Hypercasual is one of the hottest app categories in the app stores today. Goldman-Sachs invested over $200MM in Voodoo, one of the most established publishers a couple of years ago, and things have exploded since — some estimates place the hypercasual category as a $4-5 billion (with a b!) industry! Looking at the App Store and Google Play data, hypercasual apps had the highest number of installs on average per app in more than half of the top global markets.
They dominate the charts, even as people have moved to a work-from-home life and Zoom and House Party shot to the top. But longevity is not currently in the hypercasual playbook. Whether by design or by accident, other than a couple of exceptions by genre experts who have their UA down to both an art and a science, that top chart domination rarely sees the same app maintain its “top downloaded” status for more a few weeks. Some of those major hypercasual publishers relish this volatility, pumping out app after app to “ride the wave.”
In this series, we teamed up with Jon Hook, VP of Publishing for hypercasual publisher Boombit to take a look at the hypercasual market through a slightly different lens. Hosted by Ana Yoerg and also featuring our Director of User Acquisition Intelligence Pawel Pawlak.
Rather than focusing on what it is (though we certainly will cover that), we’ll dive deep with experts to try and lift up the genre and define what it could be with the proper focus on engagement, retention, and user experience. With user acquisition and monetization lessons taken from other successful mobile game genres, hypercasual developers can level up their games, their users, and their revenue.
Check out the first episode below!
BoomBit is one of the world’s largest mobile game publishers. They focus on game production and publishing. BoomBit was established as a mobile game developer in 2012 in the UK, and currently have a strong presence in the US, China, United Kingdom, Slovakia, and Poland with over 250 employees worldwide. You can find them on the web at Boombit.com, follow them on Twitter, Facebook, Instagram, and LinkedIn.
- The Modern Mobile Gamer Webinar with Adweek— Recap and Q&A - October 26, 2020
- Webinar Recap: How Will Apple’s New Privacy Changes Affect Advertisers? - October 23, 2020
- The Gamer Stereotype – All Wrong - October 20, 2020