What Makes a Game Hypercasual?
summary
Kwalee lays out three measurable principles: mass appeal (aim for inoffensive, genderless visuals and CPI ~$0.50), bite-sized gameplay (simple, nuanced mechanics that boost sessions) and short-term stickiness (day‑1 retention ≈40% with a satisfying loop and light progression). Concrete tests: playable in portrait with one thumb, clear 3‑second adable moment, prototype on store for CPI/retention, examples include Drop and Smash, Plank, Looper and Draw It, and a repeatable model that drove Kwalee to become the fourth largest casual publisher on the US App Store.
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chapters (6)
- 0:00Introduction to hyper casual
- 5:30Three principles defined
- 6:50Deep dive into principles
- 8:28Testing and validation
- 13:14Case study analysis
- 21:39Q&A and closing
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