Casual Mobile Games: A Marketing and Monetization Report

MOBILE GAMING MOBILE GAMING
BY GENRE: CASUALBY GENRE: CASUAL
A Marketing and Monetization Report
INTELLIGENCE

TABLE OF CONTENTS:
Introduction 3
Casual Game Performance 2020-2024 by Downloads 4
C asual Game Performance 2020-2024 by IAP Revenue
6
T

op 10 Casual Apps of 2025 by IAP Revenue
11
A Guide t

o Casual Monetization with Ezgi Dogan
14
What C

an We Learn From Successful Casual Games?
15
C

ase Studies: Celebrity Marketing in Casual Games
19
T

o Summarise…
25
2
All data is powered by
MOBILE GAMING BY
GENRE: CASUAL

INTRODUCTION
Casual mobile ga mes are no long er just a gate way into mobile
g
aming – they’r e a proving g round for mone tization, scale, and
c
ross-media amb ition. Once defin ed by low-fri ction gameplay and
broad appeal, th
e genre has m atured into a hi gh-stakes seg ment
where billion-d
ollar IPs, celeb rity campaign s, and hybrid
monetization mo
dels are now the norm.
O
ur latest Gamesforum report c harts that ev olution across five
y
ears of data, from post-pandem ic drops to a resurgence in 2024
to 2025. We ex
plore how the best in the bu siness are driv ing
en
gagement, opt imising revenue , and building staying power.
What’s Inside
Drawing from AppMa
gic data, subgenre trends, and direct
c
ommentary fro m industry expert s, this rep ort provides a
g
rounded look at the state of c asual games, an d what comes n ext:
• Year-by-year trends in downloads from 2020-2025
•
The titles and publishers dominating 2025 so far – and how
they’re doing it
•
Merge, puzzle, and idle genres unpacked: mechanics, revenue,
and retention
•
How to best monetize casual games
•
Inside the rise of celebrity-led campaigns and what they mean
for UA and LTV
3
3
MOBILE GAMING BY
GENRE: CASUAL

CASUAL GAME PERFORMANC E
20
20-2024 BY DOWNLOADS
Figure 1 looks at the performance of casual games by global number of
down
loads per year for 2020 through 2024. The figures are based on the
aggregate number of downloads of the top 1,000 casual games of each year.
Included is a forecast for 2025 based on the performance in the first four
months (January-April) multiplied by three.
Table 1
provides a breakdown of the aggregate number of downloads per year
for the top 1,000 casual games.
4
MOBILE GAMING BY
GENRE: CASUAL
Table 1: Breakdown of the aggregate number of downloads per year for the top 1,000 casual games.
20000 15000
10000
5000 0
2020 2021 2023 2022 2024 2025*
By Million Downloads
Year
Yea r Number of Downloads
2020 17,350,344,762
2021 16,669,432,699
2022 15,731,720,266
2023 15,321,425,650
2024 15,573,615,101
2025* 16,426,652,760
*2025 figures are a forecast based on performance in 2025 so far (January-April) multiplied by three.

5
MOBILE GAMING BY
GENRE: CASUAL CASUAL GAME PERFORMANCE
2020-2024 BY DOWNLOADS
While UA scalability still hinges on the balance between
strong marketability and top-tier LTV, casual game marketers
should work to strengthen both sides of the equation.
On the marketability f ront, this means going beyond
mainstream UA channels, investing in standout
creatives, and building long lasting brand equity.
On the LTV side, marketing can support product
teams by bringing deeper user insights that inspire
more engaging, diverse experiences—ultimately
driving retention and sustained play.
Luis de la Cámara, VP of Marketing, Rovio
As can be seen in Figure 1, the number of downloads for the casual genre,
for the five-year period f rom 2020-2024, started at a peak of 17.3 b aggregate
downloads across the top 1,000 games. This then fell by 680 m in 2021, and a
further 930 m in 2022, to 15.7 b.
This downward trajectory slowed in 2023, with a total of 15.3 b downloads, before
climbing for the first time in five years in 2024 – up 250 m downloads to a total
of 15.5 b.
If the trend continues, with the improved download numbers in 2025 so far,
then the number of casual downloads across the top 1,000 casual games should
hit over 16.4 b this year. This would return to a pre-2022 level.
The scope of this downward trajectory was also seen in our Midcore Report
released in early April 2025, and speaks to wider accepted trends of global
downturn in mobile game downloads in the post-pandemic 2021/22 era, with a
knock on effect in 2023.

