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The rise of Hyper-casual & takeaways from Tap Tap Games

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Why Hyper-casual is getting so "hot" in gaming? What are the business models behind it? How Indie studios can make business out of it?

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The rise of Hyper-casual & takeaways from Tap Tap Games

  1. 1. The rise of Hyper-casual & takeaways from Tap Tap Games
  2. 2. Founded in 2014 Huuuge Casino $150M Revenue 2017 350+ Employees 8 Offices Billionaire Casino
  3. 3. hyper-casual Publishing
  4. 4. Founded in 2018 11 Games 22 Employees 2 weeks / game
  5. 5. https://venturebeat.com/2018/06/10/hypercasual-is-mobile-gamings-new-dominant-force-as/
  6. 6. http://tabtale.com/blog_posts/tabtales-super-into-super-casual-games/
  7. 7. Source: https://www.slideshare.net/WNconf/itai-edry-tabtale Frogger - 1981 Crossy Road Jungle Hunt - 1981 Swing - Ketchapp
  8. 8. Source: https://www.slideshare.net/WNconf/itai-edry-tabtale Jungle Hunt - 1981 Swing - Ketchapp built sustainable business on top of simple games at big scale Frogger - 1981 Crossy Road
  9. 9. 100M
  10. 10. 70.2M
  11. 11. 2017: - Make up 48% of all Arcade downloads Source: http://blog.apptopia.com/voodoo-is-coming-for-ketchapps-throne
  12. 12. Source: http://blog.apptopia.com/voodoo-is-coming-for-ketchapps-throne #1 #2 #7 #8
  13. 13. source: AppAnnie
  14. 14. https://uploads.strikinglycdn.com/files/a7ad09f5-4a58-4a3a-87fa-57ae2b601288/20180528%20Voodoo-GS%20MBD%20-%20ENGLISH.pdf https://Appannie.com https://www.inc.com/eliran-sapir/how-to-make-57000-a-day-in-the-app-store.html http://www.euroinvestor.com/news/2016/09/27/ubisoft-entertainment-ubisoft-acquires-mobile-publisher-ketchapp/13456579#_ftn2 ● >160 Games ● 700M downloads (2016) ● 23M downloads/month (2016) ● $57k/day Revenue from Fidget Spinner ● $600k Scream Go Hero in 2 months ● >40 Games ● 150M MAU (2017) ● 300M downloads (2017) ● 1bn downloads (2018)
  15. 15. https://lloydmelnick.com/2018/06/05/is-hypercasual-worth-the-450-million-that-zynga-and-goldman-sachs-just-spent/ 2016, ~$30-40M (A) 2018, $200M (I) 2018, $250M (A)
  16. 16. 1. Simple Controls: 2. Skills: 3. Session time: 4. Experience: 5. Business model: 6. Mass market potential: Source: https://www.slideshare.net/WNconf/itai-edry-tabtale
  17. 17. Future of Hyper-Casual: ● Flat design to 3D / more detailed graphics ● Adding more depth into the game ● Adding more content ● Similar how arcade games evolved ● Adding IDLE layer into the games ● Following Video Games trends ● Every 3 months new trend; drawing games (appealing to women), IDLE layers More: Panel discussion - Predictions for Casual games - https://www.deconstructoroffun.com/blog/2018/1/9/prediction-for-2018-casual-games 3D
  18. 18. ● Hyper-casual it the hottest sector in the gaming space, with deals valued at hundreds of million ● Hyper-casual games have a single mechanic and a single goal, making them easy to learn and play but hard to master ● Hyper-casual are fast to develop with relatively low human and development cost ● 70%+ monetised by ads and only rely on IAP to a minor extent.
  19. 19. ● Hyper-casual games can acquire users on scale at extremely low CPIs. Instead of addressing a niche audience, they go broad and appeal to the masses. ● Ad-funded games have biggest share of revenues in first days when users are most active. Games focused on IAP monetise users after couple of days; makes most of their money after long time. Developer can reinvest money into marketing faster. ● Users continue to have a great appetite for new games, so ideally you have the next title ready before they finish the last one.
  20. 20. - Study Top Games using spreadsheet - what qualities do they have: - Average time or length of the session - Online / offline - Single/Multiplayer - Core mechanic description - Goal (=finish all levels) /Fail (=hit obstacle/wall/…) - Special (=unlock balls & platform skins for coins,...) - Improvement suggestions - Review Top Chart games (what works what doesn’t) - Check App Store game recommendations
