Today’s marketers are constantly being challenged in reaching their audiences. Ever since the innovation of technology, many younger generations stopped watching cable television and switched to video streaming services such as Netflix and Hulu. As a result, business advertisements were not being consumed by younger people.
Many argue marketers have gotten more savvy and strategic with finding their target audiences. One message delivery channel business use to reach younger people are hyper-casual games on mobile devices. A hyper casual game is generally a mobile app with a flat learning curve, basic mechanics and no time restraints. Many people find them addictive because the user experience is smooth and requires little thought.
A couple of the most common mechanisms are timing and puzzle. Timing mechanics involves a countdown to make a move, otherwise the user loses. An example of a hyper-causal game that implements a timing mechanics is Breakout. Breakout recognizes users can quickly lose a game and feel frustrated. Therefore, they created a feature that offers multiple attempts before a level is complete.
Puzzle mechanics is universally the most popular game genre in app stores. An example of a hyper-casual game that uses puzzle mechanics is Tetris. Tetris fosters mental challenges and entertainment by increasing difficulty over time. This keeps users engaged and motivated to beat their ranking high score. Furthermore, both these hyper-casual games avoid a typical “game over” message.
Because hyper-casual games tend to avoid the “game over” experience, users tend to restart these games seconds after finishing their previous attempt. Marketers noticed their audiences were spending a substantial amount of time on these apps which lead to gaming business strategizing opportunities to monetize their audiences.
CleverTap lists four different ways hyper-casual games monetize two of which are in-app purchases and advertising.
In-app purchases is one of the most popular monetization strategies, especially for freemium apps. Freemium apps are the most basic, free version of an app. Many freemium apps include in-app purchases that give users access to new levels or extended play time. Whether you do or do not make in-app purchase, there is a segment of people who will purchase in freemium apps.
Advertising in apps has become the leading source of revenue for hyper-casual games. In order to successfully reach your audience, you must avoid disrupting the user experience. Pushing popup ad after popup ad can result in a frustrated user and them deleting the app altogether. Many hyper-casual games achieve success in interstitial ads during pauses or between gameplay. Through the consumer perspective, this makes the most sense.
Now that you know a couple mechanisms and monetization strategies, you’re more prepared to reach your audience on hyper-casual games. If you’re ever wondering how other gaming companies are implementing strategies, simply download their game for yourself. Then, play a few rounds and analyze their strengths and weaknesses.
More hyper-casual game monetization strategies and types of mechanics are listed in this infographic. Whether you’re a senior marketer or in an entry level role, there is always something new to learn about hyper-casual game monetization.