From hypercasual to hybridcasual - The Voodoo story (#70)

Introduction and Overview

In this section, the hosts introduce themselves and set the tone for a casual discussion. They mention their upcoming trip to South Korea and briefly discuss their plans for future episodes.

Host Introductions

• Michael Ancharich introduces himself as one of the hosts.

• Felix Braulberg introduces himself as the UA (User Acquisition) person.

Special Episode Announcement

• The hosts mention that this is a special episode because it is number 70.

• They talk about their upcoming trip to South Korea in July and invite listeners to meet them there.

• They express gratitude to a fan named In-home for helping them with organizing the event.

Transition from Hyper Casual to Hybrid Casual

The hosts discuss an article about Voodoo's transition from hyper casual games to hybrid casual games. They mention changes in Voodoo's organizational structure and strategy.

Voodoo's Transformation

• Voodoo has reorganized its processes over the past two years.

• There are now two main teams at Voodoo: Lounge Team and Live Team.

• The Lounge Team focuses on testing, prototyping, and developing new hybrid casual gameplay mechanics.

• The Live Team works on evolving existing games by adding deeper content, economy, and meta features.

Canceled Projects

• Voodoo has canceled several projects, including Voodoo Berlin and Next Hype.

• Some senior professionals were laid off due to these cancellations.

Hyper Casual Is Dead to Voodoo

• According to Mr. Duarte from Voodoo, hyper casual is dead for them.

• This statement was made at a Pocket Gamer conference in London.

Future Plans of Voodoo

The hosts discuss Voodoo's future plans mentioned in the article. They mention experiments with different game genres and platforms.

Casual Bitcoin Web Game

• Voodoo is experimenting with a casual Bitcoin web game, which is set to launch in the summer.

Birds on the Street

• Voodoo is working on something interesting in the web series space called "Birds on the Street."

Closing Remarks

The hosts wrap up the discussion and mention their plans for future episodes, including an episode about Diablo.

Wrapping Up

• The hosts conclude the discussion about Voodoo's transition to hybrid casual games.

• They acknowledge that industry changes can lead to layoffs and project cancellations.

• They reflect on how strategies can evolve over time.

Future Episodes

• The hosts mention that they will be recording an episode about Diablo soon.

• They invite Felix to join if he wants, but he declines due to being busy with games.

Conclusion

This markdown file provides a summary of the transcript, highlighting key points discussed by the hosts. It covers topics such as Voodoo's transition from hyper casual to hybrid casual games, organizational changes at Voodoo, canceled projects, and future plans. Timestamps are used to link each section of the summary back to specific parts of the transcript for easy reference.

The Rise of Hybrid Casual Games

In this section, the speaker discusses the rise of hybrid casual games and how they have become a popular genre in the gaming industry.

Hybrid Casual Games

• Hybrid casual games have gained popularity after the post-IDFA (Identifier for Advertisers) era.

• Voodoo, a game development company, faced challenges before focusing on hybrid casual games.

• The speaker mentions that blaming Apple for their difficulties became a common trend among developers.

• The hybrid casual genre is now celebrated as the savior of the gaming industry.

Turning Point with "Collect Them All" and "MOB Control"

This section highlights two specific games, "Collect Them All" and "MOB Control," which are considered examples of hybrid casual games.

Games Definition

• "Collect Them All" and "MOB Control" are both examples of hybrid casual games developed by Voodoo.

• These games feature hyper-casual style visuals with low CPIs (Cost Per Install).

• Despite being classified as hyper-casual, these games have deeper gameplay mechanics that evolve over time.

Understanding Hyper Casual vs. Hybrid Casual

The speaker explains the difference between hyper-casual and hybrid casual game design from a game design perspective.

Core Gameplay Focus

• Hyper-casual games primarily focus on engaging core gameplay mechanics without much emphasis on meta-game elements or long-term retention.

• Development time for hyper-casual games is relatively short, usually weeks instead of months.

• CPI (Cost Per Install) plays a significant role in selecting prototypes to scale up for top charts rankings.

