Moon Active
For casual mobile gamers seeking social competition or relaxing puzzle-decoration loops, often utilizing social media integration for gameplay progression.
Coin Master
Snapshot
Who is Moon Active?
Providing millions of players with engaging social and puzzle entertainment through high-production casual mobile experiences.
Target audience
Portfolio
Free 15Last updated
Coin Master
v3.5.2540
3mo ago
Publisher DNA
What defines Moon Active?
Publisher DNA
Primary focus
Casual mobile games with social and merge mechanics
Scale
studio
Target audience
Casual mobile gamers seeking social competition or relaxing puzzle-decoration loops, often utilizing social media integration for gameplay progression.
Signature Patterns
- •Heavy reliance on Merge-2 mechanics paired with narrative-driven restoration themes
- •Integration of decoration or renovation meta-games to drive long-term retention
- •Freemium monetization utilizing energy systems and randomized item purchases
- •Social-competitive loops such as raiding, attacking, or trading to leverage player networks
- •High-frequency update cycles and live-ops events across the entire active portfolio
Portfolio momentum
With 97 releases across 11 active apps in the last six months, the publisher maintains an exceptionally high development cadence focused on live-ops and feature updates.
Portfolio
What does Moon Active ship?
Apps
15 apps analysed
Frequent mini-game events offer variety for players seeking different challenges beyond the main board
- Satisfying core merge mechanics provide a relaxing experience for players who enjoy organizing virtual items
- Aggressive pop-up advertisements and event prompts at launch interrupt the gameplay experience for every user
Be the Coin Master: attack friends & collect coins in this fun adventure game!
Established village-building progression rewards consistent multi-year play
- The core gameplay loop provides a consistent and addictive entertainment experience for long-term players
- Aggressive pop-ups and monetization prompts interrupt the gameplay flow and pressure users to make purchases
ROLL the dice, BUILD your town, and CRUSH your friends' high scores!
Themed card-collection sets increase DAU/MAU stickiness
- The core board-based gameplay loop provides a fun and addictive experience for casual players
- Game freezes and performance instability during active sessions disrupt the flow of play for users
ROLL the dice, BUILD your town, and CRUSH your friends' high scores!
Direct social competition loop via raid and attack mechanics creates immediate player-versus-player engagement
- The core board game loop provides an addictive and relaxing experience for casual players
- Frequent connection errors following the latest update prevent players from accessing the game consistently
Merge, match, and build! Help the family build their home in the bay!
Unique 'Family Ties' narrative layer
- Engaging Core Gameplay
- Technical Stability and Bugs
Distributed across 20 markets, strongest in Europe.
Based on 6 of 15 apps with localized market data, more coverage rolling in as scans complete · last scanned .
Americas (4)
- Brazil6 / 6
- Mexico6 / 6
- United States6 / 6
- Canada4 / 6
Europe (9)
- France6 / 6
- Germany6 / 6
- Italy6 / 6
- Spain6 / 6
- Portugal5 / 6
›+4 more europe markets
- Netherlands4 / 6
- Turkey4 / 6
- United Kingdom4 / 6
- Sweden1 / 6
Asia-Pacific (7)
- Japan6 / 6
- South Korea5 / 6
- Vietnam5 / 6
- Australia4 / 6
- India4 / 6
›+2 more asia-pacific markets
- Indonesia4 / 6
- Singapore4 / 6
Core markets (6/6 apps)
User Sentiment
How do users feel about their apps?
4
Positive apps
6
Neutral / mixed
3
Negative apps
52/100
Avg sentiment score
Unlock the app dragging this portfolio down.
Access the full report for freeRivals
Who does Moon Active compete with?
The rivals identified
Nemeses(5)
Competes for the same casual, narrative-driven audience through a different core mechanic.
This title dominates the social-competitive board game niche with a massive, highly active user base and an aggressive, high-frequency release cadence.
Both apps target casual puzzle gamers with physics-based black hole mechanics, competing for short-session engagement in the same category.
Both apps target casual puzzle players with town-restoration mechanics and merge-based progression, creating direct competition for daily session time.
Maintains a high-frequency update cadence and deep match-3 mechanics that directly compete for the target's casual puzzle audience.
Contenders(22)
A direct thematic competitor that mirrors the attack-and-build loop with a strong focus on social-driven progression.
Operates in the same merge category with a high-velocity update strategy focused on restaurant themes.
Shares the island expansion and resource discovery themes, though it utilizes a Merge-3 (match-3) mechanic rather than Merge-2.
Differentiators
- Decades of experience in the casual and 'hidden object' genres
- Deep understanding of resource management and economy balancing
Both titles compete for the casual merge-puzzle audience by pairing core board-clearing mechanics with restoration-based progression loops.
A veteran competitor in the board-dice niche that maintains a consistent, albeit slower, update cycle.
Both apps target casual puzzle gamers using a shared black hole consumption mechanic, creating direct competition for short-session engagement.
Both titles target the casual merge-puzzle audience with renovation-themed progression loops, creating direct competition for daily active users.
