SlideShare a Scribd company logo
1 of 36
Download to read offline
The rise of Hyper-casual & takeaways
from Tap Tap Games
Founded in
2014
Huuuge Casino
$150M
Revenue
2017
350+
Employees
8
Offices
Billionaire Casino
hyper-casual
Publishing
Founded in
2018
11
Games
22
Employees
2
weeks / game
https://venturebeat.com/2018/06/10/hypercasual-is-mobile-gamings-new-dominant-force-as/
http://tabtale.com/blog_posts/tabtales-super-into-super-casual-games/
Source: https://www.slideshare.net/WNconf/itai-edry-tabtale
Frogger - 1981 Crossy Road Jungle Hunt - 1981 Swing - Ketchapp
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
100M
70.2M
2017: - Make up 48% of all Arcade downloads
Source: http://blog.apptopia.com/voodoo-is-coming-for-ketchapps-throne
Source: http://blog.apptopia.com/voodoo-is-coming-for-ketchapps-throne
#1
#2
#7
#8
source: AppAnnie
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)
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)
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
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
● 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.
● 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.
- 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
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
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)
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/
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
Same Theme - Different look KISS - Selling screenshot/Describable
https://www.slideshare.net/WNconf/itai-edry-tabtale
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
● 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
Eric Seufert - “Freemium Economics: Leveraging
Analytics and User Segmentation
to Drive Revenue“
● 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
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
https://taptap.games
Łukasz Miądowicz, Huuuge Ambassador; Indie Developers relations
lukasz.miadowicz@huuugegames.com

More Related Content

What's hot

Why Live Ops Matters for Casual Games: 3 Stategic Mindset for POs
Why Live Ops Matters for Casual Games: 3 Stategic Mindset for POsWhy Live Ops Matters for Casual Games: 3 Stategic Mindset for POs
Why Live Ops Matters for Casual Games: 3 Stategic Mindset for POsTimShepherd83
 
New tools and services to take your live ops to the next level
New tools and services to take your live ops to the next levelNew tools and services to take your live ops to the next level
New tools and services to take your live ops to the next levelCrystin Cox
 
GDC Talk: Lifetime Value: The long tail of Mid-Core games
GDC Talk: Lifetime Value: The long tail of Mid-Core gamesGDC Talk: Lifetime Value: The long tail of Mid-Core games
GDC Talk: Lifetime Value: The long tail of Mid-Core gamesTamara (Tammy) Levy
 
Killer Design Patterns for F2P Mobile/Tablet Games
Killer Design Patterns for F2P Mobile/Tablet GamesKiller Design Patterns for F2P Mobile/Tablet Games
Killer Design Patterns for F2P Mobile/Tablet GamesHenric Suuronen
 
Building Games for the Long Term: Pragmatic F2P Guild Design (GDC Europe 2013)
Building Games for the Long Term: Pragmatic F2P Guild Design (GDC Europe 2013)Building Games for the Long Term: Pragmatic F2P Guild Design (GDC Europe 2013)
Building Games for the Long Term: Pragmatic F2P Guild Design (GDC Europe 2013)Kongregate
 
Lean Live Ops - Free Your Devs (annotated edition) - Joe Raeburn
Lean Live Ops - Free Your Devs (annotated edition) - Joe RaeburnLean Live Ops - Free Your Devs (annotated edition) - Joe Raeburn
Lean Live Ops - Free Your Devs (annotated edition) - Joe RaeburnSimon Hade
 
Case Study: Introducing LiveOps and F2P to Traditional Game Mechanics in Roll...
Case Study: Introducing LiveOps and F2P to Traditional Game Mechanics in Roll...Case Study: Introducing LiveOps and F2P to Traditional Game Mechanics in Roll...
Case Study: Introducing LiveOps and F2P to Traditional Game Mechanics in Roll...Jessica Tams
 
