Hypercasual Mobile Games: A Marketing and Monetization Report

MOBILE GAMING BY
GENRE: HYPERCASUAL
A Marketing and Monetization Report
INTELLIGENCE

TABLE OF CONTENTS:
Introduction 3
Hypercasual Genre Report Overview 4
Top Hypercasual Publishers 4
Top Hypercasual Apps in Numbers (2019–2025 Forecast) 9
Why Hypercasual Matters in 2025 12
The Shift to Hybrid-Casual 16
Case Studies: From Hypercasual to Hybrid-Casual 17
Voodoo’s Mob Control 17
Monetization Strategy 18
UA and Creative Testing 19
Market Timing and Gameplay Evolution 20
Rollic’s Color Block Jam 21
UA Strategy and Design 22
Three-Stage Monetization Funnel 23
Puzzle Genre Timing 24
Supercent’s Pizza Ready 25
Ad and IAP Strategy 26
Audience Breakdown and Global Reach 26
Data-Driven Optimisation 27
Final Takeaways and Industry Trends for 2025 27
2
All data is powered by
MOBILE GAMING BY
GENRE: HYPERCASUAL

INTRODUCTION
The hypercasual genre is far f rom disappearing, instead, it
is transforming. While perceptions of decline persist, our
exploration of the current data shows strong performance in
both user acquisition and monetization. In H1 2025, the top 100
hypercasual games recorded 2.4 billion downloads and $345
million in IAP revenue, setting the stage for the genre’s most
lucrative year to date. As developers adapt to higher UA costs
and shifting player expectations, many are evolving their titles
into hybrid-casual formats – retaining accessible gameplay while
layering in deeper progression and monetization.
This report explores how leading studios are navigating that shift,
supported by case studies, market breakdowns, and forward-
looking analysis.
What’s Inside the Report
• A breakdown of the top hypercasual publishers and titles f rom
2019 to 2025
• Case studies on hybrid-casual success stories including Mob
Control, Color Block Jam, and Pizza Ready
• Insights into monetization models, creative testing strategies,
and global market trends
Together, these insights present a clear view of how hypercasual
continues to drive scale, experimentation, and innovation in
mobile gaming.
3
3
MOBILE GAMING BY
GENRE: HYPERCASUAL

HYPERCASUAL GENRE REPORT OVERVIEW
Top Hypercasual Publishers
In the first six months of 2025, the top 100 hypercasual titles have amassed 5.484
billion global downloads across both the Google Play Store and iOS AppStore.
Following a growing trend of revenue diversification to reduce reliance on one
stream, 2025 so far has also seen 379 million USD generated in IAP revenue
f rom the top 100 hypercasual publishers. H1 of 2025 has far surpassed previous
annual IAP revenue for hypercasual titles.
In the table below you can view the top ten hypercasual publishers in H1 of 2025
by downloads across their hypercasual tagged titles.
MOBILE GAMING BY
GENRE: HYPERCASUAL
Top Free Downloads
4

HYPERCASUAL GENRE REPORT OVERVIEW
AZUR GAMES ranks first with an impressive 609 million downloads in the first six
months of 2025, achieving 237 million more downloads than Super Sonic Studios
LTD, which is in second place with 372 million downloads.
Voodoo places third with 362 million downloads and SayGames Ltd in fourth with
335 million downloads before Supercent, Inc. in fifth, with 242 million downloads.
As covered in our Cyprus industry report , the small island is a powerhouse of mobile
publishing success, hosting numerous top hypercasual, casual and midcore mobile
game publishers.
Other countries are also highlighted in our top ten hypercasual publishers for
2025 so far. France, Israel and Vietnam all host two of the most successful
hypercasual publishers.
Looking further down the list of the top 100 hypercasual publishers of 2025, you can
see incredible success coming out of APAC – Vietnam in particular is home to one
fifth of the top hypercasual publishers.
Of the top 100 hypercasual publishers in H1 of 2025, they are headquartered in:
MOBILE GAMING BY
GENRE: HYPERCASUAL 5

United States:
7

China:
11

Japan:
5

Hong Kong:
12

Vietnam:
20

Pakistan:
8

Israel:
3

France:
5

Cyprus:
3

Turkey:
9

HYPERCASUAL GENRE REPORT OVERVIEW
The Hypercasual Publisher Portfolios
Below you can find a deeper look at our top ten hypercasual publishers of H1
2025, including their hypercasual game portfolio size, primary audiences, and
the countries they operate in.
All data is collected via AppMagic, looking at each publisher’s catalogue games
tagged as hypercasual, this includes both live and sunset games.
AZUR GAMES
Of the 554 apps listed on AppMagic, AZUR GAMES has taken
ownership over 273 hypercasual titles, with the first launching
in February 2016 and three launching so far in 2025.
Closing in on 12 billion lifetime downloads, 16% of AZUR GAMES downloads are
f rom India with a further 10% f rom the United States, 8% f rom Brazil and 7%
f rom Russia.
31 of the publisher’s games have received over one-million downloads in the
last 30 days with the most successful title Worms Zone.io, and Hungry Snake
achieving 6.9-million in the last 30 days with over 550-million in lifetime
downloads.
As is usually the case with hypercasual publishers, a majority of revenue comes
f rom ads, however AZUR GAMES’ IAP revenue peaked in May 2025 at 5.6 million
USD. For the first time in the publisher’s history, IAP revenue has averaged
above 5 million USD per month through 2025 so far, compared to an average of
2.5 million USD per month through 2022 and 2023.
In its lifetime, AZUR GAMES has amassed 308 million USD in IAP revenue. More
than a third of lifetime IAP revenue comes f rom the United States at 112 million
USD, with Russia, Germany, UK, Japan and South Korea each contributing 4% to
lifetime IAP revenue.
MOBILE GAMING BY
GENRE: HYPERCASUAL
6

