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Classic arcade to hyper-casual games at Casual Connect Europe

by AppLovin on Jun 7, 2019

Last week the AppLovin team was in London for Casual Connect Europe. To kick off the conference, AppLovin worked with AppsFlyer to host The AppLovin & AppsFlyer Social Club, where mobile game industry experts got together to network—and to go head-to-head in some classic arcade game battles. Attendees took each other on in Pacman, Street Fighter, and Space Invaders and enjoyed chicken wings and beers at The Feathers Pub.

On day two of a conference where attendees are learning how to scale successfully, we addressed a topic that has gotten a lot of hype recently—“How a Mobile Game of Any Genre Can Scale in a Hyper-Casual World.” We participated in a panel featuring execs from mobile gaming studios of different genres, moderated by AppLovin’s Managing Director for EMEA, Carl Livie. He spoke with Shreyas Rajagopalan, VP of Marketing and Revenue at Green Panda Games, Farhan Haq, Head of Performance Marketing and Mobile Growth at SYBO, and Eren Yanik, Chief Product Officer at Gram Games.

The panelists discussed the best ways to approach monetization and retention for any mobile game genre, as well as the prevalence of hyper-casual and its effect on the industry. One takeaway was that non-hyper-casual games are more desirable in the long term when it comes to retention, according to Shreyas, but hyper-casual games are also worthwhile due to their scale and appeal. Faran shared the hyper-casual success story of Subway Surfers, which drove 56 million organic downloads in January 2019, despite minimal promotion.

Overall, the panelists agreed that different genres have been able to coexist successfully at the tops of the app store charts, with a high level of diversity of publishers in the top ten spots. It simply takes understanding the monetization and retention methods that work best for your game’s genre.

Casual Connect Europe was a great opportunity to meet with partners and industry experts to learn and share ideas—and have a little friendly competition. We’ve got more events in store for 2019—keep an eye out to see what we’re up to!