Driving profitability of Google App Campaigns in scale. What is easy, what is...
Driving profitability of Google App Campaigns in scale. What is easy, what is...Driving profitability of Google App Campaigns in scale. What is easy, what is...
Driving profitability of Google App Campaigns in scale. What is easy, what is...GameCamp
 
Live ops in mobile gaming - how to do it right?
 Live ops in mobile gaming - how to do it right? Live ops in mobile gaming - how to do it right?
Live ops in mobile gaming - how to do it right?GameCamp
 
Hyper-casual 2.0. Is hyper-casual dead? What we can tell based on the data?
Hyper-casual 2.0. Is hyper-casual dead? What we can tell based on the data?Hyper-casual 2.0. Is hyper-casual dead? What we can tell based on the data?
Hyper-casual 2.0. Is hyper-casual dead? What we can tell based on the data?GameCamp
 
LiveOps 101 | Andrew Munden
LiveOps 101 | Andrew MundenLiveOps 101 | Andrew Munden
LiveOps 101 | Andrew MundenJessica Tams
 
Indie Game Market Research Presentation
Indie Game Market Research PresentationIndie Game Market Research Presentation
Indie Game Market Research PresentationLogan Williams
 
Space Ape's Analytics Stack
Space Ape's Analytics StackSpace Ape's Analytics Stack
Space Ape's Analytics StackSimon Hade
 
Creativity and data driven design. Learnings from Archero case.
Creativity and data driven design. Learnings from Archero case.Creativity and data driven design. Learnings from Archero case.
Creativity and data driven design. Learnings from Archero case.GameCamp
 
Kongregate - Maximizing Player Retention and Monetization in Free-to-Play Gam...
Kongregate - Maximizing Player Retention and Monetization in Free-to-Play Gam...Kongregate - Maximizing Player Retention and Monetization in Free-to-Play Gam...
Kongregate - Maximizing Player Retention and Monetization in Free-to-Play Gam...David Piao Chiu
 
Improving LTV with Personalized Live Ops Offers: Hill Climb Racing 2 Case Stu...
Improving LTV with Personalized Live Ops Offers: Hill Climb Racing 2 Case Stu...Improving LTV with Personalized Live Ops Offers: Hill Climb Racing 2 Case Stu...
Improving LTV with Personalized Live Ops Offers: Hill Climb Racing 2 Case Stu...Jessica Tams
 
Maximizing Monetization - Casual Connect SF 2013
Maximizing Monetization - Casual Connect SF 2013Maximizing Monetization - Casual Connect SF 2013
Maximizing Monetization - Casual Connect SF 2013emily_greer
 
Introducing PlayFab -- Effective LiveOps
Introducing PlayFab -- Effective LiveOpsIntroducing PlayFab -- Effective LiveOps
Introducing PlayFab -- Effective LiveOpsJames Gwertzman
 
Presentation to German Chamber on Animoca, Games and App
Presentation to German Chamber on Animoca, Games and AppPresentation to German Chamber on Animoca, Games and App
Presentation to German Chamber on Animoca, Games and AppAnimoca Brands
 

What's hot (20)

Why Live Ops Matters for Casual Games: 3 Stategic Mindset for POs
Why Live Ops Matters for Casual Games: 3 Stategic Mindset for POsWhy Live Ops Matters for Casual Games: 3 Stategic Mindset for POs
Why Live Ops Matters for Casual Games: 3 Stategic Mindset for POs
 
New tools and services to take your live ops to the next level
New tools and services to take your live ops to the next levelNew tools and services to take your live ops to the next level
New tools and services to take your live ops to the next level
 
GDC Talk: Lifetime Value: The long tail of Mid-Core games
GDC Talk: Lifetime Value: The long tail of Mid-Core gamesGDC Talk: Lifetime Value: The long tail of Mid-Core games
GDC Talk: Lifetime Value: The long tail of Mid-Core games
 
Killer Design Patterns for F2P Mobile/Tablet Games
Killer Design Patterns for F2P Mobile/Tablet GamesKiller Design Patterns for F2P Mobile/Tablet Games
Killer Design Patterns for F2P Mobile/Tablet Games
 