Hyper Casual Games' Short Life Cycle

This section discusses the short life cycle of hyper-casual games and their primary focus on ad views and revenue generation within the first seven days.

Short Life Cycle

• Hyper-casual games typically have a short lifespan, lasting around five to six months on app stores.

• The exception is "Helix Jump," which has enjoyed long-term success with over half a billion downloads.

• The speaker mentions that hyper-casual games heavily marketed themselves through ads for other hyper-casual games.

Evolution or Switching Gears?

The speaker questions whether the rise of hybrid casual games is an evolution or a response to the decline of hyper-casual games.

Hybrid Casual as an Evolution

• The speaker argues that hybrid casual games are not necessarily an evolution but rather a shift in response to the decline of hyper-casual game marketing strategies.

• Idle games, for example, have evolved significantly over time, but hybrid casual seems more like a reaction to changing market dynamics.

Hybrid Casual Genre's Existence Since 2016

This section highlights that hybrid casual games have been around since at least 2016 and questions why they are now being treated as something new.

Familiarity with Hybrid Casual Games

• The speaker points out that hybrid casual games have existed since at least 2016, citing examples like "Archer."

• It surprises the speaker how everyone is now talking about hybrid casual as if it's a new genre when it has been present for years.

• Lack of hype may be one reason why hybrid casual games were not previously recognized or discussed extensively.

Challenges in Building Hybrid Casual Games

The speaker discusses the challenges in building hybrid casual games and the expertise required for their development.

Expertise and Difficulty

• Building hybrid casual games requires a combination of skills from hyper-casual, casual, and mid-core game development.

• Voodoo's decision to close other studios may be due to the need for developers with specific expertise in hybrid casual game design.

• The speaker acknowledges that building these games is not easy, as evidenced by YouTube's limited portfolio in this genre.

Reviewing Voodoo's Portfolio

This section focuses on reviewing two games from Voodoo's direct account that are currently driving significant revenue.

Revenue-Driving Games

• "MOB Control" and "Collect Them All" are two games from Voodoo's direct account that are currently generating substantial revenue.

• These games have been analyzed using data platforms to understand their performance and impact.

The transcript continues beyond this point, but it is not included in this summary.

New Section

This section provides background information about the game and its development process.

Game Inspiration and Development

• The game was inspired by Fireballs 3D and developed by Vince from Voodoo, a hyper casual studio.

• The team initially consisted of Vince and his team spent a full week developing the game in its hyper casual form.

• Later, the team expanded to include people with expertise from Bubble Master, Candy Crush Soda Saga, and other backgrounds.

• Currently, the team has 10 members, including a data scientist and full QA support.

Growth and Release

• The game was released on April 13, 2021.

• It started as a hyper casual game but later evolved into a hybrid casual game with meta-game features.

• The team plans to grow to around 20 people by 2023.

New Section

This section discusses the success of the game and its gameplay mechanics.

Gameplay Mechanics

• The gameplay involves shooting units and mobs by holding down a button to charge up the cannon.

• Players can aim properly through gates that multiply their score.

• The game has one-button controls, easy-to-learn gameplay, and intuitive mechanics.

Difficulty Level

• The game is relatively easy without many blockers or difficulties.

• Boosters are rewarded frequently, making it easier for players to progress.

New Section

This section explores the evolution of the game's core loop and introduction of meta-game elements.

Evolution of Core Loop

• In earlier builds of the game, there was no meta-game element. Players only had multiplier upgrades at the end.

• Later, the team added a base-building element similar to games like Coin Master or Pirate Kings.

• Players can use soft currency to build and decorate their bases, progressing through different levels.

New Section

This section concludes the discussion on the game's evolution and meta-game elements.

Meta-Game Elements

• The addition of base-building elements provides a visual progression system.

• Players earn and spend soft currency to increase their index number and move to higher levels.

• This meta-game element was introduced in later builds of the game.

The Evolution of Game Features

This section discusses the evolution of game features in a mobile game called "Coin Master". The game initially had three shields to protect players' resources when they were offline. Later, a revenge mechanic was added, followed by a gacha system. However, the gacha system in Coin Master is not as complex as in other games like Survivor IO.

