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28% of casual game installs from non-gaming publishers come from utility apps, Liftoff’s Casual Gaming Apps Report reveals

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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:

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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

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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.

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“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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More Patient Transport Vehicles donated to military units, LGU

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The Philippine Amusement and Gaming Corporation (PAGCOR) turned over five Patient Transport Vehicles (PTVs) to select military units and a local government unit on Tuesday, July 16, in line with the order of President Ferdinand Marcos Jr. to enhance emergency medical services in underserved and high-risk areas.

The newest PTV recipients were the Municipality of Liliw in Laguna; the Army’s 7th Infantry Division, Light Reaction Regiment and Fort Magsaysay Army Station Hospital, all based in Nueva Ecija; and the Headquarters Force Reconnaissance Group of the Philippine Marines in Ternate, Cavite.

The turnover ceremony was held at the PAGCOR Corporate Office in Pasay City and was led by PAGCOR Chairman and CEO Alejandro H. Tengco.

“These donations are part of our ongoing commitment to boost the government’s emergency response efforts, especially in areas where every second can mean the difference between life and death,” he said.

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“It also reflects PAGCOR’s commitment to national service beyond gaming as ordered by President Ferdinand R. Marcos Jr.”

The donated vehicles are expected to boost the recipients’ capacity for medical evacuation and transport during military operations, natural disasters, and other emergencies in remote or conflict-prone areas.

Lt. Col. Arsen Boy D. De Guzman, the 7thID’s Assistant Chief of Staff for Logistics, thanked PAGCOR for the support and cited the critical role of PTVs during calamities and rescue missions.

“Taos-puso po kaming nagpapasalamat sa ibinigay ninyong Patient Transport Vehicle. Rest assured po na ito ay pangangalagaan namin at gagamitin sa tamang layunin,” he said.

To date, PAGCOR has donated a total of 40 PTVs to LGUs, public hospitals, and frontline agencies nationwide as part of its socio-civic programs.

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InnoGames Unveils Cozy Coast, a Heartwarming Beach Adventure Featuring Relaxed Gameplay and a Captivating Story

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InnoGames, one of Germany’s leading developers and publishers of mobile and browser games, is announcing Cozy Coast, an adventure game that combines an emotional storyline, richly developed characters, and engaging puzzle mechanics based on the popular Merge-2 system. The game will launch later this year on iOS and Android. Pre-registration is already available in selected regions.

With Cozy Coast, the studio highlights its versatility by introducing a new genre to its portfolio, which includes internationally acclaimed strategy games like Forge of EmpiresTribal Wars, and Heroes of History. The game combines a sunny, feel-good atmosphere with diverse entertainment, targeting discerning casual gamers who appreciate relaxing gameplay just as much as an engaging story.

Adventures Featuring Building Mechanics and Puzzle Challenges

In Cozy Coast, players accompany best friends Mia and Elara on a journey across the picturesque Mediterranean island of Calista. For Mia, the island holds treasured memories of a carefree childhood, yet the once idyllic place has somehow lost its charm. Together, the two young women set out on a mission to restore the original beauty of Calista.

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Merging items is the central gameplay mechanic in Cozy Coast. By skillfully combining items, players fulfill the wishes of island residents while gathering resources to repair buildings and unlock new areas. Along the way, Mia and Elara encounter other characters and gradually uncover the island’s secrets. With its lovingly crafted environments, Cozy Coast invites players to explore every hidden corner of Calista.

“With Cozy Coast, we’re creating an inviting game world that offers players a break from everyday life while delivering challenging gameplay. For the first time in InnoGames’ history, we’re introducing a title that combines emotional storytelling with strategic merge mechanics. We look forward to welcoming players from around the world to Cozy Coast very soon,” says Christian Reshöft, Chief Product Officer at InnoGames.