MOBILE GAMING BY
GENRE: CASUAL
6 CASUAL GAME PERFORMANCE
2020-2024 BY IAP REVENUE
Figure 2 shows the performance of casual game genres by global number of
IAP revenue in USD f rom 2020 through 2024. The figures cited are based on the
top 1,000 casual games of the five year period by aggregate annual IAP revenue
across the titles.
Table 2 provides a breakdown of the aggregate number of IAP revenue per year
for the top 1,000 casual games.
25000
20000 15000
5000 0
10000
2020 2021 2023 2022 2024 2025*
By Million Downloads
in IAP Revenue
Year
Table 2: Breakdown of the aggregate number of IAP
revenue per year for the top 1,000 casual games. *2025 figures are a forecast based on
performance in 2025 so far (January-April)
multiplied by three.
Figure 2 provides a promising look to the revenue generated by casual titles for
2025 and beyond.
Following a drop in 2022, to 17.4 b in annual IAP revenue amongst the top
1,000 games, the industry rebounded in 2023, growing by $2.3 b USD in IAP.
This brings the grand total to $19.7 b USD.
This growth continued in 2024, with $21.9 b USD in IAP revenue amongst the
top 1,000 casual games, an increase by a further $2.2 b USD.
Looking to 2025, based on IAP performance in casual titles for the months
January through April, IAP revenue is forecast to grow by a further $1 b USD to
$22.9 b USD. It is worth noting that this has not been amended for an uplift in
Q4 during the holiday season, so the real number could be higher.
Yea r
Annual IAP Revenue
in US Dollars
2020 16,838,492,539
2021 18,103,036,666
2022 17,470,360,666
2023 19,778,126,274
2024 21,990,858,981
2025* 22,987,899,795

MOBILE GAMING BY
GENRE: CASUAL
7 CASUAL GAME PERFORMANCE
2020-2024 BY IAP REVENUE
Figure 3 provides a side-by-side comparison of the data in Figures 1 and 2. As
demonstrated, 2020 saw a larger number of aggregated downloads compared
to IAP revenue, meaning, based on RpD concerning IAP revenue (not ads
revenue), there would be a less than $1 USD RpD for casual games.
This has drastically changed, with the exception of a dip in 2022 in IAP revenue
for the top 1,00 games. IAP revenue has grown exponentially in the casual genre,
especially when compared with the annual trend in downloads.
But, what does this mean for casual games?
It could mean a number of things. First,
that players are now, on the whole, more
willing to spend in casual games, with better
informed IAPs to encourage spending.
It could also mean a reduction in ad
revenue and a prioritisation of IAP revenue
in the casual genre, with a move towards
a balanced hybrid model with diversified
revenue sources.
25000
20000 15000
5000 0
10000
2020 2021 2023 2022 2024 2025*
By Million Downloads
By Million Downloads in IAP Revenue
Year
Revenue diversification
Relying on just one revenue stream isn’t sustainable anymore —
the strongest casual games are mixing ads, IAPs, and even brand
partnerships to create a healthier, more balanced
monetization model.
Ad revenue in casual
We’re seeing casual games continue to show strong ad
revenue performance, especially when paired with smart
audience segmentation. By tailoring ad f requency and
formats to different user cohorts, developers are boosting
both retention and lifetime value while reducing churn.
Katerina Maliaran,
Head of Ad Monetization, Burny Games

MOBILE GAMING BY
GENRE: CASUAL
8 CASUAL GAME PERFORMANCE
2020-2024 BY IAP REVENUE
Top Five
In Figure 4, you can find the top performing apps tagged as casual games for
the months January through April 2025. The score is aggregated across both the
iOS App Store and Google Play Store.

MOBILE GAMING BY
GENRE: CASUAL
9 CASUAL GAME PERFORMANCE
2020-2024 BY IAP REVENUE
Taking the number one spot, beating second place by over 80 m downloads,
is Block Blast! by HungryStudio amassing over 139 m downloads in the first
four months of 2025.
Released in September 2022 and on a meteoric rise since January 2024,
BlockBlast! leverages the familiar look and feel of iconic block based game Tetris
combined with a simple core block-fitting gameplay.
The title is monetized almost exclusively through ads, with 48% of 38 m
downloads in the last 30 days coming f rom Indonesia. Block Blast! also saw 2 m
downloads coming f rom both Brazil and the United States.
C

oming in at second is Miniclip and SYBO’s Subway Surfers,
with 55 m downloads between January and April of 2025.
One of the most iconic runners of the last decade and released in September
2012, Subway Surfers has amassed over 2 b downloads in its lifetime. Receiving
15 m downloads in the last 30 days, and over 3.3 m f rom India alone.
The recent surge in downloads can be linked to the crossover event with the iconic
Crossy Road by Hipster Whale. This collaboration featured cross-promotion, themed
in-game events across both titles, and broader IP integration.
Ludo King by Gametion placed third with 41 m downloads between
January and April 2025.
Following a launch in 2016, the India-based publisher has seen great success
in India, with 800 m installs f rom the region, and a total of 75% lifetime installs
originating f rom India.
Providing a portable version of the game Ludo, (as the name suggests), Ludo King
also leveraged other iconic board games like Snakes & Ladders for its players.

