Hyper casual games have improved the mobile gaming experience in an unexpected way. Hyper-casual games are known for their simple gameplay and minimal design, as well as the features added in hyper-casual games remaining minimal.
Although hyper-casual games have earned a lot of fame, they are still not available under an official category in the app stores. On the other hand, the popularity of hyper-casual games will urge app stores to create a separate category for them.
As we have all come to discover, both the building and playing of snackable games has become the most desirable game category within the mobile game industry. Both the simplicity of the game builds matched up with the industry desire are the main reasons why developers choose to create hyper-casual games rather than creating lengthy and layered games that require a lot more, time, money and coding.
In this article, we will be discussing the significant factors to consider while creating hyper-casual games for marketing campaigns.
How to Create A Hyper-Casual Game
Many factors should be taken into account while creating a hyper-casual game. Some of the key points are highlighted below.
The following are the most essential attributes that must be added in a hyper-casual game.
While creating a hyper-casual game, you need to keep it simple. When a player downloads your creation, they want to get right into the gameplay rather than get bogged down in campaign related details.
If you add too many marketing prompts and hurdles at the beginning of your game, then your player will start losing interest & attention.
Time is money, and no one likes to waste their time on things that are unnecessary. So, it is best to add marketing mumbo jumbo at the end of gameplay and keep loading times to a minimum.
Anything beyond a 5 second load time and you will start to see a drop-off rate occur. If your game takes more than 5 seconds to load, your campaign will likely lose 25-40% of potential users.
The core of hyper-casual games lies in simplicity. While creating your hyper-casual game campaign, make sure that all the features are kept simple, in some cases even leaving branding purely for pages either side of gameplay.
In the same vein, keep the controls and features of your game simple. Nothing is more jarring than a simple looking game with layers of complex gameplay baked into it.
The difficulty in levels of your game should be increased with the passage of time but even then, it should never reach a difficulty level that is too strenuous for users as most users of hyper-casual games look to test their skill but not be greatly challenged.
High Score Mechanics
Most hyper-casual games add a high score mechanic. This add-on seems so simple that it’s not even worth mentioning but dishing out generous scoring within hyper-casual game activities provides a high return to your game, as “high scores” for low impact gaming only adds to the endorphin release when customers achieve within the game.
Keep the Game Design Marketing Focused
For a hyper-casual game sitting within a marketing campaign, the build should be a funnel system with the end goal of getting customer conversions by the end of the user experience.
The goal should be to design an eye-catchy title page with branding sitting within, the game should be visually pleasing with gameplay being almost universally intuitive for users.
After the game has finished, this is where you present a data field to users, prompting them to submit details with incentives such as prize-pools and leader boards.
The first impression is the last impression. If a user downloads your game, but the design looks cheap & nasty, the game play is messy, and the incentives are underwhelming, the users will not participate any further.
How to Promote your Gamified Campaign?
Building a game alone is not enough for a campaign to be a success. There needs to be a properly planned and executed promotional campaign in order to draw users in.
Understand Your Market
If you want to make your hyper-casual game launch successful, then it is vital that you have in-depth knowledge and understanding of the market and how it works.
Hyper-casual games can become viral quickly, yet you need to understand that the hyper-casual market is crowded. This means, you need to define what will set your game apart from the sea of others.
Set goals beforehand/Have a clear objective
Is your Gamified Marketing Campaign designed for the purpose of educating clients on a new product or service? Creating hype around the brand? Selling more units of a product or simply creating awareness? Having one clear priority helps give the campaign direction.
You would be surprised how often Brands feel the need to launch a marketing campaign, yet never take the time to identify what it is they hope to achieve. Simply making noise in the hopes of staying front of mind with your customer base is not a long-term conscious goal.
Understand the Needs of Your Audience
Before launching and marketing your hyper-casual game, you need to understand the needs and demands of your targeted audience.
Understanding what makes your targeted audience tick will help you to plan out how you will cater to them with your game campaign.
Age, gender, interests & location all matter when choosing a game. Some games have a user percentage that can be 85% male, while others are 70% female. Knowing who your audience is, allows for you to allocate the right kind of game in order to reach that demographic.
It is essential to know what is in the interest of your audience in order to create effective marketing surround the game, that will be displayed on the most effective mediums for reaching your specific audience.
The user experience is the foundation of effective marketing, however some brands get so caught up in their own message that the forget to tap into who their audience is and where their interests lie. Once you can identify your target audience it becomes inherently easier to build a campaign around that information.
Know what success looks like through setting KPIs
Do you have set KPIs? Is it to get 5,000+ plays or 1 million? Is it to get social shares and go “viral” and if so how much? Having a target to aim for helps focus all efforts on attaining those numbers.
KPIs or Key Performance Indicators are exactly what they sound like, by setting KPIs in place before your Gamification Campaign goes live, you have created parameters and a direction for the campaign to move in.
Without KPIs, how do you get an accurate read on whether or not the campaign was a success? Set KPIs up first and it will help with all the following points all falling into place.
Promotion across relevant mediums/Create relevant content
Gamification marketing isn’t a one-size-fits-all process. What works to drive engagement on social media channels might stall on your website or in-store efforts. As you launch your gamification campaign, you should be mindful of where your target audience will be and what kind of content they will respond to.
Facebook, having a Search Engine like structure is still the leading Social Media titan. Most businesses, having both a Facebook account and page, makes for the platform being a great space to reach out to followers and inform them of a live campaign.
Due to Facebook’s ownership, the same goes for Instagram, businesses are tapping in to reaching customers through their love of visual based bite-sized content.
Twitter, while still having its own market is unfortunately the least of these platforms. Still having the ability to format its promotional posts to look like either Facebook or Instagram posts, it simply just does not have the same numbers as the previous two.
That being said, the target market can change up which social platforms you wish to utilise, for example, Gamify has had previous campaigns based in Japan where Twitter was by far the superior form of promotional reach.
Knowing how much money you’re willing to put into the promotional aspect of a Marketing Campaign not only helps you determine how wide of a net you’ll be casting but even where you choose to cast that net. Knowing this in advance to a live campaign means you won’t cast your net out too late either.
Make sure when you are planning a Gamification Campaign that you allocate the right amount of your marketing budget towards both content quality and Promotional Ads.
You may find that you were planning on simply promoting the campaign via your companies own Instagram or Facebook accounts which is strongly recommended, although purchasing promotional ads allows for your campaign’s reach to go further and create new user connections.
Determine incentives and rewards
Determine what you want to give away as an incentive. It could be a new product sample, content and guides to help the audience, or promotional coupons. There needs to be a clear incentive in order to make the gamification work with your audience.
If you haven’t used incentives before, it is good to benchmark what appears to be working with others in your industry or ask your audience what they would like to receive from you. Without a clear-cut reward, the customer motivation will be at its lowest.
Rewards are a must for Gamification campaigns, as they require proactive engagement from users, so in order to get them over the line there must be something on offer that would entice the users into giving the campaign their time and attention.
The best Rewards are items and services that seem realistic and attainable. Some Companies offer Rewards that seem too extravagant, users see the value of the reward and subconsciously assume the work required for such a reward must be too great.