Competition is fierce in the mobile game market, but it is even fiercer for developers of hyper-casual games. Thousands of new games and apps aimed at hyper-casual audiences are released every day, making it difficult to capture the attention of new players, let alone keep them engaged for weeks or months.
Why Hyper-Casual Game is so popular?
Hyper-casual games are designed for a wide range of users, have simple rules, and do not require the user's perseverance or any special skills. Unlike casual games, hyper-casuals require much less time to complete a game session.
The minimalistic game design that distinguishes hyper-casual games from other genres is a common reason for their success. Because hyper-casual games are mostly puzzle games, they do not require a story. The popular game "Love Balls," on the other hand, has its own simple story: "Help two balls in love reunite." Many hyper-casual games appear incomplete and unthoughtful, but they are designed with great care and planning. Let's take a look at some of the hyper-casual game mechanics that make them so addictive.
The mobile game market is currently experiencing a high level of hybridization.
This is happening in the hyper-casual space through three major feature areas: meta layers, social, and LiveOps.
The adoption of meta elements has increased
Core gameplay can remain the primary focus, but meta layers allow game developers to "hybridize" games, providing gamers with a sense of progression and diversity.
Some of the most popular meta-layer types in games are:
● Mechanical construction and customization (decorative or small boosts)
● Characters and collectibles (stickers, mascots, etc.)
● Items and characters with light RPG mechanics are used in the core gameplay.
● Narrative elements to increase immersion and progression
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Collection systems are a popular meta-layer type, which may explain the success of Fidget Trading 3D, as collecting is a key component of the game. Collection systems have strong synergies with LiveOps and offer numerous monetization opportunities. They are also seen in a variety of formats in all types of games because they do not have to have an impact on the core gameplay and only serve as a sideline progression vector.
Meta layers can also be used to increase retention and broaden your game's motivational appeal by giving players additional goals to achieve. Escapism through story elements and self-expression through decorations are two examples.
Social and LiveOps
Social elements and social connections are among the most powerful retention-inducing elements in mobile games, which explains why more mobile games are incorporating social hangout areas and other elements. Analyzing different ways to incorporate social elements into your game is a great way to increase engagement and retention.
There are numerous examples, even in simple casual games, of developers incorporating social elements as one of the key features on top of a basic feature set. As a "social community" feature, this is usually accomplished by introducing guild mechanics, which allow players to form communities with other players and often earn rewards for shared gameplay. Guild mechanics, once introduced, can be expanded with additional features and events, such as competitive and non-competitive events.
Overall, starting live events for your players is one of the most important ways to increase your game's engagement. A strong event framework can support your core gameplay loop and work as a strong retention mechanic for giving players more short-term goals, whether they are competitive or not. For modern audiences, simply adding content isn't enough.
How to market your hyper-casual game?
Post about your game
To attract attention, you must talk about yourself. At the start of the promotion, posting information about yourself on sites like Product Hunt, Hacker News, Medium, and so on will suffice. This is how you get your first users and build your audience.
Launch your game on the Google Play/App Store
Make the most of the ASO (App Store Optimization)
. This will assist you in increasing your game's rating and organic downloads. The icon is the first thing that the user notices. Even a poor product can be rescued by a well-chosen icon. Describe the product in as much detail as possible: discuss game features, bonuses, and a couple of game moments - the more details, the better. Include genuine and interesting screenshots of the game.
Localize the game
This is also a customer-focused issue. If the game is available in multiple countries, the languages must be consistent. The game's availability in multiple languages will significantly broaden its appeal.*Related reading:Case Study: How Localization Increased An App’s Visibility By 76% And Got 46% More App Downloads?
Advertising in context
Advertising in app stores is heavily influenced by the keywords in the title, the game's title and description, and the rating. Google AdWords allows you to promote your business by creating so-called "universal campaigns." Ads are generated by artificial intelligence on Google Play, YouTube, Gmail, Google Display Network, and Google search. Keep in mind that casual gamers prefer free games. They do not, however, mind watching advertisements in exchange for in-game rewards.
Ensure that the game is visible on social media
If you have a clear picture of the target audience, you can adjust the ads more precisely. Social media platforms have their database of users. You can also form a community by starting your own social media group. You can hold contests, and polls, and receive suggestions, reviews, and ratings inside.
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How to monetize your Hyper-Casual Games?
Hyper-casual games can be monetized in two ways: through advertising and in-app purchases.
In contrast to casual games, the life cycle of a player in a hyper-casual game is very short, making in-app purchases difficult to monetize. They also have significantly less content that can be sold for a profit. Advertising accounts for 97-99% of revenue in a typical hyper-casual game. However, this does not mean that you are not required to work with iAP. A competent approach to introducing iAP and creating sellable content can increase income, so take advantage of every opportunity. A 5% difference in income can sometimes make or break a game.
*Complete guides on App Monetization Strategies
To take away
To market a hyper-casual game, you must first understand your target audience and conduct a thorough competitor analysis, as the modern market is saturated with this type of mobile game. However, because there is currently no such category in the app stores, it is critical to include the keyword "hyper-casual games" in the app store description for improved ASO and discoverability. Banner ads, interstitial ads, and rewarded videos are the most effective ways to monetize this genre of games.