MOBILE GAMING BY
GENRE: CASUAL Falling behind Ludo King by just 1 m downloads is Outfit7’s My
Talking Tom 2. With over 40 m downloads, the game placed fourth.
Released in 2018, as a sequel to My Talking Tom, MyTalking Tom 2 sits within the
Tom and Friends IP of Outfit7. The IP has amassed a total of over 9 b in downloads
across all of its apps, making it one of the greatest IPs in mobile app history.
Monetized almost exclusively through ads, My Talking Tom 2 has a dedicated
audience in India, with 26% of lifetime downloads coming f rom the region.
A second Miniclip title comes in fifth, with 8 Ball Pool, another legacy
title f rom 2013 having achieved a further 36 m downloads in the first
four months of 2025.
The PvP pool title takes the game of pool virtual, having seen early success on
Facebook games. The title now sees great success in India, with 177 m lifetime
installs, followed by 150 m installs in Indonesia.
Six to Ten
At sixth is King’s Candy Crush Saga, another legacy title f rom 2012. The match-3
game received 34 m downloads between January and April of 2025, with 10 m of
those coming f rom January alone.
Kings’ Candy Crush Saga beat out its rival, Dream Games’ Royal Match, by 9 m
downloads in the opening months of 2025, with Royal Match ranking tenth
in the top casual titles of 2025 so far. This is the case despite Dream Games’
impressive ad campaign that pulled in stars like LeBron James and Shakira to
advertise the new launch of Royal Kingdom, and further promote Royal Match,
which we will explore further on in the report.
Placing seventh is another legacy title, with Playrix’s Township at 30.3 m downloads,
followed closely by Vita Mahjong by Vita Studios at eighth with 3.1 m downloads.
At ninth, Geometry Dash Lite by RobTop Studios is at 27.9 m downloads,
followed by the aforementioned Royal Match f rom Deam Games at tenth with
27.2 m downloads.
Honourable Mentions
Having both dropped out of the running for the top ten casual games by
downloads in the opening four months of 2025, two more Outfit7 games placed
eleventh and thirteenth. At eleventh, with 27.1 m downloads, is My Talking
Angela 2 and at thirteenth, with 25.3 m downloads, is My Talking Tom Friends.
10 CASUAL GAME PERFORMANCE
2020-2024 BY IAP REVENUE

MOBILE GAMING BY
GENRE: CASUAL
11 TOP 10 CASUAL APPS OF 2025
BY IAP REVENUE
Top Five
Figure 5 contains the top casual games, f rom January to April 2025, based on
the total IAP revenue in US dollars achieved across the Google Play Store and
iOS App Store.

MOBILE GAMING BY
GENRE: CASUAL
12 TOP 10 CASUAL APPS OF 2025
BY IAP REVENUE
Placing first, with over half a billion US dollars in IAP revenue in the
opening months of 2025 is Royal Match by Dream Games.
W

ith no ad monetization, Dream Games’ flagship title has amassed a total of $3.5
b USD in lifetime revenue, with 54% of that coming f rom the United States. Royal
Match has an average lifetime RpD of $28.51 USD in Tier-1 West countries, $21.31 USD
in Tier-1 East and a global RpD of $10.11 USD.
The opening months of 2025 saw it climb above Scopely’s Monopoly Go! to secure
the
number one spot in IAP revenue.
Behind Royal Match, by $100 m USD, and in second place, is Monopoly Go!
by Scopely with $431 m USD in IAP revenue f rom January to April of 2025.
Dr

opping a rank on its 2024 spot at number one, Monopoly Go! also contains no ads
with an impressive lifetime IAP revenue of $3.69 b USD. The Scopely flagship title
boasts an impressive average lifetime RpD of $35.1 USD in Tier-1 West, but unlike
Royal Match, it sees little success in Tier-1 East, with a RpD of $4.98 USD.
85% of lifetime revenue for Monopoly Go! has come f rom the United States, at $3.1 b
USD, followed by $90 m USD f rom the UK and $69 m USD f rom Canada.
Placing third, and the second match title in our top five, is King’s Candy
Crush Saga with $421 m USD in the opening months of 2025.
Ha

