{"id":8681,"date":"2018-09-13T10:59:00","date_gmt":"2018-09-13T10:59:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8681"},"modified":"2023-09-20T06:08:55","modified_gmt":"2023-09-20T06:08:55","slug":"why-hyper-casual-games-dont-need-to-get-featured-to-succeed","status":"publish","type":"post","link":"https:\/\/tenjin.com\/pt\/blog\/why-hyper-casual-games-dont-need-to-get-featured-to-succeed\/","title":{"rendered":"Porque \u00e9 que os jogos hiper-casuais n\u00e3o precisam de ser destacados para terem sucesso"},"content":{"rendered":"

A capacidade de descoberta da loja de aplica\u00e7\u00f5es mudou drasticamente desde o lan\u00e7amento.<\/strong><\/p>\n\n\n\n

Os pioneiros do sector m\u00f3vel recordar\u00e3o com satisfa\u00e7\u00e3o os dias em que o simples facto de ser uma das poucas aplica\u00e7\u00f5es dispon\u00edveis era suficiente para gerar instala\u00e7\u00f5es org\u00e2nicas atrav\u00e9s do boca-a-boca e do impulso natural de uma comunidade de smartphones em r\u00e1pido crescimento.<\/p>\n\n\n\n

Por esses padr\u00f5es, a loja de aplica\u00e7\u00f5es atual \u00e9 quase irreconhec\u00edvel. Com milhares de aplica\u00e7\u00f5es<\/a> publicada todos os dias, a capacidade de descoberta \u00e9 um desafio. Para muitos programadores, garantir o apoio \u00e0s funcionalidades por parte dos fornecedores de plataformas \u00e9 uma parte decisiva para alcan\u00e7ar o sucesso m\u00f3vel.<\/p>\n\n\n\n

Em um artigo para MobileFreeToPlay.com<\/a>Adam Telfer, consultor de design para telem\u00f3veis, explica que \"lan\u00e7ar um jogo sem gastar mais de $400K em marketing de desempenho ou obter um destaque da Apple \u00e9 uma senten\u00e7a de morte para o seu jogo.... N\u00e3o esperes ser notado a menos que invistas seriamente na tua descoberta\". Telfer pinta um quadro sombrio para os aspirantes ao desenvolvimento m\u00f3vel, explicando que, \"Se \u00e9 um rec\u00e9m-chegado ao espa\u00e7o que pensa que ainda h\u00e1 uma hip\u00f3tese de ganhar, ent\u00e3o chegou tarde demais... Os vencedores do telem\u00f3vel j\u00e1 foram decididos: t\u00eam o dinheiro, o funil longo e os utilizadores para poderem dominar as tabelas de receitas mais elevadas.\"<\/p>\n\n\n\n

At\u00e9 h\u00e1 pouco tempo, parecia ser esse o caso. A \u00fanica forma de os programadores obterem um retorno significativo dos seus esfor\u00e7os sem investirem uma pequena fortuna em aquisi\u00e7\u00f5es pagas era esperar que a Apple e\/ou a Google considerassem o seu produto suficientemente inovador para o incluir. Para o bem ou para o mal, este ambiente permitiu que as plataformas se armassem em reis durante anos.<\/p>\n\n\n\n

No entanto, as tend\u00eancias recentes sugerem que isso pode estar a mudar.<\/p>\n\n\n\n

Indiscutivelmente inventado pela empresa que agora pertence \u00e0 Ubisoft Ketchapp<\/a>Os jogos hiper-casuais perturbaram o status quo da loja de aplica\u00e7\u00f5es. Conseguiram suplantar a pequena cole\u00e7\u00e3o de t\u00edtulos, em grande parte inalterada, que h\u00e1 muito ocupava os lugares cimeiros da tabela, reivindicando por\u00e7\u00f5es granulares de tempo de lazer sem precedentes atrav\u00e9s de acessibilidade e concis\u00e3o<\/a>. O que \u00e9 mais interessante em todo este fen\u00f3meno disruptivo \u00e9 o facto de terem conseguido faz\u00ea-lo sem se basearem em estrat\u00e9gias convencionais de publica\u00e7\u00e3o m\u00f3vel.<\/p>\n\n\n\n

Tradicionalmente, os editores de aplica\u00e7\u00f5es m\u00f3veis t\u00eam-se baseado em ciclos de lan\u00e7amento disciplinados para alcan\u00e7arem o sucesso. \"Quando um est\u00fadio est\u00e1 confiante nos seus produtos aperfei\u00e7oados, aborda a Apple e a Google para apresentar a sua aplica\u00e7\u00e3o e espera obter uma funcionalidade.\" Explica Tom Kinniburgh<\/a>, um consultor freelancer de jogos para telem\u00f3veis. \"Ao mesmo tempo, podem afetar um grande or\u00e7amento de marketing e testar v\u00e1rias variantes de an\u00fancios para terem a certeza de que v\u00e3o ter o maior impacto poss\u00edvel\". Estrat\u00e9gias de campanha at\u00e9 mesmo estouradas<\/a> dependem do aumento org\u00e2nico inicial de uma funcionalidade para obterem os melhores resultados. Os jogos hiper-casuais adoptam uma abordagem diferente.<\/p>\n\n\n\n

