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74% of Midcore Mobile Game Installs Come from Ads in Casual Games, Liftoff Casual Gaming Apps Report Reveals

REDWOOD CITY, Calif., April 24, 2024 /PRNewswire/ — Liftoff, the leading mobile growth acceleration platform, today releases its Casual Gaming Apps Report 2024. The report, based on data from 355 billion ad impressions, 36 billion clicks and 90 million installs from January 1, 2023 to January 1, 2024, finds that ads in casual games drive the majority of midcore game installs.

Ads in casual games generate 74% of midcore mobile game installs, while puzzle games generate 37% of casual game installs. Simulation and lifestyle games also play an important role in driving casual gaming installs, each contributing around 8% of the total installs.

Liftoff’s Casual Gaming App Report covers three main sections: an annual breakdown of benchmarks for advertising costs and revenue, the mobile gaming genres and subgenres generating the most installs, and the latest trends shaking up the game. casual games market. Key findings of the report include:

Casual games lead the install charge, with 74% of midcore installs coming from ads. Casual games remain the main driver of installs for other casual games, followed by sports and driving games at 5%, and casino games contribute the least at 2%. In the sample, 74% of midcore installs came from ads in casual games. Hypercasual games are a major driver of installs across all genres at 29%, while puzzle games remain popular at 37% of casual game installs. Simulation and lifestyle games each generate around 8% of total installs.

Half of major US casual games adopt progressive offerings in just one year. About 70% of the top 25 US casual games use a progressive offer feature that offers players a sequence of free and paid rewards. Approximately 50% of these games introduced this feature over the past year.

Mobile game installation costs on iOS increase to $4.83. The report also includes an annual breakdown of user acquisition cost benchmarks. Notably, CPIs on iOS reached $4.83 between March 2023 and March 2024. However, the data presents a potential mitigating factor, as regional cost differences may affect the results. For example, regions with the highest CPIs, such as North America, also exhibit the highest return on ad spend on day 7.

3D match games increase 411%, creating a lucrative niche in the puzzle market. Titles like Triple Match 3D and Tile Match 3D have achieved impressive performance, creating a lucrative niche in the crowded puzzle market. GameRefinery data reveals a meteoric rise in the US market share of these games within the top 500 grossing iOS titles. Market share increased from $2.95 million in Q4 2022 to $15.25 million in Q4 2023.

Casual games adopt external web stores to improve player engagement. Casual games are increasingly turning to third-party web stores to drive player engagement and offer more value. Previously used primarily in midcore titles, web stores allow players to get attractive deals on in-game items by purchasing directly from the developer or publisher. This avoids fees from app stores like Apple’s App Store and Google Play, which typically take a cut of each transaction. Beyond cost savings, web stores can also cultivate loyal communities by offering exclusive rewards, value packs tailored to player preferences, and dedicated loyalty programs. Examples of this approach include Yahtzee With Buddies! by Scopely. UNO!™ online and Mattel web stores.

Joey Fulcher, Global VP, Accelerate at Liftoff, said: “The market is still adapting after the pandemic, but we are seeing that certain types of games, such as casual games, are doing well when it comes to generating revenue. This indicates that there is still potential for growth, particularly in the mobile gaming industry. Casual games are not only a favorite among gamers, but also a useful tool to attract users to midcore titles. This highlights the interdependence of the gaming industry. mobile games and the importance of understanding your target audience for successful app development.”

For more details on Liftoff and to download the full report, visit here.


All data in the report comes from GameRefinery and Accelerate, Liftoff’s programmatic advertising solution. It also draws on Liftoff data from January 1, 2023 to January 1, 2024. This covers 355 billion ad impressions and 36 billion clicks across 90 million installs to provide key insights into app engagement. of casual games around the world.

About Liftoff

Liftoff is the leading growth acceleration platform for the mobile industry, helping advertisers, publishers, game developers and DSPs scale revenue growth with solutions to market and monetize mobile apps.

Liftoff’s solutions, including Accelerate, Direct, Influence, Monetize, Intelligence and Vungle Exchange, support more than 6,600 mobile businesses in 74 countries across industries such as gaming, social media, finance, e-commerce and entertainment. Founded in 2012 and headquartered in Redwood City, CA, Liftoff has a global and diverse presence.

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