ving amassed a lifetime revenue of $7.8 b USD, Candy Crush Saga has seen an
average RpD of $26.3 USD in Tier-1 West, $14.4 USD in Tier-1 East, and a global RpD
of $5.73 USD.
T

wo things to note on Candy Crush Saga when compared with Monopoly Go! and
Royal Match. First, its lifetime – Candy Crush Saga was released in 2012, making it 11
years older than Monopoly Go! and nine years older than Royal Match.
The second thing to note is that King’s Candy Crush Saga does contain ads
unlike Monopoly Go! or Royal Match, so will be accumulating further revenue
f rom ads.
In fourth is Coin Master by Moon Active, with $258 m USD in IAP
revenue since January 2025.
Having breached $5 b USD in lifetime IAP revenue recently, Coin Master has maintained
a steady average monthly revenue of $60 m USD in IAPs since January 2022.
With an average lifetime RpD of 28.3 in Tier-1 West, and 24.4 in Tier-1 East, it has a
global RpD of $12.1 USD. With ads integrated, the title monetizes both payers and
non-payers, which
makes the most of revenue potential.

MOBILE GAMING BY
GENRE: CASUAL
Rounding off the top five is Township by Playrix with $170 m USD in IAP
revenue since January 2025. Since its 2013 release, the title has achieved
$2.3 b in IAP revenue, which has steadily built year on year since 2018.
Looking at lifetime RpD, the title sees a lower average than the other top five
totals, with 12.8 in Tier-1 West and 6.4 in Tier-1 East. However, similar to Coin
Master and Candy Crush Saga, Township contains ads to maximise revenue.
Six to Ten
Placing sixth, and just $500,000 USD in IAP revenue behind Township, and Playrix’s
second addition to the top earner in IAP revenue, is Gardenscape at $169 m USD.
Climbing ten spots in 2025, at seventh, is Gossip Harbor: Merge & Story by
Microfun Limited, with $142 m USD in IAP revenue. This is followed by Toon Blast
by Peak Games in eighth, with $116 m USD in IAP revenue.
Finishing up the top earning in IAP revenue for 2025 so far are two more Playrix
titles, with Homescapes in
ninth and Fishdom at tenth , with $110 m USD and
$104 m USD in IAP revenue, respectively.
Honourable Mentions
There are two things to note on the IAP revenue – first, every casual title has a
different monetization model, some favouring a balance of ads to IAP, while
others operate 90-95% on ads, and some run no ads whatsoever.
In the case of Candy Crush Saga and Coin Master, the revenue generated, both
lifetime and since January 2025, will be exceptionally higher, making their
revenue that much more impressive. Likewise, there are casual games, like
Outfit7’s Talking Tom f ranchise, that prioritise unique ad experiences in their
catalogue of titles. This enables them to make considerable revenue that is just
not focused in IAPs.
Second, focusing on Playrix – four of its titles, Township, Gardenscapes,
Homescapes, and Fishdom, collectively generated a staggering $554 m in IAP
revenue between January and April. We’ll dive deeper into the performance of
other casual publishers later in this report.
13 CASUAL GAME PERFORMANCE
2020-2024 BY IAP REVENUE

MOBILE GAMING BY
GENRE: CASUAL
Casual games strike a rare balance: they’re easy to get into, but offer just
enough depth to keep players coming back day after day. That mix of
accessibility and progression creates strong engagement loops—and with it,
real monetization potential. But to make the most of it, monetization needs to
feel like a seamless part of the experience: well-integrated, player-f riendly, and
designed to add value rather than interrupt it.
Visibility drives opt-in
Ads need to find the user—not the other way around. In casual games,
rewarded ads perform best when placed in flows with high visibility and low
f riction—at pain points, post-level screens, boosting the progression. But it’s
not just about where the ad appears—it’s how it’s presented. Even a small
animation, like a glowing button or subtle bounce, can significantly lift
opt-in rates. The goal is to make the offer catchy, instantly clear and effortless
to engage with—no searching, no guessing.
Start with additive value, not substitution
When introducing ads, start with rewarded formats that unlock
something new—not something that used to be f ree or
paid. The goal is to build ad habits without disrupting
your economy. Try offering ad-exclusive items or
collectibles during live events to give non-payers f resh
reasons to engage, while keeping IAP appeal intact.
When ads add value instead of replacing it, players are
more likely to embrace them.
Match offers to players
Not all players engage the same way. Segment your
audience and align monetization accordingly: IAP loops
for spenders, well-placed rewarded ads for non-payers, and
lightweight subscriptions for superfans. Hybrid models—
combining rewarded ads with low-price IAPs—are especially
effective in lower-ARPU markets where flexibility
matters. When timing, targeting, and value
line up, monetization feels like part of the
experience—not a disruption.
Ezgi Dogan,
Product & Monetization Consultant
14 A GUIDE TO CASUAL MONETIZATION
WITH EZGI DOGAN

