Hyper-casual gaming is still a huge thing!?
Hyper-casual games have changed the app marketing strategies and the presence of games on App Store and Google Play.
While the gaming industry has continued to reach new and unprecedented heights partially also thanks to the pandemic during 2020 since a lot of people had to stay home, kids didn’t go to school, many people started to work remotely from home and this opened up a lot of room to gaming in general.
The recently released Hyper-casual Gaming Report 2020 by the analytics platform Adjust revealed that app installs more than doubled from December 2019 to March 2020 globally even before the pandemic. Not only did people download more hyper-casual games, but data also showed sessions grew by 72% in March, of course the shelf life of these games have been decreased heavily, in fact most of the valid data from users is related to the first 90 days of activity with most of the games losing up to 70% of their community in the first month bringing more expenses poured into marketing with a result of increased ECPM, so the few games that actually make it will enjoy a higher profit.
There are different kind of data that we need to look when going into the hyper-casual world.
First of all will be the Retention rate, a good game should have around 35% to 40% of retention in day 1, but we’ve already seen it going down to 8% after 1 week and 2% or even lower after 1 month.
Because of this actually “making it” in the hyper-casual world has become more and more difficult, a good start for marketers is to decrease the CPA/CPI, most of the big game publisher rely a lot on the cross marketing strategies to bring users from other games that have been published months before to the new ones.
Another important focus has become the game design, these days game monetization experts have shifted towards giving a sense of “free from ads” to the users when actually the game mechanics will bring them into looking at more rewarded ads in exchange for additional game time ( for example when you find in a game that you have 3 lives which gets refreshed every 3 hours, but you can reduce that time by watching a rewarded AD ).
Because of all the above mentioned reasons the hyper-casual space have a lot to give, it just need to shift a few focus to keep up with the market without going down after 1 week from release.