Hypercasual 2.0
Zehra Tugce Erul
- Hall:
- Air Hall (Game Design Track)
What the talk is about
Zehra Tugce Erul explains how the publisher Netmarble sees the evolution of hyper-casual games and why it promotes its own format, Hybrid Casual 2.0. It is a hyper-casual game with a simple core and RPG elements: character and item upgrades, levels, quests and a richer meta game. The aim is higher retention and LTV, while keeping hyper-casual strengths such as low CPI, short production and low maintenance. Instead of intrusive interstitials, the publisher favors rewarded ads built into the gameplay, and is also trying subscriptions. She describes the support given to studios: weekly trend reports, idea generation, fast testing on CPI and retention metrics, help with SDKs, art direction and monetization. She also covers the iOS tracking changes and the long-term partnerships with studios. Useful for indie studios and mobile publishers.