Tenjin has unveiled its latest industry report, “From Hyper to Hybrid in 2024“, which provides an in-depth analysis of the evolving trends in the mobile gaming industry. The report primarily focuses on the hyper-casual and hybrid-casual games and the user acquisition trends for both genres/business models.

The shift from hyper to hybrid represents a significant development in the mobile gaming industry, as developers blend the simplicity and accessibility of hyper-casual games, with the more engaging game mechanics typical for casual games. A crucial aspect of this evolution is the monetization strategy. Traditionally, hyper-casual games relied predominantly on in-app advertising (IAA) for revenue. However, the hybrid model is unique in that it integrates in-app purchases (IAP) with IAA—creating a more diverse and potentially lucrative revenue stream.

Here is a sneak-peak of some insights from the report: 

  • Android continues to see a rise in ad spend share, while iOS experiences a record high in average Cost Per Install (CPI)
  • Japan, despite its high CPI, remains a key market for advertisers on iOS
  • The USA maintains its dominance in terms of ad spend share both on Android and iOS
  • Applovin, Mintegral, Google Ads are battling each other for the #1 position in various ad network rankings

The hyper-casual business model continues to exist, but has changed considerably. Currently, in the space, it’s mainly smaller developers who are choosing to self-publish on Android. This trend is evident in our report, which shows lower cost per install (CPI), as well as an increased ad spend share on Android. In contrast, hybrid-casual gaming is the approach now being adopted by the former major players of the hyper-casual market. This move to hybrid-casual reflects not only their adaptation to industry trends, but also their access to greater resources and data.

Roman Garbar, Marketing Director at Tenjin

Download the full report here

Join our conferences to tell the world about yourself and learn something new