Key Features of Cozy Coast

  • Merge items: Strategically combine items to create new and higher-value objects
  • Restore the seaside promenade: Renovate abandoned buildings to unlock new areas
  • Adventure in paradise: Discover hidden places together with your best friend and uncover the secrets of a corporation with questionable intentions
  • Characters with personality: Meet fascinating characters. Every encounter comes with a story – sometimes touching, sometimes mysterious, but always full of emotion
  • Fresh challenges every day: Participate in daily, weekly, and seasonal events like exploration quests, puzzle collections, and special story-driven missions to receive exciting rewards and enjoy lasting gameplay
  • Unwind in a Mediterranean setting: Experience stress-free gameplay paired with a captivating story of friendship, courage, and hope
  • Free to play without restrictions: Launching soon worldwide on iOS and Android

Cozy Coast was already launched in selected regions on iOS and Android, with players giving it an average rating of 4.8 out of 5 stars. Pre-registration on the App Store and Google Play is now available in Germany, Austria and Switzerland. More regions to follow soon.

The post InnoGames Unveils Cozy Coast, a Heartwarming Beach Adventure Featuring Relaxed Gameplay and a Captivating Story appeared first on European Gaming Industry News.

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Charlie Cowdrey Appointed CEO of JioBLAST, Esports Joint Venture

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Global competitive entertainment company BLAST has announced the appointment of Charlie Cowdrey as Chief Executive Officer of JioBLAST, the recently announced joint venture between BLAST and RISE, a wholly-owned subsidiary of Reliance Industries Limited.

As part of the appointment, Cowdrey will relocate from London to Mumbai this September to lead the joint venture’s Indian operations, marking a major milestone in the company’s global expansion into India.

Cowdrey has been a pivotal figure within BLAST over the last four years, holding multiple senior leadership roles across the business ranging from Chief of Staff to most recently, Programme Director for Epic Games, where he played a key role in managing one of BLAST’s most high-profile publisher relationships and competitive titles in Rocket League esports (RLCS) and Fortnite Competitive (FNCS).

Robbie Douek, CEO of BLAST, said: “Charlie has been a key figure behind BLAST’s growth  and publisher operations over the past few years. He is a trusted leader who understands our culture, our partners and our ambitions. India represents an enormous opportunity for BLAST, and we believe Charlie is the perfect person to take this vision forward. We’re proud to have someone of his calibre opening this important new chapter for us alongside our partners at Reliance and RISE.”

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Charlie Cowdrey, CEO of JioBLAST, said: “I’m incredibly honoured and excited to take this role in spearheading JioBLAST. We will be focussed on bringing together Jio’s unrivalled reach, RISE’s commercial prowess and BLAST’s esports expertise and global publisher relationships. Bringing this all together, there is no doubt that JioBLAST will supercharge the Indian esports industry. India is one of the most vibrant and promising gaming markets in the world, and working alongside Jio offers us a unique opportunity to build something extraordinary. We can’t wait to get started and bring BLAST’s unique approach to creating next level entertainment to India.”

The announcement follows the formation of the JioBLAST, a joint venture between BLAST and RISE, a wholly owned subsidiary of Reliance Industries Limited, aimed at supercharging the Indian esports market. With India now home to over 600 million gamers, accounting for 18% of the global gaming audience, JioBLAST will focus on creating new esports IP, establishing a state-of-the-art production studio, and delivering tournament experiences built for India’s dynamic gaming community.

The joint venture will bring BLAST’s award-winning production expertise and international tournament IPs to India while building localized formats, mobile esports offerings, and digital-first fan engagement initiatives through JioGames. Under Cowdrey’s leadership, the Joint Venture will deliver end-to-end tournament management, publisher services, and broadcast-ready content – ensuring India becomes a central pillar in BLAST’s global footprint.

As the joint venture ramps up its operations, last month JioBLAST opened recruitment for its first six foundational roles, all based in Mumbai. The new hires will join Cowdrey in building the future of esports and competitive entertainment in India. These roles represent the first wave of local leadership and talent being brought in to shape a new chapter in Indian esports.

The post Charlie Cowdrey Appointed CEO of JioBLAST, Esports Joint Venture appeared first on European Gaming Industry News.

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