In recent years, the gaming industry has witnessed a global surge in popularity of ultra-casual games characterized by their simplistic gameplay mechanics and accessible features. Positioned prominently within game catalogs, these ultra-casual titles have paved the way for major game developers to explore new avenues through “additional release” strategies. However, amidst the flourishing landscape, Voodoo, renowned as the king of small games, made a bold statement declaring the demise of ultra-casual games. According to Voodoo, profitability lies predominantly in older rather than newer ultra-casual game offerings, as the saturated market offers limited opportunities for fresh releases. Supporting this notion, Liftoff, a prominent data platform, unveiled the 2023 Casual Games Report,predicting a decline in the market share of ultra-casual games from 50% in Q1 2021 to 30% in Q1 2023. Additionally, Tenjin and Game Analytics’ Ultra-casual Benchmark Report indicates that customer acquisition costs for these games are set to reach record highs by the end of 2022, with Android witnessing a staggering 300% increase and iOS following suit with a near 147% rise.
The data provided clearly illustrates the infiltration of ultra-casual games into the stock market, accompanied by a concurrent rise in advertising costs as the genre continues to expand. Within this objective landscape, a Matthew effect can be observed within the realm of ultra-casual games. Dominant companies with robust revenue capabilities have claimed the majority of the market share, leaving only a sliver for survival among other players. Furthermore, the transient nature of these games’ popularity, coupled with their limited ability to retain players over extended periods, has led to a dearth of innovative concepts. Consequently, games that bear striking similarities struggle to distinguish themselves in the saturated game market, intensifying the competition among developers in the ultra-casual gaming sector.
However, the challenges faced by ultra-casual games extend beyond what has been mentioned thus far. The implementation of the IDFA privacy policy has had a profound impact on this genre. Numerous game developers have struggled to adapt to the new privacy regulations, making it increasingly difficult to bring their game products to fruition. In light of these objective factors, numerous hurdles have surfaced within the ultra-casual gaming domain, putting the resilience and ingenuity of every developer deeply entrenched in this field to the test.
In pursuit of increased profitability, Voodoo has made a strategic shift away from its original focus on ultra-casual games and entered the realm of mid-range game distribution, which is perceived as offering greater stability. Voodoo’s business model now leans toward establishing partnerships with external developers, thereby carving out a favorable position in the mixed-game landscape. While it is true that some players may depart, there will always be those who remain loyal. Various game developers are choosing different paths based on their individual growth trajectories. Alongside this repositioning, certain players are actively seeking fresh inspiration to revitalize the ultra-casual gaming genre.
An excellent example of this is the match-3 game genre, which has a long-standing history in the mobile gaming market. Match-3 mobile games alone garner an impressive 1.5-2 billion downloads annually. This presents a new breakthrough opportunity for the ultra-casual game category, particularly through the fusion of ultra-casual gameplay and the match-3 mechanics. This combination has the potential to ignite the game market with a fresh and captivating concept. For instance, envision how incorporating an elimination mechanism into the super-casual puzzle game “Sand balls” could enhance the game’s rhythm, intensify the sense of tension, and deliver heightened emotional value to users. By re-imagining and adapting different game genres, we may witness the birth of exciting new ideas that capitalize on freshness and creativity.
Following this line of reasoning, Heynext, an established game developer with a vast portfolio of ultra-casual games, has embarked on a quest to explore various combinations of elimination games and the ultra-casual genre. Additionally, Heynext is actively seeking opportunities to integrate narrative elements, as well as other development techniques, into their super-casual games.
By deeply understanding the cultural and natural nuances of diverse countries and regions, Heynext has once again expanded the realm of creativity within the ultra-casual gaming sphere. Recognizing the importance of catering to specific market needs, Heynext has embarked on creating game products with local characteristics, aiming to offer small travel-style games that resonate with users in different countries. For instance, in Brazil, leveraging the country’s rich football culture, Heynext has developed exclusive football-themed games. In the Philippines, they have combined elimination and ultra-casual game mechanics to design a coconut-picking game. Moreover, by integrating the innovative concepts from their VR design department, Heynext has introduced the immersive experience of virtual reality technology into their games, transforming the coconut-picking adventure into a captivating and realistic gaming experience.
With the remarkable achievements of Heynext’s exploration in this field, more and more game developers in the ultra-casual category are embracing this model as well. This collective effort is propelling the ultra-casual games industry into a new era characterized by enhanced creativity and exceptional quality. As Heynext establishes itself as a leading player, their success serves as an inspiration for others, driving the entire industry towards a future where ultra-casual games reach new heights of innovation and deliver unparalleled experiences to players worldwide.
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