{"id":8208,"date":"2023-06-27T00:34:00","date_gmt":"2023-06-27T00:34:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8208"},"modified":"2026-04-14T10:04:38","modified_gmt":"2026-04-14T10:04:38","slug":"how-to-optimize-your-hyper-casual-and-hybrid-casual-game-advertising-in-2023","status":"publish","type":"post","link":"https:\/\/tenjin.com\/pt\/blog\/how-to-optimize-your-hyper-casual-and-hybrid-casual-game-advertising-in-2023\/","title":{"rendered":"Como otimizar a publicidade dos seus jogos hiper-casuais e h\u00edbridos-casuais em 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=\"Melhores redes de publicidade para jogos hiper e h\u00edbridos em 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=\"Do hiper para o h\u00edbrido em 2024 - gastos com publicidade e CPI por plataforma, rede de publicidade e classifica\u00e7\u00f5es por pa\u00eds\" 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 class=\"wp-block-paragraph\">Quais s\u00e3o os melhores canais para publicitar jogos hipercasuais ou h\u00edbridos-casuais em 2023? E a sua estrat\u00e9gia deve ser diferente consoante o tipo de jogo que estiver a promover? A resposta a esta pergunta depende da m\u00e9trica que estiver a ter em conta. Com base nos nossos dados de 2022, as redes de publicidade com o LTV m\u00e9dio mais elevado foram a ironSource no Android e a Apple Search Ads no iOS. Aprofundamos este tema no <a href=\"https:\/\/tenjin.com\/pt\/blog\/best-ad-networks-to-advertise-hybrid-hyper-casual-games-in-2024\/\">as melhores redes de publicidade<\/a> para divulgar jogos casuais \u00abhyper\u00bb e \u00abh\u00edbridos\u00bb com base em diferentes m\u00e9tricas, tais como o LTV dos an\u00fancios, o LTV das compras in-app, o total de instala\u00e7\u00f5es e as taxas de reten\u00e7\u00e3o no primeiro e s\u00e9timo dia, nesta publica\u00e7\u00e3o do blogue.<\/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=\"wp-block-paragraph translation-block\">Nesta publica\u00e7\u00e3o do blogue, abordamos mais detalhadamente alguns dos pontos mais importantes da nossa entrevista em v\u00eddeo com Korhan Cabalar \u2013 fundador da <a href=\"https:\/\/voyagerapplication.com\/\" target=\"_self\">Voyager Growth<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading translation-block\">Quais foram as tend\u00eancias mais surpreendentes do setor dos jogos hipercasuais apresentadas no <a href=\"https:\/\/resources.tenjin.com\/2023-hyper-to-hybrid-ranking-report\" target=\"_self\">nosso relat\u00f3rio<\/a>?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cNa verdade, estou surpreendido por o n\u00famero de IAPs ter aumentado em 34%. Devido \u00e0 recess\u00e3o nos EUA, esperava ver uma diminui\u00e7\u00e3o nas IAPs. Penso tamb\u00e9m que isto \u00e9 um forte indicador de que as empresas de jogos para dispositivos m\u00f3veis devem passar a apostar em jogos h\u00edbridos-casuais. Prevejo que as compras in-app continuem a aumentar em 2023.\u201d<\/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=\"A tend\u00eancia das IAP com base no conjunto de dados da 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 class=\"wp-block-paragraph\"><em>A ilustra\u00e7\u00e3o acima mostra a evolu\u00e7\u00e3o das IAP com base no conjunto de dados da Tenjin de 2022. Consulte o relat\u00f3rio completo&nbsp;<a href=\"https:\/\/resources.tenjin.com\/2023-hyper-to-hybrid-ranking-report\">aqui<\/a>.