Squad Busters & mo.co: Breaking Down Gameplay, Monetization & LiveOps
Supercell vowed fans with two global launches within 1 year: Squad Busters and mo.co. Let’s break down the key experiments they ran and what’s worth bookmarking 😉
🎮 Gameplay
Squad Busters started as a casual PvP with quick matches and random boosts, but later evolved into a more midcore experience with greater player control and tactical depth.
mo.co launched as a midcore PvE game with role-driven progression and customizable builds — yet offered the most casual-friendly gameplay mode among all Supercell noscripts.
💸 Monetization
Squad Busters initially leaned on gameplay-affecting consumables, but later pivoted to a purely cosmetic monetization.
mo.co, on the other hand, started off with cosmetics-only monetization — but since these are barely noticeable in battle, we might expect more functional layers to come.
📆 LiveOps
You, probably, need to make some coffee first? ☕️
After you return, read the full analysis of LiveOps in our deconstruction.
Supercell vowed fans with two global launches within 1 year: Squad Busters and mo.co. Let’s break down the key experiments they ran and what’s worth bookmarking 😉
🎮 Gameplay
Squad Busters started as a casual PvP with quick matches and random boosts, but later evolved into a more midcore experience with greater player control and tactical depth.
mo.co launched as a midcore PvE game with role-driven progression and customizable builds — yet offered the most casual-friendly gameplay mode among all Supercell noscripts.
💸 Monetization
Squad Busters initially leaned on gameplay-affecting consumables, but later pivoted to a purely cosmetic monetization.
mo.co, on the other hand, started off with cosmetics-only monetization — but since these are barely noticeable in battle, we might expect more functional layers to come.
📆 LiveOps
You, probably, need to make some coffee first? ☕️
After you return, read the full analysis of LiveOps in our deconstruction.
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Squid Game Finale: 95% of Games Eliminated. Who Is Winning the Trend?
With Season 3 finally out, we looked into how Squid Game left its mark on mobile—and who actually gained from it. And… the number of apps with the keyword “squid” launched during the new season dropped from 2,554 in 2021 to just 65 in 2025!
❗️ Out of 322 launched games, 305 are now removed from stores!
But it’s not all grim, as many devs managed to win big along the way: hundreds of hypercasuals cashed in early, Netflix launched its own noscript, while Roblox and Fortnite were swamped with viral UGC.
Plus, countless of other noscripts won from the trend by using viral elements in ASO or creatives 💡
In our new article, we tried to answer:
— Who gained the most from the Squid Game hype?
— How can trending media boost your ASO and ad performance?
— What’s the biggest mistake of Netflix’s original game?
Don’t miss it out!
With Season 3 finally out, we looked into how Squid Game left its mark on mobile—and who actually gained from it. And… the number of apps with the keyword “squid” launched during the new season dropped from 2,554 in 2021 to just 65 in 2025!
But it’s not all grim, as many devs managed to win big along the way: hundreds of hypercasuals cashed in early, Netflix launched its own noscript, while Roblox and Fortnite were swamped with viral UGC.
Plus, countless of other noscripts won from the trend by using viral elements in ASO or creatives 💡
In our new article, we tried to answer:
— Who gained the most from the Squid Game hype?
— How can trending media boost your ASO and ad performance?
— What’s the biggest mistake of Netflix’s original game?
Don’t miss it out!
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GamesBeat: Market Reaction to Squid Game Season 3
Our friends at GamesBeat just explored how the market responded to Squid Game’s latest season using AppMagic data.
Here’re a few insights from Dean Takahashi:
1️⃣ Of 322 Squid Game-inspired mobile noscripts, only 5% remain live — most removed due to low quality, IP issues, or lack of support.
2️⃣ Roblox saw a spike in new UGC modes after Season 2’s release in Dec 2024, fueling an all-time high in downloads — all without paid UA.
3️⃣ While Netflix grew the franchise through VR and reality formats, its 2024 mobile game may have missed the 2021–2022 hype peak. By Season 3, audience fatigue showed: 915k peak daily installs after season 2 vs 258k after season 3.
Check out how other games tapped into the trend — 3 seasons later!
