However, players can only unlock the pin-sliding experience after completing a significant number of levels (mini-games, according to the developer, are typically available once every 20 levels). Playrix further argues that the gameplay shown in the ads is featured in ‘mini-games’ available in their titles as of April 2020. They also believed consumers may have thought that their games were not straightforward ‘match-three’ titles, but would include a variety of mechanics,” Playrix’s response reads. They believed that the ad appealed to the logic and problem-solving skills required to win during the games. Also that the games would have the same design and mechanics, alongside similar gameplay.
“Playrix believed consumers would take from the ads that the games contained the content seen, as well as similar content involving similar characters. According to the compay, the ads in question feature enough content that is actually found in their games. The regulator argues that the pin-sliding mechanic is not representative of the core gameplay offered by Playrix’s titles. As spotted by Gamasutra, the UK ad authority targeted ads featuring a puzzle that requires players to pull pins in a particular sequence triggering either a certain desired outcome or a character’s demise.
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