Adventure
Read the story- Brand
- M&M's
- Year
- 2022
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Puzzle
- Platform
- App
- Agency
- Tilting Point
Objective
Mars Retail Group licensed its six spokescandies into a standalone mobile game to give the M&M'S cast an always-on presence with fans rather than a one-off ad push, extending characters that had previously only appeared in console and handheld titles onto phones. Tilting Point framed the goal as letting players "experience the iconic M&M'S brand through a mobile game for the first time," with a live-service structure built for recurring engagement rather than a single campaign moment.
Solution
Players pick one of the six M&M'S characters, then move across a map of real-world cities — New York, Paris — choosing a level to open. Each level drops candies onto a board that settle under gravity, and the player taps to clear groups of four or more, triggering piñata explosives that combine into stronger ones when several go off together. A meter around the chosen character's portrait fills as matches land, and once it's full that character lobbies an extra piñata onto the board for the player to use. Between levels there are accessories and outfits to unlock for the characters, a leaderboard to check against other players, and limited-time seasonal events — an Easter event ran at launch — that swap in their own levels and rules for a few weeks at a time.
- 1
M&M'S Adventure is a free-to-play mobile puzzle game, released on iOS and Android on 5 April 2022, with in-app purchases.
- 2
Players choose one of six M&M'S spokescandy characters — Red, Yellow, Blue, Orange, Ms. Green, or Ms. Brown — as their avatar, shown as a portrait in the corner of the board, and unlock the rest as progression rewards.
- 3
Progress is framed as a trip around the M&M'S world, with over 1,000 levels laid out across real-world destinations such as New York and Paris.
- 4
Before a level begins, players can arm Piñata Boosters that place specific piñata explosives on the board ahead of the first move.
- 5
Each level fills the board with candies and sets a collection goal — clearing peanuts, ice blocks, peanut butter jars, crates, chocolate bars, paint, or water balloons — within a limited number of turns. The core action is tapping a cluster of same-coloured candies to blast it, letting the rest fall and re-settle under gravity so the board reshapes itself after every move.
- 6
Clearing four or more candies at once creates a piñata, and fusing piñatas escalates the blast from a line to a cross to a double explosion. A combo meter around the character portrait fills as the player chains matches, and once full the character throws an extra piñata onto a random spot on the board.
- 7
Board obstacles each demand a different action — peanut butter is dragged to the floor, ice breaks from adjacent matches, popcorn explodes on its own, crates only yield to blasts, peanuts need two hits, paint recolours nearby candies, and water balloons must be matched by colour.
- 8
Mid-level, players can spend no-cost boosters such as the Hammer, Candy Ball, and Fan to clear objects or reshuffle the board; running out of moves offers three extra via an ad or costs one of five lives, which regenerate over time.
- 9
Completing a level awards stars based on how many candies were matched rather than moves left over, and lets players unlock M&M'S accessories and outfits to build a collection.
- 10
Limited-time events run alongside the main map — month-long seasonal events, themed drops like an Easter event, and rule variants such as Fireworks piñatas — with competitive leaderboards and new levels, modes, and rewards added each month.
