Measuring the value and marketability of a Hyper-Casual game in testing has become a subtle exercise in today’s more complex market. As result, what were once seen as hard and fast rules, namely 55% D1, 22% D7 retention and CPIs below $0.25 are now considered short sighted.
Instead Voodoo has adopted a flexible, pragmatic approach that accounts for multiple variables in projecting a game’s value. On the product side, these include retention, playtime, win rates, game length, future gameplay depth potential to name a few; on the marketability side it includes CPI, CTR (available in some cases) and estimated “niche” constraints.
|Broadening our launch KPI analysis was key in 2019. Our former KPIs would not have been representative proxis for the success of some of our top games. For instance, Cassette‘s Aquapark.io (D7 of 17%) became highly viral post-launch and became our top game in number of downloads in the period. OHM Games’ Push ’Em All had a relatively moderate D1 (46%) yet turned out to be highly scalable for CPI and retained a strong core user base, with strong playtimes of 15mins/day.|
|With a D7 retention of 12%, Misha Vrykhrystenko’s Woodturning 3D would not have been launched in 2018. It turned out to be a highly successful launch, with 62M downloads so far in just 3 months.|
By acknowledging that retention and CPI are only part of the picture, we’ve managed to reach many more players worldwide.
Despite their relatively lower KPIs on our former metrics, they each generated a multiple of the downloads of a game like Jan Kovac’s Perfect Hit, (59% D1, 22% D7 and $0.15 CPI), in their first few months.
By lowering our retention and CPI metrics this year to 45% D1 13% D7 and $0.20, we are now looking at far more meaningful indicators of scale and opening the door to many more successful games.
The Publishing Team