  21. 21. Unique Selling Point (Same Proven Gameplay; Different Design/Graphics) You are selling screenshot/short video to your users Dunk Shot - Ketchapp Kitty Jump - Tap Tap Games
  22. 22. Concept Pre- production Production Soft Launch Operation Launch - Shorten the Process & Go to Market fast - Test game during soft launch and then to - Give yourself deadline & stick to it (e.g. 2 weeks/2 months/... per game) - MVP but less features; - Work on framework to kill game ideas at hyper-speed - Launch and test as many games as possible (market will verify which games it likes)
  23. 23. The game loop is essentially the very heartbeat of your game. It is a series or chain of actions that is repeated over and over as the primary flow your players experience. Play / Earn diamonds / Replay to earn more coins to unlock new game themes. https://risinghighacademy.com/what-is-a-core-loop-in-a-mobile-game/
  24. 24. The game loop is essentially the very heartbeat of your game. It is a series or chain of actions that is repeated over and over as the primary flow your players experience. Play / Earn diamonds / Replay to earn more coins to unlock new game themes. https://risinghighacademy.com/what-is-a-core-loop-in-a-mobile-game/ https://mobilefreetoplay.com/path-100-million-downloads-hypercasual-mobile-games-rewriting-game-design-rulebook/ - snackability – short sessions which could be repeated – as this will create loops. - relaxing - to avoid stress. - user has no negative reactions at the end of the game (=get into the loop again) - not punitive / frustrating - users should have good time
  25. 25. Same Theme - Different look KISS - Selling screenshot/Describable https://www.slideshare.net/WNconf/itai-edry-tabtale
  26. 26. UA in US on soft launch, test if CPI below <$0.50 Go for volume, target App Installs only Facebook and Google largest traffic sources
  27. 27. ● Retention ○ D1 >= 40% ● % of DAU watching video ads ○ If low then improve your implementation (correct your message, change reward value, not interrupt gameplay,…) ○ From Unity ads - (20% have up to 20%, 51% have 20%-50%, 27% have 50%-80%, successful games have 45%+) ● Ads per watcher ○ Try to improve from 1 to 2-3+ to increase revenue ○ From Unity ads - on average 2.7; most successful games try to achieve 3-4 https://www.youtube.com/watch?v=3bwTPzdtGtk
  28. 28. Eric Seufert - “Freemium Economics: Leveraging Analytics and User Segmentation to Drive Revenue“
  29. 29. ● Hyper-casual games - short sessions, hyper-casual style - most wanted and fast decision process ● Prototype build or already published game ● Experience with implementing external SDKs (Appsflyer, Ad Networks) ● For published games >=40% D1 retention
  30. 30. Business - Clear agreement and long-term cooperation - Quick decision after basic game test Product - Core loop improvements - UX/UI/tech/ - Having our own guidelines also improves studio Production cycle Distribution - Distribution in specific markets - Submission / ASO / SEO optimization / Cross-promotion with other titles in portfolio / Store campaign - road to featuring / Social media campaigns / …. User Acquisition - Marketing support from the largest mobile acquisition team in Europe - 50 people consisting of media buyers, analysts and marketing creative designers Monetization - Very deep knowledge of every ad network due to direct relationships - Help you optimize impressions, CPMs, ad formats and maximize ad revenue Analytics - Support in understanding users & optimizing the game - In-house analysts dedicated to ad optimization - Understanding key metrics - Improve game retention, revenue & viral growth
  31. 31. https://taptap.games
  32. 32. Łukasz Miądowicz, Huuuge Ambassador; Indie Developers relations lukasz.miadowicz@huuugegames.com

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