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Leveling Up Hypercasual: Episode 3

Posted Jul 9, 2020

Hypercasual titles continue to dominate the charts, and one thing is clear: It’s not a genre, it’s a business model and a whole new way of thinking about the mobile game experience. We joined up with Boombit, publisher of titles like Tanks A Lot and Idle Coffee Corp, to dive into what makes hypercasual unique and how budding developers can learn and succeed.

For the final episode in our Leveling Up Hypercasual series, we’re talking about retention. We get more specific about HOW app publishers are measuring retention, and look at some appropriate benchmarks. We also looking at ways to increase retention, and include a special guest from an iconic brand you will definitely recognize to talk more about licensing valuable IP to hypercasual developers and the impact that has on the retention of those games.

Joining us again this week, we have the talented moderation skills of Ana Yoerg, and Jon Hook, VP of Publishing for hypercasual publisher Boombit. Also joining the conversation is Andrew Chan, Head of Digital Gaming at Mattel, where he leads all digital gaming licensing, publishing and marketing across all gaming platforms. Additionally, he serves on the board of Mattel163, a joint venture mobile studio founded in 2018 by Mattel and NetEase.

Check out the latest episode below!

In our first episode, we dug into what makes a hypercasual game and why they’re so popular. We also talked about the sub-categories and different kinds of gameplay loops and touched on the main moneymaker for most hypercasual titles: advertising – which kinds of ad formats and experiences work best for generating the most amount of revenue while engaging and retaining your users.

Episode 2 dove into the role that in-app purchases (IAP) can play in hypercasual monetization strategies including combining ad formats like rewarded video and interstitials with IAP to create an ideal combination of monetization sources.

About Boombit
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, follow them on Twitter, Facebook, Instagram, and LinkedIn.

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