Casual Games in 2025: How Gambling Mechanics and Hybrid Models Are Changing the Mobile Market
Liftoff and Singular have published a joint report on the mobile gaming market for 2024.
Growing Interest in Hybrid Models
Casual games in 2025 are increasingly adopting hybrid mechanics that combine elements of puzzles, betting, and light casino games.
Formats like Plinko, Drop&Merge, Board, and idle RPGs with slot elements, such as Capybara Go!, are especially popular.
This helps increase player engagement, improve retention, and boost revenue.
Gambling Mechanics Shaping New Trends
The report highlights the active integration of randomized gameplay events in Puzzle and Match-3 genres.
Examples include Royal Match and Truck Star, where elements of chance heighten player interest.
Casino mechanics are not just decorative but serve as a foundation for monetization and a dynamic gameplay experience.
CPI Values: A Genre Divide
| Genre | CPI on iOS |
|---|---|
| Casino | $21.03 |
| Casual Games | $1.41 |
This gap shows how much more expensive it is to acquire players in the casino genre, yet the high engagement and revenue justify the cost.
Monetization Evolution: IAA + IAP
Developers are using hybrid revenue approaches: In-App Advertising (IAA) paired with In-App Purchase (IAP).
Ad removal offers in exchange for in-game currency and the introduction of audio ads for minimal irritation are becoming popular.
New User Acquisition Strategies
Users are increasingly coming not just from other games but also from entertainment and utility apps. UA teams are expanding their reach and exploring new traffic sources beyond the traditional gaming space.
Focus on Retention and Sustainable Revenue
Developers are paying more attention to player retention. This is evident in their efforts to create appealing yet non-intrusive ad formats and in adapting popular gameplay mechanics for a broader audience.
Looking Ahead: Key Trends for 2025
- Hybrid models blend familiar genres with casino mechanics
- Randomization and mini-games increase engagement
- Alternative user acquisition channels are gaining importance
- Audio ads and skippable ads make monetization smoother
The year 2025 is already showing that flexible monetization models and bold experimental mechanics are driving the growth of casual games.
Developers and publishers are increasingly relying on data and analytics to adjust their strategies and find new ways to engage with audiences.