Marketing Hypercasual Games via Mobile Free to Play
It’s important to note that mobile gaming is as much about marketing as it is game design. One of the main reasons for the rise of hyper-casual is its incredibly low CPI costs and high CTR from ads.
This is due to the sheer simplicity of the gameplay, enabling a 10-20 second ad to communicate the entire game to the player, means more people are convinced of enjoying the game by watching the ad. This leads to a very high CTR (Click-thru-rate) and IR (Install Rate) as they know what they are getting. The best ads show off the gameplay directly and don’t need fancy soundtracks or 3D models. Getting your Ads and game to market and testing the response rate is almost as important as developing the game. The market decides which hypercasual games will succeed.
The market has become overly saturated recently and thus a common art style has been established. Clean and simple vector graphics – usually with strong and bold tones – stand out and help players make quick decisions on whether they will like the game. Sticking within this style can help people decide without even playing your game, what type of game it will be. Again the clearer your game is for a consumer, the more likely they are to impulsively decide if they want to play your game.
Loyalty hard to come by with HyperCasual gaming, with players quickly picking up and deleting titles every day. Make sure that players can remember your game name and that this closely represents your core mechanic; Ballz, Dunk!, and Piano Tiles are great examples.
By maintaining a simple theme, name and mechanic you provide the broadest audience appeal. Hypercasual titles can drive upto 10x the number of downloads for similar budgets as RPG or Strategy Releases. They may not command the same Lifetime Value (LTV), but they can still get into the charts. This in turn leads to a greater number of organic downloads lowering the eCPI even further, completing the virtuous game marketing circle. The sheer scale that can be achieved by modern marketing networks means that if done correctly and with budget spent in the right way, games can skyrockets, doing over a million download per day worldwide.