New Generation Marketing: Casinos in the Hyper-Casual Segment

The online gambling niche demonstrates impressive growth. According to Demandsade, the total industry volume will exceed $117.5 billion by the end of 2025.

At the same time, the hyper-casual mobile entertainment sector is developing. According to open reports from Google and the App Store, they already account for more than 30% of all downloads. If the current rate is maintained, the vertical’s turnover may reach $25.96 billion by 2030.

Against this background, the unification of formats has become logical: casino mechanics have organically entered the structure of hyper-casual content. Today, such hybrid products are extremely popular. They have turned into an effective tool for retaining the audience.

About the Concept

Hyper-casual content can be described as mobile products with a minimalistic interface and intuitive control. Most often, these are free-to-play projects, available for free download and not providing for internal purchases. The main volume of monetisation in this segment happens due to advertising integrations.

Key characteristics of such solutions:

• simple and fast sessions (as a rule, the duration of a round does not exceed 120 seconds);
• lowest entry threshold (to launch a game, it is enough to just download it to a mobile device);
• very high viral potential (for example, one of the first niche products, Flappy Bird, has already gained more than 50 million downloads and generates about $50,000 in revenues per day);
• understandable gameplay that requires minimal skills;
• a laconic interface, designed specifically to simplify perception.

The first niche developments were presented back in 2012–2015. However, the peak of popularity came in 2017 when the following ambitious providers stepped onto the global stage:

• Voodoo;
• Ketchapp;
• Kwalle.

Reasons for the Popularity of Hyper-Casual Content

For gamblers, such entertainment has become the main short leisure format (for example, during a lunch break or in public transport).

Operators have begun to actively use these mobile products as a unique marketing tool.

Advantages of integrating casino mechanics into hyper-casual developments include:

Involvement of an Interested Loyal Audience

Minimalistic sessions are a mass genre with a record low CPI. The consumer price index in the niche does not exceed 10–30 cents. At the same time, entrepreneurs receive unique enrolment ratios.

One of the key features of the integration is the presence of a ready-made engagement funnel. The solutions are downloaded and launched by users interested in regular sessions with typical intuitive mechanics. Casino content based on RNG, as well as some types of table entertainment and bets, fits neatly into this definition.

Experts note that hyper-casual products are especially popular among the young audience aged 18–35. This category is more loyal to the advertising of betting and more often responds to the suggested links.

Increased Engagement Rates

The merger between these 2 formats makes the content even more attractive and significantly elongates sessions.

As additional retention tools, it is possible to use:

• free spins;
• themed bonus quests;
• wheel of fortune with various game modifiers, etc.

The application of casino gamification elements gives operators the following benefits:

• longer sessions;
• increased customer lifetime value;
• the likelihood of completing registration and starting to play for real money on the advertiser's platform.

Advanced Data Analytics

The interaction with players in the hyper-casual niche provides entrepreneurs with access to huge amounts of information. Machine learning tools and AI agents can be used to structure the obtained details. High-quality filter settings will allow casino owners to:

• collect data on the users' propensity for placing risky bets;
• determine the most effective patterns with different game mechanics;
• predict reactions to bonuses, rewards, and other incentives;
• develop ultra-personalised offers;
• predict the LTV indicator even before a new client registers;
• implement advanced KYC analysis algorithms;
• distribute the advertising budget more efficiently.

The Merger of Payment Functionality

In the niche of hyper-casual entertainment, the profit is usually distributed as follows:

• 10% — income from in-app purchases;
• 90% — sale of slots for external promotional offers.

As the vertical merges with the online casino sector, mobile developers are finding new ways to monetise content.

The most convenient and popular options include:

• expansion of the -game purchases cluster (for example, paying for some extra time or access to closed levels);
• deductions for direct transitions to real-money platforms according to the principle of typical affiliate networks;
• mutual bonuses, when rewards and coins received in the mobile application can be exchanged for spins, credits, or an increased cashback percentage on the website with slots.

Bypassing Bans on Advertising Gambling Content

Promotion of casino solutions is limited in most developed countries. However, the embedding of entertainment modules in free apps for smartphones is a technological aspect that is not classified as a direct motivation to place bets.

