Supercent’s Meteoric Rise on the Hybrid Casual Gaming Scene

Three takeaways from Supercent’s international expansion

We’ve covered Supercent’s meteoric rise on the Hybrid casual gaming scene on 2.5 gamers in an episode. Their flagship titles Outlets Rush and Pizza Ready are Hybrid-casual gold, generating 70% of their revenue from ads and 30% from IAPs. Both games boast about 8 million active users daily, depending on the day. Someone told me that it was founded as a 111% subsidiary to focus on hypercasual games, but they pivoted and now are one of the leading hybrid casual studios in the world. These two games generate about $7-12m monthly in revenue, and what’s even more impressive is that the games’ user bases have been holding steady since March 2024. So what’s behind these two titles: crazy growth and staying power?

Game Itteration

Supercent doesn’t constantly try to reinvent the wheel. Instead, it identifies successful game mechanics, often from other games in the hypercasual genre (as seen with its repeated iterations of the “My Perfect Hotel” formula), and uses these as a foundation for new games. This reduces the risk associated with entirely new and untested gameplay. Once they found core gameplay that worked, they stuck with it and applied different themes to their iterated games. Outlet Rush, Pizza Ready, and Burger Please demonstrate thematic variations, offering a fresh context while retaining familiar mechanics without having to reinvent themselves. By iterating on existing frameworks, Supercent can streamline their development process, making production time for new games a lot shorter by sticking to their proven core gameplay.

No App Police

It’s long been an unspoken truth that mobile creatives are completely wild west. I’ve often joked that since there is no “App Police,” gaming companies can run some wild creatives to reduce CPIs. Supercent took this very much to heart in some of its early creatives, featuring brands in their creatives to reduce their CPIs. Looking at their early creatives for Outlets Rush and Pizza Ready, you often see logos from various brands, spanning Chanel, Teemu, and Nike. While IP infringement is not a good long-term strategy, it’s also true that fortune favours the brave. A lot of these logos have now been changed to “Feet Locker” and “Neke”.

Monetization Mechanisms

Supercent employs an aggressive ad monetization strategy, using interstitials, rewarded videos, and banners. They also use app-open ads. But outside of the normal ad placements, Supercent tested new revenue sources outside the traditional IAP and IAA revenue. Supercent also works with Public data indexing companies to further increase revenue by offering users free premium currency to enable user devices for web indexing. In my experience, this is the equivalent of adding about 3-4 RV ad impressions per 10 minutes of gameplay.

Take Away

Supercent’s success can be attributed to three key elements: its focus on game iteration, aggressive monetization strategies, and effective user acquisition tactics. Its iterative approach involves building upon proven game mechanics, refining them with each release, and applying different themes to maintain player interest. If you’re keen to learn more, check out our full deep dive below.

💰Great Content 💰

The battle for the mighty 4X (explore, expand, exploit, and exterminate) genera keeps raging. Currently, River Game operates the 2nd, 4th, 6th, and 7th highest-grossing 4X games in the mobile market. Like Microfun has come to dominate the merge game genera, River Game is increasing its hold on the 4X genera. However, Century Game’s White Out Survival is still number 1 in revenue in the category and is fighting back. Can their new title, “Kingshot,” help them regain category dominance? Check out this week’s 2.5 Gamers episode for the full breakdown.

🎯The Cinderella of the Week🎯

Miracles still happen! Despite the uber-competitive landscape in mobile, solo developers can still scale their IAA monetized games to crazy levels. This section is to salute you. Why? Because everyone loves a Cinderella story… that’s why.

Remember those really bad creatives that “Project Makeover” by Magic Tavern runs for shock value? Developer DO VAN HUY (I’d assume they are Vietnamese) took those creatives to the max and created “Skincare Time: Makeover ASMR”. The game does exactly what the name suggests – you take care of your skin and fix it from a distressed state to a nice one. What’s more impressive is that the game has generated nearly 5 million downloads and is hovering around 500k/DAU.

Naturally, the game is ad-monetized using Banners, Interstials, and rewarded ads. At its peak of 1.3 million DAU, this game generated between $60k and $80k/day in ad revenue. Right now, with its 500k/ DAU ad revenue, I’d estimate it to be anywhere around 30- 45k/day. Mobile gaming…

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