Appodeal

Mobile Casual Benchmarks Report 2025

• Hybrid casual games are significantly more profitable than hypercasual models, with top subgenres like Merge 3, Luck Battle, and Life Simulator achieving ARPU figures between $11.08 and $14.83.
• Pure hypercasual and simulation games suffer from poor long-term sustainability, characterized by low 30-day retention rates of approximately 3% and an ARPU of only $0.79.
• Merge 3 games demonstrate high player engagement, leading all subgenres with an average session duration of 656 seconds.