Mainly because you need somewhere to advertise your games (other than other hyper-casual titles). While most of the market is made up of mid-core games, you actually need this environment for hyper-casual to do well. Of course, the global lockdowns play into that. The Chinese mobile market is a 25 billion USD market and it’s predicted to grow even bigger this year. There are plenty of interesting opportunities for hyper-casual developers who might not have even considered publishing in China, or perhaps just don’t know where to start. While bringing mid-core mobile games to China is more complicated, there’s a different process and different things to consider for hyper-casual games. Keeping up is a challenge, as we’ve seen a lot of changes over the past year – with even more coming over the next year. There are a bunch of rules and regulations to consider before trying to enter the Chinese market. We believe that automated tools, such as Growth FullStack, have empowered marketers to take control of their data and allowed them to make more confident decisions in the post-IDFA era.īook a demo with Growth FullStack to learn how.Should you or should you not try to launch your hyper-casual title in China? Maximize the performance of crucial ad networksĪre you interested in optimizing the performance of your ad networks? In terms of comparison by platform, the retention rate is better for hyper-casual games on iOS than on Android across all categories. The statistics for “Day 1” and “Day 7” retention for each category show a significant gap in retention rate between a great game, a good game, and an average game on both iOS and Android. In other words, we can describe the top 2% of games as “great games,” the top 25% as “good games,” and the top 50% (median) as “average games.” The games keeping their users better than 75% of all others are represented in the top 25%. What exactly do these categories represent? The games retaining their users most successfully, or better than 98% of all the other hyper-casual apps, are described in the top 2%. The retention benchmark report at the end divides hyper-casual apps that use GameAnalytics, on Android and iOS, into the following categories of retention performance: median (top 50%), top 25%, and top 2%. Hyper-casual retention benchmark by platform What’s changed on a country level since 2021? Compared to our Q3 benchmark report, India and Indonesia seem to have replaced Russia and Australia in the top 10 rankings for Android, while Sweden replaced Russia on iOS. For instance, Android advertisers are paying more in Germany (#3) when compared to iOS (#6).Īdditionally, Brazil (#5), Indonesia (#9), and India (#10) are included in the top 10 rankings for Android but not for iOS so far in 2022. Top 10 countries to advertise hyper-casual Games in 2022Īlthough the US and Japan are featured at #1 and #2 on both platforms, we can observe critical differences in hyper-casual ad spend by the forum on a country level. Note: The naming convention for Facebook has been updated to Meta Ads on the above table and the infographic below. Below we summarize the ranking comparison between Q3 2021 and Q1 2022. With Vungle and Apple Search Ads remaining specific to iOS and TapJoy and AdColony remaining particular to Android. Top 10 ad networks to advertise hyper-casual Games in 2022Ĩ (Applovin, Mintegral, ironSouce, Unity Ads, Facebook, TikTok, Google Ads, Snapchat) out of 10 of the top ad networks by ad spend are familiar to iOS and Android. In 2022 Q1, advertising spends on iOS and Android now shows a 50% / 50% split, suggesting that advertisers are becoming more and more comfortable with mobile marketing in the iOS privacy-first ecosystem. In 2021 Q3, hyper-casual ad spend by the platform was a bit higher on Android (55%) than iOS (45%), marking a decrease of nearly eight percentage points in ad spend on iOS compared to 2020. The complete information is available at the bottom of the post. This time, we partnered with our friends from GameAnalytics to bring you day one and day seven retention benchmarks in this report edition. Let’s explore how the hyper-casual market has changed compared to 2021 Q3 and go through the top 10 ad networks and countries for 2022. You can find their original version here. Editors note: This article was written and published by Tenjin.
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