{"id":8208,"date":"2023-06-27T00:34:00","date_gmt":"2023-06-27T00:34:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8208"},"modified":"2024-06-27T12:23:30","modified_gmt":"2024-06-27T12:23:30","slug":"how-to-optimize-your-hyper-casual-and-hybrid-casual-game-advertising-in-2023","status":"publish","type":"post","link":"https:\/\/tenjin.com\/es\/blog\/how-to-optimize-your-hyper-casual-and-hybrid-casual-game-advertising-in-2023\/","title":{"rendered":"C\u00f3mo optimizar la publicidad de juegos hipercosteleros e h\u00edbridos en 2023"},"content":{"rendered":"<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Las mejores redes publicitarias para hiperjuegos e h\u00edbridos en 2023\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/Zk6mPKsyy2M?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/hubs.ly\/Q02h-BtX0\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"1024\" height=\"307\" src=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2024\/01\/From-hyper-to-hybrid-in-2024-report-Ad-spend-and-CPI-trends-Ad-network-and-country-rankings-by-platform-2.png?resize=1024%2C307&#038;ssl=1\" alt=\"De h\u00edper a h\u00edbrido en 2024 - Gasto publicitario e IPC por plataforma, red publicitaria y clasificaci\u00f3n por pa\u00edses\" class=\"wp-image-11060\" srcset=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2024\/01\/From-hyper-to-hybrid-in-2024-report-Ad-spend-and-CPI-trends-Ad-network-and-country-rankings-by-platform-2.png?resize=1024%2C307&amp;ssl=1 1024w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2024\/01\/From-hyper-to-hybrid-in-2024-report-Ad-spend-and-CPI-trends-Ad-network-and-country-rankings-by-platform-2.png?resize=300%2C90&amp;ssl=1 300w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2024\/01\/From-hyper-to-hybrid-in-2024-report-Ad-spend-and-CPI-trends-Ad-network-and-country-rankings-by-platform-2.png?resize=768%2C230&amp;ssl=1 768w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2024\/01\/From-hyper-to-hybrid-in-2024-report-Ad-spend-and-CPI-trends-Ad-network-and-country-rankings-by-platform-2.png?resize=18%2C5&amp;ssl=1 18w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2024\/01\/From-hyper-to-hybrid-in-2024-report-Ad-spend-and-CPI-trends-Ad-network-and-country-rankings-by-platform-2.png?w=1400&amp;ssl=1 1400w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/a><\/figure>\n\n\n\n<p>\u00bfCu\u00e1les son los mejores canales para anunciar juegos hipercasuales o h\u00edbridos-casuales en 2023? \u00bfDeber\u00eda ser diferente la estrategia en funci\u00f3n del tipo de juego? La respuesta a esta pregunta depende de la m\u00e9trica que se tenga en cuenta. Seg\u00fan nuestros datos de 2022, las redes publicitarias con el LTV medio m\u00e1s alto fueron ironSource en Android y Apple Search Ads en iOS. Profundizamos en detalle en la <a href=\"https:\/\/tenjin.com\/es\/blog\/best-ad-networks-to-advertise-hybrid-hyper-casual-games-in-2024\/\">mejores redes publicitarias<\/a> para publicitar juegos casuales hiper e h\u00edbridos bas\u00e1ndose en diferentes m\u00e9tricas como Ad LTV, IAP LTV, instalaciones totales, retenci\u00f3n D1 y D7 en esta entrada de blog.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/resources.tenjin.com\/2023-hyper-to-hybrid-ranking-report?utm_campaign=From%20Hyper%20to%20Hybrid%20in%202023%20ranking%20report&amp;utm_source=Report%20banner%20in%20blog%20post\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"1024\" height=\"236\" src=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image.png?resize=1024%2C236&#038;ssl=1\" alt=\"\" class=\"wp-image-8209\" srcset=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image.png?resize=1024%2C236&amp;ssl=1 1024w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image.png?resize=300%2C69&amp;ssl=1 300w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image.png?resize=768%2C177&amp;ssl=1 