Em vez de aperfei\u00e7oar uma \u00fanica ideia atrav\u00e9s de um lan\u00e7amento prolongado, as editoras hiper-casuais enviam v\u00e1rios t\u00edtulos todos os meses com pouco ou nenhum apoio publicit\u00e1rio, submetendo-os ao cadinho do mercado aberto. \"Os jogos s\u00e3o ent\u00e3o avaliados numa escala brutalmente dura\", explica Kinniburgh, \"Cada jogo precisa de 50%+ reten\u00e7\u00e3o de D1 para ser selecionado. Isto cria um ambiente muito competitivo em que as estat\u00edsticas e os dados se tornam a chave para ser selecionado por estas editoras de topo. Como programador, queremos saber se o nosso jogo pode realmente chegar a um grande p\u00fablico\". Apenas os t\u00edtulos que passam \u00e0 fase de sele\u00e7\u00e3o s\u00e3o apoiados por campanhas de crescimento pagas ap\u00f3s t\u00e9cnicas de monetiza\u00e7\u00e3o hiper-casual<\/a> s\u00e3o adicionados, aproveitando os baixos IPCs para produzir o tipo de motor de crescimento baseado em an\u00fancios<\/a> que podem impulsionar os t\u00edtulos para o sucesso.<\/p>\n\n\n\n

O suporte de funcionalidades, que para muitos tem sido o fator essencial para o sucesso dos telem\u00f3veis, tem pouco lugar neste modelo.<\/p>\n\n\n\n

Isto n\u00e3o quer dizer que n\u00e3o beneficie a capacidade de uma editora para validar e\/ou desenvolver um t\u00edtulo hiper-casual em perspetiva ao longo do tempo, mas n\u00e3o \u00e9 certamente obrigat\u00f3rio. H\u00e1 elementos muito mais importantes, como refere Kinniburgh: \"Para ter uma hip\u00f3tese vi\u00e1vel de competir, \u00e9 preciso estar preparado para investir fortemente num armaz\u00e9m de dados s\u00f3lido, numa equipa de marketing talentosa e utilizar m\u00e9tricas e dados para decidir quais os jogos que t\u00eam mais hip\u00f3teses de neg\u00f3cio.\"<\/p>\n\n\n\n

A liberta\u00e7\u00e3o da depend\u00eancia de funcionalidades \u00e9 uma lufada de ar fresco num mercado que h\u00e1 muito devia ter sofrido um aban\u00e3o. \u00c9 um desenvolvimento que nos entusiasma e que a Tenjin est\u00e1 empenhada em apoiar. A nossa infraestrutura de crescimento abrangente ajudou os editores hiper-casuais l\u00edderes do sector, como Vodu<\/a> e Tastypill<\/a> subverter o paradigma tradicional de publica\u00e7\u00e3o e alcan\u00e7ar o sucesso. Para saber mais sobre como a Tenjin pode ajudar os seus esfor\u00e7os no mundo do desenvolvimento de jogos hiper-casuais, n\u00e3o hesite em entrar em contacto.<\/p>\n\n\n\n

Quer saber mais sobre o mundo dos jogos hiper-casuais? Consulte o nosso Jogos Hiper-Casuais - O Guia Completo do Programador<\/a> no nosso blogue hoje!<\/p>\n\n\n\n

\"\"\/<\/a><\/figure>","protected":false},"excerpt":{"rendered":"

App store discoverability has changed drastically since launch. Mobile pioneers will happily recount the days when simply being one of the few apps available was enough to generate organic installs through word of mouth and the natural lift of a rapidly growing smartphone community. By those standards, today\u2019s app store is almost unrecognizable. With thousands of…<\/p>","protected":false},"author":7,"featured_media":8683,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8],"tags":[],"class_list":["post-8681","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mobile-marketing-trends"],"acf":[],"yoast_head":"\nWhy Hyper-Casual Games Don\u2019t Need To Get Featured To Succeed - Tenjin<\/title>\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\/why-hyper-casual-games-dont-need-to-get-featured-to-succeed\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Hyper-Casual Games Don\u2019t Need To Get Featured To Succeed - Tenjin\" \/>\n<meta property=\"og:description\" content=\"App store discoverability has changed drastically since launch. 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