The reply to this query is dependent upon which metric you’re taking under consideration. Primarily based on our knowledge in 2022, the advert networks with the very best common LTV had been ironSource on Android, and Apple Search Adverts on iOS. We delve into element on one of the best advert networks to promote hyper and hybrid informal video games primarily based on completely different metrics resembling Advert LTV, IAP LTV, complete installs, D1 and D7 retention on this weblog submit.
On this weblog submit, we broaden on a few of the highlights from our video interview with Korhan Cabalar – Founding father of Voyager Development.
Which hyper-casual business traits from our report have been probably the most stunning?
“I’m truly stunned that the variety of IAPs elevated by 34%. Because of the recession within the US, I might have anticipated to see a lower in IAPs. I additionally assume that it is a sturdy indicator that cell gaming corporations ought to change to hybrid-casual video games. I might anticipate IAPs to proceed rising in 2023.”
The illustration above depicts the pattern of IAPs primarily based on Tenjin’s 2022 knowledge set. See the total report right here.
Tenjin’s 2022 knowledge set not solely signifies an increase in in-app purchases (IAPs), but it surely additionally highlights a declining pattern in eCPMs. This reinforces the necessity for gaming corporations to transition from hyper-casual to hybrid-casual video games in 2023.
The illustration above depicts the pattern of eCPMs primarily based on Tenjin’s 2022 knowledge set. See the total report right here.
What benefits does rising your IAP share supply in your monetization technique?
“Rising your IAP share in your monetization technique would imply you must go for blended ROAS campaigns, which account for each advert income and IAP income. This could let you scale extra by way of your advert spend – which is a extremely good indicator for cell video games. ”
Which channels ought to hyper-casual studios make the most of in 2023 to broaden the attain of their cell apps?
“In case you have a extremely low CPI, I recommend that within the first stage you must go for TikTok. This could enable you scale rather a lot. Meta may generally even be a superb possibility for this stage, however TikTok works higher. You must also help this UA spend with SDK networks resembling Applovin, ironSource, Unity, Mintegral, and so forth. In my expertise, TikTok and Applovin are one of the best mixture. Nevertheless it is dependent upon your metrics.”
Would there be vital adjustments within the person acquisition (UA) channels for these transitioning from hyper-casual to hybrid-casual video games?
“For my part, the very first thing you must do when transitioning from hyper-casual to hybrid-casual video games is to alter your marketing campaign construction. As I discussed earlier, in case you have income from promoting and IAP, you must begin with advert ROAS campaigns within the first stage. If you’re producing quite a lot of income from IAPs, you must go for blended ROAS campaigns that target each IAPs and advert income. There are a lot of channels available in the market which you can promote on. So long as you will have a constructive ROI, you possibly can launch these video games on any platform. One huge distinction between the 2 genres is that with hyper-casual video games, it’s much less seemingly for individuals to spend on Apple Search Adverts (ASA). Nonetheless, with hybrid-casual video games yow will discover a chance to spend on ASA as effectively.”
What are the most typical errors builders make after they transition from hyper to hybrid-casual video games?
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Focusing solely on CPI numbers
“Beforehand, with hyper-casual video games and their low CPI, cash might be recouped inside 4 days, generally even inside 2 days. Nonetheless, the panorama has modified. Now, it sometimes takes 15 to 45 days to regain the funding. When transitioning, it’s essential to shift focus from CPI alone and prioritize retention metrics. Quite than making a hasty determination to desert a recreation primarily based on barely greater CPI, builders ought to look at retention metrics resembling D7, D10, D14, and D30. If these metrics present sturdy retention, the upper CPI will be offset. A number of elements, together with Retention, Play time, the distinction between Advert income and IAP income, amongst others, needs to be rigorously thought of earlier than deciding whether or not to discontinue a recreation.”
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Placing too many interstitial advertisements inside a recreation
“One other mistake is to place too many interstitial advertisements inside a recreation. The intention is to have a superb retention to maintain sturdy development over time. This implies you’ll want to modify the time between interstitials. Quite than placing too many interstitials within the first few days, individuals ought to give attention to the long run return.”
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Underestimating the ability of creatives
“I additionally see that many cell gaming corporations additionally underestimate the ability of getting a inventive technique. I feel creatives are one of the essential elements within the cell gaming business. Hiring an skilled inventive skilled can do wonders to your cell video games profitability.”
Which genres needs to be explored past hyper-casual video games?
“I consider hyper-casual video games aren’t dying, however evolving. You simply want to regulate your focus strategically. If I used to be a writer, I might positively go for hybrid puzzle video games. A very good hybrid puzzle recreation can maintain development and revenue for greater than 3 years.”
