Casual gaming is once again proving its adaptability in 2025, as developers navigate tough user acquisition conditions and shifting monetization models. While some genres soar and others stall, the market continues to reinvent itself, driven by relentless experimentation and refined execution.
After publishing its Casual LiveOps Report H1 2025, AppMagic has released a new in-depth article analyzing the performance of casual games in the first half of the year.
The Stalwarts: Match-3, Merge-2, and Farming
Some segments remain not only stable but thriving. Match–3, Merge–2, and Farming titles have cemented themselves as the titans of casual gaming. Mature hits in these categories keep breaking revenue records thanks to sophisticated LiveOps, finely tuned monetization loops, and years of player-behavior insights.
But this dominance comes at a cost for newcomers: the entry barrier has never been higher. Developers now have to plan for mid- and long-term retention from day one, with deep meta design, constant content updates, and community engagement no longer optional—they’re the price of entry.
The Declines: Match 3D and Genre Saturation
Not all genres have sustained their early momentum. Match 3D—once a rising star—has reached its ceiling and settled into revenue levels far below the top casual tier.
Still, studios in this space aren’t giving up. They’re refining gameplay, testing new monetization angles, and finding ways to turn even modest audiences into profitable niches. The hope is that these dips are cyclical rather than terminal.
The Reset: Casual Casino After Monopoly GO!
On paper, the Casual Casino segment appears to be in decline. In practice, it’s stabilizing after the explosive impact of Scopely’s Monopoly GO!. That breakout hit reshaped the space, ending Coin Master’s long-standing dominance and creating a two-title hierarchy.
While the genre’s fever pitch is over, it has found a new equilibrium—albeit one where entry barriers remain formidable.
The Breakout: Hybridcasual Puzzles Take the Spotlight
The biggest growth story of 2025 is the rise of Hybridcasual Puzzles—a genre that feels like the natural culmination of the last half-decade’s lessons.
- 2018–2020: Studios perfected quick, addictive gameplay and ad monetization, riding the Hypercasual boom.
- 2021–2023: The industry adapted to a post-IDFA, post-pandemic market by leaning into LiveOps and deeper monetization strategies.
- 2024–2025: Hybridization emerged as the dominant playbook—merging accessible, hook-driven gameplay with progression systems, events, and monetization models designed to scale.
Hybridcasual Puzzles now sit at the intersection of instant fun and sustained engagement, making them one of the hottest opportunities for the rest of the year.
Looking Ahead
If the past few years have proven anything, it’s that the casual market doesn’t stand still. Genres rise and fall, but developer ingenuity keeps the ecosystem vibrant. With trends like Hybridcasual Puzzles proving their staying power, and analytics partners like AppMagic tracking the shifts, studios have both the data and the creative tools to keep innovating.
You can visit AppMagic’s blog for in-depth analysis on the genres and more.
