The mobile marketing and attribution analysis firm AppsFlyer has published a new report that highlights the advertising opportunity in the application driven by the growth of "hyper casual" games.
Hyper casual games are defined as offering an instant game but very attractive to play to play. Basically, the kind of games that you often see people playing with one hand on full trains around the world.
According to AppsFlyer, these games now have the highest number of installations on average in 50 percent of the world's leading markets. By context, last year they only had the highest number of facilities in the top 20 percent.
Such games are perfect for mobile devices and increasingly busy lifestyles where people have less time to spend in more complex games. With no signs of slowing down, hyper casual games offer a great opportunity for advertising in the application.
Igal Frid, mobile information specialist at AppsFlyer, said:
As hyper casual games continue to attract a wider audience and a greater number of players, the use of ads in the application as a source of revenue is increasing, driving growth in all genres of games.
For companies in this sector, it is essential to start testing to find the right balance of revenue between the ads integrated in the application and the purchases integrated in the application. "
The amount of hyper casual games in app stores increased by 170 percent in 2019, more than three times the average of the gaming industry. The benefits of advertising within the application are also spreading to mid-level and hardcore games, and its share of advertising revenue within the application has increased 34 percent since the beginning of the year.
With a growing number of users making purchases in the application, AppsFlyer points out that developers are switching to advertising in the application to compensate for lost revenue.
Midcore games have seen one in 46 percent in the proportion of paying users, while hardcore games, such as strategy and role-playing games, have suffered one in 15 percent.
An increasing number of users return to the games more often per month, especially in the genre of social casinos.
"By offering variety to players, users are finding games designed for their exact taste, so we are seeing greater rigidity in the market," says Brian Murphy, Game Director of AppsFlyer.
However, AppsFlyer observes a worrying amount of uninstallations, with games that have a 34 percent higher rate than non-game applications. These rates exceed 40 percent beyond 30 days, which shows difficulties in retaining players.
In addition, application fraud is becoming a growing problem. While it is noticeably less problematic than with non-game applications, AppsFlyer says that the variety of post-installation events means that scammers are finding increasingly innovative ways to manipulate developers.
"The simultaneous increase in the adoption of price models that connect an action in the application, such as the level reached or the coins collected, with the payment has also produced an increase in application fraud, particularly in casual and punctuation games media, "adds Murphy.
"This presents a challenge and an opportunity for marketing specialists. Marketing specialists must remain vigilant and respond quickly to protect themselves."
You can read the full AppsFlyer report here.
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