Instead of making use of elaborate and fancy visual tactics to help grab the viewer’s attention, the ad videos for hyper casual games directly show how the game is played. The best way to market and attract players is by giving them a glimpse of what these games have to offer, and successful hyper casual game ads do just that - by using a screen recording of the gameplay as a video creative. They reflect the simplicity and ease of the game itself. True to the nature and format of these games, the ads used to market hyper casual games are also highly simple and straightforward - yet effective. I analyzed a number of casual game ads using SocialPeta, I have summarized the following common hyper casual games ad characteristics that were observed in nearly all of them:
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Instead, they aim to put out one title after another in order to achieve profits through download volumes. That’s why they don’t exhaust all their resources, trying to maximize the quality of one game. No, gamers are bound to get tired of such games and uninstall them once the initial charm and novelty of the concept wears off - and developers do realize that. One important thing to note here is that developers do not create these games with the hopes that users will still be playing them in the years to come.
He further added, “ Because you can get something out there for little to no effort, in hyper casual, there is a lot of crap, and a lot of clones, and a lot of clones of crap.” Paul Murphy, a partner at venture firm Northzone and the CEO of mobile games company Dots, told Tim Bradshaw, Global Tech Correspondent at the Financial Times in a recent article, “ The cost of building games is dropping and therefore people can put out games really quickly and cheaply.”
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Speaking on the short and quick creation process of these hyper casual games, industry specialist Stephane Kurgan, the former chief operating officer at Candy Crush makers King, said, “ They have done to Candy Crush what Candy Crush did to traditional PC games.” He further added, “ The barrier to entry is very low, and it’s highly capital-efficient.” This, combined with the saturation of the market, makes the competition in the mobile gaming industry massively fierce. Since such games don’t use complex graphics or gameplay, they’re ready within a couple of weeks. Rather than having their games undergo the costly and lengthy processes of testing, improving and refining, companies build these games cheaply, assigning only two or three people to each app. The key behind the success of hyper casual games lies not in their quality, but rather their quantity - the sheer volume with which these games are pumped out onto the market every week. These games are here to stay - a fact made all the more evident by Zynga’s $168 million acquisition of Istanbul based Rollic Games, a fast-growing, hyper casual mobile game company whose games have garnered more than 250 million downloads. Make no mistake though, hyper casual games aren’t just a fad that will fade over time. Founded in 2013, the company has to date amassed more than 3.7 billion downloads by more than 1 billion players - no mean feat, considering how saturated the mobile gaming industry already is. They’re the company behind highly addictive games like Helix Jump, Aquapark.io and Paper.io. You’ve probably already heard about them, especially if you’re a mobile gaming enthusiast. The highest number of mobile game downloads last year was bagged by a Paris based startup called Voodoo.
The success of these game formats is evident in the numbers. The latest stats of top hyper casual game companies Games of this category are dominating charts, successfully beating other, more complicated games. A new genre of games, dubbed hyper casual games because of their super simple gameplay, has taken the mobile game industry by storm.
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