Casual games remain a central focus in the mobile gaming industry, showing strong performance across marketing, user acquisition, and monetization. Based on data from Liftoff and Singular collected between February 2024 and February 2025, the analysis covers a significant sample of 2.4 billion installs and a total marketing spend of $11.9 billion. During this period, ad campaigns generated 1.1 trillion views and 36 billion clicks, indicating the scale and reach of user acquisition efforts.

Overview of the Casual Games Market in 2025

Benchmarks for Casual Games

Among all mobile game categories, casual games reported the highest average click-through rates. Android campaigns achieved a 9.4% CTR, while iOS followed with 8.8%. These figures include hyper-casual projects, which remain a significant contributor to overall performance. Installs per mille (IPM) were notably higher on Android, continuing a trend observed in previous years. In contrast, cost per install (CPI) remains higher on iOS, with certain genres reflecting considerable differences. For instance, the highest CPI recorded on iOS was in casino games, reaching $21.03. On Android, the RPG genre led with a CPI of $4.29. Despite the elevated CPI on iOS, return on ad spend after 30 days (D30 ROAS) is also higher on this platform, suggesting a stronger monetization outcome in comparison to Android.

Overview of the Casual Games Market in 2025

User Acquisition Sources for Casual Games

Liftoff’s analysis of ad campaigns leading to 55 million installs reveals that hyper-casual games are the most frequent entry point for casual game players, accounting for 29% of acquired users. Other casual games contribute 21%, followed by board games at 13%. A similar pattern appears in puzzle games, where 29% of users come from hyper-casual titles, 25% from other puzzle games, and 15% from board games. Hyper-casual games tend to attract audiences primarily from within the same genre, with 41% of users coming from other hyper-casual games and 22% from puzzles.

Simulator games also benefit from this dynamic, sourcing 34% of their users from hyper-casual games, 21% from other simulators, and 17% from puzzles. Beyond cross-promotion between games, developers have increasingly turned to non-gaming platforms for user acquisition. Utilities and productivity apps account for 28% of ad placements, while 25% are found in other entertainment applications. This broader approach reflects the current demand for wider audience targeting strategies in casual gaming.

Overview of the Casual Games Market in 2025

Evolving Gameplay and Genre Trends

Throughout 2024, the integration of midcore mechanics into casual game structures has emerged as a leading trend. This shift is seen in hybrid-core games that combine multiple gameplay systems. Love and Deepspace is one example, mixing interactive storytelling with RPG features. Capybara GO!, developed by Habby, merges roguelite mechanics, idle RPG elements, and casual casino features into a single experience. These developments indicate a move toward more layered gameplay within the casual segment, aiming to retain players for longer periods without abandoning accessible core mechanics.

Overview of the Casual Games Market in 2025

Live-ops and Event Strategies in Casual Games

Live-ops features have become essential in the ongoing operation and success of casual games. According to GameRefinery, collaboration events have grown more frequent, starting with their use in Monopoly GO! and later appearing in Royal Match and Truck Star. Umbrella events, where users take part in several smaller parallel events under one larger activity, are also gaining traction. These have been used by games such as Match Factory, Gossip Harbor, Coin Master, and Dice Dreams.

Another key element is the use of mini-games, which are increasingly incorporated into casual games to introduce temporary gameplay variations. These mini-games often serve as user acquisition tools and help developers reach new player segments. Additionally, win-streak systems have been implemented in multiple formats, including cooperative progress or sequential win-based rewards, to further increase user engagement.

Overview of the Casual Games Market in 2025

Innovations in Monetization Strategies

Monetization within casual games has also seen new developments over the past year. One notable shift is the rise of audio ads, with Pocket Land being among the examples using this format effectively. Options for removing ads through either hard or soft currency have also been introduced. These can be temporary—lasting between 24 and 48 hours—or permanent via one-time purchases.

Customizable in-app purchase (IAP) bundles are becoming more common, allowing players to choose the content of their purchase to better fit their preferences. Another approach gaining popularity involves offering players a choice between multiple bundle options. In one case, Grand Solitaire Harvest linked an IAP offer to a real-world event—the Super Bowl—inviting users to select the team they expected to win. Players who chose correctly received additional rewards, adding an interactive and time-sensitive element to the purchase process.

Overview of the Casual Games Market in 2025

Conclusion

The casual gaming market in 2025 reflects continued growth and innovation across multiple dimensions. Marketing strategies are increasingly data-driven, user acquisition is expanding into non-gaming territories, and game design is shifting toward hybrid and event-based models. Monetization approaches are evolving to offer players more flexibility and engagement through personalized and dynamic content. These trends demonstrate how casual games remain adaptive and influential within the wider mobile gaming ecosystem.

Source: Liftoff and Singular