HYPERCASUAL GENRE REPORT OVERVIEW
Supersonic Studios Ltd.
Placing second as the greatest hypercasual publisher in
terms of downloads, Supersonic Studios Ltd has 372 million
downloads in the first six months of 2025.
Like AZUR GAMES, a majority of its lifetime downloads come f rom India, with
19%, or 966 million downloads, followed by the United States at 530 million
downloads. Supersonic Studios Ltd. has amassed a lifetime download total of 5.2
billion with a portfolio of 122 hypercasual titles, the first launching in 2019 with
three more released in 2025 so far.
Supersonic Studios Ltd. has also seen an uptick in IAP revenue generated
through 2024 and 2025, achieving over 1 million USD in September 2024 and
January 2025. With a lifetime IAP revenue of 25 million USD, a total of 34%
comes f rom the United States.
Voodoo
With 8.4 billion lifetime downloads and 362 million in 2025
so far, French publisher Voodoo placed third in our top
hypercasual publishers of H1 2025.
Breaking the trend of core geos, 19% of Voodoo’s lifetime downloads come f rom
the United States at 1.6 billion total, with a further 938 million f rom India.
With a portfolio of 280 hypercasual titles, Hole.io and Paper.io 2 have amassed
over 10.5 million downloads in the last 30 days, with a further 11 titles achieving
more than a million downloads in the last month.
Voodoo has been open about its embracing of hybrid monetization and its
increasing focus on IAP revenue alongside its long successful ad revenue.
In March 2023, Voodoo reported a 2.7x increase in its IAP revenue and a 10x
increase in its IAP ARPDAU since January 2022.
Since this announcement in March 2023, Voodoo’s IAP revenue has continued
to grow, averaging 9.85 million USD monthly in Q4 of 2024, with a lifetime IAP
revenue of 258 million USD.
MOBILE GAMING BY
GENRE: HYPERCASUAL
7

HYPERCASUAL GENRE REPORT OVERVIEW
SayGames Ltd.
The second Cyprus-based publisher, placing fourth with 335
million downloads in 2025 H1, is SayGames Ltd.
With a portfolio of 119 hypercasual titles, SayGames Ltd. has achieved over 6
billion lifetime downloads, with 16% f rom India and 11% f rom the United States.
Releasing its first title in 2017, the company has released two new titles in 2025
so far.
Looking at the IAP revenue, SayGames has also seen an uplift in spend-
ers, with its hypercasual titles consistently achieving over 5 million USD in
monthly IAP revenue since June 2024. There has been a concentrated effort
on its top performing titles with Tower War – Tactical Conquest, My Perfect
Hotel and Squad Alpha – Action Shooting, with each achieving over 20 mil-
lion USD in lifetime IAP revenue.
Supercent Inc.
South Korean publisher Supercent Inc ranked fifth in down-
loads for H1 of 2025, with 242 million downloads.
With 119 titles listed on AppMagic under Supercent Inc, the company’s hyper –
casual portfolio has achieved over 1 billion lifetime downloads. 15% of its down-
loads are attributed to India, with a further 9% f rom the United States and 7%
f rom Brazil.
Having released its first title in 2021, Supercent Inc has continued to launch titles
through 2025, with four new games between January and May. Its most suc –
cessful title, Pizza Ready! has received 263 million lifetime downloads and over
14.5 million downloads in the last 30 days.
Taking a look at revenue, Supercent, Inc has maintained a focus on ad revenue,
with IAP revenue at 16 million USD during the publisher’s lifetime.
MOBILE GAMING BY
GENRE: HYPERCASUAL
8

HYPERCASUAL GENRE REPORT OVERVIEW
Top Hypercasual Apps in Numbers
In the table and graphs below you can see how the top 100 hypercasual games
have performed year-on-year f rom 2019 to 2024, including a forecast for 2025.
The above table depicts in real numbers download trends in hypercasual games
f rom the height of 2019 and 2020 through to the low of 2023 and its gradual re –
turn to an upward trajectory through 2024, as well as an estimation for 2025.
2022 and 2023 saw the introduction of the phrase hybrid-casual, with more hy –
percasual publishers focusing on revenue diversification in a turbulent UA land-
scape, which saw CPIs rising and privacy depreciation alongside the end of the
pandemic changing an era of player behaviour.
In terms of revenue, the trends f rom 2019 to 2024, and a forecast for 2025, fur –
ther show a wider embrace of IAP revenue in hypercasual games, further mix –
ing the monetization models and increasing the players’ opportunity to spend
alongside the traditional ad revenue.
*FC is a forecast for 2025 annual numbers based on the current hypercasual download and IAP revenue
for H1 of 2025 multiplied by two to reflect an identical performance in H2. This does not factor in the
expected uptick in both IAP revenue and downloads for Q4 of 2025, so estimates are conservative.
Yea r Annual Hypercasual
Downloads Annual Hypercasual IAP
Revenue
2019 5,446,523,668 130,995,496
2020 7,064,752,300 107,177,496
2021 5,948,747,293 110,604,150
2022 4,960,890,658 111,137,497
2023 4,443,195,477 192,723,934
2024 4,734,015,371 403,833,377
2025 (FC)* 4,818,721,844 690,012,732
2025 (H1) 2,409,360,922 345,006,366
MOBILE GAMING BY
GENRE: HYPERCASUAL 9

