HyperCasual is a perplexing genre for many creators of mobile games. When you download a game about Ironing, Coloured Sand or WaterSlides you wouldn’t expect them to be the most popular games on the store, downloaded up to 20 million times in a month.  The simplicity of the titles and the scale of audience is both shocking and inspiring. HyperCasual as a market has grown from strength to strength over the last 3 years and for all the naysayers that the genre has peaked and is now in decline, I say “Simplicity is the ultimate sophistication.”

In this article we will investigate how that market has grown and potentially where it will continue in 2020. If you want to read more about the Mechanics of HyperCasual or How Voodoo dominated the category in 2018.

HyperCasual is a business model, not a genre.

The greatest trick HyperCasual ever pulled was convincing the world it was a genre. It is in fact a business model. 

A hugely successful business model at that. I would define a HyperCasual game as: any game that relies on 95% of its revenue from ad monetization. Generating profits from any ad network, offer wall or affiliate scheme – anything not directly paid for by the gamer. HyperCasual games are truly free to play, you pay with your time and eyeballs when you watch an ad, but you’re never asked, forced or limited by gameplay by your inability to purchase a currency or speed up a timer.

The very best games blend the ad experience and mechanics together and create fast, simple games that appeal to the broadest audience of players. 

2015-2019 for HyperCasual Gaming

We worked with AppMagic who are an app store revenue and download estimator to assess the growth and proliferation of HyperCasual games.  They have been tracking the charts of 47 app stores around the world and manually analysing and classifying Top 100 games into genres. Over that time they have tagged 1300+ games and estimated their overall downloads worldwide. Although having precise numbers can only be achieved if you own the app yourself, estimations provide very reliable trend analysis and it will be these trends we look at.

The chart above shows the estimated monthly downloads for the biggest HyperCasual titles from 2015-2019. There are some games that fall into both Casual and HyperCasual as they may have been iterated on with deeper mechanics, but the trend is clear. Year on year there were more and more games that grew primarily via the ad-driven model.

The total quantity of hypercasual apps has been increasing at a fairly predictable rate and competition in the sector has grown. Overall the sector itself still supports 6 times as many titles as back in 2015, from 100million per month to 600 million downloads per month in 2019. The very best titles can rack up around 50 million installs in a single month, but most top titles do closer to 10 million. A large bundle of titles can see 1 million per month quite regularly. 

New Game Releases have peaked

The trend of new game releases that break into the Top 100 clearly articulates that rapid growth phase of 2018. However, we seem to have reached a peak. By the middle of 2019 almost 80 new releases featured in the Top 100 most downloaded around the world, but this is now in decline.  This points towards new games needing more development and more testing before scaling and becomes riskier for publishers. 

Competition is fierce in 2020

Although the market has grown steadily and big hits continue to maintain performance, the publishing model has become fierce. Where Voodoo once clearly dominated, they now share the space with 3 other key rivals: Lion Studios, Say Games and Crazy Labs, often trading top spot on certain weeks. The middle ground has also grown, with 42 publishers from around the world who each drove more than 10 million worldwide downloads in January 2020.

This shows overall sector health, but competition burns cash and this will be having significant effects on the bottom lines and sustainability of the model in general. Success is always in the eye of the beholder and although it’s become much tougher at the top there are more companies that have created sustainable, growing businesses in the HyperCasual sector.

2019 the year HyperCasual sustained

2018 was often talked about as the boom when HyperCasual appeared and dominated the charts, however, 2019 was the year that HyperCasual stuck. More games than ever were able to sustain and retain a top 10 position for at least 15 days in a month in the US. 

Although the number of titles that can sustain has flattened, it’s still a healthy 5-10 games in a single month that stick in the download charts. We can also be fairly sure that most of these games were new releases due to the lifecycle of a HyperCasual being very short. Across 2019 alone 87 new titles managed to break into and hold a place in the top 10 for half a month, a factor of 10x higher than any other genre. This gives confidence as creating new novel titles as a smaller dev studio or partnered with a publisher can be achieved. Rank and sustain of rank do come at a cost. The actual return on investment for these games is unknown, due to large marketing spends, but one would hope this was profitable for each game.

