Ad format success factors for casual and hypercasual games

This article is part of a Gaming Insights series paid for by Facebook. 

Fun-to-play, simple to understand, and easily interruptible, it’s no surprise that hypercasual mobile games have topped U.S. and European charts in recent years.  Casual games — led by arcade and puzzle — were the most downloaded globally in 2019, with 82% share, according to Ad Monetization in Mobile Games: The Untapped Potential — a Facebook-commissioned study with App Annie on the global top 1,000 game apps in 2019 (March 2020).