Casual Game Marketing AgencyAppFillip
Casual Game
Marketing
The Casual Game Marketing Agency for Hyper-Casual, Casual & Mid-Core Mobile Games
AppFillip is a specialist casual game marketing agency helping hyper-casual, casual, and mid-core mobile games scale installs at low CPI, maximise ad revenue, and build the creative testing engine that sustains long-term growth.
🎮 Get Your Free Casual Game Growth Score
Free · 2 minutes · Instant personalised results
$0.35
Avg CPI across managed casual game marketing
4.2×
Avg ROAS at Day-30 for casual game clients
+58%
Avg ad revenue uplift after optimisation
100+
Mobile games grown globally
Casual Game Marketing Challenges
Why Casual Game MarketingDemands a Specialist Agency Casual game marketing moves faster than any other vertical. Creative fatigue happens in days, CPI spikes without warning, and ad revenue optimisation can double your LTV overnight. Generic agencies can't keep up. AppFillip is built for the speed of mobile gaming.
Rapid Creative Fatigue in Casual Game Marketing
Hyper-casual and casual game creatives fatigue in 5–10 days at scale. Without a continuous creative production and testing pipeline — 10+ new concepts weekly — your CPI climbs and ROAS collapses. Most agencies can't produce at this velocity.
✓ High-Velocity Creative Testing Pipeline
Scaling Spend Without CPI Spike
Casual games can scale from $1K to $100K/day — but every scaling attempt without proper audience expansion and bid strategy causes CPI to spike 3–5× within 48 hours. Knowing how to scale without breaking performance is a specialist skill.
✓ Structured Scaling Without CPI Spike
Ad Revenue Optimisation Complexity
For ad-supported casual games, eCPM, fill rate, mediation stack, and ad placement are as important as install volume. Most game studios leave 40–60% of ad revenue on the table through suboptimal mediation configuration and poor ad format selection.
✓ Mediation Stack & eCPM Optimisation
Day-1 Retention Below Threshold
UA campaigns only work when retention supports LTV. Hyper-casual games need Day-1 retention above 35% to be viable at scale. Below this threshold, every additional install loses money. Scaling campaigns without solving retention first is burning budget.
✓ Retention-First UA Strategy
Geo-Arbitrage & Market Selection
The difference between Tier 1 (US, UK, AU) and Tier 3 (IN, PH, BR) markets can mean 10× CPI variation with only 3× eCPM difference — making Tier 3 often the highest-ROAS opportunity. Without geo-specific UA strategy, teams over-invest in Tier 1 and miss the best ROAS markets.
✓ Geo-Arbitrage ROAS Optimisation
App Store Ranking Velocity
In casual gaming, chart position is a self-fulfilling prophecy — Top 10 in your category drives massive organic installs that further boost ranking. Getting the install velocity spike right on launch day is the difference between charting and being invisible.
✓ Launch Day Ranking Velocity Strategy
Game Genres We Specialise In
Casual Game MarketingAcross Every Genre AppFillip's casual game marketing expertise spans every casual sub-genre — each with different CPI benchmarks, creative angles, and monetisation strategies.
Hyper-Casual
Avg CPI: $0.15 – $0.50
🔥 Highest Volume
Puzzle & Match
Avg CPI: $0.40 – $1.20
🔥 High LTV
Endless Runner
Avg CPI: $0.20 – $0.60
↑ High Volume
Card & Board
Avg CPI: $0.60 – $1.80
↑ Strong LTV
Idle & Clicker
Avg CPI: $0.30 – $0.90
🔥 High Retention
Simulation
Avg CPI: $0.50 – $1.50
↑ Best LTV
Trivia & Word
Avg CPI: $0.40 – $1.10
→ Niche Audience
Action Casual
Avg CPI: $0.35 – $1.00
↑ Growing Fast
Casual Game Marketing Services
AppFillip Casual GameMarketing Services AppFillip's casual game marketing services are built around the speed, scale, and creative demands of hyper-casual, casual, and mid-core mobile games. Every service is CPI-focused, ROAS-driven, and genre-specific.
Casual Game Creative Production & Testing
10–20 new creative concepts per week — playable ad concepts, video gameplay, UGC-style, and animated statics. We run rapid micro-tests ($200–500) to identify winners before scaling, and refresh creatives before fatigue kills performance.
↓ Avg 42% CPI reduction vs incumbent creative
High-Volume Casual Game Paid UA
Scaled campaigns across Meta, Google UAC, Unity Ads, IronSource, AppLovin, and TikTok — the specific network mix that wins in casual gaming. We run geo-tiered campaigns, manage bid strategies at scale, and prevent CPI spikes during budget increases.
↓ Avg CPI $0.35 across casual game clients
Ad Revenue & Mediation Optimisation
Full mediation stack audit and rebuild across MAX, IronSource, AdMob, and Mintegral. eCPM optimisation, fill rate improvement, ad placement A/B testing, and rewarded vs interstitial balance tuning. We've increased ad revenue by 58% on average without adding a single new user.
↑ Avg +58% ad revenue without new installs
Mobile Game ASO
Genre-specific keyword research, icon A/B testing (huge CVR lever in games), screenshot sequencing, preview video optimisation, and rating velocity programmes. We rank for the game search terms your players actually use when they're ready to download.