• Coin Master introduced additional game features to improve long-term retention and increase revenue.

• The base building visual feature and revenge mechanic were added to enhance gameplay.

• The gacha system in Coin Master is relatively shallow compared to other games.

• The team behind Coin Master experimented with different features and conducted A/B tests to optimize player engagement and monetization.

Loyalty-driven User Acquisition (UA)

This section highlights the loyalty-driven UA strategy implemented in Coin Master. Users are encouraged to play more games based on their interests, earn units through gameplay and in-app purchases, and redeem these units for rewards such as gift cards. This approach aims to engage users globally and across various genres.

• Loyalty-driven UA involves offering curated games based on user interests.

• Users earn units by playing more games and making in-app purchases.

• Units can be redeemed for preferred rewards, including gift cards.

• This strategy taps into an engaged community of gamers at a global scale.

Ad Placements and Revenue

In this section, the focus is on ad placements within Coin Master and its impact on revenue generation. As a Voodoo game, more than 50% of the revenue comes from ads. Various ad formats are strategically placed throughout the game experience.

• Ad placements within Coin Master contribute significantly to its revenue.

• The game includes a variety of ad formats, strategically placed throughout the gameplay.

• More than 50% of the revenue in Coin Master is generated through ads.

New Currency and Reward Skipping

This section discusses a new currency called "skip it" introduced in Coin Master. Players can use this currency to skip watching video ads while still receiving the rewards associated with them. Additionally, there is a feature called "collect them all" that will be further discussed later.

• Coin Master introduced a new currency called "skip it" that allows players to skip video ads while still obtaining the rewards.

• The "collect them all" feature will be explored in more detail later.

Ad Placements and Audience Demographics

This section focuses on ad placements within Coin Master and analyzes the audience demographics of the game. It is noted that the game has a male-oriented audience, contrary to data suggesting a more balanced gender distribution.

• Ad placements within Coin Master include banners, videos, and rewarded videos.

• The game's audience demographics indicate a male-dominated player base, despite data suggesting a more equal gender distribution.

The summary has been provided in English as per your request.

Ad Placement and Revenue

This section discusses the ad placement and revenue generation of the game.

In-Game Power-Up Placement

• The game has clever and sneaky in-game power-up placement.

• There are two rewarded ad slots that give upgrades for every gameplay.

Estimated Revenue Breakdown

• Rewarded video ads are estimated to contribute around 5% of the revenue.

• Banners, if true, could contribute about 50% of the revenue.

• View rate may be lower due to segmentation.

Total Daily Revenue Estimate

• Based on eCPM and DAU, the total daily revenue is estimated to be 115k, which accounts for 55% of the game's overall revenue.

• The estimate is based on in-app revenue data from two data tools.

Game Revenue Analysis

This section provides an analysis of the game's revenue.

Revenue Sources

• The game's revenue is primarily generated from in-app purchases (IAP).

• The accuracy of the estimate is uncertain due to discrepancies between different data tools.

Data Tools Comparison

• One tool shows a monthly revenue of 2.1 - 2.2 million, while another tool shows around 500k.

• These discrepancies raise doubts about the accuracy of the data.

Overall Assessment

• The game receives a score of 9 out of 10 for its performance and revenue generation.

• However, it is unclear why it does not achieve higher numbers in terms of revenue.

User Interface (UI) Analysis

This section focuses on analyzing the user interface (UI) design of the game.

UI Evaluation

• The UI design is considered super boring and lacks excitement.

• The hyper-casual visual style looks perfect but fails to engage users.

Gameplay Repetition

• The gameplay is repetitive, offering little variation or excitement.

• The lack of variety may contribute to the game's revenue limitations.

Revenue Breakdown by Country

This section discusses the game's revenue distribution across different countries.

Revenue Distribution

• The majority of the game's revenue comes from the United States (90%).

• Japan contributes around 6% of the revenue, followed by Germany and Canada.

Limited Revenue from Other Countries

• Revenue from other countries is relatively small and almost non-existent.

• This pattern is likely similar for both in-app purchases (IAP) and ads.

