Moon Active tests Royal Splash as it searches beyond Coin Master

Moon Active continues testing Royal Splash: Tower Blast on Android and iOS in India and Israel. The physics-driven puzzle title represents an important portfolio experiment for the company behind Coin Master. Rather than copying Coin Master's village-building and raid economy, Royal Splash revolves around colourful destruction and spatial puzzle solving. That gives Moon Active a new audience opportunity while reducing the risk of simply shifting its existing players between two similar games.

The publisher already has sophisticated user-acquisition, analytics and live-operations capabilities, so the difficult part is finding a gameplay concept strong enough to justify deploying that infrastructure. Physics puzzles are easy to demonstrate in advertisements because viewers instantly understand collapsing structures and chain reactions, but lasting retention demands more than satisfying destruction. Progression, level variety and events need to prevent repetition.

India supplies massive installation volume across a broad hardware range, while Israel offers a smaller home-region test environment. If Royal Splash produces the right numbers, Moon Active can scale it internationally very quickly.