HYPERCASUAL GENRE REPORT OVERVIEW
Hypercasual Downloads Year-on-Year
The below figure further demonstrates download trends f rom 2019 to 2024, in-
cluding a forecast for 2025.
As shown, the 2020 peak saw annual downloads for the top 100 most download-
ed hypercasual games reach over 7 billion, followed by a year-on-year decline of
1 billion downloads through 2021 and 2022, before reaching a low of 4.4 billion
downloads in 2023.
This can be attributed to player behaviour post-pandemic, with people return-
ing to work and having less f ree time to play mobile games, coupled with the
depreciation of privacy, with Apple’s IDFA, and the impact on CPI’s, UA budgets
and ad revenue value. A true concoction of challenges that ultimately made it
harder to release and market games.
In 2024, the number of annual downloads across the top performing titles in-
creased by just short of 300 million, with a conservative estimate of an increase
again in 2025 by 85 million downloads to 4.8 billion annual downloads across
the top performing games.
Figure 2: The annual combined IAP revenue of the top 100 performing mobile games f rom 2019 to 2024,
with an estimate for 2025.
8000000000
6000000000
2000000000 0
4000000000
2019 20 20 20 22 20 21 20 23 20 24 20 25 (FC)
Year
MOBILE GAMING BY
GENRE: HYPERCASUAL 10

HYPERCASUAL GENRE REPORT OVERVIEW
Hypercasual IAP Revenue Year-on-Year
Graph two contains the annual combined IAP revenue of the top 100 perform-
ing mobile games f rom 2019 through 2024, with an estimate for 2025. The esti-
mate does not account for the normative Q4 uptick in IAP revenue.
In the graph, you can see a slight decline in 2019 to 2020, with IAP revenue mov –
ing f rom 130 million USD to 107 million USD between the two years, before re –
maining stable at 110 million USD in 2021, and 111 million USD in 2022.
As commented above, 2022 marked a turning point with more hypercasual
publishers focusing on diversifying their revenue and welcoming more oppor –
tunities for players to pay in their titles. This can clearly be seen in 2023 with IAP
revenue across the top performing hypercasual titles increasing by 80 million, to
192 million USD in 2023.
Figure 3 shows a projected $690 million in IAP revenue for 2025 across the top 100 hypercasual titles.
This is based on H1 performance of $345 million, doubled to estimate full-year results. This marks a
significant surge in in-app purchasing within the genre.
6000000000
5000000000
1000000000
2000000000 3000000000
0
4000000000
2019 20 20 20 22 20 21 20 23 2 0 24 20 25 (FC)
MOBILE GAMING BY
GENRE: HYPERCASUAL
This upward trend continues in 2024, with a further 220 million USD being add-
ed across the top performing hypercasual games totaling 403 million USD in
IAP revenue for 2024.
The 2025 estimate, as mentioned, is based on H1 performance for the top 100
titles being doubled to reflect an identical performance in H2. The H1 perfor –
mance signals a huge year for IAP revenue in hypercasual titles, with 345 million
USD generated across the top 100 games.
When doubled, this provides an estimated forecast of 690 million USD for the
year 2025 across the top 100 hypercasual games by IAP revenue, in what would
be an incredible bolstering of in-app purchasing amongst players.
11

WHY HYPERCASUAL MATTERS IN 2025 12
Hypercasual games are undergoing a shift, with the evolution now often tilting
towards hybrid-casual, which introduces deeper monetization strategies
and increased complexity. As the data before this section shows, however,
hypercasual’s ultra-light builds and rapid development cycles allow studios to
quickly test new gameplay concepts and advertising strategies, an increasingly
important advantage in today’s fast-paced market.
In the next section of this report, we analyse how leading publishers are
transitioning toward hybrid-casual models in 2025, identify the key factors
still driving success in hypercasual, present case studies of some of the top-
performing hybrid-casual games, and what we can learn f rom them.
MOBILE GAMING BY
GENRE: HYPERCASUAL

