The Next Era in Mobile Gaming
Why hybrid-casual games took off, how they mix casual accessibility with mid-core depth, and which marketing strategies are driving growth in this category.
The shift from hyper-casual to hybrid-casual and why the industry is embracing this model.
Genre spectrum from hyper-casual to hardcore, and the recipe that creates hybrid-casual.
ATT, ad monetization limits, market saturation, and the forces that created this shift.
Improved retention, higher engagement, increased consumer spending, and better UA.
Rewarded Playtime and Rewarded Engagement as out-of-the-box marketing strategies.
A New Era in Mobile Gaming
The gaming landscape has undergone significant transformations, leading to the waning profitability of hyper-casual games. The industry recognized the need for a fresh approach that could captivate players and sustain profitability. By catering to a broader audience, hybrid-casual games bridge the gap between casual players seeking more depth and hardcore gamers craving more accessible experiences.
Osman Soysal, Managing Director at AppSamurai
The Game Genre Spectrum
Basic core loops, instant action, minimal UI, easy to master. Ad-based monetization.
Simple mechanics, accessible gameplay, meta layers like characters and collectibles. IAPs + ads.
Deeper mechanics, immersive storylines, longer sessions. More active gaming community.
Complex mechanics, deep storylines, long sessions. Dedicated community focused on mastery.
Casual and hyper-casual gameplay
Casual and mid-core features
IAPs, ads, and subscriptions
Narrative and mood
Complete collections
Build and customize
Control the look
Events and challenges
Play together
Progress and grow
Continue reading for market analysis, revenue data, UA strategies, and expert insights on the hybrid-casual gaming revolution.
Recent Changes in the Industry
iOS 14.5 made tracking opt-in, driving up UA costs and cutting the precision of targeted ads. Developers needed new engagement and monetization strategies without cheap, large-scale targeting.
In a saturated market, ad-based monetization alone falls short. When engagement and retention are low, fewer impressions per user means less ad revenue per install.
Hyper-casual's repetitive loops are burning out players. Without a reason to return, CPI climbs, retention drops, and LTV and ROAS shrink.
The Hyper-Casual industry has been working on games that solely depend on game mechanics and focusing on the first 3 days of in-game monetization. In recent years, we at Rollic have shifted focus and started working to achieve $0.70 to $0.80 of LTVs, and it eventually surpassed the $1 benchmark. The mobile gaming industry should eventually start expecting D7+ user engagement to become absolutely critical.
Utku Erdinc, Vice President of Gaming at Rollic
Retention, Engagement, Spending, and UA
Deeper progression keeps players in-game longer. D1 retention above 35% signals a successful mobile game, per GameAnalytics benchmarks.
More complex mechanics demand skill and strategy. Meta layers like collecting, customizing, and competing give players multiple reasons to stay invested.
IAPs, virtual goods, and subscriptions open multiple revenue channels. Players who spend money stay longer, and the diversified model reduces reliance on ads alone.
Hybrid-casual games attract a wider player base and produce richer creative assets for app stores and paid campaigns.
Out-of-the-box Strategies
Rewarded playtime is a great user acquisition source for Tripledot Studios and other ad-monetized publishers. Time-based incentives increase the number of ads watched per user, resulting in a win-win situation for both parties: more fulfilling gameplay for users and more ads revenue for publishers.
Ryan Chadwick, Senior Marketing Analyst at Tripledot Studios
Players earn coins or points per minute of gameplay, redeemable for in-app purchases, gift cards, or cash. The longer they play, the more they earn. That loop lifts retention, engagement, IAP conversion, and lifetime value.
Players complete in-game tasks and challenges for rewards on completion. This conversion-based model lifts ARPU: more engaged time means more ad views and higher revenue per player.
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