About the author call_made
Matej Lancaric
A true mobile marketing enthusiast currently working as a UA consultant.
Journal 15 Matej Lancaric August 16
A mobile game created by Multicast Games, later sold to CrazyLabs
Genre: Hypercasual
Monetization: 50% in-app, 50% on advertising
OS: iOS and Android
TOP Countries: USA, Germany, Japan, and Korea
In Alien Invasion: RPG Idle Space (Alien), players take on the role of an alien hero using its tentacles as grabbing hooks to capture humans and resources in its surroundings. The core gameplay loop encourages players to collect resources for upgrading their character, minions, and buildings while tackling mini-missions and engaging in boss fights.
Oh yeah, wait a second! We actually talked about this game on our podcast some time ago – Ha!
This ‘basic’ grabbing action features all of the elements that a successful and catchy hyper mechanic should have including:
An interesting exception lies in the theme. Typically, alien/space themes are not as popular in hyper-casual games. While there are certainly some highly successful hyper-casual games with this theme, it remains a rarity when compared to other themes.
The main areas where casual and mid-core elements take center stage are in the progress and retention features, which we’ll further explore and showcase in the following sections.
The ‘casual’ element of Alien integrates the following progress flow:
Peaking at $100k/day IAP revenues when adding the ad revenue and sadness multiplier, which is easily $250k/day. It is now doing something around $100k/day.
Listening to Felix and all his Excel sheet Admon mambo jumbo. External tools say 40k in IAP revenue, multiplied by a sadness multiplier of 1.5 = $60k in IAP revenues. Given the hybrid monetization and split 50/50, we are at least on $100k/day if not $120k/day revenues!
It’s interesting to see Japan and South Korea in the Top 5!
Applovin is NOT the biggest channel in terms of spending. What a surprise! Right? No MAX, no UA fun? On the other hand, Applovin looks like the top spender in August.
Mintegral
TikTok
Diversifying the UA portfolio efficiently is not an easy job. Here, we can see a good baseline of plenty of channels.
It takes a lot of work for one person to manage multiple channels. This is why most companies start hiring more UAs.”
Vyacheslav Krivsunov,
CEO of Multicast Games
Multicast Games decided to take a different path. The team wanted to work more cost-efficiently without hiring more people. The goal was to give UA managers real-time data on the go. This would prevent the company from spending too much money.
At Multicast Games, the UA team works 24/7 (OUCH!), which allows them to notice every minor change in the performance of their campaigns.
To optimize their work time, the team wanted a mobile measurement tool with its own mobile app to help them see changes anywhere, anytime.
They already had a mobile measurement partner (MMP), which they used to track attribution and installs from the desktop. So, they only needed to link their MMP to AppMetrica. AppMetrica’s no-code integration allowed the team to do this quickly and effortlessly.
By integrating their existing solution with AppMetrica, Multicast Games can now easily see where their money goes in real time and optimize their budget spending as soon as possible.
“No matter where we are, we can check our spending in real time on our phones. Our team tracks channels like Unity, Reddit, and Twitter. Now, we can do this while hanging out with friends or lying in bed before sleep.”
Vyacheslav Krivsunov,
CEO of Multicast Games
These real-time reports from AppMetrica did a better job of this than other MMPs. That was the primary reason why Multicast chose them! Check this out:
The funnel reports help them separate their income by game level and see bugs before users report them.
Multicast Games used AppMetrica to attribute organic traffic from Google Play. If they noticed a spike in traffic, it was obvious that the app had been featured in rankings. This helped them get more traffic and gain more organic downloads.
“With AppMetrica, we can separate organic traffic from Google Play or Google Ads. We can quickly find out if our app was featured and the country where it happened. We use AppMetrica’s User Acquisition report for this.
Then we would boost traffic to these countries. This helps us improve our ranking and get more organic downloads.”
They have spent over $1 million annually on their Alien Invasion game, which has a ROAS of 200%. The company then sold the game and received an additional revenue boost from the deal.
Connecting the UA dots, tracking everything in one dashboard, and most importantly, spending $1 MIL per year with 200% ROAS. I would take that!
Looking into the Mobile action ads gallery for creative research. These are the types of creatives they run:
Thats it! Yeah, I would be focusing on creating a concise creative strategy for Alien Invasion.
You have a hybrid casual game that combines the best of both worlds! LOW CPI from hypercasual and spend depth from mid-core games. You don’t need fake ads or UGC. I will leave you with what My Perfect Hotel is doing to get the picture:
About the author call_made
A true mobile marketing enthusiast currently working as a UA consultant.
Please login or subscribe to continue.
No account? Register | Lost password
✖✖
Are you sure you want to cancel your subscription? You will lose your Premium access and stored playlists.
✖