Vincent Février – Feb 18, 2025

The mobile gaming world is constantly evolving, shaped by new trends, technologies, and the ever-changing preferences of players. Among the most significant shifts in recent years is the transition from hypercasual to hybrid casual games. For publishers like TapNation, this isn’t just a strategic move—it’s about reimagining how games connect with people, blending simplicity with deeper engagement.

Looking Back: The Rise of Hypercasual Games

The Rise of Hypercasual Games

Hypercasual games burst onto the scene with their minimalist mechanics and universal appeal. They were the quick bites of the gaming world—easy to pick up, play, and share. Who could forget the addictive simplicity of games like Flappy Bird or Helix Jump? They captivated millions, with their rapid-fire entertainment and reliance on ad-driven revenue.

For publishers, the formula was simple:
– Fast production cycles: Games could be developed quickly and cost-effectively.
– Mass appeal: Simple mechanics meant anyone, anywhere, could play.
– Revenue through ads: Short sessions paired perfectly with interstitial and rewarded ads.

But as time passed, cracks began to appear. Market saturation, rising user acquisition costs, and shifting player expectations created challenges. 

This golden era faced significant headwinds:

• HC Difficulties: Over time, eCPM rates declined, user acquisition (UA) costs soared, and the search for successful studios and hit games became increasingly challenging.
• Publisher Needs: To maintain relevance and profitability, publishers required deeper gameplay, higher-quality production, increased lifetime value (LTV), longer retention rates, and a greater share of revenue from in-app purchases (IAP).

What was once the darling of mobile gaming, hypercasual games needed an upgrade. Eventually, these challenges set the stage for a shift—one that prioritized sustainability and depth over rapid churn.

What Is Hybrid Casual Gaming?

What is Hybrid Casual Gaming

Enter hybrid casual games—a new genre that combines the accessibility of hypercasual with the depth of mid-core games. These games invite players to stay longer, engage more deeply, and invest not just their time but often their money. Think of them as the perfect blend of fun and fulfillment.

What Makes Hybrid Casual Games Special?

1. Layered Gameplay:

   Hybrid casual games keep the pick-up-and-play appeal but add progression systems, character upgrades, or RPG elements. For instance, *Archero* takes simple mechanics and weaves in skill trees and challenging levels, giving players a reason to return day after day.

2. Balanced Monetization:

   These games don’t just rely on ads. They integrate in-app purchases (IAPs) for cosmetics, power-ups, or premium experiences, while still offering free-to-play options.

3. Longer Engagement:

   With daily challenges, social competition, and seasonal events, hybrid casual games keep players coming back, fostering loyalty and community.

Why Publishers Are Leading the Shift

Why Publishers are Moving to Hybrid Casual

For publishers like TapNation, hybrid casual games offer more than a new revenue model—they represent a chance to create games that resonate on a deeper level.

1. Sustainability in Monetization

Hypercasual games, with their heavy reliance on ads, became vulnerable when changes like Apple’s App Tracking Transparency (ATT) impacted targeted ad performance. Hybrid casual games, by diversifying income streams, provide a more balanced and sustainable approach.

2. Meeting Evolving Player Expectations

Today’s players want more. Post-pandemic, many are looking for games that offer both casual enjoyment and a sense of achievement. Hybrid casual games deliver on this, making them a perfect fit for modern gaming habits.

3. Staying Competitive in a Crowded Market

With so many hypercasual games out there, standing out became harder. Hybrid casual games offer that differentiation, giving players richer content and more reasons to stay engaged.

The Challenges of Transitioning

Challenges of Transitioning

While the shift to hybrid casual is exciting, it’s not without hurdles.

1. Higher Development Costs:

   Crafting games with depth requires more resources—teams, tools, and time.

2. Finding the Right Balance:

   Hybrid casual games must walk a fine line. They need to remain approachable for casual players while offering enough depth to satisfy those looking for a challenge.

3. Redesigning Monetization:

   Publishers must carefully integrate IAPs and ads to ensure a seamless experience for both free and paying players.

How TapNation Is Driving the Evolution

How TapNation is Leading the Evolution

At TapNation, the journey from hypercasual to hybrid casual is more than just a shift—it’s a mission. With years of expertise in publishing and data-driven strategies, we’ve embraced this transition wholeheartedly.

– Data as Our Compass: We analyze player behavior to fine-tune gameplay, ensuring our games are as engaging as they are fun.
– Building for Depth: By investing in talent and technology, we’re creating games that don’t just entertain but also captivate.
– Developer Collaboration: Partnering closely with game studios, we optimize every aspect of the game, from mechanics to monetization.

Entering Casual Gaming: The TapNation Strategy

TapNation embraced hybrid publishing and casual gaming through strategic acquisitions, adapting its approach to align with evolving industry demands.

Some of the Acquisitions That Paved the Way:

• Hero Making Tycoon:
  • Genre: RPG
  • IAP Share: 70%
  • A strategic acquisition that highlighted the potential for RPG elements to drive player retention and spending.

Hero Making Tycoon Gameplay

Hero Making Tycoon’s Gameplay 

Challenges We Faced:

• Missing key product and UA profiles.
• Difficulties in IAP tracking and financial planning.
• Adapting infrastructure to support the depth of casual games.

How TapNation Adapted

To overcome these hurdles, TapNation invested in building a skilled team and refining its tools and processes:

1. Team Building: Expanded talent pool to include experts in product development and UA.
2. Advanced Tools: Implemented sophisticated IAP verification and revenue forecasting tools.
3. Segmentation: Developed user and IAP segmentation strategies to better target and monetize players.

The Results:

1. 1. Increased company IAP share from 2% to 12%.

• Hero Making Tycoon:

1. • Improved IAP conversion rates by 30% at D7.
   • Increased IAP revenue share from 55% to 65%.

A Glimpse into the Future

The hybrid casual wave is here to stay. As technology advances and players demand more immersive experiences, this genre will continue to dominate. For publishers, it’s not just about adapting to change—it’s about leading it.

Imagine games that combine the instant joy of hypercasual with the depth of RPGs, the competitive thrill of esports, and the social connections of multiplayer modes. That’s the promise of hybrid casual gaming.

What’s Next for TapNation?

1. Product Casual: Further investment in hybrid casual games with deeper gameplay mechanics.
2. People: Continued focus on talent acquisition and skill development.
3. Strategy: Refining hybrid publishing to maximize player engagement and lifetime value.
4. Agility: Staying ahead of industry trends through innovation and adaptability.

Conclusion

The transition from hypercasual to hybrid casual marks a pivotal moment in mobile gaming. It’s a shift from quick wins to lasting connections, from fleeting fun to meaningful engagement. For publishers like TapNation, it’s an opportunity to push boundaries, innovate, and create games that players love—not just today but for years to come.

As we move forward, one thing is clear: the future of mobile gaming is bright, and hybrid casual games are leading the charge. At TapNation, we’re excited to be part of this journey, shaping the next chapter of gaming history—together with players, developers, and partners worldwide.