Hyper casual game installs spike during coronavirus lockdowns

Anne Freer | August 3, 2020

App Business

Mobile gaming saw a noticeable spike during the first half of 2020 due to COVID-19 lockdowns.

During one week in March, global downloads exceeded 1.2 billion mobile games.

Installs of hyper casual games more than doubled worldwide (103%) during the first quarter of the year as Chinese users went into lockdown.

According to Adjust research, the number of paid ad installs dropped 26% to 59% between October 2019 and March 2020. However organic installs rose.

Among the top EMEA-based hyper casual games for Q2 2020 were Hunter Assassin, ASMR Slicing, Hitmasters and Go Knots 3D, according to App Annie.

The findings have implications for app developers globally as they demonstrate that hyper casual games are here to stay.

Providing unique monetisation and marketing opportunities, the future challenges of the genre include sustainability and growth.

App monetisation experts Appodeal recommend that hyper casual game developers develop short-form video ads for their games and test them for click-through rate, cost per install and user quality.

Effective monetisation tools include videos, interstitials and native ads.

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