Expanding the view point to the TTop 100, we can see that 2019 continued to be a year of dominance for the HyperCasual space with almost 1 in 5 games in the charts attributing their business model to Ad View monetization. The sector continued to grow and hold apart from a large blip when Google removed many thousands of apps for breaking their terms of service, but publishers quickly fixed and resubmitted these games. 

Predictions for 2020

With all these upward trends why is it that HyperCasual falling out of favor? Many believe that the simplicity of these mechanics cannot sustain, that the need to grow LTV will lead to deeper meta-games and features. I don’t see that as the case. I feel that most of these predictions still see HyperCasual as a genre and not as a business model. To be successful in this field you must embrace that business model on a deeper level and understand what makes players interact with the ads and stick in your games:

#1 – The Top 100 charts will continue to contain 1 in 5 HyperCasual games each month

I don’t predict a drop in the number of titles in the Top 100, yet I also don’t believe there will be an increase. The interesting change will be whether the apps present in the top 100 will be new or will be older more established titles. Can companies create even longer sustain for their best games?

#2 – Niches and Mechanics will combine further

Predicting what will be the next hit will become even harder. Right now, one of the most popular games on the store is Woodturning by Voodoo which as both genre and idea is novel, unpredictable and niche. 2020 will see even more “is that even a game?” approaches. 

A broadening of mechanics to include more progression, goals, idle and social elements will combine with the HyperCasual business model. Any developer who is not focussing on ad views and simplicity will have expensive marketing and won’t be able to grow. Some games will do this very well, others will fail miserably. The costs in time and development skills will rise.

#3 – Ad Monetization must get smarter and more native

The biggest issue in the genre isn’t the games, it’s the ad units. Quite simply they suck, they don’t allow for smoothness, beautiful transitions, different sizes, timings or formats to fit into the game experience. Ad networks will get smarter but they need to work with game developers to build ad tech to support the genre. HyperCasual ads will feel more and more native. Playable ads do so well because they encourage the user to enjoy the time away from the main game. Any ad network that thinks about the player interactions and experience, specifically in terms of how HyperCasual ads are used, will create games that retain for longer while still seeing high clicks and conversions. 

2018 has been a year of change in mobile. There’s been an entirely new genre emerge in the form of Battle Royale, Hypercasual continued to dominate the free charts, and a large number of prominent publishers had titles slip out of the top 50 grossing (Supercell, King, Playrix). Every year there’s always a lot of talk about the top apps – best in class or award winning designs from Apple and Google. What’s often overlooked are high growth titles that settle into the top 500 but in new or historically weak genres. This often leads to tunnel vision in development with more and more people copying the very best, or jumping on the top genre bandwagon. So this year we partnered with GameRefinery to dissect the landscape as it changes across the four quarters of 2018.

Genres and taxonomies are important distinctions for game designers. What works in one genre may not work in another. The audience – their tastes, expectations and desires vary dramatically. Within the app landscape, developers and analysts generally confine themselves to the genres defined by the stores themselves. Most of the time these are too generic or broad to capture how a free to play mobile game is designed. GameRefinery have recategorised and evaluated the top 500 mobile games around the world into 40 more relevant sub-genres. We dug into the data to see if there were any genres that receive less coverage but have clear potential for new hits in 2019.

This is a 2 part piece. You can read the second part on the top grossing game genres of 2018 as well.

Top Free Charts in 2018

The top download charts represents games on the app store with either the widest appeal, most virality and/or highest marketing spends. The Download ranks have much greater fluidity than the grossing ranks because games tend to jump in and out based on marketing spend and the charts fluctuate much more across each region. For this data set we took US data only.

Driving downloads is as much about being on trend and having effective cheap marketing as is its game mechanics. However, just as we will see in the grossing charts, there are some game mechanics that dominate the download chart. The rise of Ad Revenue becoming a sustainable business model without IAP has allowed games to simplify and reduce development time to jump into the chart for brief periods of time. This has made it harder for most other genres to maintain chart positions, but there are some that can still keep top positions regularly.

The data we used was GameRefinery data set of the top 500 Downloaded apps from the US app store in each quarter of 2018. The games were manually categorised into a fixed set of 40 sub-genres according to their game mechanics. For each sub-genre, we determined:

1. The number of games in each sub-genre
2. The rank of each game
3. The Min rank, Max (Mode) rank, Average rank, Median rank, Standard Deviation for each sub-genre.

