How to Market a Hyper-Casual Game – 5 Tips
The following post is a guest piece by Udonis, a leading mobile marketing agency.
Hyper-casual games have taken the mobile gaming market by storm. They are characterized by their simple gameplay, minimal design, and very few features. Hyper-casual games are still not an official category in the app stores. However, if we consider the popularity of this genre, that might happen very soon. Since this type of mobile game is much easier and faster to make than others, many developers decide to take the hyper-casual route.
However, the question is – how do you market a hyper-casual game?
Find out below!
5 Tips for Marketing Hyper-Casual Games
If you have created a hyper-casual game or plan to do so, you should read these 5 hyper-casual game marketing tips.
1. Understand the Hyper-Casual Market
In order to successfully market a hyper-casual game, you need to have a deep understanding of how this market works:
What makes hyper-casual games different from other genres is their ability to go viral. However, every trend passes and what goes viral is eventually forgotten. So the hyper-casual market can be very volatile. Another thing to keep in mind is that the hyper-casual market is very crowded. It is not easy to get noticed. That is why your marketing strategy needs to be well thought out.
Also, you need to understand hyper-casual gamers as their habits and interests are much different from other mobile gamers.
Which brings us to the next tip.
2. Have a Clear Idea of Who Your Target Audience Is
As with any marketing campaign, it is crucial that you define and understand who your target audience is. You need to know exactly who you want to target. It is the key to effective mobile game marketing.
Here are a couple of interesting facts about casual gamers that might help you understand your target audience better:
Casual gamers are a distinct category of mobile gamers. Unlike strategy or fantasy gamers, casual gamers play to pass the time. They are not interested in spending hours learning the game or concentrating while they play.
Hyper-casual gamers are mostly played during a daily commute, lunch breaks, and even on the toilet. That is why people like them – you can play hyper-casual games anywhere.
What is interesting about casual gamers is that most of them do not even consider themselves to be gamers. Also, casual gamers want games that are free. However, they do not mind watching ads in exchange for in-game rewards.
3. Identify Marketing Channels That Appeal to Your Users
Once you have a clear idea of your target audience, it is time to identify which marketing channels appeal the most to your users:
There are many different channels you can utilize. One is advertising your hyper-casual game in other apps and games. That is quite effective since it is easy to find your target audience amongst users who play other mobile games.
When it comes to advertising in other games, there are many different ad formats to choose from, ranging from rewarded ads, interstitial ads, banner ads, etc. This technique utilizes programmatic advertising which is based on an automated real-time technology to purchase ad space. That is what makes it so efficient.
Another route you can choose is paid social media campaigns. These are quite effective since social media platforms have great targeting options.
Finally, you can also utilize many different marketing channels at once, if that makes sense for your game.
Generally speaking, when it comes to advertising a hyper-casual game, use what you have learned about your audience to create campaigns that will appeal to their interests and habits. Come up with a message that will make them want to play your game right now. Use visuals that not only represent the best features of your game but grab the attention of the audience. Screenshots, gameplay videos and other creatives can make your campaign stand out on social media.
4. Master ASO
App store optimization is important for any mobile game, but maybe even more so for hyper-casual games. Since the app stores are saturated with hyper-casual games, you need to use ASO to improve the visibility of your game.
Here are the most important things for ranking high in the app stores:
- Catchy title that includes keywords
- Attention-grabbing description that contains relevant keywords
- Stunning visuals
- Memorable icon
- Getting positive reviews
- Getting good ratings
If you want to get in-depth knowledge about ASO, check out Udonis’ app store optimization guide for mobile games and apps.
5. Build Trust
There is no better way to build trust with your audience than with the help of influencers. Since users trust recommendations from influencers, you can certainly get a lot of new players and exposure that way. However, it is crucial that you choose the right influencer. Since we are talking about how to market a hyper-casual game, you need gaming influencers. Make sure that the influencer has authority in the gaming world. Moreover, choose an influencer who has good storytelling abilities and a great connection with their audience. It will ensure your game is represented in an exciting way that will entice users to install it.
Another way to build trust is to display in-game ads in your hyper-casual game that appeal to your audience. Always make sure the ads are relevant to your audience. Moreover, make sure the ads are not too pushy or obstructive to the user experience.
Final Thoughts on How to Market a Hyper-Casual Game
A smart marketing strategy is crucial for getting visibility and new users for your hyper-casual game. Once you understand the hyper-casual market as well as casual gamers, you can focus on app store optimization, paid ad campaigns, and influencer marketing.
All of those strategies are very effective and can be employed simultaneously. After you master how to market a hyper-casual game and acquire users, you can focus on monetizing your game, which is the ultimate goal.
In 2018 & 2019, Udonis Inc. served over 14.1 billion ads & acquired over 50 million users for mobile apps & games. Udonis is recognized as a leading mobile marketing agency by 5 major marketing review firms. Udonis helped over 20 mobile apps & games reach the top charts. Want to know how they make it look so effortless? Meet Udonis to find out.