Our friends at GamesBeat just explored how the market responded to Squid Game’s latest season using AppMagic data.
Here’re a few insights from Dean Takahashi:
1️⃣ Of 322 Squid Game-inspired mobile noscripts, only 5% remain live — most removed due to low quality, IP issues, or lack of support.
2️⃣ Roblox saw a spike in new UGC modes after Season 2’s release in Dec 2024, fueling an all-time high in downloads — all without paid UA.
3️⃣ While Netflix grew the franchise through VR and reality formats, its 2024 mobile game may have missed the 2021–2022 hype peak. By Season 3, audience fatigue showed: 915k peak daily installs after season 2 vs 258k after season 3.
Check out how other games tapped into the trend — 3 seasons later!
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Mo.co Goes Global. Full LiveOps Deconstruction vs Squad Busters 🌐
With mo.co launching globally yesterday, we took the opportunity to reflect on one of the core reasons why most Supercell noscripts remain top-performers years after release — their LiveOps strategy. In our latest article, we explore how this approach plays out across Supercell’s two newest games.
Inside, we dive into:
— How is LiveOps structured in both games?
— What are the key differences in their monetization?
— What are the key highlights — and areas for improvement — in each game’s LiveOps?
Find all the answers here 💡
With mo.co launching globally yesterday, we took the opportunity to reflect on one of the core reasons why most Supercell noscripts remain top-performers years after release — their LiveOps strategy. In our latest article, we explore how this approach plays out across Supercell’s two newest games.
Inside, we dive into:
— How is LiveOps structured in both games?
— What are the key differences in their monetization?
— What are the key highlights — and areas for improvement — in each game’s LiveOps?
Find all the answers here 💡
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Top 10 Midcore Subgenres in H1 2025
The first half of the year is behind us, so it’s time to look at some interim results 😉
Starting with the Midcore genre, where 4X Strategy remains the leading subgenre with $4.1B in IAP revenue, accounting for 22% of total Midcore revenue and growing 29% year-over-year (YoY). The two main drivers haven’t changed since last year: Whiteout Survival and Last War: Survival, which together contributed 41% of 4X Strategy revenue in H1 2025.
Number two and three are Team Battler and MMORPG with $2B and $1.5B in iAP revenue, respectively. Both subgenres saw a YoY decline — down 12% and 19% accordingly.
But there’s one subgenre to keep an eye on: Card Battler, which saw a massive 225% YoY growth, reaching $756M in H1 2025 — largely driven by Pokémon TCG Pocket 🚀
Learn more about leading Midcore noscripts using our Top Apps 💡
The first half of the year is behind us, so it’s time to look at some interim results 😉
Starting with the Midcore genre, where 4X Strategy remains the leading subgenre with $4.1B in IAP revenue, accounting for 22% of total Midcore revenue and growing 29% year-over-year (YoY). The two main drivers haven’t changed since last year: Whiteout Survival and Last War: Survival, which together contributed 41% of 4X Strategy revenue in H1 2025.
Number two and three are Team Battler and MMORPG with $2B and $1.5B in iAP revenue, respectively. Both subgenres saw a YoY decline — down 12% and 19% accordingly.
But there’s one subgenre to keep an eye on: Card Battler, which saw a massive 225% YoY growth, reaching $756M in H1 2025 — largely driven by Pokémon TCG Pocket 🚀
Learn more about leading Midcore noscripts using our Top Apps 💡
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Top Grossing Mobile Game Publishers in H1 2025
H1 2025 is behind us, which means it’s time to wrap up the results while sipping something iced 🏖️
Leading the chart is Tencent with $3.2B in iAP gaming revenue. Its top performers, Honor of Kings and PUBG Mobile, brought in 42% of total revenue.
The fastest YoY growers are Century Games (112% YoY) and Funfly (90% YoY) — both newcomers to the top 10!
1️⃣ Century Games’ rise is driven by Whiteout Survival, recently joined by Kingshot, which hit $38M monthly revenue just 4 months after launch.
2️⃣ Funfly’s spike comes almost entirely from Last War: Survival, making up 98% of its H1 2025 revenue.
⚠️ Dream Games, while not new, also saw a strong boost of 28% YoY thanks to the growth of Royal Match.