Genres which have a high number of titles in the the chart, could be considered as widely appealing genres. Their mechanics and positioning encourage more downloads. Genres with the highest max rank, i.e Position 1-5, have the most downloads which leads to the best opportunities for  advertising revenue. High, Min and average ranks signify that many apps within the sub-genre lie within the top 250 apps in the chart meaning they perform better as a whole. Using calculated metrics we assess each of the sub-genre ability at driving high revenues on the app store.

We then found some clusters of sub-genres that have more effective game mechanics at making money on the app store.  

• Rising Stars – Genres which have the highest chart rankings, but not necessarily a large number of games.
• Reliable Giants – Genres that have a large number of titles that span the full chart rankings, top to bottom
• Smash Hits – 1 or 2 titles that hit the top 20 but the average game performs poorly.
• Fun but Free – Genres that support a small number of low performing titles, they don’t climb high in the top grossing.

The Top Downloaded Game Genres

Simply observing the number of games in the charts over each of the quarters shows that there are some clear sub-genres that consistently perform well.  2018 was dominated by HyperCasual with there regularly being 120+ games in the top downloaded charts in every quarter making it the only reliable giant for the download charts. Hyper Casual is confusing as a genre as it’s really a collection of a large number of  hypercasual game mechanics, bunched together by a business model (Rewarded Video Ad Views). However you define it, it’s clearly been the overall winner of 2018 in the download charts.

Moving from Q1 to Q4 Hypercasual slowly dropped the overall amount of titles, yet it is still 3x larger than the next most competitive genre, Other Puzzle. There are also a large number of genres that perform exceptionally badly in downloads, such as MOBA, Music and Card Battlers. This could be in part due to the inability for the developers to market them to a broad enough audience. Reducing your audience by creating games targeting older or younger, male or female or niche/specialist fan bases greatly reduces your ability to achieve and maintain high ranks in the download charts.   

The large dark green circle represents Q4 and the smallest pale green represents Q1. A consistent rise through 2018 would have the largest green circle at the top and the small green circle at the bottom. Customization, Word, Arcade are the most secure genres for broad appeal and grew steadily through 2018. Puzzle, Sport and hypercasual all trended down across the year, but the effect was quite marginal.  The fact that the charts we’re so dominated by a single defined category shows a clear consumer trend, but who knows how long that will last in 2019?

The Spread of games in each genre

Wicks

The chart above shows the spread of the download rank data. We took the average data across the 4 quarters to represent all of 2018. All the games have been ranked according to their highest average position throughout the year, the bottom left quadrant are the top performing genres. A wick (the thin blue line) is the average  min and max position for titles throughout 2018. A Candle (the short, fat rectangle) is the median and mean chart positions within 2018. The shorter the wicks the tighter the range for the whole subgenre, meaning more concentrate chart positions. Concentrated high chart positions are favoured because the higher the rank the greater the ability for a genre to get downloads. However, the number of games per category vary wildly and a larger number of games naturally increases the length of the wicks.

AR, Battle Royale and Synchronous battles games all have a small number of titles that sit very high in the charts with a tight overall range. These sub-genres represent the Rising Stars of the download charts as they have a small number of top performing titles. The genres are less cluttered but also are clear trendsetters in their game mechanics. Titles like Fortnite, Pokemon and Clash Royale maintain a constant presence in the DL charts.

These genres have more fickle gamers. They tend to favour 1 or 2 top titles with unique mechanics rather than playing a large range of titles that each feature similar mechanics, like Hypercasual gamers.  A lot of these sub genres also represent new and emerging niches in 2018 and when you observe the data across the 4Q you can often see more game entering and climbing the charts quickly. Depending on the background of your studio and the size of your budgets, attacking the rising star category requires more innovation and development investment but the competition is less and your game will stand out more. Larger studios tend to opt for safer bets so Puzzle, Word and Interactive Story have all maintained clear download chart positions.

Candles

If a genre has a dark blue central candle, the genre skewed positively, it’s mean was higher than its median. A positive skew means that of the games in the sub-genre more of them were of a higher than the average rank.  If the candle is white then the genre skewed negatively meaning more of the titles lay towards the lower end of the charts. The wider the bar the bigger the skew.