Building Games for the Long Term: Pragmatic F2P Guild Design (GDC Europe 2013)
Building Games for the Long Term: Pragmatic F2P Guild Design (GDC Europe 2013)Building Games for the Long Term: Pragmatic F2P Guild Design (GDC Europe 2013)
Building Games for the Long Term: Pragmatic F2P Guild Design (GDC Europe 2013)
 
Lean Live Ops - Free Your Devs (annotated edition) - Joe Raeburn
Lean Live Ops - Free Your Devs (annotated edition) - Joe RaeburnLean Live Ops - Free Your Devs (annotated edition) - Joe Raeburn
Lean Live Ops - Free Your Devs (annotated edition) - Joe Raeburn
 
Case Study: Introducing LiveOps and F2P to Traditional Game Mechanics in Roll...
Case Study: Introducing LiveOps and F2P to Traditional Game Mechanics in Roll...Case Study: Introducing LiveOps and F2P to Traditional Game Mechanics in Roll...
Case Study: Introducing LiveOps and F2P to Traditional Game Mechanics in Roll...
 
Driving profitability of Google App Campaigns in scale. What is easy, what is...
Driving profitability of Google App Campaigns in scale. What is easy, what is...Driving profitability of Google App Campaigns in scale. What is easy, what is...
Driving profitability of Google App Campaigns in scale. What is easy, what is...
 
Live ops in mobile gaming - how to do it right?
 Live ops in mobile gaming - how to do it right? Live ops in mobile gaming - how to do it right?
Live ops in mobile gaming - how to do it right?
 
Hyper-casual 2.0. Is hyper-casual dead? What we can tell based on the data?
Hyper-casual 2.0. Is hyper-casual dead? What we can tell based on the data?Hyper-casual 2.0. Is hyper-casual dead? What we can tell based on the data?
Hyper-casual 2.0. Is hyper-casual dead? What we can tell based on the data?
 
LiveOps 101 | Andrew Munden
LiveOps 101 | Andrew MundenLiveOps 101 | Andrew Munden
LiveOps 101 | Andrew Munden
 
Indie Game Market Research Presentation
Indie Game Market Research PresentationIndie Game Market Research Presentation
Indie Game Market Research Presentation
 
Space Ape's Analytics Stack
Space Ape's Analytics StackSpace Ape's Analytics Stack
Space Ape's Analytics Stack
 
Creativity and data driven design. Learnings from Archero case.
Creativity and data driven design. Learnings from Archero case.Creativity and data driven design. Learnings from Archero case.
Creativity and data driven design. Learnings from Archero case.
 
Kongregate - Maximizing Player Retention and Monetization in Free-to-Play Gam...
Kongregate - Maximizing Player Retention and Monetization in Free-to-Play Gam...Kongregate - Maximizing Player Retention and Monetization in Free-to-Play Gam...
Kongregate - Maximizing Player Retention and Monetization in Free-to-Play Gam...
 
Epic Fails in LiveOps
Epic Fails in LiveOpsEpic Fails in LiveOps
Epic Fails in LiveOps
 
Improving LTV with Personalized Live Ops Offers: Hill Climb Racing 2 Case Stu...
Improving LTV with Personalized Live Ops Offers: Hill Climb Racing 2 Case Stu...Improving LTV with Personalized Live Ops Offers: Hill Climb Racing 2 Case Stu...
Improving LTV with Personalized Live Ops Offers: Hill Climb Racing 2 Case Stu...
 
