How it works?
The reason we light it in the middle, is most of the weight of the match is burned up by the flame before it lights the highly flammable match heads.
Since the match heads are leaning together they ignite at the same time under very high intense heat.
This high heat then fuses the match heads together. As the flame continues to burn the propped up match, it starts to curl up and you can remove the coin.
Because of the weight of the match being burnt, the fusing of the match heads with intense heat, this is not a trick (or magic), as its SCIENCE.