User Acquisition (UA) Channel Mix

This section analyzes the user acquisition (UA) channel mix for the game.

UA Channels

• The main UA channels include Google, Facebook, Iron Source, Mintegral, and Digital Turbine.

• Unity was a significant channel in April but has since declined in effectiveness.

Creative Performance

• Creatives with low cost per install (CPI) are performing well due to their appealing visuals.

• Burst campaigns have contributed to Google being the largest UA channel.

CPI Comparison Before and After Hyper Casual Pivot

This section compares the CPI before and after the hyper-casual pivot of the game.

CPI Impact

• The hyper-casual pivot did not significantly impact CPI values.

• The creative elements remained unchanged throughout this transition.

Concept Evaluation

This section evaluates the concept and mechanics of the game.

Hyper Casual Mechanics

• The game features hyper-casual mechanics with gates and similar gameplay elements.

• The playable ads showcase these mechanics but do not reveal additional meta-game features.

Gameplay Comparison

This section compares the gameplay experience with the playable ads.

Similar Gameplay

• The gameplay in the playable ads is almost identical to the actual game.

• Some minor differences, such as sound effects, may be present.

Playable Ad Analysis

This section analyzes a specific playable ad from the game.

Sausage Movie Playable Ad

• The playable ad features characters from a sausage movie, including Rick and Morty.

• Sound effects in this ad are not as good as those in the machine gun ad.

Conclusion

The transcript provides insights into various aspects of the game, including ad placement, revenue breakdown, UI analysis, revenue distribution by country, UA channel mix, CPI comparison before and after pivot, concept evaluation, gameplay comparison, and playable ad analysis. These insights help understand different factors influencing the game's performance and revenue generation.

New Section

In this section, the speaker discusses the importance of focusing on what works in game development rather than trying to represent the game accurately. They also mention that excitement is not necessary as long as something works.

Focusing on What Works

• The speaker emphasizes that if something works well in a game, there is no need to change or remove it.

• They mention that finishing a playable without any exciting elements is acceptable as long as it functions properly.

New Section

In this section, the speaker continues discussing the importance of focusing on what works in game development and shares their perspective on excitement in games.

Excitement vs Functionality

• The speaker reiterates that they prioritize functionality over excitement in games.

• They express their belief that what matters most is whether a feature or element of a game actually works.

New Section

In this section, the speaker talks about repetitive elements in creatives and how they can become monotonous for players.

Repetitive Creatives

• The speaker mentions that some creatives showcase similar elements repeatedly, which can be visually overwhelming and cause disinterest.

• They note that showcasing repeated defeats in creatives can be discouraging for players.

New Section

In this section, the speaker discusses losing in games and clarifies that losing only occurs when players make mistakes or stop using strategies effectively.

Losing in Games

• The speaker explains that losing in games only happens when players forget to use math or strategy, or if they experience dyslexia (as a joke).

• They clarify that dyslexia does not affect gameplay and emphasize their intention was not to offend anyone with dyslexia.

New Section

In this section, the speaker concludes their discussion on gameplay and introduces the topic of creatives.

Gameplay and Creatives

• The speaker mentions that the IQ feature in the playable game was located at the top of the screen.

• They express their intention to discuss creatives further and introduce a rating system for them.

New Section

In this section, the speaker shares their thoughts on collectible-themed creatives and their appeal to a female audience.

Collect Them All Creatives

• The speaker finds humor in collectible-themed creatives featuring Einstein and other characters.

• They note that these creatives still seem to target a predominantly female audience, as discussed in previous podcasts.

New Section

In this section, the speaker discusses an upgrade in collectible-themed creatives involving a voiceover mocking players' IQ when they fail.

Mocking Voiceover

• The speaker describes an upgrade in collectible-themed creatives where a female voice mocks players' IQ when they fail.

• They find it strange and question its effectiveness or purpose.

New Section

In this section, the speaker continues discussing collectible-themed creatives and references previous discussions about elements related to aging and IQ.

Elements Related to Aging and IQ

• The speaker refers back to previous discussions about elements related to aging and IQ in games.

