Care Bears: Belly Match is a match-three puzzle game based on the multi-colored bear characters. Grumpy, the blue bear, has hurled up a storm and now belly badges of different colours need to be matched to make Care-a-lot beautiful again. The game is played on boards with badges of different colours. Typical for the genre the player needs to switch a badge with an adjacent one − horizontally or vertically − to line up three badges or more of the same colour. They disappear, points are scored and the open spots are filled with new badges. Matches affect nearby badges, adding bonus points to them.
Up to three stars can be earned per level and cupcakes are earned as a basic currency. New locations are unlocked gradually with small gameplay variations. Usually an amount of one or more types of badges needs to be matched with a limited amount of moves. Other types of levels are time limited with a score to reach or a boss fight against another character as both sides take turns. For these boss fights cupcakes can be used to lower the difficulty. Combos and matches with four or five badges create rainbows that can clear entire rows or columns. When a goal is completed with moves remaining, Belly Bonanza is activated. It converts the remaining moves into seconds the player can use to move badges and lock matches with what remains on the board. These matches are then executed simultaneously.
Regularly care packages are provided with extra cupcakes and in-game boosters such as five additional moves, a rainbow beacon to remove a single badge, or Share Bear's scooter who clears an entire row of badges. These packages can also be sent to friends through a Facebook connection. The game is free-to-play with an energy/stamina system based on lives that regenerate slowly, cupcakes as a basic currency and diamond hearts as a premium currency. The currencies can be used to unlock new bears, but this can also be done through regular progress. The bears can be customized for the head, face, torso and waist with many different items. From a certain level additional challenges are unlocked, accessed from the main menu.