Maximizing Monetization - Casual Connect SF 2013
Maximizing Monetization - Casual Connect SF 2013Maximizing Monetization - Casual Connect SF 2013
Maximizing Monetization - Casual Connect SF 2013
 
Introducing PlayFab -- Effective LiveOps
Introducing PlayFab -- Effective LiveOpsIntroducing PlayFab -- Effective LiveOps
Introducing PlayFab -- Effective LiveOps
 
Presentation to German Chamber on Animoca, Games and App
Presentation to German Chamber on Animoca, Games and AppPresentation to German Chamber on Animoca, Games and App
Presentation to German Chamber on Animoca, Games and App
 

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

Soft launching a game - from dev and marketing perspective. TapTap Games case...
Soft launching a game - from dev and marketing perspective. TapTap Games case...Soft launching a game - from dev and marketing perspective. TapTap Games case...
Soft launching a game - from dev and marketing perspective. TapTap Games case...GameCamp
 
Introduction to brainCloud - Sept 2014
Introduction to brainCloud - Sept 2014Introduction to brainCloud - Sept 2014
Introduction to brainCloud - Sept 2014Paul Winterhalder
 
The factors of social games success
The factors of social games successThe factors of social games success
The factors of social games successEsteban Gallardo
 
GameZBoost Gaming Platform Overview
GameZBoost Gaming Platform OverviewGameZBoost Gaming Platform Overview
GameZBoost Gaming Platform OverviewGameZBoost
 
Building the pipeline for FUN - Game Development
 Building the pipeline for FUN - Game Development Building the pipeline for FUN - Game Development
Building the pipeline for FUN - Game DevelopmentFaunaFace, Inc
 
[DSC Europe 23][Pandora] Siyu SUN Data Science Enter The Game.pptx
[DSC Europe 23][Pandora] Siyu SUN Data Science Enter The Game.pptx[DSC Europe 23][Pandora] Siyu SUN Data Science Enter The Game.pptx
[DSC Europe 23][Pandora] Siyu SUN Data Science Enter The Game.pptxDataScienceConferenc1
 
Casual Connect Europe - How To Engage With Your Players!
Casual Connect Europe - How To Engage With Your Players!Casual Connect Europe - How To Engage With Your Players!
Casual Connect Europe - How To Engage With Your Players!Almog Koren
 
Israel Mobile Summit 2012 - Going above and beyond the standards how to engag...
Israel Mobile Summit 2012 - Going above and beyond the standards how to engag...Israel Mobile Summit 2012 - Going above and beyond the standards how to engag...
Israel Mobile Summit 2012 - Going above and beyond the standards how to engag...Almog Koren
 
Using Innovation Games To Prioritize Technical Debt Pub
Using Innovation Games To Prioritize Technical Debt PubUsing Innovation Games To Prioritize Technical Debt Pub
Using Innovation Games To Prioritize Technical Debt PubEnthiosys Inc
 
Using Innovation Games To Prioritize Technical Debt Pub
Using Innovation Games To Prioritize Technical Debt PubUsing Innovation Games To Prioritize Technical Debt Pub
Using Innovation Games To Prioritize Technical Debt PubEnthiosys Inc
 
Monetization As Part Of Game Design
Monetization As Part Of Game DesignMonetization As Part Of Game Design
Monetization As Part Of Game DesignInMobi
 
The Keys to Making Successful Free-to-Play Games on Steam - A Design and Prod...
The Keys to Making Successful Free-to-Play Games on Steam - A Design and Prod...The Keys to Making Successful Free-to-Play Games on Steam - A Design and Prod...
The Keys to Making Successful Free-to-Play Games on Steam - A Design and Prod...Adrian Crook and Associates
 
Casual connect 2015 summary
Casual connect 2015 summaryCasual connect 2015 summary
Casual connect 2015 summarySun Cho
 
New Legends Studios - Seed Deck 2014
New Legends Studios - Seed Deck 2014New Legends Studios - Seed Deck 2014
New Legends Studios - Seed Deck 2014Ohad Barzilay
 
Say hello to the new PlayFab!
Say hello to the new PlayFab!Say hello to the new PlayFab!
Say hello to the new PlayFab!Thomas Robbins
 
La industria de videojuegos para web, consolas y plataformas mo¦üviles con un...
La industria de videojuegos para web, consolas y plataformas mo¦üviles con un...La industria de videojuegos para web, consolas y plataformas mo¦üviles con un...
La industria de videojuegos para web, consolas y plataformas mo¦üviles con un...campus party
 