WHAT ACTUALLY MAKES A
HYPERCASUAL GAME SUCCESSFUL? 4
Hypercasual games succeed by distilling gameplay to one ultra-simple
mechanic and loop. There is almost no tutorial or complexity – just a single
addictive gesture (tap, swipe, drag, stack, etc.) that anyone can learn instantly.
The genre’s breakthrough hit Flappy Bird (2013) epitomised this philosophy –
simple one-touch gameplay, endless times to retry, and mass appeal. In practice
this means very short play sessions (often 30–60 seconds per attempt) and no
complex meta-systems. The core loop must be immediately fun and intuitive, so
players “click in” and feel compelled to play again seconds later.
Rapid development and iteration are key to hypercasual success.
Top publishers often prototype games in a matter of days or weeks.
The development cycle remains remarkably fast compared to other
genres: a basic game concept is built and immediately tested in the
market. If metrics look promising, the team quickly polishes and scales it; if not, they kill it and move to the next idea. This rapid prototype-to-publish timeline (sometimes just 4–8 weeks f rom concept to launch)
allows hypercasual portfolios to stay f resh and chase the latest trends or meme-inspired concepts.
Data-driven iteration and testing underpin this process. Critical KPIs
that determine a hypercasual game’s fate include: Cost Per Install, Day-1
and Day-7 retention, and Lifetime Value per user. Success in hypercasual is often a simple equation – can you acquire users cheaply enough
(low CPI) and keep them engaged long enough (decent retention) to earn more f rom them in ad revenue than you spent? CPI is arguably
the king metric. These games operate on razor-thin margins with ad monetization, so user acquisition cost must be extraordinarily low.
Retention is the counterbalance: even ultra-casual players should stick around for a few days if the game is good. A Day-1 retention around
40% or higher is a common benchmark for a promising game, whereas anything below ~30% on Day 1 likely indicates weak appeal. By Day 7,
retention often drops to single digits in this genre – top performers might hit ~15% D7, but many hypercasual games see <10% by Day 7.
This steep drop-off is expected; the key is having enough volume
of downloads and ad impressions before players churn out.
MOBILE GAMING BY
GENRE: HYPERCASUAL

5
25
30
35
40
20 15
50
10
Day 1 Day 7
Retention (%)
Day 1 Vs Day 7 Retention in Hypercasual Games
This steep drop-off is expected; the key is having enough volume
of downloads and ad impressions before players churn out.
SolarEngine’s data-driven guide notes that average Day 1 retention for hypercasual games is under 25%,
with Day 7 retention dropping below 8%.
Because individual user LTV is so low (often only a few cents or a
few ad views), scale and volume are everything. Hypercasual is a
hits-driven, mass-market business model – it’s about getting tens of
millions of downloads and monetizing each through ads. For context, one of the biggest hypercasual hits, Voodoo’s Helix Jump, generated
over 500 million downloads yet made only about $2.8 million f rom in-
app purchases. The vast majority of its revenue came f rom ads shown to that huge player base. This means LTV per user is almost entirely ad-driven, and often well under $1. Thus, to be profitable, CPI must
be lower than LTV, which in practice means targeting CPIs of a few
dimes or less in key markets. In short, a successful hypercasual title needs to acquire users extremely cheaply, hook them for just long enough, and show enough ads per user to recoup and profit.
WHAT ACTUALLY MAKES A
HYPERCASUAL GAME SUCCESSFUL?
MOBILE GAMING BY
GENRE: HYPERCASUAL

15
CPI vs. LTV Threshold for Hypercasual Games (2025)
This figure compares average CPI ($1.50 Android, $2.50 iOS) with an estimated LTV of $2.80,
underscoring the thin margins in hypercasual UA. Maintaining CPI below LTV is essential for
profitability and scale. Data: Mapendo, Exscape.
Creative testing via ads has become a cornerstone of finding “the
next big hit.” Rather than building a full game and hoping it clicks,
hypercasual studios invert the process: they test the market first with advertising. This often involves making a short gameplay video or
playable ad of the concept (even before the game is fully functional) and running it on platforms like Facebook, Instagram, or TikTok to gauge interest. The metrics f rom these campaigns – especially the click-through rate (CTR) and cost per click – act as early indicators
of CPI. If an ad for the idea attracts a high CTR (meaning users are
intrigued and clicking), it usually foreshadows a low CPI and strong
demand. If the CTR or install rate is poor, the concept is likely scrapped.
WHAT ACTUALLY MAKES A
HYPERCASUAL GAME SUCCESSFUL?
2.0 2.5
1.5
1.0
0.5 0
CPI (Android)
USD Value
CPI vs LTV Threshold (Hypercasual, 2025)
CPI (Android) CPI (Android)
MOBILE GAMING BY
GENRE: HYPERCASUAL

16
Finally, user acquisition strategy and creative optimisation are make-or-break factors tied to success. Hypercasual UA teams are relentless in optimising ad creatives – trying different videos, playables, angles, and trends to find an ad that yields the lowest CPI. Often, the
gameplay itself is tweaked to better fit high-performing ad concepts (a peculiar inversion where the ad creative feedback influences the game design!). The importance of creative is huge: a well-crafted
playable ad can achieve extremely high engagement and CTR – In
essence, hypercasual success isn’t just about a fun core mechanic –
it’s about packaging that mechanic in a way that grabs attention in a 15-second ad and converts scrollers into downloaders.
WHAT ACTUALLY MAKES A
HYPERCASUAL GAME SUCCESSFUL?
THE SHIFT TO HYBRID-CASUAL
The boundary between hypercasual and hybrid-casual games is fading. Leading
hypercasual titles are increasingly incorporating light meta-progression – such
as levels, upgrades, or cosmetic customisation, to extend retention beyond short
sessions. Hybrid-casual games still rely on simple, accessible core mechanics
but add engagement layers to keep users for weeks instead of minutes.
As Unity notes, hybrid-casual design aims to retain players for
60–90 days, boosting both retention and LTV. Some studios convert successful
hypercasual prototypes into hybrid variants by adding meta features once Day-7
retention reaches 5–10%.
In other words, the evolution is additive. All of the ultra-simple, fast-moving
strategies above still apply, but developers might introduce mild progression
(daily tasks, hero skins, light IAP) to eke out more revenue per user. This hybrid
approach can raise average retention into the teens of percent by Day 7, making
the game more sustainable with slightly higher UA budgets. As one report
notes, the industry is seeing “a shift f rom hyper-casual to hybrid-casual games”
where ad-based models are supplemented by IAP.
MOBILE GAMING BY
GENRE: HYPERCASUAL

