![]() ![]() This yields relatively low revenue per active user, but the mass appeal and “stickiness” of the games makes up for it in scale. ![]() In contrast, hyper-casual games generally offer few in-app purchases (IAPs), which usually account for more than 70% of revenue for other genres, and instead monetize through a mix of video, playable, banner, and interstitial ads. Consumers became acquainted with paying little to no money for games, ushering in the era of free-to-play games, which relied on the aforementioned whale-driven monetization strategy. Then came Angry Birds and its $0.99 price tag, sparking a race to the bottom for mobile game pricing. Games like Crash Bandicoot and Rolando commanded premium prices for their experiences, taking the PC and console monetization approach to mobile. When the App Store first debuted a decade ago, mobile games were predominantly paid premium experiences. UI for these games tends to be minimalistic -they’re sort of a revival of simple arcade games from the ‘70s and ‘80s.īut beyond the minimalist design, the biggest reason for the success of the hyper-casual genre was because of the maturation of the mobile games industry. They’re often addictive, because gameplay is just a tap away and sessions are short, allowing players to play frequently and stop at any time. In part two of the series, I introduced the new genre “hyper-casual”, which includes games that are lightweight and instantly playable. Monetization of hardcore games is reliant on the commitment of the players, and it is largely whale-driven, which means developers make most of their revenue from a handful of dedicated players. For hardcore games, social networking is a part of the game, as well as the monetization strategy. The last category I covered was hardcore games, where there are fewer users who play less frequently, but conversion costs are higher. Around the time mid-core gaming came around, UA teams started using cross-promotion and ad networks to acquire players. Casual games were followed by mid-core games, which are characterized by a recognizable design along with adapted controls and metagaming. Casual games are straightforward with mass appeal-think Candy Crush. ![]() The first games launched on iOS were paid casual games. In part one, I defined three general categories that mobile games have been broken down into: casual, mid-core, and hardcore. In 2017, I wrote a three-part series on called “The Ascendance of Hyper-casual,” where I dissected the emergence of hyper-casual as a new genre in the mobile gaming space. ![]()
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