Casual mobile games show high user engagement

A new report reveals that casual mobile games have the highest click-through rates (CTR) on both Android and iOS, indicating strong user engagement. This data is based on extensive marketing data collected from February 2024 to February 2025. The report, based on 2.4 billion installs and $11.9 billion in marketing spend, highlights key trends. Casual games attract users from hyper-casual games, other casual games, and non-gaming apps like utilities. Hybrid core gameplay, combining midcore mechanics, is a major trend. Live-ops, including collaboration events and mini-games, are crucial for casual game success. Monetization strategies are evolving with audio ads, ad removal options, and customizable in-app purchase bundles becoming increasingly common.