Ads in casual games drive 74% of midcore mobile game installs, while puzzle games drive 37% of casual game installs. Simulation and lifestyle games also play an important role in driving casual game installs, each contributing around 8% of total installs.
Liftoff’s Casual Gaming Apps Report covers three main sections: an annual breakdown of benchmarks in exchange for advertising costs and revenue, the mobile game genres and subgenres driving the most installs, and the latest trends shaking up the casual gaming market. Key findings from the report include:
Casual games lead the install charge, as 74% of midcore installs come from ads Casual games are still the primary driver of installs for other casual games, followed by sports and driving games at 5%, with casino games contributing the least at 2%. In the sample, 74% of midcore installs came from ads in casual games. Hyper-casual games are a significant driver of installs across all genres at 29%, while puzzle games remain popular alongside 37% of casual game installs. Simulation and lifestyle games each drive around 8% of total installs.
Half of top US casual games embrace progressive offers in just one year
Around 70% of the top 25 casual games in the US use a progressive offer feature that offers players a sequence of free and paid rewards. Approximately 50% of these games have introduced this feature in the past year.
Mobile Game install costs on iOS rise to
The report also includes an annual breakdown of user acquisition cost benchmarks. Notably, CPIs on iOS reached
3D match games surge 411%, carving lucrative niche in puzzle market
Titles like Triple Match 3D and Tile Match 3D have scaled impressive performance, carving out a lucrative niche in the crowded puzzle market. GameRefinery data reveals a meteoric rise in the US market share of these games within the top 500 grossing iOS titles. Market share surged from
Casual games embrace external web stores in exchange for enhanced player engagement
Casual games are increasingly turning to external web stores to boost player engagement and offer more value. Previously used mainly by midcore titles, web stores allow players to score attractive deals on in-game items through direct purchases from the developer or publisher. This bypasses the fees from app stores like Apple‘s App Store and Google Play, which typically take a cut of each transaction. Beyond cost savings, web stores can also cultivate loyal communities by offering exclusive rewards, value bundles tailored to player preferences, and committed loyalty programs. Examples of this approach include Scopely’s Yahtzee With Buddies! Online and Mattel’s UNO!™ web stores.
For more details about Liftoff and to download the full report, visit here.
Methodology
All report data comes from GameRefinery and Accelerate, Liftoff’s programmatic advertising solution. It also draws from Liftoff’s data from
About Liftoff
Liftoff is the leading growth acceleration platform for the mobile industry, helping advertisers, publishers, game developers, and DSPs scale revenue growth with solutions to market and monetize mobile apps.
Liftoff’s solutions, including Accelerate, Direct, Influence, Monetize, Intelligence, and Vungle Exchange, support over 6,600 mobile businesses across 74 countries in sectors such as gaming, social, finance, e-commerce, and entertainment. Founded in 2012 and headquartered in
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SOURCE Liftoff
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