Kwalee Invests Talent and Resources Into Hybrid Casual to Expand Mobile Game Business

Kwalee, a UK mobile, PC, and Console games developer and publisher, has announced that alongside other leading players in the mobile games space, it has spent recent months investing talent and resources into Hybrid Casual games to bridge the gap between its hugely successful Hyper Casual games and burgeoning Casual Games.

Now Kwalee is able to offer a ‘full service’ suite of games across Hyper Casual, Hybrid Casual, Casual, and PC & Console games.

Like many mobile games operators, Kwalee has seen significant competition and evolving player habits in Hyper Casual games, making it an increasingly challenging genre to monetize, with higher CPIs and lower ECPMs becoming the rule rather than the exception. In a move that will surprise few in the industry, the logical expansion for Kwalee was to target Hybrid Casual games to complement its other successful mobile games.

Kwalee’s perspective on the potential of mobile games has prevented it from completely dismissing Hyper Casual games, in contrast to other mobile game operators who have disregarded them entirely. In addition to its portfolio of 45+ Number 1 Hyper Casual games over recent years, Kwalee’s well-regarded Mobile Publishing Team (and its Publishing Portal) remains eager to speak with both Hyper Casual as well as Hybrid Casual game developers who have an exceptional products but lack the commercial or marketing capabilities to scale their games globally.

In line with Kwalee’s pivot towards Hybrid Casual games, the games studio will run a hybrid casual webinar for developers to learn the secrets to success from its publishing and game design experts, led by William Cox, Head of Mobile Publishing, and the Publishing team. More details will be revealed soon.

William Cox, Head of Mobile Publishing, said, “We’re thrilled to expand our games portfolio to include Hybrid Casual games. Our team has been working tirelessly to ensure we can offer a full suite of services. We’re excited to continue working with developers who have exceptional products but may lack the commercial or marketing capabilities to scale them globally.”

William Cox, Head of Mobile Publishing @ Kwalee

Simon Platt, Head of Development, added, “Our commitment to creating engaging, fun games is at the forefront of everything we do. We’re excited to be able to offer developers the opportunity to test their hybrid casual game prototypes through our Game Jam and learn from our publishing and game design experts through our upcoming webinar.”

Simon Platt, Head of Development at Kwalee

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