↑ Avg +52% organic installs
Geo-Arbitrage ROAS Strategy
Tier-sequenced UA strategy — validate in Tier 3 at ultra-low CPI, use the data to predict Tier 1 performance, then scale globally with geo-specific creative localisation and bid management. We find the highest-ROAS geo combinations for your specific game.
↑ Avg 4.2× ROAS at Day-30
Launch Day Ranking Strategy
Pre-launch soft launch in test markets, install velocity campaigns timed for launch day, coordinated influencer seeding, and press outreach — all designed to spike your ranking chart position from Day 1 and trigger organic chart-climbing momentum.
Top 10 category achieved for 68% of game launches
Casual Game Ad Network Guide
Best Ad Networks forCasual Game Marketing Not all ad networks perform equally for casual games. AppFillip manages the right network mix for your genre, budget, and target geo — maximising installs per dollar spent.
📱 iOS Casual Game Channels
Premium inventory, highest LTV usersApple Search AdsBest CVR
Meta (FB/IG)Top Volume
Google UACScalable
Unity AdsGames Only
TikTok AdsGrowing
🤖 Android Casual Game Channels
Highest volume, best geo reachGoogle UACBest Fit
Meta (FB/IG)Top Volume
AppLovin / MAXGame Native
IronSourceGames Only
MintegralTier 2-3
Casual Game Marketing Benchmarks 2025
Casual Game MarketingBenchmarks 2025 Real 2025 casual game marketing benchmarks across iOS and Android. See where your mobile game stands — then use the Growth Score Calculator for your personalised assessment.
Free Casual Game Marketing Tool
Casual Game MarketingGrowth Score
Answer 6 quick questions about your casual or hyper-casual game. Get an instant personalised Growth Score, see where you rank vs 2025 mobile gaming benchmarks, and get a free expert recommendation from AppFillip's casual game marketing specialists.
Tell Us About Your Game
1 · Game Sub-Genre
2 · Daily Active Users (DAU)
3 · Day-1 Retention Rate—
4 · Current CPI (avg across geos)—
5 · App Store Rating
6 · Primary Monetisation Model
Fill in your game metrics on the left to get your personalised Growth Score and see how your casual game compares against 2025 mobile gaming benchmarks.
Casual Game Marketing Results
Casual Game MarketingResults That Speak
"
★★★★★
AppFillip's creative testing pipeline was transformational. We went from 2 new concepts a month to 15 a week. CPI dropped from $0.82 to $0.28 in 6 weeks and we scaled from $5K to $80K/day without the usual CPI spike.
"
★★★★★
We were leaving a fortune on the table in ad revenue. AppFillip audited our mediation stack and rebuilt it in 2 weeks. Ad revenue went up 62% without a single additional install. Best ROI of any growth investment we've ever made.
"
★★★★★
Our launch day strategy hit Top 5 in the Casual category in 3 markets simultaneously. AppFillip planned the install velocity campaign 6 weeks in advance and executed it perfectly. We stayed in Top 10 for 3 weeks from organic momentum alone.
Casual Game Marketing FAQs
Casual Game MarketingAgency FAQs
How does AppFillip prevent CPI spike when scaling casual game campaigns?
+
We use a structured scaling framework — 20% daily budget increases with audience expansion and lookalike broadening in parallel. We monitor CPM, CTR, and CPI hourly during scale-ups, and pull back immediately if signals deteriorate before spend is wasted. We also pre-build 3–5 creative variants ready to rotate in if primary creatives fatigue during the scaling window. This approach has allowed us to scale budgets from $1K to $100K/day without CPI spikes above 15%.
What Day-1 retention rate does a casual game need to be viable for paid UA?
+
For hyper-casual games targeting ad revenue monetisation, Day-1 retention above 35% is the minimum viable threshold for profitable paid UA. Below this, eCPM from retained users isn't high enough to cover CPI. For casual games with IAP or hybrid monetisation, Day-1 above 30% and Day-7 above 12% are the key benchmarks. If your retention is below these thresholds, we fix the game loop first before scaling UA spend.
How does AppFillip approach ad mediation optimisation for casual games?
+
We start with a full mediation stack audit — analysing your current waterfall setup, eCPM by network and format, fill rates, and latency. We then rebuild the stack prioritising header bidding where available, add 2–3 new demand sources, tune the ad format balance (rewarded vs interstitial vs banner), and A/B test ad placement frequency and timing. On average this increases ad revenue by 58% within 30 days, entirely from optimisation rather than additional UA spend.
Which ad networks work best for hyper-casual game marketing?
+
For iOS, Meta and Google UAC provide the highest volume, while Apple Search Ads delivers the best conversion rate. Unity Ads and AppLovin are game-native networks with excellent inventory for casual titles. For Android, Google UAC dominates volume while AppLovin MAX, IronSource, and Mintegral are essential for Tier 2-3 geo expansion at low CPI. The optimal network mix depends on your genre, target geo, and budget level — we build a custom mix for every game.
What does the free Casual Game Marketing Growth Score include?
+
The calculator scores your casual or hyper-casual game across 5 dimensions — Day-1 retention, acquisition efficiency (CPI), store health, monetisation model, and growth stage — benchmarked against real 2025 mobile gaming data. Submit your details and AppFillip will send a full PDF report with your breakdown, personalised recommendations, and a free 30-minute strategy call with one of our casual game marketing specialists.