Have a closer look at Top Publishers via the link.
H1 2025 is behind us, which means it’s time to wrap up the results while sipping something iced 🏖️
Leading the chart is Tencent with $3.2B in iAP gaming revenue. Its top performers, Honor of Kings and PUBG Mobile, brought in 42% of total revenue.
The fastest YoY growers are Century Games (112% YoY) and Funfly (90% YoY) — both newcomers to the top 10!
1️⃣ Century Games’ rise is driven by Whiteout Survival, recently joined by Kingshot, which hit $38M monthly revenue just 4 months after launch.
2️⃣ Funfly’s spike comes almost entirely from Last War: Survival, making up 98% of its H1 2025 revenue.
⚠️ Dream Games, while not new, also saw a strong boost of 28% YoY thanks to the growth of Royal Match.
Have a closer look at Top Publishers via the link.
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‘How to’ with Daria Melnikova: Spot Trends in Ad Creatives for Effective Marketing Strategy
Daria Melnikova is the CBDO at AdChampagne Games, with years of business development experience in performance marketing agencies.
🎯 One of Daria's key tasks is to come up with creative strategies based on emerging trends that will improve her clients’ CPI, CTR and ROAS.
To do this, she uses Ad Intelligence:
1️⃣ She tracks and compares impressions of creatives to spot genres with active competition for attention.
2️⃣ She checks networks split to discover the most effective networks within the genre.
This method helps Daria launch more effective creative strategies, quickly identify growth opportunities, and give clients quantitative proof that the strategy will deliver results.
Daria Melnikova is the CBDO at AdChampagne Games, with years of business development experience in performance marketing agencies.
🎯 One of Daria's key tasks is to come up with creative strategies based on emerging trends that will improve her clients’ CPI, CTR and ROAS.
To do this, she uses Ad Intelligence:
1️⃣ She tracks and compares impressions of creatives to spot genres with active competition for attention.
2️⃣ She checks networks split to discover the most effective networks within the genre.
This method helps Daria launch more effective creative strategies, quickly identify growth opportunities, and give clients quantitative proof that the strategy will deliver results.
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50 IP Collaborations in LiveOps in H1 2025
To celebrate the mid-year mark, we prepared a little gift for you ✨
We wanted to help everyone in thoughts of doing an IP collaboration or planning LiveOps strategy for the second half of the year.
We’ve put together a list of 50 IP collabs is LiveOps featured in the top games such as:
• Clash of Clans
• Clash Royale
• Coin Master
• Dice Dreams
• Frozen City
• Gardenscapes
• Toon Blast
• Whiteout Survival
…and many others! 😉
The list is available in Figma via our magic link.
💡All these collabs were discovered using our own event database from LiveOps & Updates Calendar.
To celebrate the mid-year mark, we prepared a little gift for you ✨
We wanted to help everyone in thoughts of doing an IP collaboration or planning LiveOps strategy for the second half of the year.
We’ve put together a list of 50 IP collabs is LiveOps featured in the top games such as:
• Clash of Clans
• Clash Royale
• Coin Master
• Dice Dreams
• Frozen City
• Gardenscapes
• Toon Blast
• Whiteout Survival
…and many others! 😉
The list is available in Figma via our magic link.
💡All these collabs were discovered using our own event database from LiveOps & Updates Calendar.
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New Free Feature: Live Store Rankings — Spot Best-Performing Apps by the Hour
⚙️What is it?
Live Store Rankings lets you see Top Free, Grossing, and Paid apps in your chosen genre hour by hour — and it’s free for everyone!
💡 What can you learn?
Spot spikes from UA campaigns, in-game events, ASO updates, pricing changes, or new releases.
🎯 Why it matters?
— Benchmark against competitors in real time
— See the impact of your updates faster and adjust quickly
— Catch emerging trends or sub-genres early
⚠️ Where to find it?
1️⃣ AppMagic home page > Live Store Rankings in the left corner
2️⃣ Apps > Top Apps > Live Store Rankings
Or simply click here
⚙️What is it?
Live Store Rankings lets you see Top Free, Grossing, and Paid apps in your chosen genre hour by hour — and it’s free for everyone!