17 CASE STUDIES: SUCCESSFULLY EVOLVING
FROM HYPERCASUAL TO HYBRID-CASUAL
Several studios have navigated the transition f rom hypercasual to hybrid
casual by leveraging existing user acquisition channels while introducing
deeper gameplay loops and monetization models.
These pivots succeeded by aligning design, monetization, and UA strategies
around longer player engagement cycles without abandoning the low-CPI
discovery model of hypercasual.
We explore some of the most popular examples in our case studies below.
CASE STUDY 1:
VOODOO’S MOB CONTROL
Voodoo long built its reputation on simple
hyper-casual games, but in recent years the
company strategically pivoted to deeper,
hybrid-casual titles. One prime example is
Mob Control (released in 2021), which combines
a minimalist tower-defense loop with long-term
meta-progression. As Voodoo’s internal case study
notes, “after years of pioneering hyper-casual,
the company…set its sights on making casual
mobile games with deeper metas”, and this shift
paid off: Mob Control has already surpassed a
$200M annual run-rate.
In industry terms, Mob Control blends a hyper-casual core (easy to pick up) with
addictive meta-elements, making it a textbook hybrid-casual success.
MOBILE GAMING BY
GENRE: HYPERCASUAL

18 CASE STUDIES: SUCCESSFULLY EVOLVING
FROM HYPERCASUAL TO HYBRID-CASUAL
At Voodoo, we made the progressive strategic shift f rom hypercasual toward
hybrid-casual games in 2021/2022. This decision was influenced by key
market signals, including rapidly rising user acquisition costs and declining
monetization efficiency within the traditional hypercasual segment.
Simultaneously, we observed a notable trend: hybrid casual games, with their
richer gameplay mechanics, retained users longer and significantly boosted
lifetime value. This allowed us to better offset higher acquisition costs and
maximize our return on ad spend. Essentially, hybrid-casual games presented
a sustainable pathway by combining the engagement depth of mid-core
gameplay with the accessibility and monetization agility of hypercasual models.
Our most effective monetization strategies for hybrid-casual games at
Voodoo revolve around a carefully balanced mix of rewarded video ads, targeted
in-app purchases, and strategically placed interstitial ads. Rewarded videos
have proven particularly successful, offering players clear in-game advantages
like power-ups, currency boosts, or progression aids in exchange for voluntary
engagement with ads. This approach seamlessly integrates monetization into
the gameplay loop, enhancing rather than disrupting player experience and
thus driving higher retention and LTV.
However, we also maintain selective use of interstitial ads, strategically placed at
natural break points within the game to generate incremental revenue without
negatively impacting the overall user experience. By continuously analysing
user behavior and engagement data, we optimize the f requency and
placement of these interstitials, ensuring minimal disruption
while maximising monetization efficiency.
On the in-app purchase side, we carefully identify player
segments inclined towards premium experiences and
strategically present them with meaningful purchase
opportunities. Overall, by conducting constant A/B testing
across all monetization methods, our target is to ensure that
each player segment receives an optimal balance of
monetization methods.
A VOODOO MONETIZATION LESSON IN PIVOTING
TO HYBRID-CASUAL WITH BAPTISTE DURIF
HEAD OF AD MONETIZATION, VOODOO
MOBILE GAMING BY
GENRE: HYPERCASUAL

19 CASE STUDIES: SUCCESSFULLY EVOLVING
FROM HYPERCASUAL TO HYBRID-CASUAL
UA Strategy
Mob Control’s UA approach was highly data-driven. Voodoo set ambitious ROI
goals – for example, a 4-month target of 150% ROAS – and Mob Control quickly
exceeded it (reaching ~160%). The team deliberately balanced scale with profit:
they kept ad campaigns optimised for profitability rather than just installs.
In practice this meant continuous A/B tests and tuning of the ad funnel. For
example, Voodoo increased rewarded video slots and cut back on interstitial
ads, which led to higher overall playtime and retention. They also fine-tuned by
region: in India (Mob Control’s #2 market by DAU) “skip” ads proved ineffective,
so they leaned more on direct currency IAP offers for those users.
Mob Control’s UA was about constant iteration – dozens of ad variants tested
weekly, and aligning ad strategy with both global KPI targets and local user
behaviour.
Creative (Ads and Marketing)
Voodoo supported Mob Control’s UA with a massive creative output. The team
reported producing 300–500 distinct ad creatives per week for Mob Control.
These included gameplay videos, cartoon animations, and even user-generated-
style clips, tailored to each platform. Recent analytics show over 500 unique
Facebook/Meta ads and more than 100 on AppLovin running simultaneously.
They varied formats – short 15-30s videos on Meta, longer clips on YouTube, to
match channel norms. This data-driven creative testing kept the user feed f resh
and allowed the team to quickly learn which hooks worked (e.g. showing army
multipliers vs. champion characters). In short, Mob Control’s marketing leaned
on quantity and variety of ads, with each creative A/B-tested across networks,
ensuring broad reach and continual optimisation.
WHAT MAKES MOB CONTROL SUCCESSFUL?
MOBILE GAMING BY
GENRE: HYPERCASUAL

