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28% of casual game installs from non-gaming publishers come from utility apps, Liftoff’s Casual Gaming Apps Report reveals
Liftoff, the leading provider of marketing, monetization, and creative solutions for the mobile industry, and Singular, the end-to-end marketing attribution and analytics platform, today released their 2025 Casual Gaming Apps Report. The report, based on combined Liftoff and Singular data from February 2024 to February 2025, which includes 1.4 trillion ad impressions, 63 billion clicks, 2.5 billion installs, and $11.9 billion in ad spend, reveals that utility and entertainment apps drive the majority of non-gaming app installs for casual games.
Ads in utility and productivity apps account for 28% of non-gaming app installs for casual games, while 25% come from entertainment apps. Photo and social media apps also play an important role in converting users to casual gaming, accounting for a combined 25%.
Liftoff and Singular’s Casual Gaming Apps Report covers three main topics: an annual breakdown of benchmarks 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:
Utility apps drive the most installs as advertisers look outside of gaming audiences
As the consumer app market share grows, more downloads come from outside the mobile game ecosystem, with utility apps being the main driver. In the sample, over half of the casual game installs from non-gaming apps are from utility and productivity apps (28%) and entertainment apps (25%). Photo apps and social media apps are similarly impactful, driving a combined 25% of installs from non-gaming apps, while health and fitness apps contribute the least at just 4%.
Hypercasual and hybrid puzzles revenue grows 240%
Following the success of apps like Twisted Tangle, Hexa Sort, and Block Jam 3D, games with simple yet addictive puzzle mechanics have captured the attention of casual game audiences. GameRefinery data reveals a huge increase in the US market share of these games within the top 500 grossing iOS titles, with market share surging collectively from $4.12 million in Q4 2023 to $13.99 million by Q4 2024.
Mobile game CPIs are 907% higher on iOS
From February 2024 to February 2025, the average cost per install (CPI) for casual games was $1.41 on iOS and $0.14 on Android. In contrast, strategy, RPG, and tabletop games exhibited a higher CPI on both platforms, likely due to their niche audiences. While CPI is lower on Android, iOS still delivers more than 2x D30 ROAS on most game genres.
Minigame events are on the rise in top-grossing titles
Events are an essential element of strategy for casual gaming apps, and nearly all event types saw higher adoption rates in 2024. Minigame events, in particular, continued to grow between Q1 and Q4 2024, increasing by 31%. ‘Thinking’ minigames that feature varied mechanics saw the highest adoption rates. The minigames gaining the most popularity include digging, physics-based, and board game-inspired minigames. Other growing trends include co-op partner missions, seasonal albums, and win-streak events.
Match 3 games are making a comeback
After a long period of market saturation dominated by existing giants in the genre, Match 3 games are showing signs of a revival. New releases like Royal Kingdom and Truck Star have consistently ranked among the category’s highest-grossing games in 2024.
“As always, mobile games advertising is the most competitive marketing challenge on the planet. CTR for casual games is significantly higher than most genres, which is a big positive: you get a chance to make your case. What you do with that opportunity, of course, is up to you.” John Koetsier, VP of Insights, Singular
“Casual gaming is a competitive market, but there’s plenty of growth potential for games willing to experiment and innovate. We’ve seen top games, including new releases and seasoned winners, rapidly scale their revenue by investing more in their live event strategies and monetization models. Finding what works is a process of trial and error, but having a partner with the newest insights into revenue drivers can make a huge difference.” Brendan Fraher, General Manager, GameRefinery
The post 28% of casual game installs from non-gaming publishers come from utility apps, Liftoff’s Casual Gaming Apps Report reveals appeared first on European Gaming Industry News.
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Lottomart has announced that they are partnering with NetGaming, bringing their fresh mix of creative, modern, and feature-rich slot content to their growing games catalogue.
Known for bold themes and polished presentation, NetGaming offers an exciting blend of classic concepts and inventive bonus mechanics.
