Customers not returning? Microsoft Store games will bring back interest
Customers leave when they lose interest. Advertising brings in new people, but holding their attention is harder: after the first purchase or registration, a user often disappears, and revenue starts to depend on an endless stream of new users. The reason is not the quality of the product, but the lack of a reason to come back.
A puzzle game in Microsoft Store is not a toy but an engagement tool. The familiar Match-3 genre is clear to any audience, requires no training, and works on smartphones, tablets, and Windows computers.
Within a couple of minutes the user gets involved in the process, and meanwhile the brand builds an emotional connection through style, characters, and rewards.
But the main thing is live games that we support after launch. Regular updates, seasonal events, daily bonuses, and new levels make people keep coming back: they see progress, get rewards, and become regular customers rather than one-time visitors. Both retention and the frequency of in-game purchases grow, directly impacting revenue.
Another advantage is the Microsoft Store audience. This store is built into Windows, so millions of users who already trust the platform see your product.
A game listed in the catalog boosts brand awareness and provides a communication channel that keeps working without additional advertising spend.
At truetech.by, we develop puzzles and Match-3 games for Microsoft Store turnkey: from idea to publication and support. We handle engagement, retention, and game development so that you get steady interest and a returning audience.
Three reasons why Microsoft Store games pay off
Games in Microsoft Store are not entertainment but a tool that delivers measurable results to business. Unlike ordinary advertising, a game holds user attention, creates a positive experience, and works toward your goal—from brand awareness to sales. Let's look at three reasons why such an investment pays off.
First, reach. Microsoft Store is a built-in Windows store opened by millions of users worldwide every day. The game appears in recommendations and search, gaining free organic traffic that doesn't require constant advertising investments.
This is especially valuable for companies that want to expand their audience without increasing their marketing budget.
Second, memorability. A casual game engages players for 5–10 minutes, during which they remember your brand, logo, and key message. Unlike a banner that gets scrolled past in a second, a game forms an emotional connection.
Users come back to the game themselves and share it with friends—so brand awareness grows without extra costs.
Third, leads. The game can be configured to collect contacts: after completing a level, offer a prize, bonus, or useful material. Users leave their data voluntarily because they have already received value. That's how you turn entertainment into a base of potential customers ready for a conversation.
These three factors—reach, memory, and leads—make a Microsoft Store game not a toy but a tool with a clear return on investment. You pay once for development, and the game keeps working for you for years, bringing new users and hot contacts.
Choosing a format: mini-game, puzzle, or Match-3
Choosing a format is not a technical decision but a marketing one. Mini-games work well for short engagement and viral reach, puzzles create depth and retention, and Match-3 turns a game into a regular habit with predictable monetization.
The format also affects development time, budget, and how the game performs in the Microsoft Store catalog.
Below is a cheat sheet for the client. It contains no technical details, only the criteria that affect your business results.
| Format | For whom | What it gives the client |
|---|---|---|
| Mini-game | Brands and events that need to quickly grab attention | Fast launch, high reach, easy distribution among users |
| Puzzle | Products with an audience that loves challenge and logic | User retention, repeat visits, increased time in game |
| Match-3 | Services that need daily activity and steady revenue | Long lifecycle, regular sessions, built-in monetization |
This table is a starting point. We will analyze your task, audience, and the specifics of Microsoft Store, then suggest a format that brings maximum benefit. Each option has its own strengths, and we will choose the one that works for your goals.
How we create a game: 6 steps from brief to launch
We have structured the process so that you always understand what is happening with your project. No dark zones: from the initial brief to publication in Microsoft Store, you take part in key decisions and see the result at every stage.
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Brief — you tell us about your game: genre (puzzle or Match-3), audience, goals. We clarify details and document requirements to avoid ambiguity.
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Plan and cost estimate — we prepare the concept: core mechanics, number of levels, monetization methods. You receive a plan with stages and deadlines; after approval, we start work.
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Prototype approval — we show a playable version of the core mechanic. You try it yourself and make edits before the main investment is made.
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Development and content — we build the full game: levels, graphics, sound, tutorial. You receive intermediate builds and track progress, staying informed at every stage.
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Launch and moderation — we prepare the Microsoft Store page, test the game, and go through the review process. You get a release date and promotional materials.
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Support and growth — after launch, we monitor reviews, fix bugs, and add fresh content. The game stays operational and generates revenue even months later.
Delivery package: what's included in game development
You may wonder what exactly you get after development is complete. Our answer: not just a set of files, but a working business tool that generates revenue and evolves with you. Below is the complete delivery package as we hand over the project.
- Ready-to-use game for Microsoft Store. We publish the app under your account and pass all checks and moderation. You get a working product that you can launch immediately and attract players.
- Training for your team. We show you how to manage levels, run in-game events, and change content without programmers. Your employees will be able to develop the game after project handover.
- Source files and documentation. You own all code, art, and diagrams. No vendor lock-in: you can develop the product on your own or with any other studio.
- Analytics dashboard. Configured reports on key metrics: number of installs, player retention, donations, advertising. You see what generates revenue and where the growth points are.
- Product development plan. We provide an update roadmap: which features to add first, which mechanics to strengthen, and how to respond to player behavior.