Games with long blue candles and very low wicks tend to show genres which have a low number of top ranking games pulling up some low rank games. Battle Royale, Synchronous Battler and Shoot em’ Up. The highest average rank is a good indication of trends, because more games can sit and stay high in the charts.  As Hypercasual is the category to beat in Downloads any genre that lies to the left of it I would consider it as trending as it’s beating Hypercasual over the year in terms of position.

Sandbox is one genre that’s got a large negative skew. There is really only one top performing game in this category (ROBLOX) and the rest is having a hard time maintaining rank.

Games with long with candles and short overall wicks represent genres that sit in the middle of the ranks, with a larger number of mid ground titles. Card Battler, Bingo and Breeding all feature stable but not stellar performances throughout 2018.

Bubble Chart to show number of games within a genre

The Bubble Chart representation doesn’t clearly show the size of the Hypercasual bubble, it should be around twice the size (I blame Google Sheets). The size of bubble represents the number of titles in the genre and the distribution of the mean vs median gives you a sense of what a good average game might perform. AR and Battle Royale highest average Mean and Median throughout 2018 but have a small number of titles, you would expect as the number of clones increases that these genres would move closer to the 200 rank. Sniper, Other Arcade and Word/Trivia games manage to outpace the hypercasual genre, but still the download charts are swamped with many more hypercasual successes that hit the top 10. Taking the ideas from hypercasual but applying it to some of the more obscure genres on the store is another way a studio could hit big in the download charts. The pace of development and release rate will only increase in 2019, so make sure you don’t put all your hope into a single title for the studio to see success.

Competition on the App Store

Competitiveness is a huge factor in deciding which genre to attack when building your next game. The more games in a sub-genre, the harder it is to differentiate yourself and stand out from the crowd. A small number of titles with a low average rank however, means that the mechanics of the sub-genre itself might not support good monetization and is also a risky undertaking. It is therefore prudent to try to create a game in a genre with a low number of titles and a high average rank, these games allow you to differentiate yourself and the mechanics support good monetization. Rank position is disproportionately important to revenue, so we heavily weight the top 10 ranks.  To represent this we created a Genre Score, where we weighted sub-genres for being competition free and still highly downloaded.  As we know Hypercasual is a highly competitive space and as we’re not measuring exactly which apps make up genre, then take these results with a pinch of salt. Compared with the Grossing Ranks, I have factored the max download as less important than the sheer quantity of entries in Downloads.

Even with the huge amounts of competition on the store, Hyper Casual truly dominated the charts and if you were in a position to build and promote these titles then there was a lot of downloads available to you. It’s hard to see hyper casual loose it’s crown but there may be a shift back towards deeper game mechanics in simple style formats as players demand more from their experiences but want the look and feel of hyper casual.  Battle Royale, Other Arcade and Word/Trivia games have all show that there are still a lot fewer competitors at the moment and that the genres are very desirable by the sheer number of downloads they drive. Combing that desire with new or interesting monetization is the way to make huge revenues on the store itself.

RPG, Card Battler and MOBA games rank poorly for different reasons. In some cases there are so few titles that there isn’t the demand for the titles and in others they have a large number of competitors but can’t achieve the top download ranks.  Interestingly as we will see next week, these genres can still make a lot of money and this is down to the game mechanics themselves, but from a popularity point of view they are poor and tough to rank in.

Conclusion

Download charts have been dominated by the hypercasual sub-genre in 2018. The genre has consistently maintained high chart positions while supporting a large number of titles every quarter. It prompts discussion that hypercasual as a sub-genre might need to be further split to understand which mechanics are performing best to aid further development.  For more niche genres, Battle Royale and AR have both had a small number of very high performing titles in 2018, these games are on trend and people want to play them. Although we’re not looking at actual download numbers for this analysis, Fortnite has been a consistent force in both ranking tables all year.

At the lower end of the download charts, Shooting, RPG and MOBA (all male targeted genres) have shown consistent low performance. It stands to reason that to really get top performing titles you need to clearly appeal to men and women to broaden the overall download rates and so no matter which genre you’re working within, keep that in mind.

The various Puzzle categories, of Match3, Action and Other have also all maintained large portfolios of games in the top 500 and can maintain consistent chart positions, making them safer bets than other genres.

Stay tuned for next week where we look at the Top Grossing charts.