Hybrid-casual games have consistently maintained high rankings on download charts due to their combination of hyper-casual accessibility and mid-core depth.
This unique blend allows them to attract a wide range of players and sustain their engagement over time.
However, achieving this requires robust user acquisition (UA) strategies that target the right audience and differentiate the game from its competitors.
Here, we explore the most effective hybrid-casual UA strategies anticipated for 2025.
One of the leading trends in mobile game user acquisition, particularly for hybrid-casual games, is the diversification of ad networks. These games appeal to a diverse player base, so employing a variety of ad networks is essential to maximize reach. Hybrid-casual marketers often use a combination of gaming ad networks, social media platforms, and rewarded ad networks to connect with potential players.
According to Tenjin, the top ad networks for hybrid-casual games by ad spend in 2023 were:
Hybrid-casual games boast features such as progression systems, exploration, and social elements, which can be strategically utilized in ad campaigns to attract players with various motivations.
Playable ads are particularly effective in engaging different player personas by allowing users to experience the game's features firsthand. By highlighting various mechanics in these ads, hybrid-casual marketers can directly appeal to different types of players.
This approach is also beneficial for designing offerwall ad campaigns. For example:
In 2024, the average Cost Per Install (CPI) on top ad networks for hybrid-casual games ranged from $0.10 to $0.24 on Android and from $0.45 to $0.82 on iOS (Tenjin). While it's important to be aware of these benchmarks and manage your CPI, it should not be the sole focus of your UA campaigns.
👏 Expert Tips: Please always make sure that your game's Lifetime Value (LTV) exceeds its CPI to maintain profitability. If increasing LTV is not feasible, prioritize reducing CPI to sustain a profitable balance.
When optimizing hybrid-casual campaigns, the focus should shift from Cost Per Install (CPI) to metrics that better reflect user value and engagement. One such pivotal metric is Return on Ad Spend (ROAS). This shift in focus is a significant trend in the mobile gaming industry, where marketers are now prioritizing revenue generated from acquired users over merely acquiring them at a lower cost.
In response to this strategic shift from CPI to ROAS, major advertising networks have integrated various ROAS optimization options into their campaign settings. These options typically support ROAS optimization for both ad revenue and in-app purchases (IAPs), offering either separate or unified campaign strategies. Advertisers can choose to optimize for Day 0 (D0) or Day 7 (D7) ROAS to align with their specific goals.
Some notable options available include:
For hybrid-casual games, monitoring Day 30 (D30) ROAS is often considered a crucial benchmark for achieving a full return on investment and demonstrating campaign success.
To accelerate ROAS outcomes, offerwall advertising is a recommended strategy as it tends to attract high-value players. An example of this is MyChips, which recently enabled a game studio to achieve a 71% higher ROAS compared to video user acquisition networks by day 14.
If your game portfolio includes titles with solid user bases, it’s crucial not to overlook the potential of cross-promotion for your hybrid-casual games. This strategy is particularly effective for publishers who initially focused on hyper-casual games and are now looking to leverage their extensive player bases to boost traffic to their hybrid-casual titles. The primary aim is to transition players to games that offer enhanced engagement and monetization opportunities.
To optimize the effectiveness of cross-promotion, target games with a daily active user (DAU) count of at least 10,000 to 20,000. Given that the average conversion rate for cross-promotion is relatively low, ranging from 1% to 2%, focusing on smaller games may not yield substantial results (GameAnalytics).
Cross-promotion offers flexibility in terms of ad formats. You can choose between integrated native placements or opt to host interstitial ads, banners, or rewarded video ads by purchasing your ad supply. This adaptability allows you to tailor your approach based on the specific characteristics and preferences of your audience.
In essence, successful user acquisition (UA) for hybrid-casual games revolves around identifying and engaging high-value players. To achieve this, a variety of strategies can be employed, and it’s essential to experiment with different approaches to discover the most effective combination. By diversifying your strategies, you can optimize your campaigns and maximize the engagement and monetization potential of your games.
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