💡 What can you learn?
Spot spikes from UA campaigns, in-game events, ASO updates, pricing changes, or new releases.
🎯 Why it matters?
— Benchmark against competitors in real time
— See the impact of your updates faster and adjust quickly
— Catch emerging trends or sub-genres early
⚠️ Where to find it?
1️⃣ AppMagic home page > Live Store Rankings in the left corner
2️⃣ Apps > Top Apps > Live Store Rankings
Or simply click here
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Top 10 Games by Worldwide Revenue in H1 2025
Let’s continue our H1 2025 recap with the top games by iAP revenue – and this time, there were quite a few shifts 🎢
After a strong run, Monopoly Go! returned the top spot to the previous leader Honor of Kings, which brought in $1B with 2% year-over-year (YoY) growth.
Places two and three are now held by 4X strategy giants Last War: Survival and Whiteout Survival, showing skyrocketing 96% and 120% YoY growth 🚀
There’s one newcomer to the top as well: Pokémon TCG Pocket, released no later than the end of October 2024, and already reaching $478M in H1 2025⚡️
The only game to drop out of the top 10 was Honkai: Star Rail, with a 38% YoY decline in iAP revenue.
💡Learn more about 2025 leaders using AppMagic public Top Apps
Let’s continue our H1 2025 recap with the top games by iAP revenue – and this time, there were quite a few shifts 🎢
After a strong run, Monopoly Go! returned the top spot to the previous leader Honor of Kings, which brought in $1B with 2% year-over-year (YoY) growth.
Places two and three are now held by 4X strategy giants Last War: Survival and Whiteout Survival, showing skyrocketing 96% and 120% YoY growth 🚀
There’s one newcomer to the top as well: Pokémon TCG Pocket, released no later than the end of October 2024, and already reaching $478M in H1 2025⚡️
The only game to drop out of the top 10 was Honkai: Star Rail, with a 38% YoY decline in iAP revenue.
💡Learn more about 2025 leaders using AppMagic public Top Apps
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Township by Playrix Hits $4B in User Spending
Township continues to dominate the Farming genre, taking 43% of its total revenue in H1 2025—well ahead of Hay Day (13%) and Family Island (11%) 🚀
The game shows strong momentum, with revenue up 25% YoY and hitting an all-time high of $43M in January 2025.
It remains a top 3 noscript in Playrix’s portfolio, accounting for 18% of total lifetime revenue and closing in on Gardenscapes🏆
Multi-layered gameplay, diverse LiveOps with passes and seasonal events, effective playable ads and promotions across Playrix’s portfolio — this smart mix allows the game to stay on top.
Explore more on its AppMagic public page!
Township continues to dominate the Farming genre, taking 43% of its total revenue in H1 2025—well ahead of Hay Day (13%) and Family Island (11%) 🚀
The game shows strong momentum, with revenue up 25% YoY and hitting an all-time high of $43M in January 2025.
It remains a top 3 noscript in Playrix’s portfolio, accounting for 18% of total lifetime revenue and closing in on Gardenscapes🏆
Multi-layered gameplay, diverse LiveOps with passes and seasonal events, effective playable ads and promotions across Playrix’s portfolio — this smart mix allows the game to stay on top.
Explore more on its AppMagic public page!
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NetEase & Duamentes Gaming – Global Launch Case Study.pdf
10.6 MB
Eggy Party’s From China to Global: The Tweaks That Made It Work
We partnered with NetEase and Duamentes to break down how very popular game in China, Eggy Party, was adapted for its global launch.
💡The key assumption before release was: ‘What works at home might fall flat abroad’.
That’s why, after testing, the team rolled out several strategic changes:
1️⃣ Lowered CPI by adjusting the app icon to better match genre tastes among Western players
2️⃣ Renamed the noscript from Eggy Go to Eggy Party to align with genre expectations
3️⃣ Boosted retention by reworking the FTUE to make tutorials more friendly and welcoming
4️⃣ Simplified the UI for a cleaner, more intuitive, and premium experience
🏁 Results
The global version reached $8.6M in revenue and 455K MAU.
