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Breaking the Charts for Hybrid and Hypercasual in 2025

๐—›๐—ผ๐˜„ ๐˜๐—ผ ๐—ฏ๐—ฟ๐—ฒ๐—ฎ๐—ธ ๐˜๐—ต๐—ฒ ๐—ฐ๐—ต๐—ฎ๐—ฟ๐˜๐˜€ ๐—ถ๐—ป ๐Ÿฎ๐Ÿฌ๐Ÿฎ๐Ÿฑ ๐—ณ๐—ผ๐—ฟ ๐—ต๐˜†๐—ฏ๐—ฟ๐—ถ๐—ฑ ๐—ฎ๐—ป๐—ฑ ๐—ต๐˜†๐—ฝ๐—ฒ๐—ฟ-๐—ฐ๐—ฎ๐˜€๐˜‚๐—ฎ๐—น ๐—ด๐—ฎ๐—บ๐—ฒ๐˜€? Buckle up for this takeaway-packed interview - it might just be the spark your game needs to blow up. ๐Ÿ‘‡ Mobile game growth in 2025 is driven by three key aspects: speed, monetization, and globalization.Now, it's all about rapid iteration: how quickly you can develop and launch multiple games.This hybrid model balances immediate ad revenue with the potential for significant IAP income from engaged players, creating a more sustainable and profitable game in the long run.AI tools arenโ€™t just handy- they are a necessity for keeping up with the demand for fresh content. As I explained:โ€œ๐˜–๐˜ฏ ๐˜๐˜ข๐˜ค๐˜ฆ๐˜ฃ๐˜ฐ๐˜ฐ๐˜ฌ ๐˜ข๐˜ฏ๐˜ฅ ๐˜›๐˜ช๐˜ฌ๐˜›๐˜ฐ๐˜ฌ, ๐˜บ๐˜ฐ๐˜ถ ๐˜ฏ๐˜ฆ๐˜ฆ๐˜ฅ ๐˜ต๐˜ฐ ๐˜ณ๐˜ฆ๐˜ง๐˜ณ๐˜ฆ๐˜ด๐˜ฉ ๐˜ค๐˜ณ๐˜ฆ๐˜ข๐˜ต๐˜ช๐˜ท๐˜ฆ๐˜ด ๐˜ฐ๐˜ง๐˜ต๐˜ฆ๐˜ฏโ€”๐˜ญ๐˜ช๐˜ฌ๐˜ฆ ๐˜ฆ๐˜ท๐˜ฆ๐˜ณ๐˜บ ๐˜ต๐˜ธ๐˜ฐ ๐˜ฐ๐˜ณ ๐˜ต๐˜ฉ๐˜ณ๐˜ฆ๐˜ฆ ๐˜ฅ๐˜ข๐˜บ๐˜ด. ๐˜ˆ๐˜ฏ๐˜ฅ ๐˜ช๐˜ง ๐˜บ๐˜ฐ๐˜ถ ๐˜ฅ๐˜ฐ๐˜ฏ'๐˜ต ๐˜ถ๐˜ด๐˜ฆ ๐˜ˆ๐˜ ๐˜ต๐˜ฐ๐˜ฐ๐˜ญ๐˜ด, ๐˜ช๐˜ต'๐˜ด ๐˜ช๐˜ฎ๐˜ฑ๐˜ฐ๐˜ด๐˜ด๐˜ช๐˜ฃ๐˜ญ๐˜ฆ.โ€ With over a decade of experience under their belts, […]

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The Mobile Ad Monetization: 11

I always joked that a term that was used in the early days of mobile gaming was: โ€œIf you want to win, hire a Finn๐Ÿ‡ซ๐Ÿ‡ฎ.โ€ Now I say, โ€œIf you want to make it work, Hire a Turk๐Ÿ‡น๐Ÿ‡ทโ€ The Turkish gaming market has seen some crazy exits throughout the years. Iโ€™d argue that the Turkish gaming scene is now in its third generation or cohort of gaming companies. We had the first generation led by Peak Games, which Zynga acquired for $1.8 billion. The second generation of gaming companies, led by Dream Games, which just announced that itโ€™s raising $2.5 billion in a financing round. So, the way I see it, weโ€™re now in the 3rd Generation of Turkish Gaming companies. Itโ€™s early days, but Iโ€™ve made a list of which 3rd-generation Turkish Studios I think are most likely to […]

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Surpass Games secures $1.5 Million pre-seed investment from Laton Ventures

Source: Mobidictum Turkish mobile game studio Surpass Games aims to shape the future of the industry with innovative hybrid-casual experiences. Turkish mobile game studio Surpass Games has announced that it has secured a $1.5 million pre-seed investment from Laton Ventures. This investment will be used to strengthen Surpass Gamesโ€™ game development team and produce more optimized and high-quality games. The company aims to grow with new team members and deliver innovative gaming experiences while establishing a strong presence in the global market. Surpass Gamesโ€™ origins Founded in January 2025 by Ensar Kelez, Surpass Games focuses on developing hybrid casual games. With the support of this investment, the company aims to bring several planned games to life in a short period of time. The Surpass Games team is composed of seasoned industry professionals: Ensar Kelezย โ€“ Founder & CEO, with experience as a Data Scientist at Masomo […]

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Mobile Gaming Today: 48

Hallo Fam, Crazy how Hamburg is enjoying amazing weather this week while Istanbul is buried under snow! โ˜ƒ๏ธ Guess I should study Geography to make sense of it... or maybe it's just global warming doing its thing, huh? Game of the Week ๐Ÿญ Candy Crush Solitaire by King Having its global launch on Feb 6th, looking at the numbers the game did just $260K on 3M+ downloads. Doesn't seem like the result King was looking for. Why? ๐Ÿค” Compared to competitors, and there are many, there is one major change in core gameplay, where players can store 1 extra card as another "connecting" card, instead of just linear connecting all the cards on the board. This gives them much more tactical gameplay โš”๏ธ, where they can save this card for later when they run out of their current chain to […]

