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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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7777 gaming proudly announces the launch of its innovative portfolio of online casino games in Rizk Casino, a prominent brand under the Betsson Group, now available in Serbia. This strategic move marks a new chapter for both companies, as more than 100 exclusive 7777 gaming titles are now live for Serbian players through Rizk.
This rollout is a major milestone in 7777 gaming’s expansion across the Balkan region, further strengthening its presence and underlining Serbia’s importance as a key market for the company’s B2B growth strategy.
Players at Rizk Casino in Serbia can now enjoy a thrilling selection of 7777 gaming’s top-performing games, including fan favorites like Cash 100 Bucks, Thracian Treasures, Greenhats’ Megawins, Barbarian, and Devil’s Deal: Soul for Sale, all tailored to the preferences of the local market.
Elena Shaterova, CCO at 7777 gaming, commented: “We are thrilled to partner with Rizk Casino and bring our standout portfolio to players in Serbia. This launch is not just an expansion — it’s a statement. Serbia is a thriving market and part of a region we’re deeply invested in. Working with a respected brand like Rizk, under the Betsson Group, allows us to showcase our exclusive content and deliver next-level entertainment to Serbian players.”
This launch reinforces 7777 gaming’s commitment to delivering localized, engaging, and high-performing gaming content across regulated markets, with the Balkans remaining a key focus for continued expansion and partnership.
About 7777 gaming:
7777 gaming is an innovative and data-driven B2B igaming provider, founded in 2020 with the mission to revolutionize and challenge the status quo in the industry by offering 360-degree platform, state-of-the-art online casino games, iLottery, Jackpot, and marketing solutions, draw-based games, scratch cards, and much more.
The product is built by a dedicated team of visionaries with over 20 years of experience. The games and the RNG are tested and compliant in several highly regulated jurisdictions worldwide. Besides, the company achieved and maintained ISO 27001 certification. 7777 gaming holds a gambling license in Bulgaria and Romania and an MGA Certificate to provide its online casino games to these markets.
7777 gaming is already partnering with the leading aggregators and platform providers in the igaming industry.
Contact us:
Social Media:
Youtube
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This summer, the iconic iGB Live lands in London for the first time — bringing together over 15,000 iGaming professionals from around the world. On July 2–3, 22Bet Partners will join the action at stand K60 in ExCeL London, ready to serve bold partnerships, fresh ideas, and a tennis-themed experience that’s game, set, match.
iGB Live 2025 marks a new chapter as it relocates from Amsterdam to London, raising the stakes for everyone involved. For 22Bet Partners, this is more than a showcase — it’s a statement. The brand is setting the tone with a standout stand themed around tennis, celebrating energy, precision, and competitive spirit.
Visitors to stand K60 can expect:
– A full-on tennis court setup with sleek design and interactive elements
– Signature cocktails and premium branded merch
– Real talk with the 22Bet Partners team: whether you’re looking to scale an existing collab or launch something new, they’re available
– A dynamic quest from Lucky Media — complete challenges at the 22Bet stand and you could score the ultimate prize: a ticket to Wimbledon
As a proud partner in the Lucky Media quest, 22Bet Partners invites attendees to bring their A-game — and leave with more than just a handshake.
“We’re thrilled to join iGB Live 2025 in London — an event that brings together the best minds in affiliate marketing. For us, nothing beats face-to-face conversations with our partners. It’s where ideas flow, plans evolve, and momentum builds. Our team is united by a love for what we do and a drive to grow bigger, better, bolder. Expect energy, surprises, and a lot of inspiration at stand K60”, says Yan, CEO of 22Bet Partners
Ready to serve up new wins? Meet 22Bet Partners at stand K60.
Connect with the team, dive into their tennis-themed world, and take your shot at winning a Wimbledon ticket.
The event is a perfect opportunity to see 22Bet Partners’ latest initiatives and partnership opportunities in action.
The post Meet 22Bet Partners at iGB Live London: Tennis, Talks & Wimbledon Dreams appeared first on European Gaming Industry News.
Pokerverse VR, an immersive multiplayer poker experience for Meta Quest and Apple Vision Pro, is now available worldwide. Developed by Hyderabad-based studio YesGnome and published by Nazara Publishing, this marks Nazara’s debut in Virtual Reality / Metaverse gaming.
Pokerverse VR is a free to play game, designed to offer entertainment, social interaction, and skill-building. Featuring real-time multiplayer, natural VR controls, and AR/VR flexibility, it allows players to step into a futuristic poker lounge or bring the game into their real-world environment.
“With Pokerverse VR, we’re taking our first step into immersive gaming experiences at Nazara Publishing,” said Nitish Mittersain, Jt MD & CEO of Nazara Technologies. “As platforms like Apple Vision Pro and Meta Quest gain traction, we see exciting possibilities in this space. We’re actively exploring future titles with developers who want to build for the next era of gaming.”
“We wanted to reimagine poker as an immersive, social experience that felt tactile, intuitive, and global from day one,” said Sridhar Muppidi, Founder of YesGnome. “It’s been an exciting journey building Pokerverse VR, and we’re thrilled to partner with Nazara Publishing to bring this vision to players across platforms.”
Key Features of Pokerverse VR:
– Live Multiplayer Tables – Instantly sync with players across the world.
– AR/VR Modes – Choose between full virtual environments or augmented overlays in your real space.
– Smart AI Bots – Practice solo with challenging AI opponents.
– Natural VR Controls – Gesture-based interaction to check, call, or peek at your cards.
– Custom Raise Panel – Fine-tune betting strategy in real time.
– Floating Menu – In-game access to settings, audio, and VR/AR toggle.
– Progression System – Earn XP to unlock levels and track performance.
– Daily Rewards – Stay engaged with free chips every day.
Nazara Publishing is a game publishing division of Nazara Technologies, committed to supporting innovative Indian developers in emerging gaming platforms. It aims to support Indian and global game developers by providing resources, expertise, and a strong network to bring gaming experiences to a wider audience. While no additional VR titles have been announced yet, the company is actively scouting high-potential projects for future collaboration.
Pokerverse VR is now available on:
– Meta Quest Store
– Apple Vision Pro App Store
The post Nazara Publishing Launches Pokerverse VR appeared first on European Gaming Industry News.
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