Top 5 countries for soft-launching hyper-casual games

Hyper-casual video games have some distinctive benefits over different genres in terms of mushy launches.

Their minimal designs typically require little-to-no localization for worldwide audiences, and their largely ad-based monetization methods, imply CPIs may be greater than 10-times cheaper than different recreation genres.

Typically, this implies hyper-casual mushy launches don’t must be restricted to English-speaking international locations — builders can publish wherever on the earth and discover audiences that approximate the identical habits of these in international locations higher identified for efficient monetization, the place increased eCPMs can yield invaluable returns as soon as the sport goes world.

For almost all of hyper-casual mushy launches, as with all video games, the highest precedence needs to be reaching the biggest doable viewers on the lowest doable price. As a part of our current hyper-casual video games CPI benchmark report, the Tenjin analysis group analyzed thousands and thousands of installs throughout the most well-liked media shopping for networks. This allowed us to determine essentially the most cost-effective international locations for mushy launching hyper-casual video games primarily based on common CPIs and market scale. The next 5 international locations emerged because the main candidates:


  • iOS CPI: $0.11
  • Android CPI: $0.08

Brazil’s smartphone market has struggled in recent times as a consequence of excessive taxes, robust tech embargoes, and basic financial volatility. Fortunately, none of those challenges have prevented the nation from embracing cellular video games. Primarily based on our research, Brazil is without doubt one of the most energetic hyper-casual gaming markets in your entire world, second solely to the USA in whole set up numbers. Its rising cellular recreation market worth has been completed with a smartphone adoption price just below 40 percent.

Brazil is a significant hyper-casual market, and it may get greater. As we speak, the nation’s cellular business is experiencing slower growth, however some specialists have predicted smartphone adoption will match the total population in a number of years.

Within the brief time period, Brazil stays the most effective candidates for mushy launching a hyper-casual recreation. The nation’s common CPI for hyper-casual video games on iOS is $0.11, whereas these on Android are even decrease at $0.08.


  • iOS CPI: $0.11
  • Android CPI: $0.04

Cellular publishers in the USA considered Canada and New Zealand as the best mushy launch markets, till rising prices made them much less engaging. Should you look to south of the U.S., a special image emerges.

Launching hyper-casual video games in Mexico has a median iOS CPI of $0.11 and an Android CPI of $0.04. The nation has a 45.6 percent smartphone adoption rate, which is outstanding for the 11th most populated nation within the globe. What’s extra, Mexico’s online game business generated $1.6 billion in 2018, making it the 12th largest video games market on the earth. Much more spectacular is the truth that a staggering 71 percent of the Mexican market prefers cellular video games above all others.

Fairly frankly, Mexico is turning into a cellular gaming market that publishers can’t afford to disregard. Its mushy launch potential is simply icing on the cake.


  1. iOS CPI: $0.10
  2. Android CPI: $0.05

Cellular is a smaller portion of Turkey’s gaming market in comparison with different international locations on this checklist. Cellular video games brought in $372.4 million in 2017, roughly 45 p.c of the nation’s total online game income. All the identical, Turkey is a extremely cost-effective nation for cellular publishers, making it an excellent take a look at mattress.

Hyper-casual video games on iOS have a median CPI of $0.10 in Turkey, whereas these on Android have a CPI of $0.05. The nation’s smartphone adoption rate is currently 37.9 percent, whereas most players range in age from 15 to 65 years. Turkish gamers additionally choose to observe in-game ads over paying cash on their video games, which makes testing hyper-casual advert monetization an excellent match for the area.


  • iOS CPI: $0.11
  • Android CPI: $0.08

India is already an undisputed cellular gaming powerhouse. It’s ranked as one of the top twenty countries for mobile games on the planet, with whole revenues amounting to only over $1.1 billion in 2018. In the identical interval, India’s total gaming inhabitants is predicted to develop to 628 million gamers.

One main cause for this development is that cellular recreation and app publishing is remarkably cost-effective. Our hyper-casual publishing information means that iOS titles common a CPI of $0.11, whereas Android apps sit at $0.08. Since India is virtually a major market, that makes it an essential mushy launch alternative.


  • iOS CPI: $0.11
  • Android CPI: $0.03

Argentina has a considerable total gaming viewers, acknowledged as the 25th largest market in the world. Whereas that determine additionally accounts for PC and console gross sales, the nation actually isn’t falling behind on the smartphone entrance. It’s ranked 19th in global revenue for mobile gaming, and is predicted to achieve a $332 million market worth by 2022.

By way of CPI, publishers can count on a median of $0.11 for hyper-casual video games on iOS and $0.03 for Android. Coupled with the truth that 87 p.c of Technology Z and X are thought of “cellular players,” and 93 percent are open to rewarded video advertising, Argentina is a crucial location to domesticate your mushy launch viewers.

Evaluation means that hyper-casual video games are a world phenomena, however not all international locations provide the identical price advantages for publishers throughout a mushy launch. Colombia has a decrease CPI than something on this checklist, however doesn’t have the identical market share that makes nations like Brazil so interesting.

Findings from the report recommend that publishers ought to all the time search out international locations that steadiness app prices, hyper-casual market share, and the general smartphone adoption price to swimsuit their wants. Fortunately, at the moment’s mobile-friendly world has no scarcity of nice mushy launch alternatives.

Suny Cha is VP of promoting at Tenjin, a complete development infrastructure for cellular recreation and app entrepreneurs.

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