Advertorial | Mobile and casual gaming are strategically important pillars for Level Infinite. Elisabeth Torre-Vincent, Director of WEU Publishing at Level Infinite, discusses the company’s strategy, the challenges in Europe and what makes casual games so special.
For you, mobile and casual are not the smaller sibling. They are central to your strategy as a marketing partner. Why? When you look at the numbers, the case makes itself. Mobile gaming is a global entertainment force — Subway Surfer, our flagship Miniclip title, reached 181.3 million monthly active users at its September 2025 peak.
Elisabeth Torre-Vincent: Arrows – Puzzle Escape, barely a year old, reached 43.2 million monthly active users globally by June 2026. These are some of the most-played entertainment experiences in the world. Every platform has an important role to play, and our focus is on giving studios and their video games the support they need to reach and engage players, wherever and however they choose to play.
Our strategy has two pillars. The first is strengthening the core: taking proven titles and helping them become true evergreen experiences that can sustain and grow their audiences for years. Subway Surfers at thirteen years old and 8 Ball Pool approaching two decades. These aren’t flashes in the pan, they demonstrate what’s possible when great video games continue to evolve alongside their communities. The second is expanding the ecosystem through strategic investment, building a portfolio that reaches different genres, audiences, and markets. That’s where our regional expertise becomes particularly important. We can support titles with localised campaigns, bringing the local knowledge and execution that can be difficult to deliver from a single global headquarter.
Your WEU team operates as a local extension – bringing regional market knowledge to casual publishing. What does that unlock?
Elisabeth Torre-Vincent: Europe is not one market, and you cannot serve it from one desk. Our WEU team sits within these markets, bringing a deep understanding of the differences between them. A campaign that works in Germany may land differently in France, while the platform mix in Italy can look very different from the Nordics. That local presence gives us speed and nuance. We can adapt creative assets, localise community messaging, and activate regional influencer networks quickly. Just as importantly, our teams understand which cultural moments matter, which channels drive conversation and how players engage in each territory.
Take Arrows – Puzzle Escape. Breaking through in a highly competitive market requires more than a global strategy — that’s where local expertise really matters. The core video game experience may be consistent worldwide, but how you talk about it, who tells the story and where players discover it varies from market to market. Our job is to take that global strategy and make it feel relevant and authentic in every European territory we support.
You have mentioned Arrows a few times now. What is it, what is driving its popularity, and what does its success tell us about where casual gaming is heading?
Elisabeth Torre-Vincent: Arrows is, at its core, one of the simplest ideas in video gaming. You tap an arrow and it slides off the board in the direction it points, if nothing blocks its path. Clear every arrow and you solve the level. That’s it. No timers, no move limits, no complicated menus. Its brilliance lies in what it strips away. There’s no lengthy tutorial because none is needed – you see arrows on a board, you already know what to do. Every puzzle is a tiny knot waiting to be untied, and the satisfaction of pulling the right thread never gets old. Early levels can be solved in a minute. Later ones stack arrows into dead ends that demand four moves of planning – yet the gesture never changes. The mechanic stays simple. The situation gets harder. That is the essence of great casual design: it meets something deeply human – the drive to solve, to untangle, to impose order on chaos. And it asks the most dangerous question a game can ask: just one more.