Read the full case study to see all the localisation tweaks that made it work 🔥
We partnered with NetEase and Duamentes to break down how very popular game in China, Eggy Party, was adapted for its global launch.
💡The key assumption before release was: ‘What works at home might fall flat abroad’.
That’s why, after testing, the team rolled out several strategic changes:
1️⃣ Lowered CPI by adjusting the app icon to better match genre tastes among Western players
2️⃣ Renamed the noscript from Eggy Go to Eggy Party to align with genre expectations
3️⃣ Boosted retention by reworking the FTUE to make tutorials more friendly and welcoming
4️⃣ Simplified the UI for a cleaner, more intuitive, and premium experience
🏁 Results
The global version reached $8.6M in revenue and 455K MAU.
Read the full case study to see all the localisation tweaks that made it work 🔥
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Toy Blast Hits a New High with $2B in Lifetime User Spending
Toy Blast is the second top-grossing game in the Match-2 Blast genre, holding 23% of the market — just behind another Peak Games hit, Toon Blast.
It’s also the second highest lifetime earner in Peak Games’ portfolio, accounting for 33% of the company’s total IAP revenue🏅
While Toon Blast remains the star of the Peak Games’ portfolio, Toy Blast is a stable long-term revenue source — still backed by a loyal fan base thanks to a smart monetization system, a more relaxed gameplay, and frequent LiveOps and content updates.
Explore Toy Blast’s performance on its AppMagic Public Page.
Toy Blast is the second top-grossing game in the Match-2 Blast genre, holding 23% of the market — just behind another Peak Games hit, Toon Blast.
It’s also the second highest lifetime earner in Peak Games’ portfolio, accounting for 33% of the company’s total IAP revenue🏅
While Toon Blast remains the star of the Peak Games’ portfolio, Toy Blast is a stable long-term revenue source — still backed by a loyal fan base thanks to a smart monetization system, a more relaxed gameplay, and frequent LiveOps and content updates.
Explore Toy Blast’s performance on its AppMagic Public Page.
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AppMagic Nominated for Best Analytics Tool – Just a Few Days Left to Vote For Us!
We’re excited to share that AppMagic has been shortlisted by the leading industrial media Pocket Gamer in the ‘Best Analytics/Data Tool’ category! ⭐️
This nomination reflects the hard work our team has put into evolving our toolset and growing our team over the past year.
🏁 Only 3 days left — voting closes on July 31!
Help us take the top spot, cast your vote here.
We’re excited to share that AppMagic has been shortlisted by the leading industrial media Pocket Gamer in the ‘Best Analytics/Data Tool’ category! ⭐️
This nomination reflects the hard work our team has put into evolving our toolset and growing our team over the past year.
🏁 Only 3 days left — voting closes on July 31!
Help us take the top spot, cast your vote here.
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Casual LiveOps Report H1 2025
Download the report here ✨
Across 70 slides packed with data and insights, we explore how LiveOps evolved in Casual games during H1 2025:
1️⃣ How the Casual genre and its subgenres performed in H1 2025 by revenue and downloads
2️⃣ The best and worst performing LiveOps mechanics: Plinko, Fishing, Racing, Digging, and more
3️⃣ A breakdown of LiveOps strategies across the top 4 casual subgenres: Casual, Puzzle, Casino, and Hybridcasual
These insights will help you navigate the key trends and innovations in Casual genre LiveOps—so you can evolve your growth strategies to your advantage 🤝
Enjoy the read!
Download the report here ✨
Across 70 slides packed with data and insights, we explore how LiveOps evolved in Casual games during H1 2025:
1️⃣ How the Casual genre and its subgenres performed in H1 2025 by revenue and downloads
2️⃣ The best and worst performing LiveOps mechanics: Plinko, Fishing, Racing, Digging, and more
3️⃣ A breakdown of LiveOps strategies across the top 4 casual subgenres: Casual, Puzzle, Casino, and Hybridcasual
These insights will help you navigate the key trends and innovations in Casual genre LiveOps—so you can evolve your growth strategies to your advantage 🤝
Enjoy the read!