Eric Seufert - GDC 2018 - Succeeding with Licensed IP for Mobile F2P Games
Eric Seufert - GDC 2018 - Succeeding with Licensed IP for Mobile F2P GamesEric Seufert - GDC 2018 - Succeeding with Licensed IP for Mobile F2P Games
Eric Seufert - GDC 2018 - Succeeding with Licensed IP for Mobile F2P GamesEric Seufert
 
Work at Play's Franchise Hub Model for Games
Work at Play's Franchise Hub Model for GamesWork at Play's Franchise Hub Model for Games
Work at Play's Franchise Hub Model for GamesDavid Gratton
 

Similar to The rise of Hyper-casual & takeaways from Tap Tap Games (20)

Soft launching a game - from dev and marketing perspective. TapTap Games case...
Soft launching a game - from dev and marketing perspective. TapTap Games case...Soft launching a game - from dev and marketing perspective. TapTap Games case...
Soft launching a game - from dev and marketing perspective. TapTap Games case...
 
Introduction to brainCloud - Sept 2014
Introduction to brainCloud - Sept 2014Introduction to brainCloud - Sept 2014
Introduction to brainCloud - Sept 2014
 
The factors of social games success
The factors of social games successThe factors of social games success
The factors of social games success
 
GameZBoost Gaming Platform Overview
GameZBoost Gaming Platform OverviewGameZBoost Gaming Platform Overview
GameZBoost Gaming Platform Overview
 
Building the pipeline for FUN - Game Development
 Building the pipeline for FUN - Game Development Building the pipeline for FUN - Game Development
Building the pipeline for FUN - Game Development
 
[DSC Europe 23][Pandora] Siyu SUN Data Science Enter The Game.pptx
[DSC Europe 23][Pandora] Siyu SUN Data Science Enter The Game.pptx[DSC Europe 23][Pandora] Siyu SUN Data Science Enter The Game.pptx
[DSC Europe 23][Pandora] Siyu SUN Data Science Enter The Game.pptx
 
Casual Connect Europe - How To Engage With Your Players!
Casual Connect Europe - How To Engage With Your Players!Casual Connect Europe - How To Engage With Your Players!
Casual Connect Europe - How To Engage With Your Players!
 
Israel Mobile Summit 2012 - Going above and beyond the standards how to engag...
Israel Mobile Summit 2012 - Going above and beyond the standards how to engag...Israel Mobile Summit 2012 - Going above and beyond the standards how to engag...
Israel Mobile Summit 2012 - Going above and beyond the standards how to engag...
 
Using Innovation Games To Prioritize Technical Debt Pub
Using Innovation Games To Prioritize Technical Debt PubUsing Innovation Games To Prioritize Technical Debt Pub
Using Innovation Games To Prioritize Technical Debt Pub
 
Using Innovation Games To Prioritize Technical Debt Pub
Using Innovation Games To Prioritize Technical Debt PubUsing Innovation Games To Prioritize Technical Debt Pub
Using Innovation Games To Prioritize Technical Debt Pub
 
Monetization As Part Of Game Design
Monetization As Part Of Game DesignMonetization As Part Of Game Design
Monetization As Part Of Game Design
 
The Keys to Making Successful Free-to-Play Games on Steam - A Design and Prod...
The Keys to Making Successful Free-to-Play Games on Steam - A Design and Prod...The Keys to Making Successful Free-to-Play Games on Steam - A Design and Prod...
The Keys to Making Successful Free-to-Play Games on Steam - A Design and Prod...
 
Casual connect 2015 summary
Casual connect 2015 summaryCasual connect 2015 summary
Casual connect 2015 summary
 
Tf report q3_q4
Tf report q3_q4Tf report q3_q4
Tf report q3_q4
 
New Legends Studios - Seed Deck 2014
New Legends Studios - Seed Deck 2014New Legends Studios - Seed Deck 2014
New Legends Studios - Seed Deck 2014
 
Say hello to the new PlayFab!
Say hello to the new PlayFab!Say hello to the new PlayFab!
Say hello to the new PlayFab!
 