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Next-Gen Puzzle Games: Seven Stars Secures Seed Funding

Backed by Spintop Ventures, Behold Ventures, and Sisu Game Ventures, the studio aims to push mobile gaming boundaries. Seven Stars, a Helsinki-based mobile gaming startup, has secured seed funding to craft the "next generation of puzzle games." Helmed by ex-Tridify CEO Alex Le Bell, the leadership team includes Olli Aurola (former Lute Group executive) as CTO and Markus Tuppurainen (ex-SciPlay creative director) in the same role at Seven Stars. Their roster boasts industry veterans from Rovio, Moon Active, Seriously, Next Games, and Small Giant Gamesโ€”a powerhouse lineup ready to shake up the genre. The investment round, co-led by Spintop Ventures and Behold Ventures, saw additional backing from Sisu Game Ventures, Failup Ventures, and notable angel investors, including Timo Soininen, former CEO and co-founder of Small Giant Games. The startup also secured EU funding to fuel its R&D efforts. Blending Creativity […]

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Warning! Heavy Game Design Here

Warning โ˜ข๏ธ Heavy Game Design post ahead ๐Ÿ˜. Session control mechanics are one of the most important systems in mobile F2P. They control the pace through which the player not only consumes game's content, but also gets rewards. As games scales their content in mid to endgame, players get more and more energy, but they don't have more time during the day dedicated to the game. So what do you do? You still want them to progress by optimal pace, meaning that they would ideally consume all the energy โšก from the whole day. As this would take later too much time for the amount of energy consumed, you introduce energy multiplier systems. This enables the player to use the same amount of their time as usual for the core loop, but they are consuming multiples of their energy and […]

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$3.5B Move for Pokemon GO? Scopely on Nianticโ€™s Gaming Division

Written by our partner InvestGame According to Bloomberg, US-based AR gaming company Niantic, Inc. plans to sell its gaming business, including its flagship title, Pokรฉmon GO. The game development division could be acquired by US-based mobile gaming company Scopely for $3.5B. This deal would significantly shift the AR and location-based gaming market if true. ABOUT NIANTIC Niantic was established as an internal startup at Google in 2010 by John Hanke (previously CEO of Keyhole, which was acquired by Google and became the foundation of Google Earth). In 2015, it spun out as an independent company with backing from Google (NASDAQ: GOOG), Nintendo (TYO: 7974), and The Pokรฉmon Company. Today, the company employs almost 1,000 people, with main offices in the US, Japan, and the UK. Since 2015, Niantic has raised over $765m across four funding rounds: in Octโ€™15, the company […]

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Due Diligence on Games: What Publishers Look For

When a publisher evaluates a game or studio, theyโ€™re not just looking at the concept, theyโ€™re assessing quality, risk, potential, and long-term viability. So, what does due diligence actually involve? Letโ€™s break it down:๐ŸŽฏ Game Evaluation โ€“ What Is The Current State Of The Game?Depending on where the game is in development (MVP vs. Soft Launch), publishers assess:๐Ÿ”น Marketability โ€“ Does it have strong creative potential? How does it perform in test campaigns on Facebook vs. Unity?๐Ÿ”น Retention & Monetization โ€“ Are D1, D7 retention, ARPU, LTV strong enough to outpace CPI and ensure profitability?๐Ÿ”น Gameplay & UX โ€“ Is it polished and meeting genre benchmarks? The product team will find issues, be proactive in addressing them!๐Ÿ”น Scalability โ€“ Can the game grow profitably while covering studio burn and UA costs at higher volumes?๐Ÿ”น Commercial Viability โ€“ Whatโ€™s the investment […]

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This is why I love working with Meta Ads

This is why I love working with Meta Adsโœจ Because of the speed to detect winning concepts!!Just look at that beautiful screenshot๐Ÿ‘‡Purple line shows the top performing creative in one of my BAU campaigns on Meta. It held the #1 spot for nearly 30 days, even though I rotated over 10 creatives every week.We couldnโ€™t find anything that outperformed it until February 19th, when we tested a simple, almost ridiculous 15-second video.From that day on, algorithm slashed the spend and reach of my top creative by 90%, reallocating ALL the budget and into these "stupid" videos ๐Ÿ˜‚ And I love this! I love how fast the algorithm tells you that you found the needle in the haystack. In just one day you can detect this and create +50 iterations of the same concept by changing hook, music, transitions and all […]

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Farming vs. Hunting: Right Games for Publishers

You may have heard the terms Farming and Hunting before, commonly used in sales strategies. But how do they apply to game publishing? Letโ€™s break it down:๐ŸŒฑ Farming โ€“ The โ€œCome to Usโ€ ApproachThis strategy relies on publishers building platforms or portals where developers can submit their games. Companies like Voodoo, Supersonic, and Kwalee have dedicated submission portals to capture inbound leads.๐Ÿ”น The goal? High quantity over quality.๐Ÿ”น The BD team reviews submissions daily, selecting games for testing.๐Ÿ”น Automated campaigns (or manual tests by the growth team) determine potential hits and quality.๐Ÿ”น The success rate? Roughly 1 in 300-500 hundred games make it through, genre depending.๐ŸŽฏ Hunting โ€“ The โ€œGo to Themโ€ ApproachHere, the BD team proactively searches for top-tier games and studios. This is a quality-first approach:๐Ÿ”น BD teams use LinkedIn, emails, and industry tools to scout promising games.๐Ÿ”น […]

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