• They mention that these elements are present again in collectible-themed creatives but do not provide specific details.

New Section

In this section, the speaker comments on creative iterations featuring Einstein's face alongside different backgrounds.

Creative Iterations

• The speaker finds amusement in the repetitive use of Einstein's face in different creative iterations.

• They humorously question the significance of changing shirt colors and the direction of drawing with a pencil.

New Section

In this section, the speaker introduces a character named Grandma and questions whether she is an AI or a real person.

Grandma Character

• The speaker introduces a character named Grandma, who appears in various creatives.

• They speculate whether Grandma is an AI or a real person and comment on her presence in multiple games.

New Section

In this section, the speaker discusses the use of stock images in creatives and suggests caution when sharing personal information.

Use of Stock Images

• The speaker mentions that some creatives feature stock images that can be purchased.

• They jokingly suggest that warnings should be given before sharing personal information with such creatives.

New Section

In this section, the speaker comments on similarities between different creatives and their resemblance to other game strategies.

Similarities in Creatives

• The speaker observes similarities between different creatives, including recurring elements like Einstein's face and celebrity references.

• They mention that these similarities resemble strategies used by other games, particularly Triple Tile and Sudoku.

New Section

In this section, the speaker discusses how playable ads can be skipped with an ad but are included to engage other players.

Playable Ads Strategy

• The speaker notes that playable ads can be skipped with an ad if players do not want to engage with them.

• However, they mention that including playable ads is a common strategy to attract and engage other players.

Channel Mix and Revenue Analysis

This section discusses the revenue generated by the game and the channel mix for uploading. It also mentions the success of the team in various channels.

Revenue Comparison

• The game makes less money than Mob Control on IRP side.

• The top spender in the last 30 days is Unity, followed by Google, Facebook, Snapchat, Iron Stores, and TikTok.

• The game has seen a significant increase in downloads, with June reaching around 4.3 million.

Game Genre and Performance

• The game belongs to a competitive genre.

• The creative rating for this game is around four out of ten.

• The UA part of the game is more focused on casual players rather than hybrid casual players.

• Scaling this game is not easy due to its genre competitiveness.

Core Gameplay and Evolution

This section focuses on the core gameplay of the game and its evolution over time.

Core Gameplay

• The core gameplay involves lining up three or more items diagonally or horizontally.

• Players can create big combos for satisfying gameplay experience.

Evolution of the Game

• In 2021, when the game was launched, it had basic gameplay with limited features.

• Voodoo has a dedicated team that works on converting revenue from older games into IP games.

Meta Game Features

This section discusses the meta-game features added to enhance player engagement and monetization.

Meta Game Features

• The game includes decoration meta-game where players complete levels to earn Paint sticks.

• Players can choose between different colored wolves using these Paint sticks.

• There are gold currencies, lives, offers, boosters, and other typical features found in similar games.

Player Interaction and Retention

• The meta-game features add a bit of retention to the game.

• Some players may expect more from the game, but it doesn't block progression.

• The core gameplay is easy and intuitive, with banners directly integrated into the gameplay.

Revenue and Retention Analysis

This section analyzes the revenue and retention metrics of the game.

Revenue Growth

• The game has been scaling high recently, with 3.6 million downloads in May being the highest so far.

• However, retention rates are low, making it challenging to scale when only one percent of users reach day 60.

Comparison with Mob Control

• Mob Control has a slightly higher retention rate than this game.

• Collect Them All has a four percent day 62 retention rate on iOS and Google Play.

New Section

In this section, the speaker discusses the limitations of hybrid casual games and the importance of having core gameplay that is compatible with meta game frameworks.

Hybrid Casual Games and Core Gameplay Compatibility

• Hybrid casual games are limited by their core gameplay.

• Not all games can be turned into hybrid casual games.

• Gacha-based economies and multiple game modes may not work for every game.

• The core gameplay needs to be compatible with the meta game framework.

• Creating connectors between the meta game and core gameplay is challenging but crucial for a successful hybrid casual game.

New Section

This section focuses on ad placements in the two discussed games, "Collect Them All" and "Mob Control."

