In 2025, “hypercasual” is evolving. Simplicity alone is no longer enough to keep players engaged or profitable. As user expectations rise, the genre has shifted toward what many now call hybrid-casual: simple mechanics enriched by progression, meta layers, and meaningful monetization paths.
We recently sat down with Beresnev, a studio known for navigating this evolution, to hear their take on where the market is headed and what new studios should know.
The future of hybrid monetization
“Honestly, pure hypercasual doesn’t really exist anymore,” the Beresnev team told us.
They’re not wrong. The retention math speaks for itself. Hypercasual games suffer from the lowest 30-day retention rates of any mobile gaming genre (link). Players today are more selective, and even quick-hit games need layers of engagement to compete. This shift naturally invites a more balanced monetization mix.
“We see hybrid monetization moving toward a thoughtful blend of in-app advertising (IAA) and in-app purchases (IAP). Ads will remain the backbone, especially rewarded and interactive formats.”
That blend is where the money is flowing. Research shows that hybrid monetization models in hypercasual titles drive a 28% higher ARPU compared to ad-only setups. Meanwhile, in-app purchase revenue alone reached $80.9 billion in 2024, though it’s driven by a small, high-spending minority in the US, the top 5% of iOS players (just 0.02% of installs) account for 20% of gaming revenue.
Rewarded video remains the king of casual game ads: 87% of players view them positively, with completion rates hovering between 80–90% (eMarketer, April 2025). Playables and interstitials continue to deliver strong conversion and CPMs, especially in short-session environments.
Cosmetic upgrades, boosters, and light content packs are increasingly common as players stick around longer. And subscriptions, once rare in casual, are now gaining traction in puzzle and brain-training games with deeper engagement loops.
Tools that actually move the needle
Revenue optimization in 2025 is not about squeezing a single channel; it’s about diversification and control.
“We’ve seen clear improvements from alternative monetization solutions. Audio ads, in-game integrations, and smart mediation strategies help smooth revenue fluctuations and open new streams without compromising the player experience.”
The data backs this up. The casual gaming market is projected to grow 13% in 2025, hitting $19.4 billion globally. That growth is driven by both in-app advertising and IAP, each climbing steadily year over year. And with average session times shrinking to 5-9 minutes in the top quartile of mobile games, precision in ad timing and frequency is critical.
Studios that adopt real-time segmentation and on-device cohorts are giving advertisers the privacy-safe targeting they crave, and in return, capturing higher eCPMs. Hybrid design also unlocks longer lifecycles, allowing predictive pacing engines to balance monetization without burning out the player.
One piece of advice for new studios
If you are entering casual or hybrid-casual now, Beresnev’s guidance is simple.
“Focus on your core gameplay. Make it a bit more involved, enough to hold attention beyond the first session. The era of very simple hypercasual is over. Once you have a stickier core, monetization layers like IAPs and rewarded ads fall into place naturally.”
The message is sharp: don’t think of monetization as a patch to weak gameplay. Build games that earn time first, then revenue.
Casual publishers are standing at a crossroads. Privacy shifts are dismantling user-level tracking, eCPMs remain volatile, and development costs are climbing. But the opportunity is massive: brands are waking up to casual gaming as a brand-safe, high-engagement channel, ready to invest.
Beresnev’s approach cuts through the noise:
Keep the player first.
Layer monetization intelligently: mix IAA, IAP, and subscriptions where it fits.
Use technology to maximize every moment of engagement.
Hybrid monetization is more than a trend. It’s the new standard. And the studios that embrace it now will own the lion’s share of tomorrow’s $19+ billion casual gaming market.
Ready to dive deeper into casual gaming monetization strategies? Our comprehensive report “The Future of Casual Mobile Games” explores the latest trends, challenges, and opportunities shaping the industry. From hybrid monetization models to privacy-first advertising strategies, get the insights you need to stay ahead of the game.
