Dmitry Bobrov credits the Magic Jigsaw Puzzles’ longevity to innovation and adaptability.
• Core mechanics remain unchanged to preserve the traditional puzzle experience but retention is boosted through various live ops content.
• Monetisation evolved from premium and free apps to a multi-model approach.

Stay Informed

Get Industry News In Your Inbox…

Sign Up Today

Magic Jigsaw Puzzles recently celebrated its 14th anniversary, a major milestone for a game that launched when much of the mobile games industry was finding its feet. ZiMAD’s digital puzzler has, over the years, strived to build a loyal community, amassing over 100 million downloads.

So what’s been the secret to the game’s longevity? 

“From day one, we’ve been driven by a spirit of innovation, a willingness to take risks, explore new ideas and push beyond our comfort zone,” ZiMAD CEO Dmitry Bobrov tells PocketGamer.biz.

However, innovation on its own doesn’t sustain a game for over a decade. The team has had to continually refine and reimagine the game’s model and design to stay relevant. From user interface overhauls to tweaks in monetisation strategy and backend upgrades. 

“In a rapidly changing market, staying relevant means staying adaptable and we’ve embraced that challenge at every step,” says Bobrov.

Tradition and evolution 

As mobile games have evolved over the years, there has been a far greater focus on live ops and new retention methods. With such changes, Magic Jigsaw Puzzles has had to grow alongside the mobile market. For Bobrov, the trick has been balancing the needs of a loyal player base that values simplicity. 

“Many of our most loyal players seek a similar, comfortable experience, one that mirrors the traditional puzzle solving they know from the physical world,” he explains. 

That’s why the core mechanics of the game have remained largely unchanged over the years. To reach new audiences and keep players engaged, ZiMAD has layered in features to boost retention and re-engagement such as mid and long-term progressions systems like recurring and seasonal events, missions, leaderboards and puzzle calendars. 

“These elements add depth and motivation for continued play,” Bobrov adds. 

These features are intended to offer deeper progression and long-term goals for players, but they are also carefully created not to disrupt the classic puzzle solving experience.

“For many players, less is more,” Bobrov notes. “Not everyone wants to participate in every event or feature. That’s why we ensure that time-limited content is optional or unobtrusive.” 

Puzzle collection

Along with various aspects of the game its monetisation model has also evolved over time. Bobrov recalls the early days, when the game didn’t start as a single unified product. 

“In its earliest form the game consisted of separate premium and free apps, each focused on specific puzzle themes. Then in 2011, this concept evolved into what became the first large scale digital puzzle collection on the market.”

From there, monetisation expanded to include advertising allowing players to earn in-game currency or pay outright for puzzles to keep the experience accessible. Later, a subscription model was then introduced, offering ad-free gameplay and unlimited access to the puzzle library.

“Today, all three models – ad-based, à la carte purchases and subscriptions – coexist in harmony,” Bobrov says. “They compliment each other and most importantly empower players to choose how they want to engage with the game, including a fully free experience if they prefer.”

The recent Apple App Store policy shift around external options for payments has also caught the team’s attention, though it’s something ZiMAD is taking a cautious stance on. 

“We are currently taking a conservative approach, aligning with the more traditional views of our core audience,” states  Bobrov. “At the same time, we understand that there could be certain benefits for us right now. But our priority is to provide players with payment methods that are familiar and feel trusted.”

However, he adds that the company is “certainly keeping a close eye on how the situation evolves” and may adopt external billing as an additional option in the future.

Partnerships and player voices

A major part that has helped to see Magic Jigsaw Puzzles through the years is fresh content, and much of that comes from creative partnerships.

“We are pioneers in working with major IPs and various types of unique content, not only within the jigsaw puzzle mechanics but across the broader puzzle game category as a whole,” claims Bobrov.

He goes on to explain how ZiMAD saw potential in this back when it started collaborating with well known photographers and later with big brands in the early 2010s. He goes on to say that the team sees even bigger potential today.

“This is what allows you to stand out in a highly competitive market, the ability to build real narrative around classic gameplay, deliver unique emotions and experiences to players and offer something tailored to the preference of different player segments,” Bobrov says.

He goes on to stress that equally important is the voice of the community. Feedback, especially that from long-term players has a key role in both the games day-to-day improvements and its strategic direction. The team defends feedback to differentiate between the needs of veteran players and newcomers, allowing them to fine-tune features in a fitting way.

The road ahead

Despite the game approaching 15 years, Magic Jigsaw Puzzles is looking to enter a new chapter. Bobrov hints at several major updates on the horizon, including new partnerships, handcrafted content and a smart content recommendation system, as well as continued accessibility enchantments. 

Behind the scenes, technical improvements are expected to ensure an even smoother and more responsive gameplay experience too. 

“Thanks to years of incredible support from our players, the game continues to feel fresh and young and is ready to surprise everyone again and again,” Bobrov concludes.