Ad Placements in "Collect Them All" and "Mob Control"

• Both games have interstitials, banners, and rewarded videos as ad placements.

• The cost to remove ads in "Collect Them All" is $9.99, while it is $2.99 in "Mob Control."

• "Collect Them All" offers two hours of ad-free gameplay as a reward for completing all quests.

• The speaker mentions that Voodoo is trying to turn more hyper casual games into hybrid casual ones.

New Section

This section provides insights into the use of rewarded ads in the two discussed games.

Use of Rewarded Ads

• "Collect Them All" heavily relies on rewarded ads.

• Players can spin the wheel four times per day for rewarded videos.

• Rewarded ads provide additional lives and unlock cores in the meta game.

• The average number of rewarded video impressions per day varies depending on player interaction with the meta gameplay.

New Section

This section focuses on banner placements and their refresh rate in the two discussed games.

Banner Placements and Refresh Rate

• Banners are shown during the core gameplay and matching process.

• The speaker finds it surprising that the banner refresh rate is set at 30 seconds in both games.

• A shorter refresh rate could potentially increase banner revenue.

• The average session length of the games is estimated to be around 15 to 20 minutes.

New Section

This section provides an overall assessment of ad units and gives an admon score for the discussed games.

Overall Assessment of Ad Units

• The combined total of all ad units in both games is approximately 39,000 per day.

• Ad revenue accounts for about 48% of the total revenue.

• The speaker mentions a potential discrepancy in IAP numbers.

• An admon score of 7 out of 10 is given, primarily due to the banner refresh rate being set at 30 seconds.

New Section

In this section, the speaker discusses the advertising revenue generated from banners and video inventory in mobile apps.

Advertising Revenue

• Banners are a strong source of revenue.

• Video inventory typically yields higher ad ARP (average revenue per user).

• The speaker mentions that there may be a calculation error regarding the revenue generated from in-app ads.

• The estimated daily revenue from in-app ads is around 17K to 22K, depending on the source.

New Section

This section focuses on the difference between various revenue numbers and how it affects the overall assessment of ad and in-app revenues.

Assessing Revenue Numbers

• There is a significant difference between different revenue figures.

• If they make 40K on ads and 20K on in-apps, it is not considered foreign or unusual.

New Section

The speaker discusses their rating for a game called "Mob Control" and suggests improvements for its design.

Rating and Design Suggestions

• The speaker rates "Mob Control" based on its transition rather than gameplay.

• They give it a solid 7 out of 10 but believe more could be done to enhance engagement.

• Design vectors such as different modes or choices that matter could improve the game's experience.

• They mention wanting to see a trial mode or alternative mode without social features.

New Section

The speaker continues discussing their rating for "Mob Control" and compares it to other games with additional features.

Rating Comparison

• The speaker believes "Mob Control" has limitations due to its core gameplay mechanics.

• They suggest adding more features related to live operations rather than slapping new features onto the game.

• They maintain their rating of 7 out of 10 but acknowledge that it may not be well-received by others.

New Section

The speaker discusses the value added by additional features in games and compares Voodoo to other studios like Hobby.

Adding Value with Features

• The speaker believes that adding new features without adding value is pointless.

• They mention Survivor IO as an example where additional features enhance the overall experience.

• Comparisons are made to Hobby, a studio known for its ability to add significant value through features.

• The speaker acknowledges that Voodoo has a long way to go before reaching Hobby's level.

New Section

The speaker reflects on whether this game is a good start for Voodoo and plans to revisit the topic in the future.

Assessing Voodoo's Start

• The speaker considers this game a good start for Voodoo.

• They plan to revisit the topic in a year and assess any new games launched by Voodoo.

• A comparison with Sega, another hybrid casual studio, is mentioned for future discussions.

New Section

In this final section, the speaker concludes the discussion and encourages sharing of the podcast.

Conclusion and Podcast Promotion

• The speaker thanks listeners and encourages them to share the podcast with others.

• They mention subscribing and express appreciation for support.

• A lighthearted note about not forgetting one's vector is included.