MOBILE GAMING BY
GENRE: CASUAL
This section of the report examines the key subgenres within casual mobile
gaming – including merge games, classic puzzle titles, and idle (incremental)
games – and explores how each has evolved in popularity and monetization.
In recent years, the genre has also seen its fair share of fun multi-million-dollar
celebrity marketing campaigns that feature Hollywood A-listers and famous
personalities promoting top mobile titles. These high-profile campaigns, f rom
pop culture icons in Monopoly Go! to WWE superstars in Clash of Clans, show us
how casual games are leveraging celebrity power to reach broader audiences.
We analyse their impact on player engagement, the campaign results, cost vs
ROI, and what we can learn.CASUAL MOBILE-GAME SUBGENRES
Casual games span various subgenres that share simple mechanics and shor\
t
play sessions, yet each subgenre offers a distinct gameplay loop and
monetization approach. We focus here on three of the most popular

subgenres – Merge, Puzzle, and Idle games – outlining their core m\
echanics,
standout examples, and performance data in today’s market.
15 WHAT CAN WE LEARN FROM
SUCCESSFUL CASUAL GAMES?

MOBILE GAMING BY
GENRE: CASUAL
MERGE GENRELeading titles (2024–2025): The genre’s leaders include Metacore’s Merge
Mansion, Magmatic’s Travel Town – Merge Adventure, and Microfun’\
s Gossip
Harbor: Merge & Story (among others like Merge Gardens). Merge Mansion
alone has exceeded $600 m lifetime revenue (as of April 2025) with over 60 m
downloads. Travel Town (US) peaked at $1.8 m weekly revenue in
Q1 202 4 , and
Gossip Harbor similarly reached >$1.25 m/week by March 2024.
Performance metrics: Merge games tend to generate more modest revenues
than core puzzle games. For example, in the US market during early 2024,\

Travel Town’s weekly revenue was under $2 m, while Merge Mansion saw
weekly US revenue around $0.97–1.1 m . Weekly active users for top Merge titles
were typically in the low hundreds of thousands (e.g. 400-500k weekly active
users
). Globally, Merge Mansion’s $600 m career revenue dwarfs these weekly
figures. Retention for merge games is similar to casual puzzle titles – roughl\
y
20–30% day-1 retention for top apps – reflecting their hybrid puzzle-simulation
appeal.
Genre comparison: Merge games sit between casual puzzles and simulations.
They earn less than top puzzle titles (which can top $1 b annually) with monthly
revenues in the low millions. Their DAU/WAU is smaller than mass-market \
puzzle games but similar to mid-tier idle games. Still, the genre is gro\
wing –
AppMagic says revenues have quadrupled since 2022. Unlike declining idle\

games, the merge space remains open to new entrants. Retention rates (D1
25%, D7 3–7%) are better than hyper-casual, but below mid-core.
16 WHAT CAN WE LEARN FROM
SUCCESSFUL CASUAL GAMES?
MERGE GAMES TAKEAWAYS
Merge titles have proven that they can attract
millions of players and significant revenues, though generally
on a smaller scale
than match-3 puzzle juggernauts. In 2024, the Simulation
and Puzzle genres,
which encompass merge games, led mobile
game downloads, each
capturing 20% of the total downloads.
Merge games typically
monetize a bit less
aggressively than pure puzzle games, relying on a steady drip of
microtransactions and
a high volume of ads or
optional purchase packs.