As part of the upcoming rollout at Lottomart, players can look forward to a selection of NetGaming’s standout titles – including the mythological power of Zeus’s Thunderbolt 10000, the lively Irish-themed Shamrock Trio – Hold & Respin, the vibrant 3 Wild Jokers Carnival, the adventurous Pirate’s Fortune Gold – Hold & Respin, and the fiery island energy of Fireball Inferno Tiki. Together, these games highlight the studio’s range, from playful bonus rounds to high-impact visual designs.
Chris Ruddock, Commercial Director at Lottomart, commented: “NetGaming brings a distinctive visual style and a playful approach to game design that really stands out. Their content offers variety, strong themes, and accessible mechanics that fit well with what our players enjoy. We’re looking forward to seeing how their titles perform!”
Alfred Ballester, Business Development Director at NetGaming, said: “We at NetGaming are absolutely thrilled to be going live with Lottomart! Working with the Lottomart team throughout the integration has been an absolute pleasure. We’re super excited to launch our games with such an important and respected UK brand, and we honestly can’t wait to see Lottomart players diving into and enjoying the full NetGaming Games Catalogue!”
The post Lottomart to Welcome NetGaming’s Standout Slot Portfolio appeared first on European Gaming Industry News.
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CryptoWins Celebrates a Milestone 2nd Anniversary with New TaDa Gaming Titles and Generous Promotions
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CryptoWins, the premier crypto-only casino, is throwing a month-long birthday bash this November to celebrate its second anniversary. Marking two years of unforgettable spins, wild wins, and all the highs that make every success worth celebrating, the entire casino is wrapped in birthday lights for the occasion.
This celebratory month is all about giving thank and giving back to the loyal players who have made CryptoWins a standout name in the online gaming world. Since its launch in 2023, the platform has seen phenomenal growth, with its game catalog expanding by over 230% to now feature more than 1,200 cutting-edge titles.
The party is already in full swing, with juicy promotions like the 155% VIP and 105% Birthday Match for all players having already set the stage for a month of rewarding action. To supercharge the festivities, CryptoWins is proud to announce the launch of seven brand-new, action-packed games from acclaimed provider TaDa Gaming.
Players can now experience the thrill of these fresh titles, all available now. You can browse the full lineup at: cryptowins.com/en/new-games
- Kung Fu Tiger
- Clover Coins 4×4
- Clover Coins 3×3
- Fortune Hook Boom
- 3 Charge Buffalo
- Sweet Magic
- NekoNeko
This infusion of new content underscores CryptoWins’ commitment to providing an unparalleled and constantly evolving gaming experience. And the celebrations don’t stop there. The casino is also teasing that something major is on the horizon, promising an exciting new feature to launch next month.
“We are incredibly grateful for the amazing community that has grown with us over these past two years,” said Michael Hilary, Manager of CryptoWins. “This anniversary isn’t just about looking back at how far we’ve come; it’s about celebrating our players with new games, great promotions, and setting the stage for an exciting future. Stay tuned for what’s next.”
To ensure every player can join the birthday festivities, CryptoWins has rolled out a suite of special promotions valid until November 30, 2025:
THANK YOU FREEBIE
Valid on Most popular slots
* $50 for VIPs, $20 for ALL
* Redeem: 1x, Wager: 37x, Max cashout: 3x
* Bonus Code: THANKYOU
88% LOYALTY MATCH
Valid on select slots
* On deposit: $25 – $400
* Redeem: 1x per day, Wager: 35x
* Valid for players who deposited at least once in November
* Bonus Code: LOYAL88
NEW GAMES BONUS
Valid on 7 new TaDa games
* 35% on $100 – $300, 25% on $25 – $99
* Redeem: 1x per day, Wager: 35x
* Bonus Code: NEWGAMES
The post CryptoWins Celebrates a Milestone 2nd Anniversary with New TaDa Gaming Titles and Generous Promotions appeared first on European Gaming Industry News.
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, the latest addition to our popular Gold Winner franchise. Now available in the B3/LBO market with an upcoming launch in the Cat C market this December.The post INSPIRED LAUNCHES GOLDEN WINNER GRAND CHANCE™ IN THE UK MARKET appeared first on European Gaming Industry News.
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