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">O conjunto de dados da Tenjin para 2022 n\u00e3o s\u00f3 indica um aumento nas compras dentro da aplica\u00e7\u00e3o (IAPs), como tamb\u00e9m destaca uma tend\u00eancia de descida no <a href=\"https:\/\/docs.tenjin.com\/docs\/effective-cost-per-mille-ecpm\" target=\"_self\">eCPM<\/a>s. Isto refor\u00e7a a necessidade de as empresas de jogos fazerem a transi\u00e7\u00e3o <a href=\"https:\/\/resources.tenjin.com\/2023-hyper-to-hybrid-ranking-report\" target=\"_self\">dos jogos hipercasuais para os jogos h\u00edbridos-casuais em 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=\"A evolu\u00e7\u00e3o dos eCPMs com base no conjunto de dados da Tenjin de 2022\" 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 class=\"wp-block-paragraph\"><em>A ilustra\u00e7\u00e3o acima mostra a evolu\u00e7\u00e3o dos eCPMs com base no conjunto de dados da Tenjin de 2022. Consulte o relat\u00f3rio completo&nbsp;<a href=\"https:\/\/resources.tenjin.com\/2023-hyper-to-hybrid-ranking-report\">aqui<\/a>.<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Que vantagens traz o aumento da sua quota de IAP para a sua estrat\u00e9gia de monetiza\u00e7\u00e3o?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cAumentar a percentagem de compras in-app (IAP) na sua estrat\u00e9gia de monetiza\u00e7\u00e3o significaria que deveria optar por campanhas de ROAS misto, que t\u00eam em conta tanto as receitas publicit\u00e1rias como as receitas de compras in-app. Isto permitir-lhe-ia expandir-se mais em termos de investimento publicit\u00e1rio \u2013 o que \u00e9 um indicador realmente positivo para os jogos para dispositivos m\u00f3veis.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Que canais devem os est\u00fadios de jogos hipercasuais utilizar em 2023 para alargar o alcance das suas aplica\u00e7\u00f5es m\u00f3veis?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cSe o IPC for realmente baixo, sugiro que, numa primeira fase, opte por\u00a0<strong>TikTok<\/strong>. Isso ajudaria-te bastante a expandir.\u00a0<strong>Meta<\/strong>\u00a0por vezes, tamb\u00e9m pode ser uma boa op\u00e7\u00e3o para esta fase, mas o TikTok funciona melhor. Deveria tamb\u00e9m complementar este investimento em aquisi\u00e7\u00e3o de utilizadores com redes SDK, tais como\u00a0<strong>Applovin, ironSource, Unity, Mintegral<\/strong>, e assim por diante. Pela minha experi\u00eancia, o TikTok e o Applovin s\u00e3o a melhor combina\u00e7\u00e3o. Mas isso depende dos teus indicadores.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Haver\u00e1 mudan\u00e7as significativas nos canais de aquisi\u00e7\u00e3o de utilizadores (UA) para quem est\u00e1 a fazer a transi\u00e7\u00e3o dos jogos hipercasuais para os jogos h\u00edbridos-casuais?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cNa minha opini\u00e3o, a primeira coisa que deve fazer ao fazer a transi\u00e7\u00e3o de jogos hipercasuais para jogos h\u00edbridos-casuais \u00e9 alterar a estrutura da sua campanha. Como mencionei anteriormente, se tiver receitas provenientes de publicidade e de compras in-app (IAP), deve come\u00e7ar com campanhas de ROAS de publicidade na primeira fase. Se estiver a gerar muitas receitas com compras in-app, deve optar por campanhas de ROAS misto que se concentrem tanto nas compras in-app como nas receitas publicit\u00e1rias. Existem muitos canais no mercado onde pode anunciar. Desde que tenha um ROI positivo, pode lan\u00e7ar estes jogos em qualquer plataforma. Uma grande diferen\u00e7a entre os dois g\u00e9neros \u00e9 que, no caso dos jogos hipercasuais, \u00e9 menos prov\u00e1vel que as pessoas invistam no Apple Search Ads (ASA). No entanto, com os jogos casuais h\u00edbridos, tamb\u00e9m \u00e9 poss\u00edvel encontrar uma oportunidade para investir no ASA.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Quais s\u00e3o os erros mais comuns que os programadores cometem quando fazem a transi\u00e7\u00e3o de jogos \u00abhyper\u00bb para jogos \u00abh\u00edbridos-casuais\u00bb?