768w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image.png?resize=18%2C4&amp;ssl=1 18w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image.png?w=1534&amp;ssl=1 1534w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/a><\/figure>\n\n\n\n<p class=\"translation-block\">En esta entrada del blog, ampliamos algunos de los aspectos m\u00e1s destacados de nuestra entrevista en v\u00eddeo con Korhan Cabalar - Fundador de <a href=\"https:\/\/voyagerapplication.com\/\" target=\"_self\">Voyager Growth<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading translation-block\">\u00bfQu\u00e9 tendencias del sector hipercasual de <a href=\"https:\/\/resources.tenjin.com\/2023-hyper-to-hybrid-ranking-report\" target=\"_self\">nuestro informe<\/a> han sido las m\u00e1s sorprendentes?<\/h3>\n\n\n\n<p>\"La verdad es que me sorprende que el n\u00famero de PAI haya aumentado en 34%. Debido a la recesi\u00f3n en Estados Unidos, habr\u00eda esperado ver un descenso de los IAP. Tambi\u00e9n creo que es un claro indicador de que las empresas de juegos para m\u00f3viles deber\u00edan pasarse a los juegos h\u00edbridos-casuales. Yo esperar\u00eda que los IAP siguieran aumentando en 2023\".<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"1200\" height=\"630\" src=\"https:\/\/i0.wp.com\/blog.tenjin.com\/\/home\/u224211618\/domains\/tenjin.com\/public_html\/wp-content\/uploads\/2023\/06\/Untitled-design-2.png?resize=1200%2C630&#038;ssl=1\" alt=\"La tendencia de los PAI basada en el conjunto de datos de Tenjin de 2022\" class=\"wp-image-7510\" srcset=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/06\/Untitled-design-2.png?w=1200&amp;ssl=1 1200w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/06\/Untitled-design-2.png?resize=300%2C158&amp;ssl=1 300w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/06\/Untitled-design-2.png?resize=1024%2C538&amp;ssl=1 1024w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/06\/Untitled-design-2.png?resize=768%2C403&amp;ssl=1 768w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/06\/Untitled-design-2.png?resize=18%2C9&amp;ssl=1 18w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<p><em>La ilustraci\u00f3n anterior muestra la tendencia de los PAI basada en el conjunto de datos de Tenjin de 2022. Ver el informe completo&nbsp;<a href=\"https:\/\/resources.tenjin.com\/2023-hyper-to-hybrid-ranking-report\">aqu\u00ed<\/a>.<\/em><\/p>\n\n\n\n<p class=\"translation-block\">El conjunto de datos de 2022 de Tenjin no solo indica un aumento de las compras dentro de la aplicaci\u00f3n (IAP), sino que tambi\u00e9n pone de relieve una tendencia a la baja en <a href=\"https:\/\/docs.tenjin.com\/docs\/effective-cost-per-mille-ecpm\" target=\"_self\">eCPM<\/a>s. Esto refuerza la necesidad de que las empresas de juegos realicen una transici\u00f3n <a href=\"https:\/\/resources.tenjin.com\/2023-hyper-to-hybrid-ranking-report\" target=\"_self\">de los juegos hipercasuales a los h\u00edbridos-casuales en 2023<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"1200\" height=\"630\" src=\"https:\/\/i0.wp.com\/blog.tenjin.com\/\/home\/u224211618\/domains\/tenjin.com\/public_html\/wp-content\/uploads\/2023\/06\/Untitled-design-3.png?resize=1200%2C630&#038;ssl=1\" alt=\"La tendencia de los eCPM basada en el conjunto de datos de 2022 de Tenjin\" class=\"wp-image-7511\" srcset=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/06\/Untitled-design-3.png?w=1200&amp;ssl=1 1200w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/06\/Untitled-design-3.png?resize=300%2C158&amp;ssl=1 300w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/06\/Untitled-design-3.png?resize=1024%2C538&amp;ssl=1 1024w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/06\/Untitled-design-3.png?resize=768%2C403&amp;ssl=1 768w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/06\/Untitled-design-3.png?resize=18%2C9&amp;ssl=1 18w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<p><em>La ilustraci\u00f3n anterior muestra la tendencia de los eCPM basada en el conjunto de datos de 2022 de Tenjin. Ver el informe completo&nbsp;<a href=\"https:\/\/resources.tenjin.com\/2023-hyper-to-hybrid-ranking-report\">aqu\u00ed<\/a>.