Adjust together with Unity Technologies published a study of the hypercausal market. We briefly talk about the main discoveries of the work.

1. At the beginning of the pandemic and the period of self-isolation, there was a significant increase in the installations of hyper-casual games. In general, worldwide by March 2020, their downloads increased by 103% compared to December 2019. The most significant growth was in China — 3.5 times.

2. Along with the downloads, the number of sessions has grown significantly. On average, it grew by 72% in all regions, if we compare the indicators of March with the indicators of December. The most significant increase in the number of sessions was observed in China — by 300%.

Dynamics of the increase in downloads and sessions of hyper-casual games by country3. In the first quarter of this year, the ratio of paid/organic downloads decreased.

If in October 2019, 80% of installations of hyper-casual games were paid, then in March — 59%.

4. The price of installations of hyper-casual games fell during October-March. A particularly significant reduction was observed in the USA (minus 35%)

Dynamics of the price for downloading a hyper-casual game5. At the same time, the value of such an indicator as the number of installations per thousand views grew.

It rose especially strongly in the Asia—Pacific region – by 76%.

Installations per thousand views, hyper-casual games6. At the same time, Americans remain the most involved players.

In the USA, 30 out of 1000 users download the game after viewing ads (the global average is 26).

7. Ads for hyper casual games at the lowest price have the highest conversion rate relative to other game genres in both Google Play and the App Store.

Average price per installation and average conversion by genre8. If we compare with other genres, then hyper-casual games are visited less often, they play less time and the “stickiness” factor (DAU divided by MAU and multiplied by 100%) is also less (by half).

The number of sessions and their average length (comparison of hyper-casual games and games of other genres)9. In hyper-casual games, a direct relationship was found between the number of ads per minute and retention.

The more rollers, the less retention.

The ratio of the average number of ads per minute with retention in hyper-casual games 10. ARPU of the top 10 most successful hypercausal games is $0.3.

ARPU for hyper-casual games
You can download the full version of the report by following the link here.

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