Available legal integration options without the risk of sanctions and blocking are:

• the use of iGaming mechanics as a native offer or a showcase;
• promotion of real-money services in the format of casino applications.

Sandbox for Testing

The hyper-casual environment is great for quickly launching an unlimited number of solutions and strategies at the same time.

Even with a limited advertising budget, operators can:

• test different visual interfaces and mechanics simultaneously;
• compare the efficiency of several funnels and evaluate their conversion by dozens of parameters;
• experiment with built-in incentives and motivators.

Technical Cases of Merging Casino and Hyper-Casual Verticals

The following integration portfolios turned out to be the most effective and profitable:

Gambling Entertainment in the In-App Format

This includes different categories of casino content:

• slots;
• roulette;
• card amusements;
• lotteries, etc.

The general condition is the absence of cash payments. The reward for winning is an internal coin that cannot be withdrawn. Prizes can only be exchanged for additional moves or access to closed levels.

The key idea is to provide customers with access to the best gambling mechanics, but clearly separate them from the real-money sector. To place a classic bet, players must click through and register on the casino platform.

Adding Direct External Links

Such integrations can be implemented in the form of banners or pop-up notifications. For example, clients will receive an offer to place actual bids after each win in a hyper-casual entertainment or between rounds.

The highest conversion rates are brought by:

• Deep Links that lead directly to the desired section or a specific product on the iGaming site;
• banners or commercials between sessions;
• personal promo codes.

Full Integration of Real-Money Modules

This practice is not welcomed by global Google or App Store platforms but has become very widespread in the Web3 and DeFi niches.

There are a large number of entertainment products in the market, the mechanics of which already have various algorithms based on distributed ledger and NFTs built into them. Such an option can also be provided in the application code.

According to a study by the Blockchain-Ads agency, the capitalisation of the DeFi market will reach $89.7 billion by the end of 2025. The volume of the Web3 Gaming industry is $45.2 billion.

Despite the steady growth of indicators, the practice of such casinos has not yet become widespread. This is largely due to the uncertain legal status of decentralised developments in different jurisdictions.

Real Examples of Hybridisation

The integration of gambling mechanics into the segment of free mobile entertainment is a successful advertising strategy presented in the cases of top brands:

Playtika

This is the flagship of the vertical of social casinos and casual entertainment. The most popular projects of the studio are:

• Slotomania;
• Caesars Slots;
• House of Fun;
• Poker Heat;
• World Series of Poker.

Each of the releases combines classic mechanics, but does not go beyond the free-to-play environment.

Skillz Inc.

The platform is widely known for its signature PvP events and real-time multi-user tournaments. Each competition is officially organised in the format of games with skill elements. This practice allows operators to integrate promotional products without violating the law.

According to open financial reports, the company's annual turnover exceeds $100 million.

Huuuge Games

This is one of the leading American brands in the free-to-play and social casino segments. Its collection includes a large number of mobile slots and several versions of video poker.

The manufacturer’s mechanics completely repeat the algorithms of traditional betting entertainment, but do not bear any monetary risks. The lack of real wagering offers allowed the provider to advertise and distribute its solutions in the Google Play Store.

At the moment, the firm’s content has more than 500 million downloads.

The Main Things about iGaming Sites in the Hyper-Casual Niche

The merger of both verticals is one of the most promising and large-scale trends in the industry.

Hybridisation of formats provides the following advantages:

• Simple and quick access to a new audience. Entrepreneurs can use hyper-casual structures to test a wide variety of promotion strategies and actively attract young customers between 18 to 35 years old.
• Reduction of the risk of blocking. Direct casino promotion through Google Play and App Store services is prohibited in many countries, but the demonstration of game mechanics without real bets is an available and legitimate tool that is not subject to legal restrictions.
• Access to unique analytics. Hybrid content allows operators to collect data on the predisposition to risky behaviour and study reactions to various offers and bonuses. This helps to create highly personalised solutions and predict the actions of players.

You can get additional advice on launching and promoting an iGaming business from the Win Win Casino studio. We monitor the most promising market trends and provide attractive conditions of cooperation.