Let’s Get to Know the Hypercasual Game Segment
As one of the standout funds that most clearly demonstrates our expertise and difference as a BV Portfolio company, our BTE-Game and Technology Fund is managed by our team with extensive experience in the gaming industry and strong connections within global ecosystems. In this article, we will focus on the hypercasual game segment, discussing how this genre has evolved from the past to today and where it may be headed in the future. Enjoy your reading!
As one of the standout funds that most clearly demonstrates our expertise and difference as a BV Portfolio company, our BTE-Game and Technology Fund is managed by our team with extensive experience in the gaming industry and strong connections within global ecosystems. In this article, we will focus on the hypercasual game segment, discussing how this genre has evolved from the past to today and where it may be headed in the future. Enjoy your reading!
The Rise of Mobile Games
With the introduction of smartphones into our daily lives, mobile games quickly penetrated the daily routines of millions worldwide. From children who haven’t even learned to speak yet to adults enjoying their retirement, these games appeal to a wide audience and are downloaded millions of times each day from the App Store and Play Store.
Among the many game types that differ in playtime, target audience, visual design styles, and monetization methods, “hypercasual” games have become some of the most talked about and popular. Since the first hypercasual game was published in 2014, debates have arisen between those who believe these games greatly contribute to the digital gaming sector and those who think they lower quality standards. Over time, hypercasual games have gone through transformations, and today, it must be acknowledged that they are not as profitable as they were during the pandemic period.
The Birth of the Hypercasual Game Genre
Hypercasual games are a mobile game genre known for their simplicity, accessibility, and highly addictive qualities. They are easy to learn and play, require minimal instructions, and can be enjoyed in short bursts. These games typically have a single objective, such as jumping over obstacles or collecting coins.
Characterized by fast gameplay, bright colors, and simple graphics, hypercasual games are optimized for mobile devices. Their low development costs, viral success potential, and ability to generate revenue through in-game ads have made them popular.
This category, introduced in 2014 by studios like Ketchapp and Voodoo, was defined by simple mechanics, minimal graphics, and short play sessions. The main goal was to work on as many devices as possible and reach a wide user base. Aligning with social trends and combining addictive short-term mechanics with minimal art design was enough to succeed. These principles reduced production cycles from months to just 1–2 weeks, creating a vast supply of games that appealed to broad audiences.
Principles of Successful Hypercasual Games
Some of the core principles to consider when developing a successful hypercasual game are:
Simple Concept: A game should have a concept that can be explained in just a few words.
Easy Gameplay: The game should have intuitive controls, allowing players to start without reading lengthy instructions.
High Replay Value: The game should encourage players to return and play repeatedly.
Strategic Ad Placement: In-game ads, which make up nearly all revenue, should be placed strategically without disrupting gameplay.
Continuous Iteration: Iterating based on user feedback and data analysis is essential to improve mechanics and keep players engaged.
A successful hypercasual game provides an entertaining and addictive experience that encourages repeated play.
Analysis and Development Phase
The analysis stage plays a critical role in the development of hypercasual games. During this stage, developers must analyze potential target audiences and competitors to form effective marketing strategies. Market research helps identify the target audience’s preferences, play frequency, session lengths, and devices used.
Competitor analysis highlights learnings from similar games and identifies gaps in the market. Trend analysis—arguably the most important part of this stage—helps determine which game types are popular and what consumers prefer. Since trends shift quickly, it is important to add unique features and deliver a high-quality experience that meets player expectations.
The Evolution of Hypercasual Games
By 2018, hypercasual games had gained significant market share in the mobile gaming industry. Their quick accessibility made them attractive to many players, while their low production costs allowed developers to profit. Even university students with a few months of development experience could create global hit games.
In 2019, hypercasual games continued to grow, building upon their earlier success. Studios like Voodoo and Ketchapp refined their advertising strategies and used new technologies to improve game quality. Large gaming companies also entered the hypercasual market, further fueling growth.
