🚀 Mobile Gaming in 2024: The Rise of “Casualisation” and “Hybridisation” 🎮📱
According to AppsFlyer’s “The State of Gaming App Marketing – 2024 edition,” the mobile gaming industry attracted $29 billion in app install ad spend last year.
Here are the Key Trends:
1️⃣ “Casualisation”:
More engaging casual experiences are emerging, blending simplicity with depth to attract a broader audience.
2️⃣ “Hybridisation”:
Games are increasingly mixing IAP and IAA models to optimise revenue.
• Hypercasual Games: Adoption of hybrid models jumped from 19% to 26%.
• Mid-Core Genres: Significant increases in hybridisation were observed in RPGs (+24%), Strategy games (+11%), and Shooting games (+10%).
3️⃣ Platform Divide:
Android saw 12% growth in ad revenue, while iOS experienced a 10% decline. In-app purchases dropped 15% on Android and 35% on iOS.
Privacy changes, market saturation, and evolving player preferences are pushing developers to innovate in gameplay and monetisation.
4️⃣ Shifting Media Costs:
Media costs on iOS fell as platforms adapted to Apple’s App Tracking Transparency (ATT).
Meanwhile, Android saw an increase in media costs, especially in hypercasual, simulation, match, and puzzle games.
5️⃣ Genre-Specific Insights:
The highest volume of installs were driven by Match games and Mid-Core categories such as Strategy and RPGs.
These genres are prime candidates for hybrid monetisation models. 🚀
The future of mobile gaming?
It’s hybrid, it’s casual(ish), and it’s more complex than ever.