A flood of posts: Games from a Tencent subsidiary are taking over social media

Recently, a slew of "arrow puzzle" games have popped up on various mini-game platforms, and their popularity seems poised to take the place of popular games like "Pouring Water" and "Turning Screws."

WeChat Popularity Chart and TikTok Trending Chart

The most notable player in this space is Guangzhou-based Chi Cheng Network, which has successfully launched two titles—*Arrow After Arrow* and *Super Match 3*—using this gameplay model. Among them, *Arrow After Arrow (Super Match 3)* currently ranks at the top of this category.According to the charts, the game has not only topped both WeChat’s Popularity Chart and Douyin’s Trending Chart, but also reached as high as No. 4 on WeChat’s Play Chart, where it continues to hold a stable position in the Top 5.

In addition, other leading IAA developers such as Zhise Technology, 45 Interactive Entertainment, Xiamen Yunsuo Network, and Zhimi Network have also entered the market with similar products. As of today, there are approximately 10 “arrow-based puzzle” games ranked in the Top 100 of the Changwan Chart.

Data source: Gravity Engine

01

Overseas downloads of the prototype have exceeded 20 million

Unlike the 3D block-based arrow puzzle games of the past, such as *Arrow Match*, the currently trending "arrow puzzle" games actually play more like *Move the Cars* or *Move the Pigs*, though their visuals feature minimalist arrow lines as the main element.

"Arrow Match"

Arrows of varying lengths are intertwined and interlocked. Players must remove the arrows one by one according to their directions to clear the board. If a player touches another arrow, they lose one health point. The challenge is lost after three mistakes, or if the player fails to clear the board within the time limit.

This type of game is based on *Arrows-Puzzle Escape*, developed by the German studio Lessmore UG. While the studio name itself may not be widely recognized, it is the team behind *We Are Warriors* and *Eatventure*, two titles that previously garnered significant attention and inspired numerous imitations among casual game developers. Furthermore, in 2024, the development team was acquired by Miniclip, Tencent’s UK subsidiary, meaning the team is effectively a subsidiary of Tencent.

After its launch in August 2025, *Arrows-Puzzle Escape* quickly climbed into the top 10 of the free game charts in dozens of countries, including the United States, Switzerland, and Germany, and remains in the top 10 in more than 20 countries and regions to this day. According to DianDian Data, the game has surpassed 21 million total downloads worldwide since its launch.

《Arrows-Puzzle Escape》

As this game surged up the charts, more casual game development teams quickly followed suit, experimenting with various optimization strategies and releasing a flood of similar titles. For example, SayGames, a well-known casual game publisher, launched *Arrow Maze – Escape Puzzle*, featuring a more vibrant color palette and softer, more rounded lines;Meanwhile, the Turkish team Paxie Games introduced a cartoon “snake” character design, replacing arrows with little snakes to create *Wiggle Escape: Snake Puzzle*, their latest title with the highest download volume in the past 30 days.

《Wiggle Escape：Snake Puzzle》

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Domestic competition has entered the second half

While overseas development teams were racking their brains to capitalize on the latest trends, domestic developers had already recognized this opportunity. As early as September 2025, similar arrow-based puzzle games began appearing in the mini-game market, and more titles followed in quick succession.

However, it wasn’t until mid-November, following a concentrated marketing push by ChiCheng Network, that *Arrow After Arrow* shot straight to the top 5 on WeChat’s Popularity Chart and the top 35 on its Fun Play Chart. Spurred by this breakout hit, even developers who had previously harbored doubts about the concept began rushing to enter the market, marking the true beginning of the chart-topping craze for this type of gameplay in China’s mini-game sector.

With numerous overseas prototypes already serving as references, this genre of game has gained traction even more rapidly in China. A flood of titles featuring various color combinations, shape arrangements, and characters such as snakes and lizards has hit the market all at once. To date, nearly all of China’s leading IAA casual game developers have entered the fray, and the competition among “arrow” games is heating up, with new titles climbing to the top of the charts every day.

From left to right: *Arrow After Arrow*, *Super Match 3*, *Help Me Unzip*

Overall, the advantages of "arrow puzzle" games are quite evident. With their minimalist graphics and gameplay, they not only provide casual players with an immersive and relaxing experience—allowing them to enjoy the satisfying thrill of unraveling puzzles—but also feature more manageable development costs.In terms of game mechanics, when matching arrows in a level, if an arrow touches another arrow, it bounces back to its original position rather than getting stuck at the point of contact—unlike in "Move the Pig," where a player’s mistake can render a level unsolvable. Thanks to this "single solution" gameplay feature, developers can build levels more quickly; with the help of AI, they can even further reduce level design costs.

However, looking at it from another perspective, the "single solution" also means that as long as players have enough patience, they can clear the level—which clearly undermines the incentive value of displaying ads for in-game rewards.Consequently, most arrow-based puzzle games in China today do not include many additional item options. Instead, they use “countdown” mechanics to heighten the sense of urgency, while also leveraging visual illusions and dense line patterns to provide players with a second chance after a misstep, thereby ensuring ad exposure. While this approach is effective, it inevitably impacts the player experience.

Incorrect operations will be indicated by a red line

Furthermore, the relatively limited gameplay mechanics and minimalist design significantly restrict the game’s potential for content expansion, which poses a major challenge for player retention in the later stages of the game. Currently, there are already numerous competitors on the market exploring directions such as adding color variations, shape transformations, and replacing the main character with animals. Beyond these approaches, figuring out how to provide players with a fresh experience may become the biggest challenge for future developers.

Furthermore, from a traffic perspective, the arrow-based puzzle game market has already rapidly entered its second half. With top publishers clustering in the space, new games emerging constantly, and leading titles already dominating the charts, the difficulty of competing for traffic in such a crowded market is self-evident.

In short, while the arrow-puzzle genre is currently booming, it remains to be seen whether it can maintain its long-term viability—whether by merging with other popular gameplay styles, such as “pouring water” and “turning screws,” or by evolving into new product formats.