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
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
Hinweis der Redaktion
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
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
- We provide our decades of UA insight, products and an affordable price to measure all the requirements for measuring marketing ROI
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.
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
Before 2018 there were 3 main HC publishers that were dominating...
- 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
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
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
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
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.
- 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
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.
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
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
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