Casual gaming now accounts for 74% of all mobile game installs and drives nearly 75% of mid-core game installations.
See it on page 18Developers are shifting from volume-based user acquisition to hybrid models that blend ad-based revenue with in-app purchases to extend player lifecycles.
See it on page 26North America remains the most expensive market with a $3.59 cost per install, yet it maintains a high 8.1% return on ad spend.
See it on page 11While iOS acquisition costs ($2.23) are significantly higher than Android ($0.63), both platforms deliver a comparable Day-7 return on ad spend of approximately 7.7%.
See it on page 8Simulation games currently offer the most efficient entry point for developers, maintaining the lowest acquisition costs at $0.59 per install.
See it on page 13Engagement strategies are increasingly competitive, with 90% of leading level-based titles using solo leaderboards and over 50% incorporating team-based races.
See it on page 30Nearly 25% of top-grossing casual games now integrate secondary minigames, such as hidden object or board game mechanics, to improve retention and lower acquisition barriers.
See it on page 32The casual gaming landscape in 2023 is defined by a strategic pivot from rapid user acquisition toward long-term profitability and sophisticated engagement models. While iOS acquisition costs significantly exceed those of Android at $2.23 compared to $0.63, both platforms achieve a comparable Day-7 return on ad spend of approximately 7.7%. North America remains the most expensive yet lucrative market, yielding an 8.1% return on ad spend despite a high $3.59 cost per install. Simulation games have emerged as a particularly efficient entry point for developers, maintaining the lowest acquisition costs at $0.59.
Casual titles serve as the primary engine for the broader mobile ecosystem, driving 74% of installs across all gaming categories and nearly 75% of mid-core installs. Hyper-casual and puzzle games remain the dominant traffic sources, but the industry is increasingly embracing hybridization. This trend involves layering complex meta-elements, such as narrative progression and competitive social features, over simple core mechanics. By blending ad-based and in-app purchase monetization models, developers are successfully targeting crossover audiences and extending the lifecycle of traditionally short-lived genres.
Engagement strategies now heavily rely on competitive mechanics and gameplay diversification. Approximately 90% of leading level-based titles utilize solo leaderboards, while over half incorporate team-based races, debunking the myth that casual players avoid competitive environments. Furthermore, nearly a quarter of top-grossing casual games integrate minigames, such as hidden object or board game mechanics, to refresh the user experience and lower acquisition barriers. These features collectively deepen player retention and monetization, signaling a shift toward more robust, feature-rich casual experiences that prioritize player depth over simple volume.
