Voodoo pivots to casual games and BeReal

This shift shows Voodoo is moving from a hit driven ad business into a portfolio built for longer monetization windows. Hyper casual games brought huge downloads but short lifespans and weak retention, while casual and hybrid casual games keep players around longer, support in app purchases, and make revenue less dependent on buying fresh installs every week. BeReal adds a second engine, a social app that Voodoo can monetize with ads using the same mobile growth playbook.1 2 3 4 5

• Voodoo rebuilt its mix fast. Hyper casual fell from 100% of revenue in 2021 to an estimated 9% in 2025, while casual games reached about $653M, or 84% of revenue. Nearly 80% of 2024 revenue came from titles that had already been live for more than two years, a concrete sign of better retention and longer tails.1 2 3
• The product economics changed with the genre shift. Hyper casual mostly makes money from ads in short sessions. Hybrid casual adds deeper progression, live events, and game economies, which lifts retention and opens up in app purchases on top of ads. That is why Voodoo cut its outside studio network and concentrated on fewer games with more staying power.1 3 6
• BeReal extends the model beyond games. Voodoo bought BeReal for €500M in June 2024, then launched BeReal ads in the U.S. in April 2025. Internally, BeReal went from no revenue at acquisition to about $34M in 2025 and reached break even after losing about $3M per month, showing Voodoo can apply user acquisition and ad sales infrastructure to consumer apps as well as games.2 3 4 5

From here, growth depends less on finding the next viral mini game and more on compounding a smaller set of durable properties across games and apps. If Voodoo keeps turning cheap mobile distribution into longer lived engagement, it can look less like a hyper casual publisher and more like a scaled mobile consumer holding company.1 3 4