Hyper casual gaming app installs more than doubled during the first quarter of 2020 amid global lockdowns.
That’s according to a new report from app marketing platform Adjust which analysed ad campaign datasets across the Unity platform.
During Q1 2020, app engagement and downloads jumped to record highs, with installs reaching 103% globally and growing 3.5x in China alone.
As users spent more time using their mobile devices during the months leading up to March, sessions grew 72%.
China saw a whopping 300% increase in sessions, followed by Korea (152%), Japan (137%) and 69% (Germany). Meanwhile, US and UK sessions rose by 35% and 34%, respectively.
“Hyper casuals cleverly blend the best ad experience and most engaging mechanics to appeal to the broadest category of players. In doing so, they have redefined the traditional models around user acquisition and ad monetization,” said Paul H. Müller, co-founder and CTO of Adjust.
“Because of the short-lived appeal of each of these games, users are continuously driven to the next app within a company’s portfolio — creating a snowball effect, as users roll and grow the company’s user base.”
The report also found that cost per installs decreased 35% by the end of March. The cost to acquire hyper casual gamers was highest in the US at double the rate of the EMEA ($0.19). Yet, conversion rates are still highest in the US (17%).
CPIs in APAC declined to around $0.20 compared to a global average of $0.17.
“Hyper casual games have been voraciously consumed as of late due to more people staying inside with COVID-19, and that in turn has created fierce competition for the attention of these engaged users,” said Agatha Hood, Head of Global Advertising Sales, Unity Technologies.
“Understanding the metrics and mechanics behind this genre allows developers to set their user acquisition targets and related monetization strategies up for success, particularly during the new reality we all live in.”