Puzzle mobile games saw a substantial
increase in downloads
in 2024, totaling 7.53 b, marking a 10.43% rise
f rom the previous year. Puzzle mobile games
saw a substantial increase in downloads in 2024,
totaling 7.53 b, marking a 10.43% rise f rom the previous year.
In 2024, puzzle mobile
games experienced
a significant increase in revenue, reaching $6.05 b, which
represents a 48.88% rise year-over-year.
MOBILE GAMING BY
GENRE: CASUAL
PUZZLE TITLES Leading titles (2024–2025): Top performers include King’s Candy Crush Saga,
Peak/Zynga’s Toon Blast, Dream Games’ Royal Match, and Playrix’\
s
Gardenscapes/Homescapes. AppMagic data shows Royal Match earned $1.46 b \
in 2024, (up 50% year-on-year), surpassing Candy Crush. Candy Crush Saga
remains a powerhouse, with $1 b in 2024 . Toon Blast (Zynga) has $2.6 b lifetime
revenue, with $212.7 m in H1 2024 . Playrix titles, Gardenscapes at $504 m 2024
and Ho-mescapes with similar numbers, are also in the multi-hundred-mill\
ion
range.
Performance metrics: Puzzle games dwarf other genres in scale. Reports
state
that in 2024 puzzle games collectively saw 7.53 b downloads and $6.05 b \
revenue (up 10% and 49% year-on-year, respectively). Individually, high-end
puzzle games often maintain DAUs in the low millions and daily revenues in
the millions. For example, Toon Blast’s monthly gross hit $37.6 m in Jan 2024 ,
and Gardenscapes brought in $504 m in 2024 . Annual installs for Candy Crush
run into tens of millions.
Genre comparison: Puzzle games dominate both revenue and audience: they
pull in $30-100 m monthly, which is orders of magnitude above merge or i\
dle
titles, while sustaining high retention and playtime. Despite fierce match-3
competition, their heavy live-ops model and broad appeal (notably among
women and older players) keep them at the top of DAU and monetization
charts.
PUZZLE GAMES TAKEAWAYS
17 WHAT CAN WE LEARN FROM
SUCCESSFUL CASUAL GAMES?

MOBILE GAMING BY
GENRE: CASUAL
IDLE TITLES
Leading titles (2024–2025): Notable idle hits include Idle Miner Tycoon (Kolibri
Games), Egg, Inc. (Auxbrain), and newer mobile idlers like Outlore: Rush Star
(Supercent) and Eatventure (Lessmore). Outlore Rush Star started Q1 2024 at
$55k weekly revenue , and Eatventure peaked at around $83k
. On Android (Q3
2024 US), Gold & Goblins: Idle Merger reached $319k/week
, while Idle Zombie
Miner hit $87k
. Evergreen idle games like Egg, Inc. sustain stable revenue ($50k/
week peak ) with large user bases.
Performance metrics: Idle games typically earn far less than top puzzles. Top
idle apps see weekly revenues in the tens to a few hundred thousand dollars.
However, idle titles often accumulate large active user counts: even niche idlers
can reach DAUs in the low millions (e.g. Outlore Rush Star had 1.8 m weekly
active users by March 2024
. Retention for idle games tends to mirror classic/
simulation genres (20–30% day-1 for top apps ), since their slower pacing drives
habitual logins.
Genre comparison: Idle games occupy a middle ground: even top idlers seldom
exceed $1 m weekly versus merge’s multi-million and puzzles’ tens of millions.
Their incremental “check-in” loops drive day-1 retention of 20–30% and DAUs
in the high hundreds of thousands to low millions. Monetization relies heavily
on ads (60-70% of revenue) with modest IAP, resulting in lower ARPDAU than
merge or puzzle. Compared to merge, idlers often have larger active bases but
earn less per user; against puzzles, they monetize far less yet sometimes match
or exceed retention, making them a dependable option for stable engagement.
18 WHAT CAN WE LEARN FROM
SUCCESSFUL CASUAL GAMES?
IDLE GAMES TAKEAWAYS
Top-performing idle
games achieve up to 42%
Day-1 retention,
leveraging mechanics
that encourage f requent check-ins. Players spend an
average of 8 minutes per session in idle
games, which is higher than the average for
hyper-casual games.
Idle games derive
approximately
60–70% of their revenue f rom in-app advertising, with the remaining
30–40% coming f rom in-app purchases.

MOBILE GAMING BY
GENRE: CASUAL
Increasingly, and not surprisingly, given the impressive results produced for
everyday brands, we’re seeing casual game companies turning to celebrity
endorsements and Hollywood-scale advertising campaigns to differentiate their
brands and attract new players. These campaigns feature big-name celebrities
in commercials, social media ads, and even in-game content, often with
budgets rivaling those of traditional product marketing.
Below, we highlight three case studies in the casual gaming space – each a
multi-million dollar effort involving celebrities – and examine their scope and
early outcomes.
19 CASE STUDIES: CELEBRITY
MARKETING IN CASUAL GAMES
DREAM GAMES – ROYAL KINGDOM CAMPAIGN
Istanbul-based Dream Games rolled out a celebrity-driven launch campaign in
April 2025 to promote Royal Kingdom, its match- 3 puzzle game spin-off of Royal
Match. The ads feature A -list stars – notably NBA legend LeBron James, pop
singer Shakira, and talk -show host Jimmy Fallon (among others such as Kevin
Hart, Kaley Cuoco, Johnny Galecki).
Each spot uses humour tied to the celebrity’s persona, and one consistent
tagline is the game’s user-f riendly model: ads highlight that Royal Kingdom is
f ree with “No Ads, No Wi-Fi Needed.”
As Dream Games’ CMO put it , the goal was to “tap into comedy that feels
genuinely authentic to each celebrity” and to build a brand that “lives in culture,
not just in ads.”