- Technical support after launch. Throughout the warranty period, we monitor performance, quickly fix bugs, and help with store updates.
This package makes the process transparent: you get not a "black box" but a clear product, a trained team, and all assets. So project delivery is not the end, but the beginning of your independent work on the game.
Case study: how our game doubled engagement at an exhibition
At an exhibition, it's hard to hold a visitor's attention for more than a couple of minutes—promo stands and flyers go unnoticed, and results are measured only by the number of booklets handed out.
To achieve a measurable effect, we proposed that the entertainment center chain Joyland develop a casual puzzle that attracts people on its own and collects data.
The game was made turnkey: we adapted the match-3 mechanic to the client's brand, added recognizable characters and brand colors.
We launched it on tablets in the booth area and also published it in Microsoft Store so that exhibition attendees could continue playing on their own devices after the event. This turned a one-time contact into long-term communication with the brand.
Case study results
Over the three exhibition days, more than 1,500 visitors played the game—twice as many as passed by neighboring booths. The average session lasted nearly five minutes, and 82% of players reached the final screen with an invitation to subscribe to the company's news.
One in four participants took a photo with the branded splash screen and posted it on social media—that added about 300 more brand mentions without any extra advertising spend.
In addition, we collected more than 500 contacts of potential customers and connected an analytics system to the game, showing which difficulty levels and characters generated the most response. The client used the data for subsequent campaigns.
Six months later, they came back asking us to repeat the project for another event—the best proof that the case worked.
How to choose a game format for your business goals?
Choosing a game format starts not with mechanics but with a business goal. First, ask yourself: what exactly should the game do—attract new customers, retain existing ones, increase brand awareness, or launch an educational product? The complexity, genre, and even the length of a single game session depend on that.
If the goal is broad reach and quick audience familiarity with your product, simple puzzles with clear rules are optimal.
They require no training, appeal to almost everyone, and generate a quick positive response—users enjoy them from the first minute and are happy to share results with friends.
When retention and regular return to the product are the priority, match-3 with a level and progression system is the way to go.
This mechanic works great for repeat visits: short 5–10 minute sessions, a constant sense of achievement, and a clear incentive to come back and play a bit more. For business, this means steady engagement without large marketing investments.
It's also important to consider the platform where your audience lives. In Microsoft Store, users come with a specific intent—they are already interested in a game and ready to try it.
Both casual puzzles and match-3 are appropriate here, but what really matters is your customer profile: age, habits, playtime, and how the game integrates with your core product.
We help choose a format for your goals: we analyze the audience, competitors, and monetization model before development. During the consultation, we will suggest 2–3 options with reach and engagement forecasts, so you make decisions based on numbers, not guesses. That way you get a game that solves a business problem, not just a pretty entertainment.
Answering common client concerns
We understand that ordering a game is a decision with questions: will we meet deadlines, what happens after launch, who is responsible if something goes wrong. Here we answer common client concerns.
How long will developing a puzzle for Microsoft Store take?
Timelines depend on your task: a simple mechanic or a full-fledged project with levels and a story. After discussing details and the prototype, we provide exact timelines and include them in the contract.
Work proceeds in stages, from prototype to release. You see the result at each stage and control the process, so surprises at the end of the project are excluded.
What happens if the game does not pass store moderation?
We have experience publishing games in Microsoft Store, so we take into account the marketplace rules and requirements in advance. We prepare all certification materials and go through the review together with you.
If the store returns the game for revision, we will fix the issues and resubmit. You get a game that actually makes it into the store, not one that is "somewhere in the process."
Who is responsible for support and updates after release?
After launch, the game continues to operate under our control. The cost includes warranty support: we monitor performance, receive error notifications, and fix them.
We also help with updates to meet new Microsoft Store requirements and add new levels or features when you want to grow the game. Technical support and maintenance are part of our work, not an "extra paid service."
What guarantees do you provide?
The main guarantee is a contract with fixed deadlines and stages, a clear work plan, and responsibility of the parties. You pay for the result you see at every step.
We are responsible for the game working, passing moderation, and being available in Microsoft Store. If something goes wrong, we fix it and see it through to the result.
Get a free game development consultation
Let's discuss your game idea and assess its prospects in Microsoft Store. Fill out a short application, and within one business day we will get back to you with a cost calculation and action plan. This is free and with no obligation.
After you contact us, you will receive:
- A cost estimate for your project's development, accounting for the Match-3 or puzzle genre.
- Examples of our games in this genre that are already selling successfully in Microsoft Store.
- A step-by-step work plan from prototype to release, with realistic timelines.
- An assessment of the niche and competitors: how much demand there is for your idea among the audience.
- Monetization recommendations: advertising, in-app purchases, or subscription—what is more profitable.
- Publication tips so that the game passes store moderation on the first try.
We will put all this into one document—you don't need to dig into technical details; we have already thought everything through. You will get a clear picture: how long development will take, what investment is needed, and when the game can be released.
How does the consultation work? Leave a request for development, we will contact you, discuss the details, and send you a cost estimate. No hidden conditions—only specifics for your project.
Start with a free consultation—it is the first step toward a game that will generate revenue in Microsoft Store.