“Hyper Casual Isn’t Dead - It’s Just Overworked”

Kwalee Expands Its Mobile Games Business With Hybrid Casual

Leamington Spa, March 1, 2023Kwalee, the leading 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 monetise, 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 product 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.

The "Hybrid Casual Games - Kwalee’s Secrets to Success" webinar is scheduled to be held on March 16 at 10 am GMT, and developers can register for the event using the available registration link

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 at Kwalee
William Cox, Head of Mobile Publishing at 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
Simon Platt, Head of Development at Kwalee


Kwalee Media Contact

To address queries regarding this story, a career at Kwalee, a publishing deal with them, or general information about the company itself, please contact the following representative.

Joanna Mazur

PR Manager, Kwalee



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About Kwalee

Kwalee is a games publisher and developer based in Leamington Spa, UK, which boasts more than 1 billion installs on mobile platforms with games such as Teacher Simulator, Draw it, Bake It, Shootout 3D, Rocket Sky! and Line Up: Draw the Criminal. The company also publishes a growing catalogue of PC and console titles including Eternal Hope, Tens, Scathe, and Wildmender along with the upcoming titles ROBOBEAT, Space Chef, The Precinct and The Spirit of the Samurai.

Founded by games industry icon and Codemasters co-founder David Darling CBE, who is joined by a fast-growing team of global gaming experts with studios in the UK, India, Portugal and China and remote team members all over the world, Kwalee is on the lookout for high-quality games to publish on all platforms and encourages developers to get in touch.

Outside of its games, Kwalee is also highly active in the industry, as an ambassador of not-for-profit organisation Women in Games and a regular supporter of the charity SpecialEffect.