Both apps compete for the same casual mobile gaming audience by utilizing identical merge-puzzle mechanics and energy-gated progression loops.
Both titles target casual puzzle gamers using a black hole growth mechanic, creating direct competition for short, relaxing gameplay sessions.
Both apps target the casual puzzle market using a black hole growth mechanic to swallow objects, creating direct competition for the same user base.
Directly competes for the same casual audience with an identical core loop of attacking and island construction.
Both apps target casual puzzle gamers using a black hole consumption mechanic, creating direct competition for short-session engagement.
Both apps center on a black hole consumption mechanic and target casual puzzle gamers, creating direct competition for daily session time.
Both applications target the casual puzzle market by utilizing a black hole mechanic to clear levels and progress through stages.
Both titles target casual puzzle gamers, competing for the same daily session time by offering repetitive merge-based mechanics.
Both apps target casual gamers with black hole-themed physics puzzles, creating direct competition for short-session engagement.
Both apps target casual puzzle gamers through a shared black hole consumption mechanic as the primary gameplay loop.
Directly targets the same casual puzzle demographic with a high-velocity release schedule and polished aesthetic.
Both apps target the casual black hole puzzle category, sharing the core growth mechanic where players consume objects to increase in size.
Both apps target casual players through a black hole puzzle mechanic that centers on clearing items from a map. They compete directly for the same short-session, completionist-focused user base.
Successfully integrates a strong mystery-driven narrative into the core merge loop, appealing to the same casual audience.
Both titles compete for the casual merge-puzzle audience by utilizing core merge mechanics to drive town restoration or fashion-based progression loops.
Same space(23)
While Match-3 rather than tile-matching, it is the gold standard for 'relaxing' puzzle games with decoration elements and shares the same core audience.
Differentiators
- Unmatched polish and technical performance
- Highly successful monetization model without relying on intrusive ads
Narrative-driven renovation loops create high switching costs for players who prioritize story over the randomized item drops in Travel Town.
Low-pressure pattern-matching gameplay serves the same casual demographic but lacks the complex progression depth found in Travel Town.
Tactile physics feedback differentiates the core loop from grid-based merge mechanics, appealing to players seeking variety.
This app shares the core black hole consumption mechanic, competing directly for the same casual arcade audience.
Kingdom-building meta-layers provide long-term retention goals that compete for the same casual audience seeking progression.
Differentiators
- Unmatched polish and technical performance
- Highly successful monetization model without relying on intrusive ads
Serves the broader puzzle-game category with a highly recognizable brand and established content-delivery model.
This app provides a similar casual arcade experience centered on growth mechanics.
The industry standard for casual puzzle games, capturing a massive portion of the target's potential audience.
This app provides a similar collection-based growth loop, serving as an alternative for casual players.
Dual-layer tile-matching mechanics offer a distinct puzzle interaction that differentiates the experience from grid-based merge systems.
This app provides an offline-capable arcade alternative for players seeking growth-based destruction.
Offline-first play captures users in low-connectivity environments, contrasting with the cloud-dependent merge loop in Travel Town.
This title shares the core black hole growth and consumption mechanic for casual sessions.
Massive riddle libraries sustain long-term engagement for players who prefer exploration over town-building mechanics.
Represents the foundational standard for block-based puzzle games, exerting constant pressure on all niche puzzle titles.
This app targets the same casual audience with a black hole consumption loop.
This game competes for the same arcade audience with a similar black hole consumption loop.
A stable peer in the merge-building space with a focus on idle-village mechanics.
Captures the casual arcade-puzzle market with physics-based gameplay that appeals to the same demographic.
Standard block-matching mechanics require zero onboarding, serving as a low-complexity alternative for casual players.
Minimalist offline-first architecture maximizes the addressable market by removing connectivity barriers present in Travel Town.
Competes for the same casual mobile gamer attention span through high-frequency content updates.
New entrants(3)
Disrupts the typical 'bright and tropical' merge theme with a post-apocalyptic survival narrative that still uses casual merge mechanics.
Differentiators
- Innovative approach to genre-blending and thematic differentiation
- High user sentiment driven by unique art and compelling world-building
A fast-growing competitor that focuses on social 'Clubs' and community, an area where Zen Match is currently expanding.
Differentiators
- Focus on social and community-driven mechanics in casual games
- Strong growth trajectory in the European and US markets
Demonstrates recent growth and consistent updates, signaling an emerging threat in the logic-puzzle space.
The Analyst's Read
The bottom line on Moon Active
Bottom line
Moon Active is a powerhouse in the casual social space, successfully leveraging the massive scale of Coin Master to fund a rapid and effective expansion into the merge and puzzle categories. Their strategic challenge remains managing player sentiment regarding monetization intensity as they scale their newer titles.
Frequently asked questions
How many apps does Moon Active publish?
What kind of apps does Moon Active make?
What is Moon Active's top app?
In how many countries are Moon Active's apps available?
What fed this analysis
- Apps analyzed:
- 11
- With full intel:
- 11
- With overview:
- 11
- Website scraped:
- yes
- Social presence:
- yes