Quarantine world: how to attract a user who plays at home

What the talk is about

Olena Ivanova and Yurii Bolotkin discuss how the quarantine reshaped the mobile games market and what developers can take from it. Olena presents data: in Q1 2020 mobile game installs grew by about 75% and sessions by 47%, while hyper-casual installs more than doubled between December and March, with China leading. She explains the hyper-casual model: no onboarding, ads that show real gameplay, revenue mostly from ads, focus on audience size, constant testing and cross-promotion. Yurii, from Popcorn, shares practice: fast prototypes, a dedicated creatives department, user-level ad revenue attribution, and how development speed dipped and then recovered with remote work. They also touch on fraud, fake creatives, and the future of hybrid games. Useful for marketers and developers of hyper-casual and casual games.