Background
Match Masters, the hit multiplayer match-3 game from Candivore, is known for delivering high-energy competition and ongoing LiveOps innovation. With a passionate global player base and a focus on web store growth, the Candivore team is constantly testing new levers to drive performance and engagement.
Building on an earlier purpose-driven campaign, Candivore partnered with Dots.eco again for Earth Week 2025 (April 22–27) to test whether eco-rewards could lift web store performance. The limited-time activation turned individual in-game actions into real-world reforestation and helped drive +40% growth in web store DAUs and a +100% uplift in first-time deposits during the five-day campaign.
This built on Candivore’s earlier Match Tree event from January 2025, where players worked toward shared milestones that unlocked both real-world tree planting and in-game rewards. All 15,000 tree units were redeemed, showing the power of purpose-driven mechanics in both community engagement and gameplay momentum.
“We saw a clear performance lift from this activity. Players appreciated the meaning behind it, and we’ll continue to explore purpose-driven campaigns like this as part of our broader engagement strategy.”
This case study is part of our deeper analysis of how impact improves game retention across D1, D7, and D30.
In-game implementation
The Earth Week campaign was integrated into the core user experience with a simple and intuitive system:
Players collected “shovels” by either:
- Spending $1 USD on the Masters Market or web store = 1 shovel
- Every daily bonus collection = 1 shovel
- A progress bar tracked shovel collection, unlocking in-game rewards at milestones (e.g., 5, 10, 25 shovels).
- Once players reached 25 shovels, they could “Plant a Tree”, triggering a real-world environmental impact through Dots.eco.
This mechanic gamified the contribution process, tying clear visual progress to real-world action while rewarding players with exclusive in-game items.
This format was particularly well-suited for web store monetization and daily retention, allowing players to contribute meaningfully even through routine engagement like daily logins. In contrast to the earlier Match Tree campaign, which thrived on shared momentum, this Earth Week setup leaned into personal progress and scalable impact.
Strategic objectives
- Test impact-driven incentives on a seasonal calendar event (Earth Day)
- Increase first-time deposits in the Match Masters web store
- Improve DAUs and sustain engagement during the campaign period
- Reinforce brand perception and player loyalty through positive purpose alignment
Campaign results
- +40% growth in web store DAUs
- +100% (2X) uplift in first-time deposits in the web store
- Performance remained consistently elevated for all 5 campaign days, outperforming comparable recent events
These results clearly demonstrate that players, especially those who had never made a purchase before, are more likely to cross the psychological barrier of making their first transaction when it’s tied to something meaningful beyond the game itself. When given a simple, transparent way to do good for the planet, players respond enthusiastically. This proves that purpose-driven incentives don’t just create emotional connection, they also drive tangible business outcomes.
Takeaways for game studios
Purpose as a growth lever: Adding eco-rewards offers a fresh way to capture player attention during seasonal events like Earth Day, with a measurable impact on monetization and retention
Web store traction: When tied to real-world impact, promotional content and offers convert more, especially among first-time depositors
Brand boost: The campaign contributed to a stronger brand narrative, positioning Candivore as an innovative studio that gives players a way to make a difference
Candivore’s two eco-activations—one focused on community-wide milestones, the other on individual progress—showcase the versatility of purpose-driven design. Whether you’re driving in-game engagement or targeting web store conversion, there’s a format that fits.
Real-world impact
While KPIs were front and center, this campaign also contributed meaningfully to environmental action. In just five days, players helped plant over 9,000 native trees in critical reforestation zones across the globe. This tangible impact was included in player-facing communications and post-campaign certificates.
From gameplay to global good
Match Masters’ Earth Week activation is a clear example of how Monetization, Product Marketing and LiveOps teams can embed purpose without sacrificing performance. By integrating Dots.eco’s real-world rewards into a strategic moment, Candivore unlocked higher web store engagement, new user conversions, and a deeper emotional connection with their community.
