Hypercasual games typically leverage playful, vibrant visuals and straightforward gameplay to engage players, particularly younger audiences. But how exactly do they achieve this? We looked into the top downloaded hypercasual simulation games in the US for 2024, and here’s what we discovered.
Icons
Simplicity in icons: playful and fun
Simple, clear icons and layouts ensure smooth navigation, adding a sense of fun and ease to the gameplay. This playful design suggests a lighthearted and entertaining experience.
Character focus: bringing game themes to life
Characters, set in well-designed environments, help convey a game’s themes and narrative. This character-driven approach deepens player immersion, making the game more engaging and relatable.
Color trends: vibrant and inviting
Current color trends in casual games highlight the use of vibrant palettes—contrasting tones, soft pastels, and warm hues. These colors evoke emotion and enhance the interactive experience, creating an inviting and creative atmosphere.
A/B test opportunity: Depending on your game theme, you could conduct an A/B test comparing character focus versus object focus using contrasting color palettes that evoke a playful and fun vibe.
Screenshots
The composition and layout of casual games often focus on characters and key gameplay elements, effectively guiding the player’s attention. Prominent buttons emphasize interactivity, enhancing user engagement and creating a lighthearted, whimsical atmosphere.
Characters are frequently stylized in a cartoonish, exaggerated way that appeals to younger audiences. Bright, vibrant colors are widely used, contributing to a playful and engaging environment.
Dynamic visual effects, such as sparkles or animated emojis, add an extra layer of fun and excitement. Many games also incorporate dialogue and character interactions to create more immersive narratives.
Neutral colors like white, gray, and beige are generally not in use, as they don’t stand out as much in these vibrant, colorful settings.
Key motivations
From the game screenshots, we’ve identified three key motivations that drive player engagement:
- Social interaction: Players are drawn in by community dynamics, character relationships, and the ability to share experiences, fostering a sense of connection and collaboration.
- Creativity: The gameplay encourages artistic expression and personal customization, giving players the freedom to design and personalize their in-game environments.
- Challenge: Skill-based tasks, problem-solving, and overcoming obstacles provide a sense of accomplishment and keep players motivated to progress further.
Most casual games skip taglines, focusing instead on strong visual presentation. Prominent call-to-action (CTA) buttons guide players in choosing the next actions for their characters, enhancing interactivity and enagement.
A/B test opportunities: With these findings, you could test which motivation performs best in the first screenshot placement: social interaction, creativity, or challenge? Given the expressive characters and clear settings in the sample screenshots, could narrative or story might resonate better with players? Additionally, considering to incorporate choice buttons into the screenshot could enhance player control and engagement.
There are numerous hypotheses to explore through A/B testing to identify the most effective screenshots for your games. The more we understand our audience, the better we can create engaging visuals and content that resonate with them, ultimately improving store performance. Geeklab offers valuable multiple user data points, such as which screenshots users clicked on or scrolled, as well as whether they install the game immediately without any interaction with the product page.
Games analyzed
Left or right: Magic Dress up by ABI Games Studio
Teacher Simulator by Kwalee
Move People by Supersonic Studios LTD
Couple Life 3D by Li-Ho Tseng
Hair Salon: Beauty Salon Game by Getsmart LLC
Vehicle Masters by SayGames
Airport Security: Fly Safe Kwalee
Decor Life – Home Design Game by SayGames
Cat Choices: Virtual Pet 3D by ABI Games Studio
DIY Paper Doll by Crazy Labs
Ready to start A/B testing your app store creatives? We’re here to help!
