Rise of hybrid-casual games and how BIGO Ads supports developers in monetization and user growth

The gaming landscape is changing rapidly, and hybrid-casual games have been a hot segment for a while now. Writing for Game World Observer, ad platform BIGO Ads has shared some of the key benefits of this model and how it opens up new growth opportunities for mobile developers.

The rise of hybrid-casual games: why it matters

43% of mobile developers view hybrid-casual games as the most viable category, according to Sandsoft’s Publisher Perception Report. This surge in popularity isn’t just a blip, but an industry-wide trend that has its advantages over other models:

• For gamers — hybrid-casual games deliver balanced gameplay that keeps them engaged and coming back for more by merging the simplicity of hyper-casual games with strategic depth;
• For developers — hybrid-casual games can boost revenues by blending in-app purchases with ad revenue models, optimizing monetization and enhancing player lifetime value (LTV);
• For advertisers — hybrid-casual games can expand their global reach by combining elements from both casual and mid-core genres, while also improving user acquisition and retention rates.

Success unlocked: advice for hybrid-casual gaming

Achieving success in hybrid-casual gaming requires a strategic approach. Below are some practical insights from Eden Liu, head of business development at BIGO Ads.

Conduct A/B testing to discover winning strategies

Testing various ad formats and placements is crucial and can help developers optimize:

• Monetization — rewarded ads can significantly boost revenue and engagement, increasing user retention by up to 40%. However, regular A/B testing helps pinpoint the most effective strategies, whether comparing interstitial versus banner ads or other formats, to drive better engagement and revenue;
• User acquisition — leveraging playable ads on platforms like BIGO Ads can lead to higher conversion and retention rates.

Integrate smart bidding strategies to acquire ideal users

One of the best strategies might be using smart bidding technologies and machine learning throughout the growth cycle. For example, once a stable user base is established, developers can set in-app advertising (IAA) ROAS with optimized retention as a key marketing goal. This enhances overall performance, attracting premium users who deliver high ROAS, retention, and LTV.

Chinese game publisher Learnings partnered with BIGO Ads to implement its ROAS bidding strategy. This approach effectively scaled their user base across major markets like the US, Japan, and Brazil, resulting in a fivefold increase in D7 ROAS compared to CPI campaigns. During the algorithm’s learning phase, their D7 ROAS improved 2-3 times, while overall downloads grew tenfold.

Implement in-app bidding strategies

Creating a competitive auction environment with in-app bidding can lead to better fill rates and higher eCPMs, maximizing ad revenue.

Collaborate with top-performing ad platforms

Partnering with leading ad platforms provides developers with access to a vast network of advertisers and advanced monetization tools, enabling them to achieve remarkable growth.

For example, Fugo Games achieved a peak eCPM of $25 and a 10% ad fill rate using BIGO Ads.

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BIGO Ads is a global ad platform providing one-stop advertising and monetization solutions, with an extensive network across the US, EMEA, South Asia, Southeast Asia, and beyond. It has been utilized by over 30,000 apps and games, including those from companies such as Voodoo, TapNation, Fugo, Playvalve, and CrazyLabs.

Ready to achieve your own success? Contact BIGO Ads to discuss your global growth!