20 CASE STUDIES: SUCCESSFULLY EVOLVING
FROM HYPERCASUAL TO HYBRID-CASUAL
Marketing & Timing: Voodoo leveraged high-visibility campaigns
and IP tie-ins to broaden appeal. For example, in 2023 Mob Control
ran a Transformers crossover event (featuring Bumblebee) tied
to the brand’s 40th anniversary. This tapped into nostalgia and
brought in new players, even though branded creatives came
with higher CPI. Timing such events with cultural moments (movie releases,
anniversaries, holidays) kept the game in the spotlight. At the same time,
Voodoo never sacrificed ROI: its lead UA manager explicitly targets profitability,
not just installs.
Innovative Mechanics: The team kept evolving the game itself.
Early on they revamped the core tower-building mechanic to
reduce monotony – a change that boosted lifetime value by about
20% . Social and competitive layers were added as well: Voodoo
rolled out clan features and PvP base-defense modes (with ~50
active clans even before official launch) to encourage community play. These
hybrid elements: layering strategy and progression on top of the simple core
loop, turned Mob Control into an engaging live service.
Why it Succeeded: Mob Control perfectly embodies a hybrid-
casual model: a simple, addictive core loop supplemented by
deeper meta gameplay. It achieved strong retention (reported
~15% D7) by giving players both quick battles and long-term goals
(upgrades, events, clans). It surpassed the $200M annual run-rate
barrier and is still climbing.
Crucially, Voodoo’s culture of “prototype fast, kill fast, then scale what works”
meant they kept polishing Mob Control over years instead of treating it as a one-
off hyper-casual title.
WHAT CAN WE LEARN?
MOBILE GAMING BYB
GENRE: HYPERCASUAL

21
DID YOU KNOW?
Color Block Jam’s most effective ad campaign used a psychological trick
called the Zeigarnik effect. By cutting off gameplay videos just before the
final puzzle move, viewers felt compelled to download the game just to
finish the level themselves. This tactic helped drive over 17.5 million down- loads in just three months.
CASE STUDIES: SUCCESSFULLY EVOLVING
FROM HYPERCASUAL TO HYBRID-CASUAL
FINAL TAKEAWAYS
The Mob Control case highlights the power of adaptive strategy in mobile
games. Voodoo recognised market shifts (e.g. rising ad costs after Apple’s IDFA
changes) and pivoted f rom pure hypercasual to hybrid-casual titles.
The lessons for developers are clear: invest in UX (so new players onboard easily),
build meta-progression (to retain players long-term), and support your game
with relentless data-driven UA and creative testing. And critically, balance
growth with profitability – Mob Control’s team always emphasised sustainable
ROAS over reckless scaling.
By combining strong UX, continuous innovation, and savvy marketing,
Mob Control became a breakout success in the hybrid-casual space.
CASE STUDY 2:
COLOR BLOCK JAM
In Q1 2025 alone, Color Block Jam saw about 18.9
million downloads globally reflecting its rapid
rise. This wide reach across iOS and Android
propelled it into the Top Free charts (e.g. #4 Free
Puzzle on Google Play as of mid-2025). Such massive
adoption laid the foundation for its blockbuster
revenue performance, making it one
of Rollic’s fastest-scaling hits.
MOBILE GAMING BY
GENRE: HYPERCASUAL

22
WHAT MAKES COLOR BLOCK JAM SUCCESSFUL?
UX/UI design: Color Block Jam’s user experience is crafted for
accessibility and satisfaction. Visually, it employs a clean, colorful
layout with block pieces that resemble LEGO bricks, leveraging
their universal familiarity to make the game instantly relatable.
Indeed, engaged players were clocking exceptionally high play times (e.g. nearly
167 minutes by Day 7 on average), reflecting how the polished UX/UI keeps
people hooked.
UA strategy and creative: Color Block Jam’s global success
was driven by a deliberate, high-budget UA strategy. Rollic ran
aggressive campaigns across social media and ad networks, but it
was their creative execution that delivered impact.
They addressed user fatigue with mobile ads by marketing the game as a “no
ads” experience, using on-screen text and voice overs. Though only partially
accurate, this messaging resonated and increased conversion.
By combining incomplete but compelling gameplay clips, ASMR-like audio,
clean visuals, and relatable hooks, Rollic’s ads generated over 17.5 million installs
and more than $23 million in revenue within three months, propelling Color
Block Jam to the top of global charts.
CASE STUDIES: SUCCESSFULLY EVOLVING
FROM HYPERCASUAL TO HYBRID-CASUAL
MOBILE GAMING BY
GENRE: HYPERCASUAL