PHP games
PHP gamesPHP games
PHP games
 
La industria de videojuegos para web, consolas y plataformas mo¦üviles con un...
La industria de videojuegos para web, consolas y plataformas mo¦üviles con un...La industria de videojuegos para web, consolas y plataformas mo¦üviles con un...
La industria de videojuegos para web, consolas y plataformas mo¦üviles con un...
 
Eric Seufert - GDC 2018 - Succeeding with Licensed IP for Mobile F2P Games
Eric Seufert - GDC 2018 - Succeeding with Licensed IP for Mobile F2P GamesEric Seufert - GDC 2018 - Succeeding with Licensed IP for Mobile F2P Games
Eric Seufert - GDC 2018 - Succeeding with Licensed IP for Mobile F2P Games
 
Work at Play's Franchise Hub Model for Games
Work at Play's Franchise Hub Model for GamesWork at Play's Franchise Hub Model for Games
Work at Play's Franchise Hub Model for Games
 

More from GameCamp

Practical approach to creative testing and creative optimisation at Google UA...
Practical approach to creative testing and creative optimisation at Google UA...Practical approach to creative testing and creative optimisation at Google UA...
Practical approach to creative testing and creative optimisation at Google UA...GameCamp
 
Creativity and science behind creative testing. creative testing framework an...
Creativity and science behind creative testing. creative testing framework an...Creativity and science behind creative testing. creative testing framework an...
Creativity and science behind creative testing. creative testing framework an...GameCamp
 
How to boost your ASO with data analytics?
How to boost your ASO with data analytics?How to boost your ASO with data analytics?
How to boost your ASO with data analytics?GameCamp
 
8 Types of mobile game and app creatives you should try
8 Types of mobile game and app creatives you should try8 Types of mobile game and app creatives you should try
8 Types of mobile game and app creatives you should tryGameCamp
 
Building the BI system and analytics capabilities at the company based on Rea...
Building the BI system and analytics capabilities at the company based on Rea...Building the BI system and analytics capabilities at the company based on Rea...
Building the BI system and analytics capabilities at the company based on Rea...GameCamp
 
Developing an effective LTV model at the soft launch and keeping it valid fur...
Developing an effective LTV model at the soft launch and keeping it valid fur...Developing an effective LTV model at the soft launch and keeping it valid fur...
Developing an effective LTV model at the soft launch and keeping it valid fur...GameCamp
 
Ad-hoc tasks in the Data Scientist team based on Outfit7 example
Ad-hoc tasks in the Data Scientist team based on Outfit7 exampleAd-hoc tasks in the Data Scientist team based on Outfit7 example
Ad-hoc tasks in the Data Scientist team based on Outfit7 exampleGameCamp
 
Scaling UA activity - the challenges of growth
 Scaling UA activity - the challenges of growth Scaling UA activity - the challenges of growth
Scaling UA activity - the challenges of growthGameCamp
 
Growth Strategies: Lower Your CPI by Implementing ASO into UA Workflow.
Growth Strategies: Lower Your CPI by Implementing ASO into UA Workflow.Growth Strategies: Lower Your CPI by Implementing ASO into UA Workflow.
Growth Strategies: Lower Your CPI by Implementing ASO into UA Workflow.GameCamp
 
Growth trends in mobile gaming based on the data
Growth trends in mobile gaming based on the dataGrowth trends in mobile gaming based on the data
Growth trends in mobile gaming based on the dataGameCamp
 
Facebook's and Social Creative Best Practice that worked for Huuuge
Facebook's and Social Creative Best Practice that worked for HuuugeFacebook's and Social Creative Best Practice that worked for Huuuge
Facebook's and Social Creative Best Practice that worked for HuuugeGameCamp
 
