For your game to rise to the top of the rankings, you need to create a great concept, design and make an effective launch. But, hyper-casual developers often use the same launch strategy. 

This article will learn how implementing a unique launch strategy can scale your game quickly and profitably, and understand the differences between launch strategies available for hyper-casual games in in-app ad networks.

Three types of hyper-casual launch strategies

  • Conservative
  • Aggressive
  • Standard

The decision about which approach is right for you depends on your budget and the degree of risk you want to take. Let’s take a look at the most popular types of strategies.

Conservative strategy

A conservative startup strategy driven by a low budget and high rates, which you adjust over time based on LTV. While a traditional approach minimizes the risk of overspending or wasting money, you need to check your ad campaign and optimize it often closely. The strategy leaves more room for error as a lot of manual control is required, and a low budget means it usually takes longer to scale.

Let’s imagine, if you can’t afford to start with a high budget or want to stay in the soft launch for longer, a conservative launch strategy can help you minimize costs, but it sacrifices how quickly you can learn from your campaigns.

Aggressive strategy

To start your game with a more aggressive strategy, begin with high limits and stakes and then adjust them so that you can make a profit after you hit the top of the charts. The advantage of an aggressive approach is that your game gets a solid organic boost from reaching a higher spot on the charts, which can help your marketing and brand awareness for future games.

For studios or developers with many resources who can afford to lose money initially, an aggressive approach can help you get your game to the top faster. However, the disadvantage is that this strategy is risky — it will most likely not be profitable at first and may not be beneficial.

Standard strategy

For most hyper-casual games, publishers offer a standard launch strategy — not too risky or too cautious. If you don’t see enough traffic, you can adjust your campaigns, starting with the high caps and target bids you set based on your testing and soft launch lessons. It’s also essential that you bid in more granularity as you begin to learn from campaign performance 1-3 days after launch. Contact your ad network for quality and performance-based recommendations, so you can find that target bid quickly and easily.

To maximize IPM by using this strategy, first consider where to launch the game. Your best bet is tier 1 countries such as the US and other regions that provided the highest IPM from soft launch. If you don’t have enough data or lessons from previous games or soft game launches, start with the USA.

Your launch time also matters as Friday and US peak times (UTC 18: 00-22: 00) are usually the best ones. It often takes a week to gather data about a campaign to see if it will continue to scale or if you need to make adjustments. If you need to tweak your game, check your creatives and your game metrics — KPIs like playtime and retention can indicate whether you’re effectively monetizing users, so you can afford a higher bid.

This type of startup strategy works best for most hyper-casual games because it is the sweet spot where you can achieve optimal learning, maintain the pace for a longer time, increase productivity quickly and efficiently, and maximize profitability.

Reaching the top charts with the right strategy.

Choosing the right strategy to launch your hyper-casual game on UA ​​in-game networks can help you effectively climb to the top of the rankings while maximizing your bottom line. Remember: This channel requires a different approach than your social media UA campaigns, so adapt your strategy to in-app networks, be sure to evaluate your resources and optimize them according to the lessons you gather along the way. When scaling up, pay attention to what works, and in future games, apply what you’ve learned, but always keep testing and adjusting based on performance.