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Casual mobile games are running more live events than ever before. According to AppMagic’s LiveOps Report 2025, live events have become a major growth tool for casual mobile games. By the end of 2025, event frequency in the segment increased by 15% compared to early in the year, with casual games launching over 100 events monthly by November.
Three event types now dominate the space: Collection events appear in 75% of top casual titles, Race mechanics in 68%, and Album events in 66%. These formats have set player expectations across the genre. The report identifies two mechanics gaining traction as potential growth drivers for 2026: Puzzle events and Stamp events.
Puzzle Events Bring New Approach to Collections
Puzzle events work like Album mechanics but replace card collecting with puzzle-building. Players earn pieces through regular gameplay activities, and completing the puzzle unlocks rewards. Games typically make money through special event bundles rather than direct puzzle piece purchases.
Gossip Harbor introduced this format to the Merge subgenre in November 2024 and has repeated it nine times since with different themes. In their Christmas version, players collected puzzle pieces by completing merge board orders. Finishing the puzzle awarded high-value items including album pack cards, connecting two collection systems. These events run for limited periods, which encourages players to complete short-term goals, spend more time in core gameplay, and use energy and boosters before the timer expires.
The mechanic drives indirect spending through resource and booster purchases. Earlier versions like The New Year Bandit event contributed to daily revenue increases of up to 27% when combined with other live operations. Puzzle events appeared in 18% of top casual titles in 2025, marking 25% growth year-over-year. The format has also spread to midcore titles like Legend of Mushroom, Capybara Go!, and Whiteout Survival to create additional progression layers and improve retention.
Stamp Events Focus on Direct Purchases
Stamp events use a different approach. Players collect stamps through gameplay or purchases, and completing a stamp card unlocks rewards like premium currency, resources, or collectible items. This format has been common in casino games for years. Coin Master has run regular Stamp Card events since late 2023, rewarding purchases made during limited-time windows. The format targets spending players specifically, as completing stamp cards typically requires multiple purchases.
In 2025, Stamp events expanded into other casual genres, appearing in Travel Town, Solitaire Grand Harvest, and Alice’s Dream. These events focus more on increasing purchase amounts from existing spenders rather than converting new players. The adoption rate reflects this revenue impact: 24% of top casual titles featured Stamp events in 2025, representing 96% year-over-year growth across casual genres.
Accodring to AppMagic the two trending formats serve distinct purposes. Puzzle events refresh existing collection mechanics and boost engagement through extended play sessions. Stamp events focus on direct monetization from paying players.