Using Data Science for Behavioural Game Design
Using Data Science for Behavioural Game DesignUsing Data Science for Behavioural Game Design
Using Data Science for Behavioural Game DesignGameCamp
 
Learnings and insights from Benchmarks+. Performance Insights for 1.2bn Month...
Learnings and insights from Benchmarks+. Performance Insights for 1.2bn Month...Learnings and insights from Benchmarks+. Performance Insights for 1.2bn Month...
Learnings and insights from Benchmarks+. Performance Insights for 1.2bn Month...GameCamp
 
In-app offers monetization from basics to advanced technics based on Crazy Pa...
In-app offers monetization from basics to advanced technics based on Crazy Pa...In-app offers monetization from basics to advanced technics based on Crazy Pa...
In-app offers monetization from basics to advanced technics based on Crazy Pa...GameCamp
 
Building cost-effective mobile product & marketing app analytics based on GCP...
Building cost-effective mobile product & marketing app analytics based on GCP...Building cost-effective mobile product & marketing app analytics based on GCP...
Building cost-effective mobile product & marketing app analytics based on GCP...GameCamp
 
How ASO Has Changed in 2019 and What’s Next. Our experience in creatives and ...
How ASO Has Changed in 2019 and What’s Next. Our experience in creatives and ...How ASO Has Changed in 2019 and What’s Next. Our experience in creatives and ...
How ASO Has Changed in 2019 and What’s Next. Our experience in creatives and ...GameCamp
 
Data behind UA
Data behind UA Data behind UA
Data behind UA GameCamp
 
Enabling the growth of the game through performance marketing in 2020
Enabling the growth of the game through performance marketing in 2020Enabling the growth of the game through performance marketing in 2020
Enabling the growth of the game through performance marketing in 2020GameCamp
 
User Acquisition focused on LTV on steroids
User Acquisition focused on LTV on steroidsUser Acquisition focused on LTV on steroids
User Acquisition focused on LTV on steroidsGameCamp
 
Growth markets in mobile gaming
 Growth markets in mobile gaming Growth markets in mobile gaming
Growth markets in mobile gamingGameCamp
 

More from GameCamp (20)

Practical approach to creative testing and creative optimisation at Google UA...
Practical approach to creative testing and creative optimisation at Google UA...Practical approach to creative testing and creative optimisation at Google UA...
Practical approach to creative testing and creative optimisation at Google UA...
 
Creativity and science behind creative testing. creative testing framework an...
Creativity and science behind creative testing. creative testing framework an...Creativity and science behind creative testing. creative testing framework an...
Creativity and science behind creative testing. creative testing framework an...
 
How to boost your ASO with data analytics?
How to boost your ASO with data analytics?How to boost your ASO with data analytics?
How to boost your ASO with data analytics?
 
8 Types of mobile game and app creatives you should try
8 Types of mobile game and app creatives you should try8 Types of mobile game and app creatives you should try
8 Types of mobile game and app creatives you should try
 
Building the BI system and analytics capabilities at the company based on Rea...
Building the BI system and analytics capabilities at the company based on Rea...Building the BI system and analytics capabilities at the company based on Rea...
Building the BI system and analytics capabilities at the company based on Rea...
 
Developing an effective LTV model at the soft launch and keeping it valid fur...
Developing an effective LTV model at the soft launch and keeping it valid fur...Developing an effective LTV model at the soft launch and keeping it valid fur...
Developing an effective LTV model at the soft launch and keeping it valid fur...
 
Ad-hoc tasks in the Data Scientist team based on Outfit7 example
Ad-hoc tasks in the Data Scientist team based on Outfit7 exampleAd-hoc tasks in the Data Scientist team based on Outfit7 example
Ad-hoc tasks in the Data Scientist team based on Outfit7 example
 
Scaling UA activity - the challenges of growth
 Scaling UA activity - the challenges of growth Scaling UA activity - the challenges of growth
Scaling UA activity - the challenges of growth
 
Growth Strategies: Lower Your CPI by Implementing ASO into UA Workflow.
Growth Strategies: Lower Your CPI by Implementing ASO into UA Workflow.Growth Strategies: Lower Your CPI by Implementing ASO into UA Workflow.
Growth Strategies: Lower Your CPI by Implementing ASO into UA Workflow.
 
