At the 2019 ChinaJoy Seminar: Hyper-casual games in East meets West, Tenjin's CEO shared the most recent hyper-casual market analysis data and insights.

1. HYPER-CASUAL MARKET ANALYSIS
AND INSIGHTS
Christopher Farm, CEO @TenjinIO cfarm@tenjin.io

2. Chris Matthaus Carole Mei-han
Roman Makoto Pooja Kana
TENJIN’S SUCCESS TEAM IS ON THE CUTTING EDGE OF
HYPER-CASUAL DATA SETS

3. WE WORK WITH LEADING HYPER-CASUALS

4. Teach best practices through
modules.
Use cases through
real-life scenarios.
Customer Success
Native or 3rd party
campaign attribution.
Ad revenue & IAP ROI
and cost aggregation.
Data warehousing & BI.
Products
Free to start.
Affordable pricing as
you grow (10x cheaper).
Pricing
THREE MAIN REASONS TOP GAME PUBLISHERS CHOOSE US

5. HYPER-CASUAL APPEAL IS
GROWING

6. use tenjin : )apps are hyper-casual
9/10 7/10
THE TOP CHARTS ARE MOSTLY HYPER-CASUAL
Source: Appannie

7. AFTER UNPRECEDENTED GROWTH IN 2018, IN 2019
HYPER-CASUAL MAU IS STILL GROWING
MAU
*projection based on the data from 1st half of 2019
*

8. BEFORE 2017 THERE WERE ONLY 3 MAIN PUBLISHERS FOR
HYPER-CASUAL GAMES

9. 2018 & 2019 INTRODUCED MANY MORE PLAYERS

10. HYPER-CASUALS LOOK EAST FOR
GROWTH & ROI

11. WESTERN HYPER-CASUALS ARE SPENDING MORE IN CHINA
Growth in user acquisition spend (2017-2018)
82%

12. USER ACQUISITION IN CHINA IS INEXPENSIVE
Source: Tenjin
CPI

13. MONETIZATION THROUGH ADS: THE CHINESE MARKET IS MATURING
QUICKLY AS ECPM IS CATCHING UP TO TIER 1 MARKETS
eCPM

14. We expect China to grow even
more in 2019 and become one of
the top 3 countries for launching
hyper-casual game in 2020.

15. THREE THINGS TO KEEP IN MIND
WHEN ACQUIRING USERS FOR
HYPER-CASUAL GAME

16. ARPU
Number of users (thousands)
TRADITIONAL USER ACQUISITION FOR IAP GAMES REQUIRES NARROW
TARGETING. HIGH COMPETITION → HIGH CPI

17. ARPU
Number of users (thousands)
HYPER-CASUAL USERS ARE A BROAD DEMOGRAPHIC AND CAN BE
BROADLY TARGETED. BROAD TARGETING→ LOW COMPETITION→ LOW CPI

18. HYPER-CASUALS ARE FAMOUS FOR THEIR SHORT TIME TO BREAK
EVEN. THAT ALLOWS ADVERTISERS TO ACT QUICKLY
7 Days
Profit
>30 Days
Growth

19. CROSS-PROMOTION INCREASING THE “NETWORK RETENTION” OF
YOUR PORTFOLIO FOR HIGHER MONETIZATION
Ad networks
App A
App C
App B
App C
App B

20. HYPER-CASUALS NEEDS
AFFORDABLE TOOLS TO GROW

21. HYPER-CASUAL LTV IS 5X LOWER THAN OTHER GENRES:
AFFORDABLE TOOLING IS REQUIRED
Hyper-casual LTV is 5 times lower
than in other genres
5x

22. FREE
FACEBOOK ALLOWS YOU TO RESEARCH CREATIVES AND
GAME CONCEPTS

23. FREE
TOOLS LIKE GAME ANALYTICS ALLOWS TO ANALYZE
PRODUCT METRICS

24. USING AD MEDIATION IS A MUST FOR MAXIMIZING AD
REVENUE

25. FREE
TENJIN CALCULATES AD LTV & ROI OF ADVERTISING
CAMPAIGNS WITH BEST PRACTICES

26. 1) Hyper-casual phenomenon is growing worldwide
2) Adoption of hyper-casual apps has increased dramatically and is
moving East
3) China is one of the most attractive markets for hyper-casuals: CPIs are
low and monetizing eCPMs are high
4) When doing user acquisition for hyper-casual you need to keep in
mind broad targeting, short TTBE and cross-promotional effect
5) Hyper-casual LTVs are 5x lower and require affordable tools
SUMMARY

27. Thank you!
Questions? Send me an email at cfarm@tenjin.com
Christopher Farm, CEO @TenjinIO cfarm@tenjin.io