In less than 7 months after its launch on Facebook Instant Games the Messenger Game Cookie Crush has just surpassed 1 billion level starts. The highly addictive match 3 masterpiece that takes the player into a world of challenging puzzles and delicious pastries was developed by SOFTGAMES’ in-house game studio in Berlin and released in December 2017. With sweet and captivating gameplay the game quickly gained traction with a mainly female and moreover surprisingly young community.

It’s already been a surprise when in 2016 statistics for top-ranking mobile games came out and revealed that the typical mobile gamer were women older than 35.

“With Messenger Games such as Cookie Crush we see a new shift,” says SOFTGAMES CEO Alexander Krug. “While gamers in general seem to grow older and the so-called silver gamers come into view, our games on Facebooks Instant Games mainly attract players between 18-34 years. For Cookie Crush for example these are mostly female, but also men in this age group are highly engaged.”

These statistics reveal that Instant Games have the power to convert younger user groups into highly engaged long-term players, despite the fact that they usually wouldn´t do the same through apps they had to download in the first place.