June 22, 2024


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Hypercasual games: how to improve retention for your mobile games in the East and West

The mobile games current market provides likely for big achievement. But, as the market has matured, it has turn into steadily far more difficult to reach new gamers and keep present ones.

Mobile is now residence to dozens of diverse activity ordeals, from large-spec 3D action online games to much less difficult titles. It is these easier encounters or hypercasual online games that Pangle – TikTok for Enterprise advert community – and industry analysts Newzoo have concentrated on with their hottest report, which offers reputable insights for builders and publishers hunting to superior fully grasp the point out of the cell match marketplace in 2022.

The report examines the overall performance of hypercasual game titles using recent historic down load data somewhat than in-application purchases (IAPs), as the largest revenue stream for this section tends to be in-recreation advertisements.

In this article, we have picked out some of the important findings from the report, like what publishers are undertaking to keep gamers, how this phase has been affected by knowledge security modifications to cellular application merchants (IDFA rules) and the acceptance of hypercasual video games involving the Western and Eeastern mobile marketplaces.

If you would like to study far more about hypercasual game titles, browse the full report below: Hypercasual Style Report: Comparing & Contrasting the Genre in Eastern and Western Markets


Let us not get trapped in semantics. Pangle and Newzoo determine hypercasual game titles as ‘simple, minimal gameplay’ usually dependent on ‘ad-based monetization.’ Titles influenced by the arcade video games of the ’70s and ’80s, one-button infinite runners, and uncomplicated phrase game titles — hypercasual video games have integrated all these genres and additional.

By Pangle and Newzoo’s metric, the hypercasual phase was the most downloaded style of mobile games in the US, Uk, Japan, and South Korea in 2021, inspite of the Identifier for Advertisers (IDFA) regulation variations. The selection of hypercasual products and solutions in the top 100 download charts in the aforementioned countries grew yr-on-12 months, from 14% in 2018 to 36% in 2021.

In this new period, Pangle and Newzoo say the hypercasual genre is confronted with considerably less of a person acquisition challenge in comparison to everyday and mid-core owing to its broad concentrating on technique.

Nonetheless, the most significant problem going through hypercasual game titles carries on to be retaining players.

HOW DO YOU Correct A Trouble LIKE CHURN?

Participant churn is generally much better for hypercasual games than for other genres. The ordinary 7-day retention for cell game titles is all-around 20% that amount normally falls underneath 10% for hypercasual video games.

To battle player churn, publishers have been focusing on strategies to strengthen retention and find new revenue possibilities. Pangle and Newzoo located that publishers are combining meta gameplay factors from other well-known genres, these types of as puzzle and simulation, to include depth and replay benefit and develop additional monetization prospects.

For illustration, Join Clash from Supersonic, a 3D endless runner, now functions RPG mechanics and customization. Tangle Master 3D from Rollic has included a pet-like program to its central coloration-sorting gameplay, giving it new temperament. And High Heels, also from Rollic, has released leaderboards and started experimenting with are living functions – these kinds of as partnering with Kenneth Cole for the designer’s Pleasure 2021 assortment – to improve participant engagement.

THE NEW Standard

Further recreation mechanics and the layering of included personality, meta online games, or dwell gatherings are some of the top techniques creators of hypercasual games are generating their titles far more competitive. Along with this, they are also searching to health supplement their core ad revenues with hybrid monetization.

“Hypercasual builders are now pondering diligently about their promoting model to reduce pushing additional gamers to churn”

Ahead of we get to that, let’s touch on in-recreation advertisements briefly. In-video game adverts continue to be the greatest earnings stream for hypercasual sport developers, Pangle and Newzoo have uncovered. In the very last yr, a lot more hypercasual game titles have been attracting promotion from other gaming segments as publishers see new potential clients in this wide demographic.

These advertisements split up the gameplay knowledge, gating progress, unlockables, and rewards. The interstitial video is generally the most frequent ad format made use of in hypercasual game titles. The report looked at the acceptability of ad formats in Japan, South Korea, Brazil, and Russia in 2021. It concluded that banner advertisements are far more accepted in Brazil and Russia than in Japan and South Korea.

Speaking of appropriate, hypercasual builders are now wondering diligently about their advertising and marketing design to stop pushing more gamers to churn and incentivizing gamers to fork out to increase their video game experience in new approaches. Of training course, it is now commonplace in hypercasual game titles and several cell applications to make a one particular-off payment to take away ads. Some studios, these kinds of as Homa Online games (makers of Sky Roller), have been experimenting with incentivizing players to spend a subscription that removes adverts and provides them exceptional content material or more in-sport currencies.


So, hypercasual match developers are producing moves to retain gamers in the at any time-hard mobile area. On the other hand, when gamers in the West have formulated an attachment to hypercasual titles, they are not virtually so preferred in the East. Close to 50 % of the Best 100 online games by downloads in the US and Uk in 2021 had been hypercasual in comparison to only all-around 20 of the Top rated 100 in Japan and South Korea.

One particular developer that has managed to develop a hypercasual video game that is a hit in Western and Japanese markets is Kooapps. Snake.io, a colorful and competitive spin on the snake match genre thousands and thousands are acquainted with, is reaching 2.5 million daily energetic people (DAUs). For DAUs exclusively, the Philippines, Vietnam, and Indonesia are in the game’s Best 15 nations. In the meantime, from a income foundation, Japan, South Korea, and Taiwan are amid the Top rated 15.

To attain this accomplishment in Asia, Chun-Kai Wang, CEO, and co-founder of Kooapps, instructed Pangle his studio wanted a match strategy with universal charm and business partners with solid neighborhood tact.

As the mobile market will get ever more aggressive, make absolutely sure that you have the very best set up and the ideal networks on the advert tech aspect”

Chun-Kai Wang, Kooapps

“It was genuinely Snake.io that served us unlock the prospect in the Asian markets. With its universal mechanics, Snake.io transcends language and society and turns into a game all people desires to participate in. That allowed us to enter the Asian marketplaces,” stated Wang.

“On the advert monetization side, you must operate with companions who have powerful local knowledge. As the cellular field receives progressively competitive and consolidated, make confident that you have the greatest set up and the best networks on the ad tech aspect. Take a look at as quite a few networks as doable [and make sure it’s all optimized].”

Jason Wang, solution direct at Pangle, states the company is nicely positioned to assist hypercasual publishers achieve worldwide success: “With revolutionary goods like Retention Optimization and specialist groups that perform with publishers to optimize their UA approaches, generate enjoyment, participating and efficient adverts, and ensure that each individual factor of their game advertising is supporting their monetization aims.”

In the entire report, you can study more about Snake.io in Asia, the opportunities for hypercasual video games, and how Pangle could profit your company.

Hypercasual Style Report: Evaluating & Contrasting the Hypercasual Genre in Eastern and Western Markets by Pangle & Newzoo is available now.

About Pangle

Pangle is the advertisement community of TikTok for Small business, enabling world-wide app builders to increase their apps and optimize earnings as a result of distinctive advert desire from TikTok for Organization. Pangle features a developing network of mobile apps in in excess of 35 emerging markets, with verified good results in Asia, Center East, and Latin The united states.

Master additional at Pangle