"Match" is a complicated and challenging logic game. Can you concentrate steadily and see you get better every time? Can you beat your friends? Show a little patience and you will get good really fast.
The simple rules allow for kids as young as 5 years to understand the game. Typically, the older the user is, the harder the game gets. Thats because of what the brain is trained to recognize in the real world while growing older.
Measuring the time, the brain takes to adapt to new problems is exactly what most IQ-Tests do.
Keeping ones brain occupied with new problems is generally a way believed to result in "fitter" minds over the years.