In hyper-casual, a 5-cent CPI difference determines profitability. We've launched over 200 hyper-casual games—most failed. The winners shared one trait: creative that made you tap before thinking. This is the most creative-dependent category in mobile gaming, and the rules are completely different.
The Hyper-Casual Economics
Unlike other categories, hyper-casual is almost entirely ad-monetized:
- Zero or minimal IAP revenue
- LTV measured in cents, not dollars
- Scale is everything—volume over value
- Profit = LTV - CPI (every penny matters)
Success Metrics (Different from Other Games)
CPI Thresholds
- Under $0.15: Excellent—scale aggressively
- $0.15-0.30: Good—proceed with caution
- $0.30-0.50: Marginal—optimize creative first
- Over $0.50: Usually not viable
Retention Benchmarks
- D1: 25%+ minimum, 35%+ great
- D7: 8%+ acceptable, 12%+ excellent
- Session length: 3-5 minutes typical
The 70% Rule
If your D1 playtime is under 70% of D0 playtime, users got bored fast. Either the game lacks depth or the ad frequency is too aggressive. Both kill retention.
Creative Is Everything
In hyper-casual, creative determines 80%+ of CPI:
Video Creative Rules
- First frame hook: Curiosity or satisfaction in frame 1
- Show failure: Satisfying mechanics + frustrating near-miss
- Simplicity: Mechanic understood in 2 seconds
- No UI: Pure gameplay, minimal distractions
- 15-20 seconds: Get in, show value, get out
Winning Creative Patterns
- ASMR satisfaction: Slicing, squishing, organizing
- Fail compilations: Near-misses that frustrate
- Transformation: Before/after reveals
- Puzzle reveal: Show solution unfold
Volume Testing Strategy
Hyper-casual demands relentless testing:
- Test 10-20 creatives per week minimum
- Kill fast—24-48 hours of data is enough
- Double down on winners immediately
- Iterate variations of what works
- Different hooks, same core gameplay
Ad Monetization Balance
Too many ads kill retention. Too few kill revenue.
Typical Ad Stack
- Interstitials: Every 2-3 levels or 60-90 seconds
- Rewarded video: Continue, bonus coins, skip level
- Banner: Always-on in gameplay (lower value but additive)
Scale and Decline Management
Hyper-casual games have short lifecycles:
- Peak period: 2-6 weeks typically
- Aggressive scaling at launch
- Plan for decline, don't fight it
- Pipeline of new games ready
Optimize Margins in Real-Time
ClicksFlyer's real-time analytics help hyper-casual publishers track CPI vs LTV instantly, making split-second decisions on scaling or killing campaigns.