In recent years, with the collective rise of casual mobile games like "MONOPOLY GO!", "Egg Party", and "Royal Match", the casual gaming sector has become increasingly popular. Moreover, players' spending on casual games has significantly increased, with mixed-casual game revenue in 2023 growing by a staggering 30%, exceeding $2.1 billion. This has further boosted developers' confidence, leading to a constant stream of new and old games climbing the charts.
According to the latest global mobile game download rankings for March 2024 released by Sensor Tower, more than half of the games listed are casual and light games. What are the characteristics of these games that make them so appealing to users?
01 / Localization + Innovation in Game Mechanics
"Ludo King" is likely one of the longest-lasting and consistently high-downloading super casual games to date. Launched in 2016, the game still managed to rank within the top five globally in March this year.
"Ludo," a term originating from India, refers to an ancient Indian board game similar to Pachisi, a classic game of chance and strategy.
"Ludo King" capitalized on the surge of internet development in India by bringing "Ludo" online. Additionally, it expanded the gameplay from the traditional four players to six, greatly enhancing its playability and social aspects. Furthermore, "Ludo King" innovated its operational mechanics by introducing an entry fee in gold coins for each match, with winners receiving triple the entry fee. This leverages players' "small investment, big return" psychology, increasing user retention and activity. The gold coin system can be replenished through in-app purchases and watching ads (IAA), providing a sustainable revenue stream and continuous growth for "Ludo King."
As a result, "Ludo King" enjoys popularity not only in India but also in countries like Indonesia, Pakistan, and Egypt, thanks to its localization and innovative game mechanics.
02 / 'Reskinning' Can Also Be Successful
The success of "Pizza Ready" on the charts marks the complete victory of Supercent's "Three Steps to Opening a Shop" series.
Prior to the launch of "Pizza Ready," Supercent had already released two similar games, "Outlets Rush" and "Burger Please!," with the former tasking players with managing an outlet store and the latter set in a burger shop. "Pizza Ready" shifts the scene to a pizza restaurant.
Data shows that each of Supercent's "Three Steps to Opening a Shop" games has achieved millions of downloads per month, proving to be a winning formula.
Why do some 'reskinned' games fail while others succeed repeatedly?
The key lies in understanding the reasons behind the success of such games. Firstly, "Pizza Ready" offers a more straightforward and rapid gameplay experience compared to similar SLG games. Players only need to do three things: prepare, make, and serve, which determines the game's retention and bounce rate. Secondly, it has a simple yet efficient addiction mechanism, starting from hands-on management to hiring employees and expanding production, satisfying players' sense of achievement. Lastly, it taps into the curiosity of exploring specific industries, such as clothing stores, bakeries, or others, which players are familiar with in real life.
Clearly, despite the similar game model and mechanics to its predecessors, "Pizza Ready" succeeds due to its understanding of user psychology and mastery of the genre.
03 / IAA Mobile Games: 'Strength in Numbers'
As a pure IAA game, "Block Blast!" relies heavily on its aggressive marketing strategy for its success. According to third-party platform data, "Block Blast!" consistently ranks within the top three in ad spending within its category. Since its launch in April 2022, the game's download count has multiplied by eight within three months, exceeding 60 million. To date, "Block Blast!" remains popular.
The game combines classic gameplay with modern elements, inheriting the essence of Tetris while adding new features and innovations, including classic mode, story mode, and a more challenging line-clearing mode. This diverse range of game modes caters to different players' preferences, enhancing playability and replay value.
Furthermore, "Block Blast!" does not incorporate any props or gold coin mechanisms, relying solely on IAA for monetization. Ads are displayed at appropriate times, such as after completing a level, pausing the game, or upon losing, without causing significant player dissatisfaction.
Judging by its current performance, "Block Blast!" is undoubtedly a successful pure IAA mobile game.
In conclusion, there are still opportunities for casual games to achieve explosive success in terms of growth and monetization. Claims that "casual or hyper-casual games are dead" are exaggerated. Certainly, the next stage for casual games lies in transitioning "from quantity to quality."
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