Webinar Recap: Launching Hyper-Casual Games in Global Markets

In our latest Mintegral webinar we invited experts from ABI Game Studio, Amanotes, Applovin, XGame, Nativex, and iKame. We shared insights on hyper-casual gaming opportunities and game launch strategies in the global markets, and we also included a panel discussion where we talked about hyper-casual game development trends.

Wendy Xue, Marketing specialist2021-12-08

The webinar was moderated by Cynthia Huang, the Regional Director of APAC at Mintegral, and the following guest speakers were invited:

  • Ly Luu Ly: UA Executive at  ABI Game Studio
  • Mi Nguyen: UA & Monetization Manager at Amanotes
  • Do Quoc Du: Business Development Manager at AppLovin
  • Van Quyet Phung: Founder & CEO at XGame
  • Ngoc Vu: Marketing Manager at iKame
  • Jade Hoang: Senior Client Growth, APAC at Nativex
  • Waters Zheng: Account Manager, APAC at Mintegral

 

The Mintegral webinar line-up

 

In case you missed it, the full video recording is available on the Mintegral YouTube channel, or you can watch it below. If you’d prefer to get the key takeaways, read on!

 

Creative strategies for hyper-casual games

Ly Luu Ly of ABI Game Studio gave the following advice on creative strategies to use for hyper-casual games:

  1. Hyper-casual creatives should be straightforward and make it easy to understand. The creative strategy needs to be immersive, short, and fast-paced. In terms of content, it should showcase some gameplay and have competitive elements done in ways that are simple and easy to understand for the audience.
  2. You should build a variety of concepts to ensure your ads appeal to a wide range of audiences, build for people first and be mindful of click-baiting.
  3. Keep an eye on creative trends, pay attention to what your competitors are doing. Creative trends are likely to include elements like split-screen, tap mechanics, voice-over, cross-genre creatives, and text input.

 

China’s gaming market: challenges and opportunities

Affected by COVID-19, the mobile gaming market in China has increased dramatically in scale surpassing $30 billion in 2020. The number of mobile gamers in China has increased rapidly, so Mintegral’s Regional Director of APAC Cynthia Huang opened the discussion about challenges and opportunities in the Chinese market.

When it comes to game publishing in China, the most crucial aspect is knowing and understanding the regulations. For games containing the IAP model, multiple licenses will be required to launch on either China’s Apple or Android app stores. Besides ISBN, the Chinese government has released a new set of online gaming restrictions which rules that kids under 18 years old will only be able to play online games for an hour a day on weekends and legal holidays. This has made publishing global games in China increasingly more difficult.

Unique Chinese Environment—Regulations

 

To tackle these challenges, finding a reliable local partner such as Mintegral is key and will help you avoid many of the typical publisher pitfalls such as localization, compliance, and logistical challenges. Additionally, game innovations become more important and games with cross-genre or related to hot topics seem to have a higher chance of success. This is also an area where the Mintegral team can assist with professional advice.

 

Panel Discussion ​​Questions

 
1. What kind of information is needed when launching a new game?

According to XGame founder & CEO Van Quyet Phung, you must first keep an eye out on the latest trends from the top charts on the app stores. Secondly, you must stay up to date with popular topics from movies or TV series. Once that’s been established, you should consider the abilities of your own development team and use the resources available as quickly and efficiently as possible.

 
2. How to create different marketing strategies for different types of products?

Ngoc Vu, Marketing Manager at iKame shared how they implemented different marketing strategies for 3 different product lines. They first needed to get an overview of the existing market for these products, benchmark their products and understand the user bases of the 3 products. Then, the team needed to understand the investment levels required to be break-even or better, which would dictate the fund allocation and priority for each product line. Finally, they focused on training and developing a team of experts for each product to increase overall efficiency and profitability.

 
3. What kind of challenges are hyper-casual publishers facing in the post-IDFA era?

According to Do Quoc Du, Business Development Manager at AppLovin, one of the main challenges for hyper-casual publishers is that there is no way to precisely measure user quality if users opt-out of tracking. However, we still can rely on probabilistic attribution provided by MMPs such as Adjust or AppsFlyer. Despite being unable to cover and identify individual users 100% correctly, the 90% prediction accuracy has helped many advertisers maintain or even continue to grow their user base at a large scale and with high quality. Advertisers now can still estimate the quality of their users with a high degree of accuracy.

 
4. Regarding creative strategies, what are the key differences between top media platforms and video platforms like AppLovin and Mintegral?

When it comes to creative strategies, Jade Hoang, Senior Client Growth, APAC, at Nativex, first clarified that the term ‘top media platform’ refers to self-reporting networks such as Facebook, TikTok, Google Ads (UAC), ASA, which use CPM as their bidding model. Video platforms like Mintegral or AppLovin, are non-reporting networks that use CPM, CPC or CPI bidding models.

In terms of creative strategies, for top media your creatives need to be trendy, innovative, and authentic. Since creatives on top media need to stay trendy, it’s recommended to refresh the creative sets frequently, approximately once a week. For ad platforms like Mintegral, the creatives can be refreshed every two weeks. In terms of localization, this is important across both top media and video platforms. As for creative formats, playable ads or interactive end cards tend to perform better on video platforms, but banners and other formats work well too.

 

Conclusion

In the hyper-casual game publishing market, there is uncertainty, but there is also opportunity. Luckily, the mobile industry was fortunate enough to see more opportunities than challenges, and the hyper-casual trend is catching on quickly in Asia. Therefore, finding reliable partners that can offer support like monetization or user acquisition solutions can help save publishing costs in China significantly. 

As a mobile advertising platform that provides user acquisition, monetization, and creative solutions for mobile advertisers and publishers around the world, Mintegral is your ideal Go-East partner. Interested? Contact the Mintegral team today.

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Wendy Xue is the Marketing Specialist of Mintegral.
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