Pangle, the ad network of TikTok For Business and games industry research experts, Newzoo, have released a new report looking into the latest facts and figures showing the continuing success of the hypercasual mobile games genre. The report - Pangle & Newzoo: Mobile Game Genre Report, Comparing & Contrasting the Hypercasual Genre in Eastern and Western Markets - found hypercasual games continue to lead the most-downloaded charts in several key global markets even after Apple’s changes to mobile ad targeting, which was expected to disproportionately affect hypercasual games.
The report found publishers focusing on ways to improve retention and find new revenue opportunities. Publishers are combining meta gameplay elements from other popular genres like Puzzle and Simulation to add depth and replay value, as well as creating additional monetization opportunities. Adding specific localization around in-game events, ad creatives, and UI has also helped hypercasual games to appeal to gamers in Eastern markets. Meanwhile, casual and mid-core publishers have been quick to capitalize on the large hypercasual user base in order to cross-promote their own titles through in-app ads.