Hybrid-Casual Games: Expanding Audiences and Maximising UA Potential
The gaming industry is evolving rapidly, and one of the most notable trends shaping user acquisition (UA) strategies for 2025 is the growing popularity of hybrid-casual games.
This genre combines the accessibility of hyper-casual games with the engaging depth of more traditional gameplay mechanics, creating a unique opportunity to attract a diverse audience while driving long-term player engagement.
What Are Hybrid-Casual Games?
Hybrid-casual games are designed to balance simplicity with sustained engagement. They feature:
Easy-to-Learn Mechanics: Players can quickly understand and start playing, similar to hyper-casual games.
Engaging Gameplay Elements: These games incorporate progression systems, customisable features, or narrative layers that encourage long-term play.
Mixed Monetisation Model: Hybrid-casual games leverage a combination of in-app ads (IAA) and in-app purchases (IAP), creating diverse revenue streams while maintaining player engagement.
This blend of approachability and depth allows hybrid-casual games to appeal to both casual gamers looking for quick entertainment and more engaged players seeking meaningful challenges. As Arina Yanko, Performance Director at Whalo Games, puts it:
Hybrid-casual games are designed to attract a broader audience while enhancing monetisation by combining accessible gameplay with deeper progression mechanics. To effectively engage players and drive in-app purchases, these games must offer depth that appeals to users seeking long-term progression, not just quick entertainment. While more challenging to develop, hybrid-casual games foster higher lifetime value (LTV) by appealing to dedicated players, building a community that is valuable to nurture and manage for an enriched user experience.
1. Broader Audience Appeal:
Hybrid-casual games attract players across demographics. By blending light and deep gaming experiences, they lower barriers to entry while still offering rewards for dedication, effectively broadening the target market for UA campaigns.
2. Increased Engagement and Retention:
Unlike traditional hyper-casual games, which often see short play sessions and high churn rates, hybrid-casual games can retain users longer. The added depth keeps players coming back, making UA efforts more effective in achieving long-term value.
3. Rewarded UA as a Key Growth Strategy:
Rewarded ads drive installs by offering incentives to try a game. Players acquired through rewarded UA show higher intent and better retention. The goal isn’t just acquiring users but attracting high-quality players who stay engaged.
Key Advantages for User Acquisition
Josh Vowles, Head of Product at Gamesforum, explains:
It is not as simple as 'more ads = more revenue'. The current F2P mobile landscape requires revenue diversification with tailored experiences for those who pay vs non-payers, and a balanced economy to suit. The key to unlocking hybrid-casual revenue potential is audience segmentation. Effective segmentation can ensure minimal revenue cannibalisation and give your game the best chance of success.​​
This means that hybrid-casual games must offer personalised, segmented experiences to cater to both paying and non-paying users, ensuring that revenue streams are optimised without alienating any player base. By leveraging detailed audience insights, developers can design gameplay experiences that align with user preferences, leading to sustainable growth.
Maximised Reach Through Creative Campaigns
As hybrid-casual games evolve, AI-driven personalisation is also playing a crucial role.
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Leon Zhou, UA Team Leader at Mattel163, notes:
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Hybrid-casual games are changing mobile gaming, mixing simple gameplay with deeper engagement to reach more players. With evolving player expectations and AI-driven personalisation, the future of hybrid-casual lies in smarter mechanics, better retention, and diverse revenue streams.
The hybrid-casual model allows publishers to attract and retain a diverse player base by balancing accessibility with engaging progression. To maximise reach and long-term success, key strategies include:
Highlighting Seamless Progression: Showcasing the balance between easy onboarding and deeper gameplay elements.
Tailoring Content for Different Player Types: Ensuring engagement across both casual and dedicated audiences by aligning messaging and in-game rewards with player preferences.
Building Community-Driven Growth: Leveraging social features, challenges, and interactive elements to foster organic engagement and long-term retention.
The Role of Gamelight in Hybrid-Casual UA Growth
Gamelight, as the largest rewarded mobile marketing platform, plays a key role in expanding the reach of hybrid-casual games. By leveraging AI-driven recommendations and a robust rewarded UA model, Gamelight helps hybrid-casual publishers connect with the right audience — players who are actively seeking engaging, rewarding gaming experiences.
With a diverse portfolio that includes casual and hybrid-casual titles, Gamelight’s platform is designed to drive high-quality users at scale. Its data-driven approach ensures that players are matched with games that align with their interests, increasing retention and engagement rates.
A great example of this is the case study with Mattel163, where Gamelight successfully drove exceptional ROAS performance for their titles Phase 10 and UNO, across key markets like the US, Japan, United Kingdom, France and Germany.​​
As Leon Zhou, UA Team Leader at Mattel163, highlights:
Compared to similar channels, Gamelight delivers high-quality users with strong retention rates, which has boosted overall revenue. Additionally, it demonstrates scaling potential across multiple platforms and regions, making it a worthwhile long-term investment with minimal risk.
This reinforces the broader trend: hybrid-casual games are not only engaging but also cost-efficient to scale. Their ability to attract dedicated players while keeping acquisition costs manageable makes them an increasingly dominant force in mobile UA.
As hybrid-casual games continue to gain traction, platforms like Gamelight will be instrumental in optimising UA strategies for maximum impact.​​
Current Trends and Future Outlook
As we head into 2025, hybrid-casual games are expected to become even more dominant in the mobile gaming market. Key trends influencing this shift include:
Personalised User Acquisition: Leveraging AI to target potential players based on behaviour and preferences.
Cross-Platform Integration: Expanding hybrid-casual games to platforms like PC and console for even broader reach.
Social Gaming Features: Adding multiplayer or community-driven elements to deepen engagement.
Summer Liu, CMO at SocialPeta, also predicts the growing importance of mini-games in this space:
In recent years, mini-game elements have become increasingly popular in hybrid-casual games, featuring themes like ASMR, parkour, and more. Looking ahead to 2025, we believe mini-game elements will continue to be a significant trend, expanding into new angles and a broader range of game genres.
Hybrid-casual games represent a powerful tool for mastering user acquisition in 2025 and beyond. Their broad appeal, enhanced engagement, and ability to sustain long-term player interest align perfectly with the demands of modern UA strategies.
By integrating hybrid-casual titles into campaigns and leveraging platforms like Gamelight, marketers can maximise both reach and ROI, positioning themselves at the forefront of the evolving gaming landscape.