As a reflection of consumer culture, hypercasual games developed rapidly by following fast-changing trends. The future trajectory of this genre remains a subject of great anticipation.
The Rise of Hypercasual and Turkey’s Role
During the pandemic that began in 2020, hypercasual games became one of the largest subgenres of the mobile gaming industry. With people confined to their homes, smartphone usage skyrocketed, and the entire digital gaming sector experienced strong growth.
Hypercasual games likely played the biggest role in this surge. Rooted in simple, everyday activities, these games were downloaded millions of times during this psychologically challenging period. Whether it was running to avoid obstacles, collecting coffee cups, or performing manicures, these games rapidly became massively popular.
Growth and Impact of Hypercasual Games
A 2019 report by Sensor Tower noted that hypercasual games had been downloaded more than 5 billion times globally, with most downloads attributed to studios like Voodoo and SayGames. Revenues primarily came from ads, while in-app purchases played only a small role.
While highlighting rapid growth, the report also pointed out issues such as low user retention and market saturation. The pandemic years of 2020–2021 exceeded expectations, with hypercasual games accounting for 31% of all mobile game downloads by 2020.
The Rise of Hypercasual Games in Turkey
In Turkey, publishers such as Rollic, Good Job Games, Ruby Games, Joygame, Alictus, Suji Games, Panteon, Bigger Games, Loop Games, and Narcade produced hypercasual titles that achieved hundreds of millions of downloads. With an increasing demand for designers and developers during this period, the industry offered high salaries and job opportunities.
From 2019 onward, the sector grew rapidly, peaked during 2020–2021, and even prompted many professionals from other industries to transition into gaming. Today, Turkey has over 750 registered game studios, and when counting unregistered studios, the number exceeds 1,000.
Delicate Balances and Big Players
Although 2021 began promisingly for mobile games, Apple’s changes to its Identifier for Advertisers (IDFA) significantly disrupted the market. By requiring user permission for tracking, Apple made it more difficult for advertisers to target users, posing challenges especially for ad-driven hypercasual games. Increased user acquisition costs strained their revenue models.
The Future of Hypercasual Games
A report by IronSource revealed that in Q1 2022, hypercasual games saw a global decline of 10% in downloads and 9% in revenue. While similar trends were observed in the U.S., hypercasual games still remained a key part of the global mobile gaming market, representing 16% of global downloads and 4% of revenues during this period.
Industry leaders hold different views about the future of hypercasual. Voodoo claims hypercasual is not dead but shifting toward higher quality, while Kwalee argues the market has saturated and only the best games will survive. Both companies aim to gain competitive advantage by creating original and creative games.
Hybridcasual: The Next Step
It would be bold to declare the death of hypercasual, but undeniable that the market is changing. This evolution presents an opportunity for higher-quality games with richer stories and mechanics.
As Mishka Katkoff from Deconstructor of Fun highlighted in his article, the emerging category of “hybridcasual” combines the quick playability and ad-based design of hypercasual with deeper mechanics and higher-quality experiences.
Hybridcasual games are expected to last longer, appeal to broader audiences, and yield stronger monetization. With players seeking longer and more engaging experiences, hybridcasual may become the natural evolution of the market.
Principles for Successful Hybridcasual Games
According to HCGames, six key principles ensure hybridcasual success:
Create an economy, not just a currency: Offer players an entire in-game economy with multiple spending options.
Development system: Allow progression by upgrading characters, weapons, or items.
Collectibles: Provide personalized items or characters for collection and trade.
Personalized settings: Enable customization of controls, graphics, and sound.
Narrative: Add storylines or character development to deepen engagement.
Play with friends: Incorporate social features to increase playtime and enjoyment.
The Lasting Impact of Hypercasual
Hypercasual games have always had both fans and critics, but there is no denying their immense contribution to the mobile gaming sector. Just like every other industry, the mobile gaming space continues to undergo change.
If hypercasual studios and publishers can adapt, they will either lead the new era or be left behind in the storm of change.