Kwalee expands its mobile games business with Hybrid Casual games

Hybrid Casual is not dead yet!

The leading UK mobile, PC, and Console games developer and publisher, Kwalee, has announced that alongside other leading players in the mobile games space, it has spent recent months making investments of talent and resources into Hybrid Casual games to close the gap between its greatly successful Hyper Casual games and expanding Casual Games.

Kwalee is now able to provide a “full service” suite of games. This includes games for PC and consoles, Hybrid Casual, Casual, and Hyper Casual.

Kwalee makes the move after significant competition in Hybrid Casual Games

Like many other mobile game developers, Kwalee has observed intense competition and changing player preferences in the Hyper Casual game market. This has made this genre harder to monetize as higher CPIs and lower ECPMs have started to become the norm rather than the exception. Few in the industry will be surprised by Kwalee’s decision to target hybrid casual games as a logical expansion to go along with its other popular mobile games.

Kwalee new Head of Publishing
Image via Kwalee

Contrary to other mobile game operators who have completely ignored them, Kwalee’s perspective on the potential of mobile games has kept it from completely dismissing Hyper Casual games. 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. They have exceptional products but lack the commercial or marketing capabilities to scale their games globally.

Kwalee to host a hybrid casual webinar for developers by its publishing and game design experts

The game studio will host a hybrid casual webinar for developers. It is to learn the keys to success from its publishing and game design experts, led by William Cox, Head of Mobile Publishing, and the Publishing team. This is in line with Kwalee’s pivot towards hybrid casual games. Soon, more information will be made public. Additionally, Hybrid Casual gamers can check Joe Fortune site as well for reputable and trustworthy gambling entertainment providers.

Kwalee new Head of Publishing
Kwalee’s new Head of Mobile Publishing Will Cox

William Cox, Head of Mobile Publishing, said, “We are overjoyed to add hybrid casual games to our portfolio of games. To make sure we can provide a complete range of services, our team has been working incredibly hard. We look forward to working with developers who create excellent products. But may not have the resources to scale them internationally in terms of sales or marketing.”

“At the core of everything we do is our dedication to making games that are interesting and enjoyable. We’re thrilled to give developers the chance to test their hybrid casual game prototypes through our Game Jam. We are excited to learn from our publishing and game design experts through our upcoming webinar”, added, Simon Platt, Head of Development.

What are your thoughts as Kwalee expands its business with Hybrid Casual Games? Let us know in the comments below.

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