MOBILE GAMING BY
GENRE: CASUAL
EXECUTION
The spots ran on TV and streaming, including high-profile slots (e.g. during
NBA playoff broadcasts). They were complemented by digital and social media
distribution: Dream Games posted the ads on its Instagram, Twitter/X and
TikTok pages, and shorter clips circulated on platforms like YouTube.
INITIAL RESULTS
On April 26, 2025, Royal Kingdom achieved a record 365,500 downloads
in a single day, a substantial rise f rom its prior weekend average of
approximately 80,000 daily downloads.
Cumulative revenue exceeded $90 m worldwide by March, with AppMagic
estimating a record $19.3 m in March 2025 alone .
Industry trackers note that downloads surged 112% following the campaign
launch , even though reported revenue in the same period rose only
modestly (+6%) .
COST VS. ROI
Observers estimate the multi-celebrity campaign cost on the order of tens
of millions of dollars . Given the high spend, there is always the fear that
short-term revenue gains are small – suggesting that any return on investment
may depend on long-term user retention and monetization. In other words, its
true financial payoff will be seen in time.
20 CASE STUDIES: CELEBRITY
MARKETING IN CASUAL GAMES

MOBILE GAMING BY
GENRE: CASUAL
21 CASE STUDIES: CELEBRITY
MARKETING IN CASUAL GAMES
SCOPELY – MONOPOLY GO! “FRIENDSHIP PAYS” CAMPAIGN
Mobile publisher Scopely went all-in with a star-studded marketing blitz for
its hit Monopoly Go!. To reinforce the game’s momentum (and sustain its
top-grossing status), Scopely assembled a Hollywood ensemble for Monopoly
Go!’s first global brand campaign, themed “Friendship Pays.” The ads feature a
quartet of celebrities: actors Jason Momoa, Keke Palmer, and Chris Pratt appear
as themselves, joined by comedian Will Ferrell voicing the iconic Mr. Monopoly
.
E

XECUTION
This cross-platform campaign rolled out in late 2024 and includes 20+
original video ads, with two main 45-second TV spots and many shorter clips
for streaming, social media (TikTok, Instagram), and digital channels

. It w
as
truly a big-budget, 360-degree campaign – YouTube pre-roll ads, in-app ad
placements, and celebrity social media takeovers.

MOBILE GAMING BY
GENRE: CASUAL
INITIAL RESULTS
Following the debut of “Friendship Pays” in November 2024, Monopoly Go!’s lifetime in‐game transaction revenue surpassed US $3 billion,
underscoring the campaign’s role in sustaining long‐term monetization.
The celebrity spots ran heavily on TV and streaming – Monopoly Go! even sponsored Amazon Prime Video’s “Pop Culture Jeopardy!” with two tailored
Friendship Pays ads – ensuring the campaign hit both existing players and
new viewers.
The “Friendship Pays” campaign helped Monopoly Go! stay in the global Top 10 by revenue despite a late-2024 dip, with monthly IAP sales
stabilizing around $100 m by early 2025. By February 2025, it was #1
top-grossing on US Google Play, illustrating sustained monetization.
COST VS. ROI
Scopely is a particularly interesting case to look at when it comes to cost vs ROI.
While they have not stated the exact spend for the “Friendship Pays” campaign,
the company’s overall user acquisition spend on Monopoly Go! is enormous.
As of March 2025, Scopely’s CEO disclosed that over $1 b had been spent on
marketing Monopoly Go! since launch. (For context, by April 2024 the figure was
$500 m, meaning roughly another $500 m was poured into marketing in the
latter half of 2024 as the campaign and other UA efforts ramped up
.) This le

vel
of spend – unprecedented in mobile gaming – underlines how critical sustained
advertising is to Monopoly Go!’s strategy.
Scopely claims the game quickly recoups its marketing costs, at first within
a few weeks and later within 120 days even as spend scales up. Such quick
payback windows suggest that campaigns like “Friendship Pays” have been
financially worthwhile, driving enough purchases f rom new/returning users to
cover their hefty price tag in short order.
22 CASE STUDIES: CELEBRITY
MARKETING IN CASUAL GAMES

