#USA #Redwood City #Liftoff #Casual Gaming #Non-gaming Apps

Liftoff's Insightful Report on Casual Gaming App Installs

In a groundbreaking revelation from the 2025 Casual Gaming Apps Report by Liftoff, it has been found that a surprising 28% of casual game installations by non-gaming publishers can be attributed to utility applications. This finding underscores a significant trend where advertisers are looking outside traditional gaming audiences to maximize their reach and install rates. In collaboration with Singular, the report draws insights from an impressive dataset that includes 1.4 trillion ad impressions, 63 billion clicks, and 2.5 billion installs, providing a comprehensive overview of the casual gaming landscape.

Not only do utility apps dominate the market for non-gaming app installs for casual games, but entertainment apps also make a notable contribution, accounting for 25% of downloads. Beyond these, photo and social media applications have emerged as pivotal players, resulting in a combined 25% share of installations for casual gaming. This highlights the evolving interactions between app categories and the dynamic nature of user acquisition strategies in the digital age.

Key Findings Summarized

The report encapsulates crucial findings surrounding the current state of casual gaming, including:

• - The ascendancy of utility apps as the dominant source for non-gaming installs.
• - A substantial 240% growth in revenues from hyper-casual and hybrid puzzle games over the past year.
• - Remarkably, Cost Per Installs (CPI) for mobile games on iOS is reported to be 907% higher than on Android platforms.
• - The rising trend of mini-game events in leading titles signals a shift in engagement practices within the industry.
• - A resurgence of match 3 games indicates a shifting preference among casual gamers.

Expanding Beyond Traditional Channels

The strategy of leveraging utility apps highlights a pivotal shift in advertising approaches. Traditionally, gaming advertisers focused primarily on competing for the attention of users already engaged in gaming apps. However, this report indicates a broader perspective where utility apps serve as a fertile ground for acquiring new users. By targeting users who are already accustomed to interacting with apps that provide practical solutions, advertisers can increase their chances of attracting individuals who might not typically consider gaming as a form of entertainment.

Methodology Behind the Insights

The data compiled for this report is sourced from Liftoff’s proprietary databases, including GameRefinery and Accelerate, its programmatic advertising solution. The timeframe analyzed ranges from February 2024 to February 2025. This encompasses a wealth of information drawn from 318 billion ad impressions, 27 billion clicks, and a remarkable $11.9 billion in ad spending. Such extensive data collection provides invaluable insight into global trends and engagement in the casual gaming arena.

About Liftoff

Founded in 2012 and based in Redwood City, California, Liftoff specializes in maximizing revenue for mobile businesses through sophisticated, machine learning-enabled marketing solutions. Its ongoing commitment to enhancing user experiences through innovative advertising strategies sets it apart in the competitive landscape of mobile operations.

Conclusion

The 2025 Casual Gaming Apps Report by Liftoff not only sheds light on where and how casual game installs are being generated but also encourages a re-evaluation of marketing strategies within the mobile industry. As utility apps pave the way for a new avenue of player acquisition, both advertisers and app developers must adapt and refine their approaches to align with these emerging trends, ultimately reshaping the future landscape of casual gaming.