Gamers don’t just wear hoodies.
“Hypercasual gaming breaks down every barrier,” said Jon Hook, VP of publishing at Polish game developer BoomBit. “It’s teens, parents – your nan could be playing these games.”
Considering the audience is anything but hardcore, the key to success in hypercasual is creating a game that’s snackable and simple to understand. The key components of a hypercasual game is that anyone can learn how to play in a matter of seconds and the actual game mechanics require minimal controls, often just one finger.
Right now, the hypercasual opportunity couldn’t be more ripe, said Hook, a Mediacom and AdColony vet who joined BoomBit last month after two years as CRO at French indie studio Homa Games.
Hypercasual games, which mainly monetize with advertising, rather than in-app purchases, is a fast-growing market worth around $3 billion – a 33% YoY increase, according to research from ironSource.
Hook’s job is to liaise between BoomBit and external studios in the quest to build hit games.
“Think of hypercasual as a global content marketing platform,” he said. “And think of your potential audience as literally anyone.”
In his spare time, Hook also advises startups as founder of Mallory Ventures, a fund focused on early-stage investment in AR, social influencers, fashion, blockchain, mobile ad tech and gaming.
AdExchanger spoke with Hook.
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