23
WHAT CAN WE LEARN?
Color Block Jam uses a three-stage monetization funnel to maximise revenue
without harming player experience.
Stage 1 – No Ads: New players enjoy a long ad-f ree “honeymoon” period, building
engagement. Early monetization comes f rom gentle IAP offers like the “Failed
Level Pack” after tough levels.
Stage 2 – Light Ads: Banner ads begin to appear, and IAP prompts become
more f requent. These serve as soft nudges toward spending or tolerating minor
ad interruptions.
Stage 3 – Full Ads: Deeply engaged non-payers see interstitials after every level,
while rewarded videos offer optional value (e.g. double coins). Ads are delayed
until level ~15 to avoid early churn.
On the IAP side, the game sells boosters, extra time, and premium tools like the
Color Vacuum, designed to address real in-game pain points. Packs are priced
for accessibility, encouraging impulse buys.
This model helped drive peak revenues of over $250,000/day, showing how timed
ad introduction + meaningful IAPs can power hybrid monetization at scale.

Market timing and appeal: Color Block Jam launched at the
perfect moment – late 2024, just as block puzzle games surged,
contributing 71% of puzzle game revenue in early 2025. Players
were seeking games deeper than hypercasuals but with easy
onboarding. Rollic hit this hybrid-casual sweet spot.
With few direct competitors blending timed puzzles and monetization depth,
Color Block Jam quickly stood out. By January 2025, it generated nearly 4× the
revenue of its next closest puzzle rival, establishing dominance in the hybrid-
puzzle category.
CASE STUDIES: SUCCESSFULLY EVOLVING
FROM HYPERCASUAL TO HYBRID-CASUAL
MOBILE GAMING BY
GENRE: HYPERCASUAL

24
Innovative mechanics: Color Block Jam stood out by adding a
timer to every puzzle, turning calm gameplay into a fast-paced,
arcade-style challenge. This time pressure, combined with rising
complexity, created a unique and monetizable tension, players
often used boosters or retries to beat the clock.
A signature power-up, the “Color Vacuum”, clears all blocks of one color in a
dramatic burst. It adds strategy and visual flair, offering a satisfying board-
clearing moment that’s rare in block games.
The game also introduced f resh puzzle elements over time, like teleporters,
moving barriers, and “Moving Crates”, keeping the experience dynamic. Levels
were carefully designed to feel just solvable, rewarding pattern recognition and
near-miss retries.
FINAL TAKEAWAYS
Critically, CBJ’s success owes to its hybrid- casual design. It starts like a simple
hyper -casual block slider but gradually layers in depth: players enjoy an initial
ad-f ree “honeymoon” and light tutorial, then face tougher puzzles with targeted
ads and IAP offers along the way.
Rollic built in boosters (e.g. extra time, bombs, “fail-level” packs) and optional
ads-for-coins, plus seasonal events and a battle pass, to reward longer play.
This mix of mechanics drives strong retention (industry observers report CBJ
hitting ~20% Day -7 and ~10% Day -30 retention – far above typical hyper-casual
levels) and higher per -user revenue. As one analysis noted, CBJ “blends ads +
in-apps” while keeping the UI minimal and puzzles satisfying. The line between
hyper -casual and “full” casual is indeed blurring – CBJ’s hybrid approach has
earned $43M+ lifetime (33M downloads) – and it now rivals big puzzle titles in
sustained earnings.
But with its rapid growth, rich live -ops content and smart monetization design,
Color Block Jam demonstrates how a hyper -casual puzzle can successfully pivot
into a long-lived hybrid hit.
CASE STUDIES: SUCCESSFULLY EVOLVING
FROM HYPERCASUAL TO HYBRID-CASUAL
MOBILE GAMING BY
GENRE: HYPERCASUAL

25 CASE STUDIES: SUCCESSFULLY EVOLVING
FROM HYPERCASUAL TO HYBRID-CASUAL
CASE STUDY 3:
SUPERCENT’S PIZZA READY
Pizza Ready’s success exemplifies the mobile
industry’s shift to hybrid-casual games – titles
that combine the mass appeal and accessible
mechanics of hyper-casual games with deeper
gameplay loops and balanced economies.
Supercent initially built simple hyper-casual
hits but pivoted to hybrid-casual development;
its games Pizza Ready and Outlets Rush are
now called “hybrid-casual gold,” with roughly
70% of revenue f rom ads and 30% f rom in-app
purchases. This mixed monetization approach
aligns with the hybrid-casual model and helped
Pizza Ready gain rapid traction after launch.
UA strategy and creative: Supercent clearly invested in aggressive
user acquisition to propel Pizza Ready. Industry analyses (and
Supercent’s own statements) suggest the team constantly
monitors competitor ads and iterates their own creatives. For
example, Supercent mixes quick video ads and playable ads
in marketing, letting videos grab attention immediately while playables let
prospects try a mini-challenge. They also emphasise strong first impressions
– focusing on the first few seconds of an ad – to hook viewers, as noted
by Supercent’s blog. The results were immediate: Pizza Ready shot up the
download charts worldwide right after launch. Chart trackers show it hit as high
as #2 globally among all games (not just simulations).
Behind the scenes, Supercent refined campaigns at the “sub-source” level:
adjusting spend and creatives for each ad network and country for optimal CPI
and retention. They even tap smaller networks and influencers to broaden reach
cost-effectively. In short, Pizza Ready’s UA blended high-volume marketing (top
chart ranks) with data-driven fine-tuning: sourcing inspiration f rom competitors
and tweaking each ad channel for maximum ROI.
MOBILE GAMING BY
GENRE: HYPERCASUAL

