Hypercasual games require a unique marketing approach: ultra-low CPIs, massive scale, and rapid creative iteration. Success depends on finding the right creative-audience fit and scaling aggressively before market saturation.
Hypercasual Economics
The CPI-LTV Equation
- Target CPI: $0.15-0.50 (varies by geo)
- Day 1 LTV: Must exceed CPI for profitability
- D7 ROAS: 60-80% target
- Revenue source: 95%+ from ads
⚡ Speed Matters
Hypercasual games have 2-4 week lifecycles at peak scale. You must identify winners fast, scale immediately, and extract maximum value before copycats flood the market.
Creative Testing Framework
Creative Strategy
- Test 10-20 new creatives per week
- Video length: 15-30 seconds optimal
- Show core loop in first 3 seconds
- Fail-and-retry moments drive engagement
Creative Types That Work
- Gameplay capture: Pure gameplay, no UI overlay
- Fail compilations: Frustrating moments that hook
- Satisfying loops: ASMR-like satisfying actions
- Challenge format: "Can you beat level X?"
Marketability Testing
Pre-Launch Testing
- Create 5-10 video ads from prototype
- Run $500-1000 test campaigns
- Measure CPI and CTR
- CPI under $0.30 = proceed to development
"Test marketability before you build. A $500 test can save $50,000 in development on a game that won't acquire users profitably."
Scaling Strategies
Channel Mix
- Facebook/Meta: 40-50% of budget
- Google/YouTube: 20-30% of budget
- TikTok: 15-25% of budget
- ironSource/Unity: 10-20% of budget
Geo Strategy
- Tier 1 (US, UK, CA, AU): Highest LTV, highest CPI
- Tier 2 (EU, Japan, Korea): Good LTV, moderate CPI
- Tier 3 (LatAm, SEA, India): Low LTV, very low CPI
Retention Optimization
- Day 1 retention target: 40-50%
- Day 7 retention target: 15-20%
- Session length target: 6-10 minutes
- Sessions per day: 3-5
Retention Mechanics
- Daily rewards
- Level progression
- Collectibles/unlockables
- Time-gated content
Scale Your Hypercasual Game
ClicksFlyer connects hypercasual publishers with high-quality traffic at competitive CPIs.
Get StartedCommon Mistakes to Avoid
- Scaling before confirming D1 ROAS
- Not refreshing creatives weekly
- Ignoring ad frequency and fatigue
- Over-complicating the core loop
- Waiting too long to kill underperformers
Hypercasual success is a numbers game. Test fast, scale winners aggressively, and always have your next game in the pipeline. The market moves fast, and so must you.