# Hyper-Casual Games 101

editorial Sep 10, 2020

Hyper casuals have permanently changed the app marketing playbook and automation is the driving force behind their rise, unlocking the ability to get instant answers to the most crucial questions: "what works, and what doesn’t?"

When monetizing your hyper-casual game, you’ll want to focus on getting as many people playing as quickly as possible, but also make sure they come back. Usually, if a hyper-casual game has less than 40% day 1 retention, publishers will cut their losses and say “Next!”.

Unlike mid and hard-core game titles that rely on in-app purchases and user loyalty to monetise their players, hyper-casual games gain returns through in-app advertisements and high volumes of downloads.

The big picture isn’t to secure loyal players with high Lifetime Value (LTV). To be successful with your hyper-casual title, you’ll need to tailor your marketing and ad optimisation strategy to typically low retention rates and engagement loops.

Ideal Gaming Department

Marketing lifecycle: creative development and localization > ad assembly > campaign setup&experimentation > campaign insights&analytics


- Enable scale and intelligence in driving your global advertising
- Abstractions ans simplicity are a great way to make developers more efficient
- Fast prototype and delivery pipeline
- Add a configuration system for feature flags
- developers are not forced to alter the actual structure of their games with various opportunities.
- Unity asset manager
- Some of the most popular advertising platforms at the moment are  AdMob and Tapjoy
- Avoid to have your own Ad server
- Data-obsessed
- Hyper casuals are produced fast, iterated quickly and dumped if they don’t perform. For publishers, getting a game from ideation to testing to updates could take as little as six weeks, or even less in some cases. Soft-launches are used to test and see what sticks, and then high-volume marketing turns potential high-performers into hits. The apps are then optimized over time, with additional features circulated across app titles.

User Acquisition

- Enable scale and intelligence in driving your global advertising
- Digital Asset Management: building a Digital Asset Management (DAM) system that provides a user interface to our partners and external agencies to upload/download/share these digital assets.
-  Ad Assembly: A scalable way of producing ads and building workflow automation
- Creative QC: Set of tools and services that make it possible to easily quality control thousands of ad units for functional and semantic correctness
- Different ad formats can be employed to maximize visibility. Consider and benchmark how your game works as a banner (integrate the advertising into your actual game), rewarded video (chance to achieve extra lives) or playable interactive ad. Evaluate the CPI for all these formats to figure out what is giving you the best return for your investment.
- Ad Catalog Management: Capabilities that make it possible for managing scale campaigns easily — ML based automation
- Make users feel challenged with good titles and subtitles – check the best practices to get some inspiration
- automated UA LTV
- Xpromotion


- The more effective the advertising, the lower the cost per install (CPI) and the higher the eCPM from advertisers which would like to promote
- Globally, CPIs are much lower, averaging $0.17 in Q1 2020
- include IAP in your game (for example, extra lives, additional coins, skins etc), 
- Total Ad cardinality: Games in Catalog x Ad Platforms x Concepts x Formats x A/B Tests x Localizations
- Conduct mobile app A/B testing with many different creatives to find the best one
- Waterfall platform
- Segmentation
- Real time
- Make room for metrics and analytics. Measure success and optimise game: 
	- keep an eye on that retention (looking at day 1, and arguably day 7, retention is a key way to know how your hyper-casual game is performing. Aim for a day 1 retention of 35%/40%)
	-  A/B Testing your ads (measure your monetization strategy. It’s not simply about increasing your fill rate (delivering ads to users), but it’s also about maximizing the revenue created from each ad request on your platform)
	- create funnels to identify key events (monitor the user cycle of your gamers to understand how they behave at different stages of their playing experience. By creating funnels, you will be able to track their stages and determine when they’re dropping off, and whether this is due to a high volume of ads)

From daily active users (DAU) and engagement scores, to drop off rates and CPIs, find a way to organize your metrics so that you have a clear insight into the progress of your game and its ability to acquire new players and generate revenue.

Publishing Manager

- Live session
- Close Coaching
- Don’t avoid hard discussion with indie hackers
- A/B Testing
- Waterfall platform

Check Adjust’s report : platform includes measurement, fraud prevention, cybersecurity and marketing automation products.

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