26
• Frequent rewarded videos: Almost every boost or critical upgrade can be
obtained by watching a video. This keeps the in-game economy fast-paced
(tasks would otherwise take much longer) and maximises ad impressions.
• Bundled IAPs: New updates added premium bundles and passes (think
“extra everything” pizza packs) built right into gameplay. Despite heavy ad use,
dedicated players spent significantly on these extras – Pizza Ready
earned about $345K f rom IAPs in 30 days in one analysis.
• Hybrid revenue mix: Roughly 70% of the game’s revenue comes f rom ads
and 30% f rom purchases. In practice, Pizza Ready emphasises rewarded
videos and incentivised offers rather than intrusive banners, aligning with
the hybrid-casual trend.
MONETIZATION:
ADS AND PURCHASES
MARKET TIMING

AND APPEAL
CASE STUDIES: SUCCESSFULLY EVOLVING
FROM HYPERCASUAL TO HYBRID-CASUAL
Pizza Ready’s theme and timing helped it reach a massive audience. Cooking
and restaurant games have universal appeal, and pizza is especially familiar.
Notably, 23% of the game’s installs came f rom India and about 7% f rom the U.S.–
reflecting a common mobile pattern where one region supplies volume and
another supplies spend. The design also skewed strongly female: about 63% of
players are women.
Crucially, Pizza Ready launched when idle-arcade simulators were trending but
offered a f resh twist. Supercent’s aggressive user acquisition (testing diverse
creatives and playable ads) propelled it up the charts immediately after launch.
By mid-2025 the game was still averaging 11–12 million downloads per month,
keeping it in the global top-10 charts. The hybrid-casual formula delivered both
a huge initial wave and sustained popularity.
MOBILE GAMING BY
GENRE: HYPERCASUAL

MOBILE GAMING BY
GENRE: HYPERCASUAL
27
WHAT CAN WE LEARN?
• Balance simplicity with depth: Keep the interface and visuals uncluttered,
but layer in progression mechanics (multi-queues, upgrades, staff) to engage
players long-term.
• Leverage broad themes: A universal, non-violent theme (like cooking/pizza)
can attract diverse players. Inclusive, creative settings proved especially sticky
(Pizza Ready’s audience was ~63% female.
• Add ads seamlessly: A design analysis highlights a unique twist – instead
of generic “rewarded ad” popups, Pizza Ready f rames its video rewards as
part of the pizza delivery process. The result is a more seamless monetization
loop: players feel the ads belong to the gameplay, which can mitigate some of
the intrusion. For developers, the lesson is that even if you must run f requent
ads, integrating them into the theme (rather than as an ugly paywall) can
improve engagement.
• Hybrid monetization works: A ~70/30 mix of ads to IAP maximised revenue.
Offering compelling purchases (bundles/passes) alongside an ad-driven
economy captured both casual players and spenders.
• Data-driven iteration: Supercent continually tested creatives, ad networks, and
in-game offers by region. This fine-tuning helped sustain millions of daily users
and multi-million-dollar monthly revenue.
By early 2025, Pizza Ready had surpassed 200 million installs and remained
a top-charting game. It stands as a case study in hybrid-casual success:
combining easy-to-play fun with layered progression and creative monetization
to achieve both viral reach and enduring engagement.
FINAL TAKEAWAYS
As of mid-2025, Pizza Ready remains a top performer. According to AppMagic
data, it was still logging about 11–12 million downloads per month in early 2025,
enough to keep it in the global top 10 charts. It recently surpassed 200 million
total installs across platforms, underscoring its enduring popularity.
Looking ahead, Supercent has launched industry contests (its 2025 game
challenge) to find the next hit, but has not announced new Pizza Ready content
beyond small patches.
CASE STUDIES: SUCCESSFULLY EVOLVING
FROM HYPERCASUAL TO HYBRID-CASUAL

FOR THE LATEST IN MOBILE GAMES
MARKETING, UA, AD MON, AND MUCH
MORE, MAKE SURE TO REGISTER YOUR
INTEREST FOR OUR UPCOMING EVENTS…
Written by: Mariam Ahmad and Josh Vowles
Marketing by: Nisha Fishlock and Alica Parkes Design by: Jimmy Bridges
GAMESFORUM LONDON 16-17 SEPTEMBER, 2025 155 BISHOPSGATE
GAMESFORUM VIETNAM 26 NOVEMBER, 2025INTERCONTINENTAL
LANDMARK 72 HOTEL, HANOI
GAMESFORUM SAN FRANCISCO
22 -23 OCTOBER, 2025
MARRIOTT MARQUIS SAN FRANCISCO
REGISTER YOUR INTEREST HERE
REGISTER YOUR INTEREST HERE REGISTER YOUR INTEREST HERE