Key Trends & Monetization Strategies In Mobile Gaming
summary
Hypercasual downloads fall 12% quarter‑on‑quarter to 2.98 billion, driven by market saturation, higher CPI and IDFA changes; publishers shift to deeper casual subgenres where day‑1 retention hits ~50% and day‑7 ~15%. Recommended tactics are rewarded video (preferred by >50% of users), systematic A/B testing across ad networks and placement frequency, and expanding into tier‑2/3 markets. BIGO Ads claims ~350M monthly users, 500M daily reach and 300 billion daily ad requests; one puzzle partner sees 5x day‑7 retention versus other networks.
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