Why Hyper-Casual Gaming is a marketing secret weapon — Gabrielle Heyman // Zynga
- Part 1How Mobile Is The First Screen — Gabrielle Heyman // Zynga
- Part 2 Why Hyper-Casual Gaming is a marketing secret weapon — Gabrielle Heyman // Zynga
Show Notes
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02:27The rise of the hyperHyper-casual games are easy to play and easy to learn. They make up most of the list for the top ten games in the US and worldwide.
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03:58What differentiates hyperThey can be made faster than casual games and they make a lot more of them. Hyper-casual games are also going viral on TikTok and a lot of games are being created based on TikTok.
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07:55The lifespan of hyperRetention and the lifespan of hyper-casual games are getting a lot longer. Brands can go through an SSP like ironSource to get across a lot of games. Or, they can go direct through AZIO.
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10:50Marketing within the metaverse vs hyperMarketers are fascinated with the metaverse right now. But, hyper-casual games are an important consumer trend in terms of their reach and the fact that the audience is generally hyper-engagers.
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14:14The type of budget needed to test mobile games as a marketing channelBudgets can range from one hundred thousand into the millions. Advertisers can buy video display banners in the space programmatically. Theres also the approach of deep integrations in 360 programs and sponsorships.
Quotes
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"If you looked at the App Annie chart from 2021 in the US and worldwide, for the top 10 games globally, hyper-casual had half of the list." -Gabrielle Heyman, Head of Global Brand Partnerships, Zynga
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"Our hyper-casual studio had probably three out of the top 10 hyper-casual games 10 in multiple geographies." -Gabrielle Heyman, Head of Global Brand Partnerships, Zynga
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"It could take years to make, develop, and release a Farmville. But, our hyper-casual studio, they're releasing four a week." -Gabrielle Heyman, Head of Global Brand Partnerships, Zynga
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"There's a symbiotic relationship between TikTok and hyper-casual. A lot of hyper-casual games are going super viral on TikTok that are resonating with communities." -Gabrielle Heyman, Head of Global Brand Partnerships, Zynga
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"Brands can go to an SSP network like ironSource to get across a lot of games. I'm a big advocate of going direct, especially with a company like AZIO, where we have 100 + titles." -Gabrielle Heyman, Head of Global Brand Partnerships, Zynga
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"We did an integration with an insurance company and found that had a 20% lift in completed insurance quotes without a clickable unit." -Gabrielle Heyman, Head of Global Brand Partnerships, Zynga
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"What we found that's super fascinating is that these hyper-casual gamers are hyper engager consumers." -Gabrielle Heyman, Head of Global Brand Partnerships, Zynga
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"Hyper-casual is an important consumer trend and so effective. It's got the reach, young audience and it's super effective." -Gabrielle Heyman, Head of Global Brand Partnerships, Zynga
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"Our client mix is really the top 200 ad spenders in the US or globally." -Gabrielle Heyman, Head of Global Brand Partnerships, Zynga
- Part 1How Mobile Is The First Screen — Gabrielle Heyman // Zynga
- Part 2 Why Hyper-Casual Gaming is a marketing secret weapon — Gabrielle Heyman // Zynga
Up Next:
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Part 1How Mobile Is The First Screen — Gabrielle Heyman // Zynga
Gabrielle Heyman, Head of Global Brand Partnerships at Zynga, discusses why mobile is still the first and most important screen. The way we consume our entertainment nowadays isn’t solely through the television set. In fact, when most of us get home from work, we’ll probably have the TV playing in the background while we’re scrolling on Instagram and many of us are choosing to fill that time with mobile games. Today, Gabrielle talks about why mobile is still the first screen.
Play Podcast -
Part 2Why Hyper-Casual Gaming is a marketing secret weapon — Gabrielle Heyman // Zynga
Gabrielle Heyman, Head of Global Brand Partnerships at Zynga, discusses why mobile is still the first and most important screen. Hyper-casual gaming is a rising sub-genre of casual gaming that has taken the world by storm. And, now that retention on these games has improved drastically, they’re a great opportunity for marketers and advertisers to get in front of the right audiences. Today, Gabrielle talks about hyper-casual gaming and why it is marketing’s secret weapon.