<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u00bfQu\u00e9 ventajas ofrece aumentar tu cuota de IAP en tu estrategia de monetizaci\u00f3n?<\/h3>\n\n\n\n<p>\"Aumentar el porcentaje de IAP en tu estrategia de monetizaci\u00f3n significa que deber\u00edas apostar por campa\u00f1as de ROAS mixto, que tienen en cuenta tanto los ingresos publicitarios como los de IAP. Esto te permitir\u00eda escalar m\u00e1s en t\u00e9rminos de gasto publicitario, lo que es un indicador realmente bueno para los juegos m\u00f3viles\". \"<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u00bfQu\u00e9 canales deber\u00edan utilizar los estudios hipercasuales en 2023 para ampliar el alcance de sus aplicaciones m\u00f3viles?<\/h3>\n\n\n\n<p>\"Si tienes un IPC realmente bajo, te sugiero que en la primera fase optes por\u00a0<strong>TikTok<\/strong>. Esto te ayudar\u00eda mucho a escalar.\u00a0<strong>Meta<\/strong>\u00a0a veces tambi\u00e9n podr\u00eda ser una buena opci\u00f3n para esta etapa, pero TikTok funciona mejor. Tambi\u00e9n debe apoyar este gasto UA con redes SDK como\u00a0<strong>Applovin, ironSource, Unity, Mintegral<\/strong>etc. En mi experiencia, TikTok y Applovin son la mejor combinaci\u00f3n. Pero depende de tus m\u00e9tricas\".<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u00bfHabr\u00e1 cambios significativos en los canales de adquisici\u00f3n de usuarios (UA) para quienes pasen de los juegos hipercasuales a los h\u00edbridos-casuales?<\/h3>\n\n\n\n<p>\"En mi opini\u00f3n, lo primero que hay que hacer al pasar de los juegos hipercasuales a los h\u00edbridos-casuales es cambiar la estructura de las campa\u00f1as. Como he mencionado antes, si tienes ingresos por publicidad e IAP, deber\u00edas empezar con campa\u00f1as de ROAS publicitario en la primera fase. Si est\u00e1 generando una gran cantidad de ingresos de IAPs, usted debe ir para las campa\u00f1as de ROAS combinados que se centran tanto en IAPs y los ingresos por publicidad. Hay muchos canales en el mercado en los que puedes anunciarte. Mientras tengas un ROI positivo, puedes lanzar estos juegos en cualquier plataforma. Una gran diferencia entre los dos g\u00e9neros es que con los juegos hipercasuales, es menos probable que la gente gaste en anuncios de b\u00fasqueda de Apple (ASA). Sin embargo, con los juegos h\u00edbridos-casuales puedes encontrar la oportunidad de gastar tambi\u00e9n en ASA\".<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u00bfCu\u00e1les son los errores m\u00e1s comunes que cometen los desarrolladores cuando pasan de los juegos h\u00edper a los h\u00edbridos-casuales?<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Centrarse s\u00f3lo en las cifras del IPC<\/strong>\"Antes, con los juegos hipercasuales y su bajo IPC, se pod\u00eda recuperar el dinero en 4 d\u00edas, a veces incluso en 2 d\u00edas. Sin embargo, el panorama ha cambiado. Ahora, normalmente se tarda entre 15 y 45 d\u00edas en recuperar la inversi\u00f3n. Durante la transici\u00f3n, es crucial dejar de centrarse \u00fanicamente en el IPC y dar prioridad a las m\u00e9tricas de retenci\u00f3n. En lugar de tomar la decisi\u00f3n precipitada de abandonar un juego bas\u00e1ndose en un IPC ligeramente superior, los desarrolladores deben examinar las m\u00e9tricas de retenci\u00f3n como D7, D10, D14 y D30. Si estas m\u00e9tricas muestran una fuerte retenci\u00f3n, el IPC m\u00e1s alto puede compensarse. M\u00faltiples factores, incluyendo la retenci\u00f3n, el tiempo de juego, la diferencia entre los ingresos por publicidad y los ingresos por IAP, entre otros, deben ser considerados cuidadosamente antes de decidir si se debe interrumpir un juego.