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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
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GoldenRace launches Goal2Win to bridge the gap between football and numbers
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The world of sports betting and gaming is set for a major shake-up with the launch of GoldenRace’s innovative, new number game, Goal2Win, designed to captivate the massive global football audience. Goal2Win successfully bridges the gap between the universal passion for the “king of sports” and the proven thrill of number-based predictions, offering partners a fresh, high-potential product for monetisation.
Goal2Win is a premium offering that takes the familiar, classic number game format and integrates it with a dynamic, football-centric theme. This unique combination makes the game instantly recognisable yet excitingly new, appealing both to seasoned sports bettors and newcomers seeking an engaging, simplified experience.
Goal2Win is GoldenRace’s proposal to mix innovation and tradition. It offers operators a product that leverages the immense reach of football fandom while delivering the straightforward, engaging gameplay and massive win potential expected from a top-tier number game. It’s a compelling blend of excitement, simplicity, and significant reward potential.
Key features driving engagement and potential winnings:
Goal2Win is engineered for maximum player retention and high stakes, boasting dynamic gameplay and powerful features:
- Multiplier feature: Players can place the same set of bets across an impressive twenty-two consecutive events, significantly driving up potential winnings and ensuring sustained engagement over time.
- Jackpots and Mega Jackpots: The game includes tiered winnings with both standard Jackpots and highly coveted Mega Jackpots, promising life-changing sums and acting as a powerful player motivator.
- Quick picks: For rapid access to the action, the Quick picks option allows the system to randomly select numbers, streamlining the betting process for players.
- Row/Column selector: Enhancing the user experience, selector buttons enable players to easily pick an entire row or column of numbers, simplifying sophisticated betting.
Goal2Win represents a unique opportunity for operators to tap into the immense global football fanbase with a product that is both innovative and instantly recognisable. It stands poised to become a staple offering, driving higher stakes and attracting a broader demographic to the operators’ portfolio.
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PayAdmit partners with Yaspa to integrate Pay by Bank on its payments platform
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Yaspa, the Pay by Bank fintech, today announced a partnership with PayAdmit, the London-based payment software provider and orchestrator used by merchants across eCommerce, iGaming and digital services. The integration brings Pay by Bank to PayAdmit’s platform, giving its merchants a faster, secure, cost-effective way to accept customer payments with real-time confirmation.
PayAdmit offers a modular payments stack that includes White Label, Cashier Service, Payment Bridge and Payment Concierge Service — a high-touch support layer for resolving payment issues in real time. The platform aggregates 350+ global payment methods and provides streamlined onboarding, enabling merchants to go live in as little as 14 days.
Adding Yaspa gives PayAdmit’s clients a high-conversion bank payment option built for speed, conversion and compliance.
Yaspa’s Head of Commercial, Amie Kadhim, said: “PayAdmit moves fast and sets a high bar on payment performance, reliability and checkout experience. We’re excited to power their next chapter with instant bank payments that are speedy, secure and deliver a smooth, mobile-first experience – boosting approval rates and settling funds immediately.”
For PayAdmit’s merchants, the integration with Yaspa delivers:
- Real-time deposit confirmation
- Lower processing costs versus traditional methods i.e. debit and credit cards
- Reduced fraud and chargeback risk with bank-level authentication
- A smoother mobile journey with no card details to key in
Yaspa’s benefits align with PayAdmit’s focus on performance, security and a modern, merchant-friendly toolkit.
Vladyslav Kolodistyi, CEO of PayAdmit added: “Our mission is to give merchants a flexible, future-proof payments stack. Partnering with Yaspa adds a best-in-class, instant bank payment option, so clients get higher conversion with less complexity.”
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Continent 8 appoints Julia Weygandt as Head of Client Growth & New Business
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Continent 8 Technologies, a leading provider of cutting-edge managed IT solutions designed for the global iGaming and online sports betting industry, announces the appointment of Julia Weygandt as Head of Client Growth & New Business.
Based in Malta, Julia will spearhead strategic initiatives to drive customer growth and capture new market opportunities globally, working closely with the existing Sales team and Practice Leads.
Julia brings over 20 years of experience in gaming, entertainment, and technology, with a proven track record in commercial strategy, international market expansion, and strategic partnerships. Her career includes senior roles such as COO at G Games and Tornado Games, and Head of International Partnerships at GAMOMAT, where she successfully scaled operations and delivered significant revenue growth.
Julia is an active advocate for diversity and leadership in gaming, serving as a Board member for Global Gaming Women and leading partnerships for the Behind the Gloves initiative, which combines boxing and corporate engagement to support charitable causes.
Nick Nally, Chief Revenue Officer at Continent 8 Technologies, commented: “Julia’s appointment reflects our commitment to delivering exceptional value and growth opportunities for our customers. Her deep industry knowledge, commercial acumen, and passion for building strong partnerships make her an outstanding addition to our team. We are excited to see the impact she will have as we continue to expand globally.”
Julia Weygandt, Head of Client Growth & New Business, added: “I’ve known the Continent 8 team for a long time; they are a trusted and respected partner to the world’s leading iGaming operators and suppliers, and I am thrilled to join at such an exciting time. My focus will be on driving client success through innovative solutions and strategic growth initiatives, ensuring we continue to lead in this fast-evolving industry.”
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