Players of Facebook Instant Games match-3 title Cookie Crush have started over one billion levels since its launch seven months ago.
Berlin-based developer Softgames cited a ‘mainly female’ and ‘surprisingly younger’ audience as key to the title’s success.
Softgames believes messenger-based games are well placed towards converting younger players into long-term gamers.
The barrier to entry is much less of an obstacle for these titles than games players would otherwise have to download.
“With Messenger games such as Cookie Crush we see a new shift,” said Softgames CEO Alexander Krug.
“While gamers in general seem to grow older and the so-called silver gamers come into view, our games on Facebook’s Instant Games mainly attract players between 18 to 34 years.
"For Cookie Crush for example these are mostly female, but also men in this age group are highly engaged.”