Tetris Battle is an officially-licensed multiplayer version of the popular puzzle game for Facebook. The game is produced by Tetris Online, Inc, which was co-founded by Tetris creator Alexey Pajitnov. Tetris Battle launched in June 2010 and, thanks in part to the company kicking off a more aggressive customer acquisition strategy in recent months, it’s recently made several appearances on our top 20 lists of fastest-growing Facebook games both by monthly and daily active users.
Tetris is a simple and well-known puzzle game that tasks players with dropping shapes made from four blocks (known as “Tetriminos” or simply “Minos” in the game) in such a way that complete lines are made across the play area. Tetris Battle adds a multiplayer twist by sending lines that are completed to an opponent’s play area, bringing them ever-closer to overflowing their play area and suffering a “knockout.” The game can be played with two, four or six simultaneous players either asynchronously or in real-time with chat.
“Aside from having a great brand behind us, Tetris Battle is on its way to becoming one of the most successful multiplayer games on Facebook,” says Casey Pelkey, responsible for marketing and business development for Tetris Online, Inc. “There’s always someone to play with 24/7, and the game matches you with people who are within a similar skillset, so the competition is very balanced.”
The game is monetized through energy refills and premium item sales. Energy is spent on playing matches, while premium items allow players to customize the look and feel of their game. Players can also upgrade their gameplay and interface experience by increasing the speed at which lines clear and pieces move. Many upgrades and items can be purchased using the game’s standard currency of Tetris Coins, but some must be unlocked and some must be purchased using the premium currency, Tetris Cash, which can be bought with Facebook Credits. The game also has some display advertising and occasional sponsorship deals — Old Navy being the most recent — but advertising is a secondary revenue stream.
As for the future of the game, Pelkey believes that the game will continue to go from strength to strength.
“New items and features are planned for each month,” he says, “but our internal goal is to make Tetris Battle the undisputed champ in the multiplayer arena on Facebook. We have one of the most talented multiplayer game designers from South Korea working on this, and we have no doubt he and his dedicated team will deliver. Their most recent changes in the game have allowed us to reach over 13 million games played daily, and we believe they are just scratching the surface on the potential of the game. As we optimize Tetris Battle and the backend to support its growth, we believe players will be really happy with the upcoming updates.”
The company is also working on a number of non-Tetris products, with match-4 puzzle title Feevo launching on Facebook and iPad recently. Tetris Battle remains one of the company’s core products, however.
You can follow Tetris Battle’s progress using AppData, our traffic tracking application for social games and developers.