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HYPER-CASUAL MARKET ANALYSIS
AND INSIGHTS
Christopher Farm, CEO @TenjinIO cfarm@tenjin.io
Chris Matthaus Carole Mei-han
Roman Makoto Pooja Kana
TENJIN’S SUCCESS TEAM IS ON THE CUTTING EDGE OF HYPER-
CASUAL DATA SETS
WE WORK WITH LEADING HYPER-CASUALS
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
HYPER-CASUAL APPEAL IS
GROWING
use tenjin : )apps are hyper-casual
9/10 7/10
THE TOP CHARTS ARE MOSTLY HYPER-CASUAL
Source: Appannie
AFTER UNPRECEDENTED GROWTH IN 2018, IN 2019 HYPER-
CASUAL MAU IS STILL GROWING
MAU
*projection based on the data from 1st half of 2019
*
BEFORE 2017 THERE WERE ONLY 3 MAIN PUBLISHERS FOR
HYPER-CASUAL GAMES
2018 & 2019 INTRODUCED MANY MORE PLAYERS
HYPER-CASUALS LOOK EAST FOR
GROWTH & ROI
WESTERN HYPER-CASUALS ARE SPENDING MORE IN CHINA
Growth in user acquisition spend (2017-2018)
82%
USER ACQUISITION IN CHINA IS INEXPENSIVE
Source: Tenjin
CPI
MONETIZATION THROUGH ADS: THE CHINESE MARKET IS MATURING
QUICKLY AS ECPM IS CATCHING UP TO TIER 1 MARKETS
eCPM
We expect the a big global Hyper-
casual game developer to come out
of China.
USER ACQUISITION FOR HYPER-
CASUAL GAMES
ARPU
Number of users (thousands)
TRADITIONAL USER ACQUISITION FOR IAP GAMES REQUIRES NARROW
TARGETING. HIGH COMPETITION  HIGH CPI
HYPER-CASUAL GAMES ARE BUILT FOR BROAD DEMOGRAPHICS.
BROAD TARGETING  LOW COMPETITION  LOW CPI
ARPU
Number of users (thousands)
HYPER-CASUALS ARE FAMOUS FOR THEIR SHORT TIME TO BREAK EVEN.
THAT ALLOWS ADVERTISERS TO ACT QUICKLY
7 Days
Profit
>30 Days
Growth
CROSS-PROMOTION INCREASES THE “NETWORK RETENTION” OF YOUR
PORTFOLIO FOR HIGHER MONETIZATION
Ad networks
App A
App C
App B
App C
App B
HYPER-CASUALS NEED
AFFORDABLE TOOLS TO GROW
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
FREE
FACEBOOK ALLOWS TO RESEARCH CREATIVES AND GAME
CONCEPTS
FREE
TOOLS LIKE GAME ANALYTICS ALLOWS TO ANALYZE
PRODUCT METRICS
USING AD MEDIATION IS A MUST FOR MAXIMIZING AD
REVENUE
FREE
TENJIN CALCULATES AD LTV & ROI OF ADVERTISING
CAMPAIGNS WITH BEST PRACTICES
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
Thank you!
Questions? Send me an email at cfarm@tenjin.com
Christopher Farm, CEO @TenjinIO cfarm@tenjin.io

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ChinaJoy 2019 tenjin's take on hyper-casual

Editor's Notes

  1. Data science and success team helps customers understand the best way to run marketing analytics and infrastructure for developers who want to get to scale We have a over decade of experience working with the best hypercasual developers and helping them understand all the details of their marketing data and making sure they get the tools to optimize their ROI and budgets
  2. We work with some of the largest global hypercasuals in Europe, North America, Asia, Australia Although based in specific regions, they are able to scale globally with varying requirements in each of their gaming niches
  3. - We provide our decades of UA insight, products and an affordable price to measure all the requirements for measuring marketing ROI
  4. This is mostly due to the demand that users have for these games. Historically games required a lot of time investment and thinking to get to a certain point within the game Users are now looking for short distractions at zero cost. This is why they are ok with ads getting served to them.
  5. The mobile game industry rarely gets to experience this type of y/y growth. These estimates are based on what we see in the industry. FB as an example is just over 2b MAU – this industry is almost half that China is not yet tapped and we are seeing a lot more opportunity for growth there
  6. Before 2018 there were 3 main HC publishers that were dominating...
  7. - 2018 and early 2019 brought us more publishers that are frequently hitting the top 10 ... - They are now trying to capture marketshare by moving east
  8. Noticing a lot more user acquisition getting done over the past two years in China – clearly identified user base that wants customers There is a phenomenon that we are seeing over in the east as well through data
  9. Relative to other countries, user acquisition is inexpensive In fact, the trend in China is that CPIs (cost per install) are decreasing because of the unmet user demand Every other country is experiencing the natural trend of increasing CPIs in hypercasual
  10. This is in stark contrast to monetization metrics that drive LTVs China eCPMs is increasing while the rest of the world is decreasing Low CPI and increasing monetization indicate hypercasual games are downloaded often and there is an unmet user demand in China The other thing to recognize here is that the west eCPMs are decreasing. This points to the fact that margins are slipping in other major countries and China is the next frontier
  11. So once you start building Hyper-casual games, how do you think about user acquisition? I’ll start a bit with the generic theory on the demographics that hypercasuals target, then move into some benchmarks to shoot for.
  12. - IAP based games did their user acquisition campaigns around a few users would would spend a lot of money on in app purchases. - This generated the majority of the economics for RPGs, MMOs, and even casual free to play games
  13. The inverse is true for hyper-casual games Users don’t want to buy pay for the game, but a lot of people will play them They are monetized through ads, so a lot of people contribute a small amount of revenue which can add up to a good business The takeaway here is that this is a much larger base of users that you can target and a broader demographic. This keeps competition for bids lower when doing user acquisition.
  14. General rule of thumb If you want to profit, make sure your time to breakeven is around 7d If you are looking for growth, it can be longer like 30d For clarity this means
  15. Another trick: because of their short development cycles, most hypercasuals have many games at a time Cross promoting their other titles allows them to retain their traffic and continue monetizing each of their portfolio applications, increasing their monetization
  16. Because of their 5x lower LTV, hypercasual game developers look for affordable tooling Here’s some of the tools that we see most game developers use