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LiveOps Report Key Numbers.pdf
2.4 MB
Casual LiveOps Report H1 2025 in Numbers
Last week we released our first full-format pdf report on Casual LiveOps strategies! Read it here 💡
The report is packed with both mechanic deep-dives and market analysis pages. Here are a few key numbers you don’t want to miss:
10% → Increase in the number of LiveOps in casual games quarter-over-quarter
82% → Casual games that launched at least one event in H1 2025
70% → Share of casual games using the Race mechanic in their LiveOps
⚠️ There’s a recent LiveOps mechanic that quickly became popular and is already featured in 11% of the casual games!
Which one? You will find the answer in the full version of the report 😉
Last week we released our first full-format pdf report on Casual LiveOps strategies! Read it here 💡
The report is packed with both mechanic deep-dives and market analysis pages. Here are a few key numbers you don’t want to miss:
10% → Increase in the number of LiveOps in casual games quarter-over-quarter
82% → Casual games that launched at least one event in H1 2025
70% → Share of casual games using the Race mechanic in their LiveOps
⚠️ There’s a recent LiveOps mechanic that quickly became popular and is already featured in 11% of the casual games!
Which one? You will find the answer in the full version of the report 😉
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Homescapes Reaches $6B in Lifetime User Spending
Homescapes ranks as the 4th top-grossing Match-3 game, contributing 10% of the genre's revenue up to date 💪
It also confidently takes second place in Playrix’s portfolio, contributing 28% of the company’s total lifetime revenue — second only to Gardenscapes!
While the game peaked at $69M per month back in 2021, it still earns a solid $26M monthly — ahead of most noscripts outside the Match-3 top 5 ⭐️
At the same time, downloads have dropped more noticeably than revenue, and if we check the RpD graph, we’ll see it keeps growing.
This reflects the game’s maturity and its success in retaining and monetizing a loyal user base — thanks to diverse LiveOps, a smart monetization mix, and an emotional storyline paired with a renovation meta, constantly supported by fresh content ✨
Explore more Homescapes metrics on its AppMagic page!
Homescapes ranks as the 4th top-grossing Match-3 game, contributing 10% of the genre's revenue up to date 💪
It also confidently takes second place in Playrix’s portfolio, contributing 28% of the company’s total lifetime revenue — second only to Gardenscapes!
While the game peaked at $69M per month back in 2021, it still earns a solid $26M monthly — ahead of most noscripts outside the Match-3 top 5 ⭐️
At the same time, downloads have dropped more noticeably than revenue, and if we check the RpD graph, we’ll see it keeps growing.
This reflects the game’s maturity and its success in retaining and monetizing a loyal user base — thanks to diverse LiveOps, a smart monetization mix, and an emotional storyline paired with a renovation meta, constantly supported by fresh content ✨
Explore more Homescapes metrics on its AppMagic page!
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Casual Games Report H1 2025: Three Genres Driving 80% of Revenue
We’re going strong for the second week with the release of our next mid-year staple — the Casual Games Report for H1 2025 🔥
What awaits you in the report:
1️⃣ A dynamic analysis of the three largest Casual genres: Puzzle, Casino, and Simulation.
2️⃣ Deconstruction of the leading Puzzle subgenres: Match-3, Merge, and Match-2 Blast.
3️⃣ A breakdown of the fastest-growing subgenres, including Hybridcasual Puzzle and Plinko.
This report will help you choose the right genre for your next noscript, see what’s trending among the top-performing games, and optimize your budget according to market shifts.
As always, we’re grateful for your feedback, and hope you’ll enjoy the read! 😊
We’re going strong for the second week with the release of our next mid-year staple — the Casual Games Report for H1 2025 🔥
What awaits you in the report:
1️⃣ A dynamic analysis of the three largest Casual genres: Puzzle, Casino, and Simulation.
2️⃣ Deconstruction of the leading Puzzle subgenres: Match-3, Merge, and Match-2 Blast.
3️⃣ A breakdown of the fastest-growing subgenres, including Hybridcasual Puzzle and Plinko.
This report will help you choose the right genre for your next noscript, see what’s trending among the top-performing games, and optimize your budget according to market shifts.