MOBILE GAMING BY
GENRE: CASUAL
SUPERCELL – CLASH OF CLANS “CLASHAMANIA”
Even the traditionally lean-marketing Supercell (known for letting its games sell
themselves) has embraced celebrity integrations lately. In early 2025, Supercell’s
flagship Clash of Clans launched a crossover event dubbed “Clashamania” in
partnership with the WWE wrestling f ranchise – blending in-game content with
real-world sports entertainment. EXECUTION
Under this promotion, a roster of WWE Superstars – including champions like
Cody Rhodes, Rhea Ripley, The Undertaker, and Bianca Belair – were reimagined
as characters inside Clash of Clans, complete with special WWE-themed game
events and hero skins . The month-long event was timed around WrestleMania
41 (April 2025) and even culminated in Clash of Clans sponsoring a match at the
WrestleMania event, marking a rare in-game
/out-of-game crossover of fandoms.
This “Clashamania” campaign is notable for integrating celebrities\
into the
game content itself, not just external ads, thereby driving engagement f\
rom
existing players (who got f resh content and recognisable characters) and
attracting WWE fans to try the game.
23 CASE STUDIES: CELEBRITY
MARKETING IN CASUAL GAMES

MOBILE GAMING BY
GENRE: CASUAL
INITIAL RESULTS
Analytics show Clash of Clans’ in-app purchase revenue spiked sharply
in early April 2025, with an unusually high single-day revenue of
approximately $2.15 m on April 8, 2025 .
April 2025 became the game’s highest-grossing month in over a year at
$35–40 m, up 20–30% f rom the $25–28 m seen in preceding months.
Supercell’s Head of Live Games noted the in-game WWE event reached
“tens of millions of players” – a scale never seen before in a Clash event.
This suggests a large portion of Clash of Clans’ active user base
(which has historically been in the tens of millions) interacted with the
“Clashamania” content.
COST VS ROI
It’s too early to precisely calculate ROI, but the short-term revenue lift (possibly
an extra $8-10 million net in April vs. a normal month) must be weighed against
the campaign’s cost. Supercell invested heavily in “Clashamania” – it involved
licensing WWE IP, paying multiple wrestling stars, producing cinematic ads,
and sponsoring a WrestleMania match – all expensive undertakings.
Industry experts note that high-profile mobile campaigns with celebrities can
cost tens of millions when factoring talent fees, production, and media buying.
In this case, the campaign likely cost a substantial eight-figure sum (though
Supercell hasn’t disclosed exact figures).
24 CASE STUDIES: CELEBRITY
MARKETING IN CASUAL GAMES

MOBILE GAMING BY
GENRE: CASUAL
25 TO SUMMARISE…
In closing, the data and case studies point to three clear lessons for anyone in
development, UA, monetization, or executive roles:
1.
L
everage core mechanics and iterate
Merge games demonstrate that adding meta-layers (story missions,
home-building, light simulation) to a simple combine-and-grow loop can
sustain day-1 retention around 25% and drive lifetime revenues in the high
hundreds of millions (e.g. Merge Mansion’s $600 m career revenue).
Puzzle titles remain the gold standard: Royal Match’s $1.46 b in 2024 and Candy
Crush’s $1 b show that refining match-3 and live-ops loops still pays dividends.
2.

E
xploit habit loops in idle hybrids
Idle games’ high D1 retention (up to 42%) and ad-heavy ARPDAU models
highlight how “check-back-later” mechanics can build large DAU pools even
with modest weekly revenues.
3.

In
vest, and measure, high-impact campaigns
Celebrity endorsements can turbocharge installs: Royal Kingdom’s A-list
spots (LeBron, Shakira, Jimmy Fallon) drove a 112% download surge and 365k
single-day installs, yet only modest short-term revenue gains.
Monopoly Go!’s “Friendship Pays” blitz (Jason Momoa, Keke Palmer,
Chris Pratt, Will Ferrell) helped push lifetime IAP revenue past $3 b, recouping
mega-budgets in under 120 days, while Clash of Clans’ WWE crossover
(“Clashamania”) spiked daily IAP revenue to $2.15 m and lifted April 2025 gross
by 20-30%.
When it comes to big endorsements, build on proven loops, but only scale UA
spend if you’re tracking user LTV and payback windows rigorously. Celebrity
campaigns can drive high-velocity growth, but their ROI hinges on sustained
engagement post-install – so pair big marketing bets with tight progression
and retention hooks. Long-term ROI hinges on whether campaign-driven users
stay engaged and spend once the buzz fades.
That being said, if the three of the campaigns we’ve explored had the sole
purpose of brand building, all were a huge success.

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