This is particularly important in the post-IDFA era, since advertisers will need to rely on contextual relevance (like drawing connections from one hyper casual game to another) instead of personalized ad targeting.Īt the same time, many users who discover their interest in mobile games through the hyper casual category move onto apps with more involved gameplay. More players also means more impressions, increasing the total in-game inventory for advertisers to bid on.Īdvertisers bidding on that hyper casual-inspired inventory can also take advantage of the fact that the audience is primed to appreciate hyper casual games, making them more likely to bounce from one game to another. That allows publishers to maximize the value of each individual player by spreading users’ attention across multiple games, keeping them in the family, so to speak.īack to top What Does The Hyper Casual Boom Mean for the Industry?īecause the barrier to entry with hyper casual games is so low, it’s generally understood that the category’s growth introduced a huge swathe of brand new consumers to mobile gaming for the first time. Publishers can also use hyper casual gamer behavior to cross-promote games within their own portfolio. Because so many people download and play multiple hyper casual games at once (instead of committing to one game at a time, as users often do in other categories), cross-promotions and game advertisements that keep users within the hyper casual category have a tendency to benefit everyone involved. Hyper casual games also often installs-per-mille as their main advertising performance metric, allowing developers in the category to invest in high-performing creative elements in appealing formats (like rewarded and playable ads) that deliver impressive results. Although the average lifetime value of hyper casual game players is lower than in other categories, the revenue stream is more consistent and reliable since it’s spread across a wider group of users. Hyper casual games, on the other hand, monetize their entire user base by combining in-app ad monetization with in-app purchases, instead of focusing exclusively on a small group of big spenders. Because the IAP model relied on a very narrow group of high-spending users, truly valuable users were hard to develop and user acquisition costs kept going up. Until about 2013, in-app purchases (IAP) were the most popular monetization method for mobile games. One of the most important distinguishing features of hyper casual games is the category’s revenue model. The leading publishers in the hyper casual game space include:īack to top Are Hyper Casual Games Profitable? Mobile game studios will often partner with app publishers to bring their hyper casual games to market. For developers, hyper casual games are also easy to build and launch due to their lightweight design. Hyper casual games lend themselves well to these short bursts of activity since they are designed to be as easy as possible to pick up and play right away. As the gamer demographic changed, so did gamers’ behavior patterns instead of parking in front of a screen to play a game all day, most mobile gamers today fit their playtime in while multitasking or waiting for other activities to start, for example. Gamers today don’t fit the young, male stereotype that once dominated the scene - one-third of mobile game players are over 45 and more than half are women. So how did hyper casual games get so big so fast?Ĭhanging demographics has a lot to do with it. The category’s rise to dominance happened relatively quickly back in 2017, hyper casual games accounted for 17% of mobile game downloads, earning them third place behind puzzle games (15%) and arcade games (19%). Converted to a dollar amount, some estimates put hyper casual games revenue at upwards of $3 billion annually. By 2020, hyper casual game download rates had climbed to 11.8 billion. In 2019, the hyper casual games market accounted for over 45% of all mobile game installs, clocking in at approximately 7.8 billion downloads. What Does The Hyper Casual Boom Mean For The Industry? Hyper Casual Games Market Size Want to learn more about hyper casual games? Check out Hyper Casual Games: A Publisher's Guide.
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