As always, we’re grateful for your feedback, and hope you’ll enjoy the read! 😊
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Casual Report H1 2025: Growing, Declining and Hanging In There Genres
Last week, we released our staple mid-year report on the Casual games market 🔥
We know your time is precious, so here are three key insights to help you turn the Casual market to your advantage:
1️⃣ Match-3, Merge-2, and Farming genres keep growing — a proof that even mature noscripts can reach new all-time highs with the right LiveOps and monetization strategies.
2️⃣ Match 3D has declined after a major peak and is now stabilizing at revenue levels far below the Casual top tier.
3️⃣ Casual Casino is recalibrating after the explosive success of Monopoly Go!, settling into a new post-boom normal.
⭐️ And finally — there’s a new rising star among genres, with one of its subgenres growing 12x in revenue YoY!
Which one is it? We’ve got the answer in the report — go take a look 😉
Last week, we released our staple mid-year report on the Casual games market 🔥
We know your time is precious, so here are three key insights to help you turn the Casual market to your advantage:
1️⃣ Match-3, Merge-2, and Farming genres keep growing — a proof that even mature noscripts can reach new all-time highs with the right LiveOps and monetization strategies.
2️⃣ Match 3D has declined after a major peak and is now stabilizing at revenue levels far below the Casual top tier.
3️⃣ Casual Casino is recalibrating after the explosive success of Monopoly Go!, settling into a new post-boom normal.
⭐️ And finally — there’s a new rising star among genres, with one of its subgenres growing 12x in revenue YoY!
Which one is it? We’ve got the answer in the report — go take a look 😉
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Top 10 Casual Subgenres H1 2025 Worldwide
In H1 2025, global Casual games revenue grew by 0.8% year-over-year (YoY), reaching $12B in net IAP revenue 🔥
Three genres — Puzzle, Casino, and Simulation — generated 80% of the total. Puzzle showed a confident 14% YoY growth, driven by mature hits like Royal Match and Candy Crush Saga, which together accounted for 30% of the genre’s revenue in H1 2025.
Casino saw a decline after the 2024 revenue peak of Monopoly Go!, with the genre now settling into a new normal as the game’s numbers stabilise 🧘
The fastest-growing genre among the top 10 was Arcade, up 26% YoY to $316M, powered by the 2023 release — Zombie Miner: Gold Tycoon. In H1 2025, the game’s monthly revenue is already on par with the all-time favourite Gold & Goblins: Mining Games.
Learn more about Casual genre trends in our latest report 💡
In H1 2025, global Casual games revenue grew by 0.8% year-over-year (YoY), reaching $12B in net IAP revenue 🔥
Three genres — Puzzle, Casino, and Simulation — generated 80% of the total. Puzzle showed a confident 14% YoY growth, driven by mature hits like Royal Match and Candy Crush Saga, which together accounted for 30% of the genre’s revenue in H1 2025.
Casino saw a decline after the 2024 revenue peak of Monopoly Go!, with the genre now settling into a new normal as the game’s numbers stabilise 🧘
The fastest-growing genre among the top 10 was Arcade, up 26% YoY to $316M, powered by the 2023 release — Zombie Miner: Gold Tycoon. In H1 2025, the game’s monthly revenue is already on par with the all-time favourite Gold & Goblins: Mining Games.
Learn more about Casual genre trends in our latest report 💡
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Casual Games + LiveOps: Two Must-Read Reports This August
The last few weeks were quite insightful for the industry, as AppMagic released two major reports.
If you missed them, here’s a quick way to catch up:
👉 Start with the Casual Report H1 2025 to find out which genres are on the rise and still have a low entry barrier
👉 Continue with the Casual LiveOps Report H1 2025 to learn which LiveOps mechanics showed the best results
So, if you’re already working in the Casual genre or just planning to enter it, you’ll get a handful of insights to successfully advance your game 😎
The last few weeks were quite insightful for the industry, as AppMagic released two major reports.
If you missed them, here’s a quick way to catch up:
👉 Start with the Casual Report H1 2025 to find out which genres are on the rise and still have a low entry barrier
👉 Continue with the Casual LiveOps Report H1 2025 to learn which LiveOps mechanics showed the best results
So, if you’re already working in the Casual genre or just planning to enter it, you’ll get a handful of insights to successfully advance your game 😎
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