![]() It’s simple, relatable fun that’s surprisingly challenging. This game was obviously inspired by someone’s headphone cables getting tangled for the thousandth time. ![]() “And 5-10% is considered amazing.” CrazyLabs also kept an eye on the overall playtime of the game, making sure that users weren’t dropping off earlier now that they were seeing more ads overall. Tangle Master 3D by Zynga puts you in charge of untying a jumble of ropes in as few steps as possible. “It’s very hard to shift a game that’s been out already for a long time, so 3% is significant,” says Nofar. What are hyper-casual games, how did they become so popular, and how are they monetized We answer these questions and more about this popular mobile gaming genre. The number of downloads of hyper-casual mobile games has grown rapidly since 2018, The market stays relatively stable in terms of downloads currently. “In most cases, app open ads were definitely an upgrade to the ad performance.”ĭuring the test, CrazyLabs was hoping for at least a 3% lift in ARPU before rolling out the ad format to more popular titles. With annual revenue ranging from 2 billion to 2.5 billion, these veritable mobile marketing darlings are one of the most successful genres of game apps. ![]() “Each game has a different recipe,” says Nofar. Using Firebase Remote Config, CrazyLabs rolled out app open ads to a segment of their user base and evaluated the results.Īlong with Firebase Remote Config, CrazyLabs used first-party data on in-game behavior to identify the right user segments and frequency for ads. The team chose 3-4 games to test within the United States and other countries, and integrated app open ads into their iOS app versions as an A/B test. A high number of separate sessions means the user opens and closes the game more often, and each time they do, they’ll see the splash page with the ad. When deciding on the best game to run their A/B experiment, CrazyLabs considered some of their hypercasual games that have a high number of user sessions. With annual revenue ranging from 2 billion to 2.5 billion, these veritable mobile marketing darlings are one of the most successful genres of game apps. ![]()
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