Liftoff(Vungle)Must-Know Highlights From the 2025 Casual Gaming Apps Report
Summary
The 2025 Liftoff Casual Gaming Report highlights key shifts for ad ops decision-makers. First, user acquisition costs vary significantly by platform: iOS CPI is higher but delivers superior ROAS (47% D30 vs. 15% Android).
Sports games lead iOS ROAS at 80%. Second, install sources reveal that hypercasual and puzzle games account for ~50% of casual game downloads, while non-gaming apps (utilities, entertainment, social media) contribute over half of cross-app installs. This suggests diversifying ad inventory beyond gaming.
Third, notable monetization innovations include audio ads (less intrusive, maintain engagement), temporary 'remove ad' offers (currency-based, encouraging gameplay), and customizable IAP bundles (player-controlled spending). Live events (collectibles, co-op missions, win-streaks) are also critical for retention. For ad ops, actionable takeaways: focus iOS campaigns on high-ROAS genres like sports and strategy; test audio ad formats; explore hybrid puzzle-casual titles; and integrate non-gaming app targeting via DSPs with broad inventory.
The market demands constant innovation as downloads decline but revenue per user grows.
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