How to evolve from Hyper to Hybrid
Stealth Master has evolved from Hyper to Hybrid using deeper gameplay and well-executed live-ops. How? They deliver clever retention tactics to keep players coming back again and again.
Hypercasual is dead, right? Isn’t that what everyone is saying¹? We’ve heard it over and over again. Hyper is out and hybrid is in. We get it.
But what does that mean for the studios that rely on the “old hypercasual success formula?”
Well, this week we’re taking a look at a game that’s evolving from a hyper to hybrid. And how they have apparently seen a lot of success from it.
The game in question? Stealth Master: Assassin Ninja by SayGames.
Let’s dig in.
The playbook
SayGames is a classic hypercasual studio with over 4bn total lifetime installs across its portfolio.
And as of late last year, they are shifting their strategy to focus on ‘hybridcasual’ games.
What does moving to hybrid mean for them? It means their games will have:
- Deeper gameplay
- A healthy mix of IAP / ad-based monetization
- AND most importantly: LiveOps
The numbers
Okay, let’s take a look at the data. According to AppMagic, sales went up (blue), even as downloads went down (red). So the UA strategy didn’t change.
In April 2022 monthly sales were recorded at $7,081, but as they added deeper gameplay and more LiveOps, sales skyrocketed to $42,143 in October 2022.
That’s a 495.156% improvement!
Did that cannibalize ad revenue? Probably. But post-IDFA, you should lean into IAP vs ad revenue anyways.
It’s hyper. At first.
Up until level 7, you’re playing a hypercasual game. The gameplay is fun. The mechanics are simple. And everything is ad-based.
In fact, the ads are everywhere.
One of the stealthiest things you have to do in the game is to avoid clicking an ad.
Take a look at where Stealth Master placed the purple continue button below. It’s sandwiched between two ads, making it tricky to avoid. Only a seasoned ninja 🥷 can avoid it.
Sorry had to…
Not only is the UI littered with ads, but you are also required to watch an ad after each level or a successful bout with the villains.
Stealth Master does however allow you to make a purchase to remove ads.
They offer two price points.
Both price points are steep. I think they’d have much more success with lower price points, but I understand they may be comparing these options to the opportunity cost of ad revenue.
Both price points are steep. I think they’d have much more success with lower price points, but I understand they may be comparing these options to the opportunity cost of ad revenue.
Being able to remove ads is always nice, but I would probably price the 7-day offer as a decoy, simply to improve sales on the higher-priced Forever option to increase LTV.
I would make one option seem too expensive, so the other option looks like a great value.
Option 1: Remove ads for 7-days @ $7.99 (wow that’s not a good deal 🤨)
Option 2: Remove ads forever. Only $9.99! (that’s a no-brainer 😍)
Something like this:
I would make one option seem too expensive, so the other option looks like a great value.
But even though ads generate revenue and they get a handful of people paying to remove ads, SayGames has realized that this simply isn’t enough for long-term success.
So they are changing things up.
LiveOps enters the scene
After level 7, you get a healthy dose of well-executed live-ops. Including:
- Events
- Battle Passes
- Shops
- Daily Rewards
- PVP (coming soon)
The graphics are excellent with candy-like animations that pull you in.
The Battle Pass provides some excellent deep play and a more meaningful gaming experience. Something to play for. The price point is a bit rich and lacks useful descriptions of the loot you can receive.
But the battle pass is executed well with a countdown timer and a free route that gives me reasons to keep returning.
More clear descriptions of what loot I can receive would be helpful.
Best retention mechanic
Hands down the best retention mechanic they are using is the Unlock feature and the Coming Soon slots.
For example, Events and Missions are not unlocked until certain levels or “contracts”.
Missions unlocks at Level 9 and a new event unlocks at Level 12. This mystery and intrigue will keep plays progressing to see what they have unlocked — for free.
This mystery and intrigue will keep plays progressing to see what they have unlocked — for free.
Tell players that the game is still actively worked on
My favorite part of the game is the “coming soon” elements in the UI.
Stealth Master is bringing a PVP element to the game. Cool right?
Even better is the animation you get when you click on PVP. Sure there’s some disappointment that the PVP isn’t available.
But now I have a reason to come back and play (retention) and I’m relieved the game is actively being worked on.
It’s an excellent strategy.
Conclusion
Stealth Master hasn’t completely let go of the hyper model. In fact, they offer ads for people who want to enjoy some fun play and move on. But after level 7 they offer deeper and more meaningful gameplay for players who want to play a more hybrid casual game.
They are catering to both. Yes, there’s a risk that the hybrid casual player won’t stick around until level 7. But so far, monthly revenue shows promising signs for the game.
Nice job SayGames.