Growth trends in mobile gaming based on the data
Growth trends in mobile gaming based on the dataGrowth trends in mobile gaming based on the data
Growth trends in mobile gaming based on the data
 
Facebook's and Social Creative Best Practice that worked for Huuuge
Facebook's and Social Creative Best Practice that worked for HuuugeFacebook's and Social Creative Best Practice that worked for Huuuge
Facebook's and Social Creative Best Practice that worked for Huuuge
 
Using Data Science for Behavioural Game Design
Using Data Science for Behavioural Game DesignUsing Data Science for Behavioural Game Design
Using Data Science for Behavioural Game Design
 
Learnings and insights from Benchmarks+. Performance Insights for 1.2bn Month...
Learnings and insights from Benchmarks+. Performance Insights for 1.2bn Month...Learnings and insights from Benchmarks+. Performance Insights for 1.2bn Month...
Learnings and insights from Benchmarks+. Performance Insights for 1.2bn Month...
 
In-app offers monetization from basics to advanced technics based on Crazy Pa...
In-app offers monetization from basics to advanced technics based on Crazy Pa...In-app offers monetization from basics to advanced technics based on Crazy Pa...
In-app offers monetization from basics to advanced technics based on Crazy Pa...
 
Building cost-effective mobile product & marketing app analytics based on GCP...
Building cost-effective mobile product & marketing app analytics based on GCP...Building cost-effective mobile product & marketing app analytics based on GCP...
Building cost-effective mobile product & marketing app analytics based on GCP...
 
How ASO Has Changed in 2019 and What’s Next. Our experience in creatives and ...
How ASO Has Changed in 2019 and What’s Next. Our experience in creatives and ...How ASO Has Changed in 2019 and What’s Next. Our experience in creatives and ...
How ASO Has Changed in 2019 and What’s Next. Our experience in creatives and ...
 
Data behind UA
Data behind UA Data behind UA
Data behind UA
 
Enabling the growth of the game through performance marketing in 2020
Enabling the growth of the game through performance marketing in 2020Enabling the growth of the game through performance marketing in 2020
Enabling the growth of the game through performance marketing in 2020
 
User Acquisition focused on LTV on steroids
User Acquisition focused on LTV on steroidsUser Acquisition focused on LTV on steroids
User Acquisition focused on LTV on steroids
 
Growth markets in mobile gaming
 Growth markets in mobile gaming Growth markets in mobile gaming
Growth markets in mobile gaming
 

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

  • 1. The rise of Hyper-casual & takeaways from Tap Tap Games
  • 3.
  • 4.
  • 7.
  • 10. Source: https://www.slideshare.net/WNconf/itai-edry-tabtale Frogger - 1981 Crossy Road Jungle Hunt - 1981 Swing - Ketchapp
  • 11. 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
  • 12. 100M
  • 13. 70.2M
  • 14.
  • 15. 2017: - Make up 48% of all Arcade downloads Source: http://blog.apptopia.com/voodoo-is-coming-for-ketchapps-throne
  • 20. 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
  • 21. 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
  • 22. ● 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.
  • 23. ● 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.
  • 24. - 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
  • 25. 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
  • 26. 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)
  • 27. 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/
  • 28. 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
  • 29. Same Theme - Different look KISS - Selling screenshot/Describable https://www.slideshare.net/WNconf/itai-edry-tabtale
  • 30. 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
  • 31. ● 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
  • 32. Eric Seufert - “Freemium Economics: Leveraging Analytics and User Segmentation to Drive Revenue“
  • 33. ● 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
  • 34. 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
  • 36. Łukasz Miądowicz, Huuuge Ambassador; Indie Developers relations lukasz.miadowicz@huuugegames.com