<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Centrando-se apenas nos dados do IPC<\/strong>\u201cAnteriormente, com os jogos hipercasuais e o seu baixo CPI, era poss\u00edvel recuperar o investimento em 4 dias, por vezes at\u00e9 em 2 dias. No entanto, o panorama mudou. Agora, demora normalmente entre 15 e 45 dias a recuperar o investimento. Durante a transi\u00e7\u00e3o, \u00e9 crucial deixar de se concentrar apenas no CPI e dar prioridade \u00e0s m\u00e9tricas de reten\u00e7\u00e3o. Em vez de tomarem uma decis\u00e3o precipitada de abandonar um jogo com base num CPI ligeiramente mais elevado, os desenvolvedores devem analisar m\u00e9tricas de reten\u00e7\u00e3o como o D7, o D10, o D14 e o D30. Se estas m\u00e9tricas revelarem uma forte reten\u00e7\u00e3o, o CPI mais elevado pode ser compensado. V\u00e1rios fatores, incluindo a reten\u00e7\u00e3o, o tempo de jogo e a diferen\u00e7a entre as receitas de publicidade e as receitas de compras in-app, entre outros, devem ser cuidadosamente considerados antes de se decidir se um jogo deve ser descontinuado.\u201d<\/li>\n\n\n\n<li><strong>Colocar demasiados an\u00fancios intersticiais num jogo<\/strong>\u201cOutro erro \u00e9 colocar demasiados an\u00fancios intersticiais num jogo. O objetivo \u00e9 conseguir uma boa reten\u00e7\u00e3o para sustentar um crescimento s\u00f3lido ao longo do tempo. Isto significa que \u00e9 necess\u00e1rio ajustar o intervalo de tempo entre os an\u00fancios intersticiais. Em vez de colocar demasiados an\u00fancios intersticiais nos primeiros dias, as pessoas devem concentrar-se no retorno a longo prazo.\u201d<\/li>\n\n\n\n<li><strong>Subestimar o poder dos criativos<\/strong>\u201cTamb\u00e9m vejo que muitas empresas de jogos para dispositivos m\u00f3veis subestimam o poder de uma estrat\u00e9gia criativa. Considero que a criatividade \u00e9 um dos aspetos mais cruciais na ind\u00fastria dos jogos para dispositivos m\u00f3veis. Contratar um profissional criativo experiente pode fazer maravilhas pela rentabilidade dos vossos jogos para dispositivos m\u00f3veis.\u201d<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">Que g\u00e9neros deveriam ser explorados para al\u00e9m dos jogos hipercasuais?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cAcredito que os jogos hipercasuais n\u00e3o est\u00e3o a desaparecer, mas sim a evoluir. Basta ajustar estrategicamente o foco. Se eu fosse um editor, apostaria definitivamente em jogos h\u00edbridos de quebra-cabe\u00e7as. Um bom jogo h\u00edbrido de quebra-cabe\u00e7as consegue sustentar o crescimento e as receitas durante mais de 3 anos.\u201d<\/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=\"Adquira hoje mesmo o seu exemplar do relat\u00f3rio \u00abDo hiper ao h\u00edbrido em 2023\u00bb\" 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 class=\"wp-block-paragraph\"><strong>Sobre Tenjin<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A Tenjin oferece medi\u00e7\u00f5es de publicidade gratuitas para come\u00e7ar e pagas \u00e0 medida que crescem para os criadores de jogos e aplica\u00e7\u00f5es m\u00f3veis. Como um&nbsp;<a href=\"https:\/\/docs.tenjin.com\/docs\/mmp\">MMP<\/a>A nossa empresa, a Microsoft, ajuda as pequenas e m\u00e9dias empresas a superarem o seu peso com conhecimentos de marketing que lhes permitem competir com as editoras gigantes.<\/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 v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Optimize 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. Video included.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tenjin.com\/pt\/blog\/how-to-optimize-your-hyper-casual-and-hybrid-casual-game-advertising-in-2023\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Optimize Game Advertising in 2023 | Tenjin\" \/>\n<meta property=\"og:description\" content=\"Learn how to grow and optimize your hyper and hybrid casual games from an expert. 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