Azur Games

When we first started building clan features in Kingdom Clash, we were planning them for the future. And while it’s really hard to measure the profit from mechanics like that, we’re definitely seeing way more player engagement and better long-term retention. There’s a little bit more about clan activities in our blog post 👉https://lnkd.in/dpWbJ32J

This year, we let players drop two heroes onto the battlefield in our midcore battler – instead of just one. That immediately gave us a 10% revenue increase, and players got a whole new layer of gameplay and a ton more room to experiment. More details on our blog 👉 https://lnkd.in/d3vapbcw

Let’s compare the hypercasual and casual segments in 2024, 2025, and the current year. A year ago we said that hypercasual was "more alive than dead," despite predictions of its demise appearing every year. Now the picture looks even clearer: compared to the previous two years, the segment is not only alive – it is growing, provided that developers continue investing and experimenting. But, as always, there are nuances, which we discussed in the article on PocketGamer 👉 https://lnkd.in/dmW3e3PE

Next week, our team of Kirill Murashov, Head of Monetization, and Daniil Tarasov, UA Producer, is heading to Gamesforum Cyprus in Limassol. Growth, monetization, and user acquisition remain at the center of the conference agenda, and we’re excited to meet our partners, exchange insights, and share expertise with the mobile gamedev community. If you’re attending, let’s connect! ✌ 🗓 When: April 15–16, 2026 📍 Where: Parklane Resort & Spa, Limassol 🔗 More info: https://lnkd.in/e7KjzXU3

Recently we talked about the nuances of our ad monetization setup. Today we'll continue that topic in a short note on ad quality. The truth is, this isn't just about the moral aspect or player comfort (though those matter too) – it's also about how ad quality can bring certain benefits and influence a project's metrics. Read more👉 https://lnkd.in/dE2dFbVd

In classic hidden object games, progression is usually linear: you complete one level, find all the items, and move on to the next location with similar visuals, difficulty, and item count. With Hidden Objects 2, we deliberately moved away from that and experimented with a fundamentally different structure (and new tools). We shared the story with PocketGamer👉 https://lnkd.in/ehpMiw4c

Looking back at the Think Apps @ Google Summit in Ho Chi Minh City, our Head of Publishing Sergey Marcinkiewicz spoke with Ömer Yakabagi from Gamigion about Vietnam's mobile gaming market. 🗨️Vietnam has become one of the fastest-growing global hubs, shifting from pure hyper-casual to deeper, PC-inspired gameplay. What do publishers expect from teams now? And how can indie teams succeed in this evolving landscape? Find the answers in the full interview 👉 https://lnkd.in/dcqP52T7   Big thanks to Ömer for the conversation! 👋

Sometimes, giving a game a boost is as simple as studying your players and using easy tactics that don't require a ton of resources. For example, in a recent blog post, we shared how a team increased in-app purchases just by shortening the duration of their events. Check our blog👉 https://lnkd.in/evDxRZP3

About three years ago, we pitched ATES GAMES on a game where you roll a ball through levels and dodge obstacles. They’d already put out Action Balls, which really showed off their physics skills. The idea was to build on their experience, but go for a more realistic vibe. We figured the realistic style would help lower CPI, and yeah, it worked ‒ but that wasn’t the whole picture. With its subtle physics, Rollance clicked with hardcore players looking for a real test. It built a loyal fanbase and solid retention, but also came with some growing pains. Read the full story here 👉 https://lnkd.in/egm4f_Ti

Azur Games is attending Gamesforum Barcelona 2026, the leading conference for mobile gaming growth and monetization professionals. 🎮 Our Publishing Manager, Eugene Tatonkin 🔜 Gamesforum Barcelona, will be on site to connect with developers, discuss publishing opportunities, explore effective monetization strategies and talk about scaling successful games. If you're going and would like to meet and discuss potential partnerships, new projects or collaboration ideas – feel free to reach out and arrange a meeting. 🗓 When: February 10-11, 2026 📍 Where: InterContinental Hotel, Barcelona, Spain 🔗 More info: https://lnkd.in/eX-WSP3x