Mobile marketing analytics provider Tenjin has released its latest industry report, titled “From Hyper to Hybrid in 2024,“ providing a detailed examination of shifting trends in the mobile game industry. The report focuses on hyper-casual and hybrid-casual games, shedding light on user acquisition patterns for these genres and business models.
The transition from hyper to hybrid signifies a noteworthy evolution in the mobile gaming landscape, where developers combine the simplicity of hyper-casual games with the more engaging mechanics typical of casual games. A critical aspect of this shift lies in the monetization strategy, with the hybrid model incorporating both in-app purchases (IAP) and in-app advertising (IAA), creating a diversified and potentially lucrative revenue stream.
Key insights from the report include:
- Android witnesses a continued increase in ad spend share, while iOS reaches a record-high average Cost Per Install (CPI).
- Despite its high CPI, Japan remains a crucial market for advertisers on iOS.
- The United States maintains its dominant position in terms of ad spend share on both Android and iOS platforms.
- Applovin, Mintegral, and Google Ads are engaged in a competitive battle for the top position in various ad network rankings.
Roman Garbar, Marketing Director at Tenjin, commented on the findings, noting that the hyper-casual business model persists but has undergone substantial changes. The report highlights a shift where smaller developers choose to self-publish on Android, which is evident in the lower cost per install (CPI) and increased ad spend share on the platform. In contrast, significant players from the hyper-casual market are now adopting the hybrid-casual approach, aligning with industry trends and leveraging greater resources and data for their gaming strategies.
NEXT: Palworld sold 6 million in 5 days, but is it a rip-off?
