Tenjin has recently published a report focusing on the evolving trends and rankings in ad monetization and advertising. The report sheds light on the changing landscape of the hyper-casual business, emphasizing the need for developers to adapt to the market’s shifting dynamics.
In 2022, Android and iOS platforms experienced declining ad impressions and effective cost per thousand impressions (eCPMs). However, the report highlights a noteworthy increase in the number of in-app purchases on both platforms, indicating a potential avenue for revenue growth.
One of the primary factors contributing to the downward trend in ad revenue is the implementation of App Tracking Transparency (ATT) on iOS. Additionally, changes in user behavior following the COVID-19 pandemic and various other factors have impacted the profitability of hyper-casual games. Consequently, many developers in this industry are transitioning to a hybrid approach.
The report aims to assist developers in navigating this transition by providing valuable insights, including country and ad network rankings that encompass both the advertising and monetization aspects of the industry.
Notable findings from the report include a 20% decrease in ad impressions on iOS throughout 2022. Similarly, Android experienced a significant decline in eCPM, with a 28% decrease in revenue generated from 1000 ad impressions. However, in-app purchases on Android witnessed a substantial rise, increasing by 37% over the same period. India secured the top position in the countries with the highest number of Android installs.
Roman Garbar, Marketing Director at Tenjin, commented:
“If you ask industry experts to define hybrid-casual, you’ll likely get a range of different answers. With no clear consensus on the new ‘hottest genre’ or business model. What is clear, however, is that a hybrid storm is coming. Casual developers are integrating hyper-casual components and rewarded videos into their games, while hyper-casual developers are adding more in-app purchases and improving retention. But with advertising and monetization becoming increasingly difficult in 2023, developers will need to be strategic in their approach. We hope that these industry rankings and trends will help guide developers through this hybrid shift.”
With Tenjin’s new report, industry professionals and app developers now have valuable insights into the transition from hyper to hybrid in the mobile app market. These objective findings can aid developers in making informed decisions and adapting their strategies to thrive in the industry’s evolving landscape.
Full version of From Hyper to Hybrid Report 2023 is also available.