\"<\/li>\n\n\n\n<li><strong>Poner demasiados anuncios intersticiales dentro de un juego<\/strong>\"Otro error es poner demasiados anuncios intersticiales dentro de un juego. El objetivo es tener una buena retenci\u00f3n para mantener un fuerte crecimiento a lo largo del tiempo. Esto significa que hay que ajustar el tiempo entre intersticiales. En lugar de poner demasiados intersticiales en los primeros d\u00edas, la gente deber\u00eda centrarse en el retorno a largo plazo.\"<\/li>\n\n\n\n<li><strong>Subestimar el poder de los creativos<\/strong>\"Tambi\u00e9n veo que muchas empresas de juegos para m\u00f3viles subestiman el poder de tener una estrategia creativa. Creo que los creativos son uno de los aspectos m\u00e1s cruciales en la industria de los juegos para m\u00f3viles. Contratar a un profesional creativo con experiencia puede hacer maravillas en la rentabilidad de tus juegos para m\u00f3viles.\"<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">\u00bfQu\u00e9 g\u00e9neros deber\u00edan explorarse m\u00e1s all\u00e1 de los juegos hipercasuales?<\/h3>\n\n\n\n<p>\"Creo que los juegos hipercasuales no est\u00e1n muriendo, sino evolucionando. S\u00f3lo hay que ajustar el enfoque estrat\u00e9gicamente. Si yo fuera editor, sin duda apostar\u00eda por los juegos de puzzle h\u00edbridos. Un buen juego de puzzle h\u00edbrido puede mantener el crecimiento y los ingresos durante m\u00e1s de 3 a\u00f1os.\"<\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/hubs.ly\/Q01VSs520\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"1560\" height=\"360\" src=\"https:\/\/i0.wp.com\/blog.tenjin.com\/\/home\/u224211618\/domains\/tenjin.com\/public_html\/wp-content\/uploads\/2023\/06\/Report-banner.png?resize=1560%2C360&#038;ssl=1\" alt=\"Obtenga hoy mismo su copia del informe De h\u00edper a h\u00edbrido en 2023\" class=\"wp-image-7502\" srcset=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/06\/Report-banner.png?w=1560&amp;ssl=1 1560w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/06\/Report-banner.png?resize=300%2C69&amp;ssl=1 300w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/06\/Report-banner.png?resize=1024%2C236&amp;ssl=1 1024w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/06\/Report-banner.png?resize=768%2C177&amp;ssl=1 768w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/06\/Report-banner.png?resize=1536%2C354&amp;ssl=1 1536w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/06\/Report-banner.png?resize=18%2C4&amp;ssl=1 18w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/a><\/figure>\n\n\n\n<p><strong>Acerca de Tenjin<\/strong><\/p>\n\n\n\n<p>Tenjin ofrece medici\u00f3n publicitaria gratuita para desarrolladores de juegos y aplicaciones para m\u00f3viles. Como&nbsp;<a href=\"https:\/\/docs.tenjin.com\/docs\/mmp\">MMP<\/a>Ayudamos a las peque\u00f1as y medianas empresas a dar un golpe sobre la mesa con informaci\u00f3n de marketing que les permite competir con los grandes editores.<\/p>","protected":false},"excerpt":{"rendered":"<p>What are the\u00a0best channels to advertise hyper-casual or hybrid-casual games in 2023? And should your strategy be different depending on what type of game you\u2019re running? The answer to this question depends on which metric you are taking into account. Based on our data in 2022, the ad networks with the highest average LTV were&#8230;<\/p>","protected":false},"author":2,"featured_media":8210,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,8,1],"tags":[],"class_list":["post-8208","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-practices","category-mobile-marketing-trends","category-reports"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Optimize Your Hyper-Casual and Hybrid-Casual Game Advertising in 2023 - Tenjin<\/title>\n<meta name=\"description\" content=\"Learn how to grow and optimize your hyper and hybrid casual games from an expert. 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