I'd ask how puzzle games got ruined, but any community not on guard enough will be getting its share of pink and blue flags.
*cracks knuckles*
Ok, so back in the days of yore, you had video games that primarily were aimed at boys. Your space shooters (Space Invaders, Galaga) and racing games (Turbo, Pole Position). When Pac-Man burst onto the scene, it was designed to be a game that could appeal to both genders and people of all ages. And it worked, especially so when Ms. Pac-Man would debut the following year. A few years after that, the iconic puzzle game Tetris would follow and set a precedent for the puzzle game genre as being something anyone, regardless of age or gender, could enjoy.
Throughout the 90s, puzzle games would slowly be developed into a genre commonly associated with cute characters and aesthetics. A lot of these games were being made in Japan with the same mindset that the original Pac-Man was being made with: Make a game that appeals to women in addition to men. One primary example would be the Puyo Puyo series, adapted from the PC RPG series known for its grotesque death scenes into something more playful and cutesy (especially so when the series was soft-rebooted after SEGA bought the rights).
From there, you had games that would follow in Puyo Puyo's footsteps: Puchi Carat, Puzzle Bobble/Bust-a-Move, Money Idol Exchanger, Super Puzzle Fighter II Turbo, Magical Drop, the Tokmeki Memorial and Sakura Wars puzzle spinoffs. They all had cutesy aesthetics and simple appealing gameplay, with particularly addictive two-player modes. You even had games like Twinkle Star Sprites, which took the competitiveness of puzzle games and applied it to the shoot-em-up genre.
There was just one caveat, and it ties back into what I stated earlier. Throughout the 80s, 90s, and early 2000s, mainstream video games were primary a "boys" market. Especially the 13-early 20s demographic. Back when your average gamer looked like
this. Because of that, a lot of these games ended up needing to be retooled in the hopes that they would sell better to that demograpic. For example, when it was brought over to the states, Puyo Puyo was retooled into Dr. Robotnik's Mean Bean Machine. The same thing would happen with Panel De Pon when it was retooled into Tetris Attack (featuring Yoshi). The western world just wasn't ready for cute moe anime girls yet, as it seems. This was still a few years before anime would break into the mainstream thanks to the rise of Pokemon and the Toonami block, among other things.
Now, fast forward a decade or two. Anime has gone mainstream, moe culture has itself acquired a strong following thanks to 4chan, allowing series like Touhou to become Internet legends. SEGA took a chance on bringing Puyo Puyo to the west proper with Puyo Pop Fever on GameCube, albeit it didn't sell as well as they had hoped and thus put any and all Puyo localizations on ice until 2017's Puyo Puyo Tetris. By the 2010s, more people had opened up to the aesthetics and characters found in Japanese puzzle games and thus gave more incentive to finally see those games brought over without any compromises. There was just one problem. Something else rose in prominence that same decade: The rise of the Troon.
I don't think Troons really need any introduction at this point, assuming you've been on this forum for a hot minute. What is important is that a newfound subculture formed around the Japanese puzzle games that hadn't been given a fair shake by the west. It just so happens that this fanbase was comprised of people who were also in the process of questioning their gender, pulling a Shmorky and acting like not acting masculine and preferring cute stuff was perfectly normal, regardless of whether or not it was a smoking gun of "other things" those people might have been doing behind the scenes. Hence, you saw artists on Twitter or Tumblr who drew characters from Moe Puzzlers, but were also flag-wavers.
As time went on, these same people decided to put their heads together and started making puzzle games of their own. Sounds good on paper, until you take into account what was "in" with the indie game crowd at this time. You have stuff like
Crossniq or
Petal Crash. While these games clearly took inspiration from the Japan-made puzzle games mentioned above, they just couldn't help themselves. They had to inject their own beliefs/activism into it because that's what being terminally online mentally trained them to do.
So why was this genre so susceptible? It ultimately boiled down to it being a genre people of both genders could appreciate. But the aesthetics that had come to be associated with the genre had come off as "girly" to kids of the 90s, and then said kids became emasculated by Tumblr. Others were also trooning out around this time, and needed cute games to add to their own personal aesthetics in an attempt to convince everyone (including themselves) that they were in fact, "female."
I highly recommend doing your own research if you want to know more. If you gather enough info, we could even start a proper community watch thread. Who knows?
(You know what really gets me? How Yosoti looks feminine (long hair, flower in hair, midriff shirt, feminine animations), and yet the game insists she's NB. I don't get it, either)