Hyper-Casual Trend Digest #10

Summer has passed, and we have gathered all the hot news and trends for you in this Trend Digest 🙌 It includes updates on Netflix and YouTube’s new initiatives in the gaming market, significant TikTok trends, and ideas for the back-to-school season.

HYPER NEWS 🗞

🔗 Netflix has launched cloud gaming on TV, designed to be played with a controller on your phone

It all started with the launch of a game controller app for playing games on TV. Now, Netflix has announced the start of testing games on more devices, including computers and TVs. These tests initially began in Canada and the U.K. with a “limited number” of Netflix subscribers. In the coming weeks, these tests will expand to include PCs and Mac computers through Netflix.com using supported browsers. Initially, two games will be available, including “Oxenfree” and “Molehew’s Mining Adventure,” a gem-mining arcade game.

🔗 China to implement new restrictions on children’s smartphone use

The Cyberspace Administration of China has introduced new regulations in its ongoing efforts to tackle online addiction. Just as the number of issued gaming licenses has been on the rise, authorities have once again taken steps to impose additional restrictions on app usage among young users. At the same time, a new study by Nature Human Behavior has found that players in China are both willing and able to bypass restrictions, indicating that China’s gaming regulations are not effectively working.

🔗 The US Supreme Court sides with Apple in its ongoing battle with Epic

Epic and Apple have been in conflict since 2020 when Epic tried to bypass Apple’s 30% commission fee on in-app purchases by selling Fortnite’s in-game currency, V-Bucks, at a reduced price on its own platform. Consequently, Apple removed Fortnite from the App Store, sparking a protracted legal dispute between the two companies. Recently, the court has ruled against a federal injunction that would have compelled Apple to alter its payment policies.

🔗 YouTube confirms it’s testing a games offering called ‘Playables’

YouTube is conducting a new trial where a limited group of users can engage in online gaming. These games will be located within a dedicated “Playables” section on YouTube’s homepage and will be accessible on both desktop and mobile devices.

🔗 App subscription service Setapp to launch an alternative app store for iOS

The app subscription service Setapp has revealed plans to introduce an alternative app store for iOS and iPadOS in the coming year. They aim to leverage the European Union’s Digital Markets Act (DMA) to distribute apps to Apple devices.

🔗 Google’s inconsistent app-store gambling regulations come under fire

Google Play has prohibited the game “Luck be a Landlord” by TrampolineTales in thirteen countries, including significant markets like The United Arab Emirates, Jordan, and Saudi Arabia, due to its non-compliance with Google’s gambling policies. Nevertheless, the developer of TrampolineTales, Dan Dilorio, disputes this decision, citing inconsistencies in Google’s policies that have adversely affected his game.

And some fresh stats for you 👀 :

• Mobile games using a subscription model almost triple in a year (The state of app marketing for subscription apps)
• In-app purchases are up on both iOS and Android
• Newzoo’s 2023 Global Games Market Report expects mobile games to generate $92.6 billion
• Applovin financials see rise driven by new AI investments but declining revenue for apps
• Mobile gaming set to reach $108 billion in consumer spend in 2023

HYPER TRENDS 📱

Time for movies and TV series

The beginning of summer was a little more active with premieres, also due to the actors and writers strikes many big fall premieres have already received new dates.

“Ahsoka”:

After the fall of the Galactic Empire, former Jedi Knight Ahsoka Tano investigates an emerging threat to a vulnerable galaxy.

“Blue Beetle”:

An alien relic chooses Jaime Reyes to be its symbiotic host, bestowing the teenager with a suit of armor that’s capable of extraordinary and unpredictable powers, forever changing his destiny as he becomes the superhero Blue Beetle.

Trends on YouTube and TikTok

In general, Grimace, Skibidi Toilet, Banana Cat are still found in both projects and creatives. And users come up with new creative posts with them.

From the new trends: a cat playing tennis has been revived in the trends. In recent weeks, we have seen different variants of the trend’s realization in projects.

gojira_king1 | triplea2027 | AidenYT

And of course we couldn’t miss a selection of new popular CapCut templates.

officialworkmemes | fia_tha_scorpio | sarasecco

And we would like to highlight the trend with Madag

ascar penguins. People are so actively recording dances and funny videos with this template that the videos get a huge number of views and reactions.

The trend of glass bottles on stairs was also slightly updated. Users began to record videos with large jars with colored liquids and began to perform various experiments on them.

satisfiiasmr | birikol23 | birikol23

New TikTok effects

A lot of different interesting effects have appeared over the summer, from the usual filters with popular characters to cool effects in game format.

iconicyellow | munchie.michelle | munchie.michelle

Imgur

This platform regularly brings us ideas related to cars and different machines, as well as food videos and all sorts of ideas for character images and interesting mechanics.

In spring-summer there are no huge changes in the boards and the general feed with popular, but closer to Halloween, Christmas you can be inspired by ideas.

dickwitfo | aloofloofah | aloofloofah

Trend-based projects

And we continue to see trend-based projects with Grimace, the meme cat, Barbie, and other old trends.

Tennis Cat 3D → Trend | Finger Heart: Monster Refill → Trend | DIY Grima Shake → Trend

FOOD FOR THOUGHT 🤔

Back-to-school is in full swing, and according to our Head of Marketing Regina Lurye, it’s more than just a return to the classroom—it’s an important moment for advertisers:

“The back-to-school season typically begins in late August and usually extends through the end of September. During this period, there is a noticeable decrease in DAU  and the amount of traffic available for acquisition. However, еCPM and the quality of traffic tend to increase.

Additionally, it’s important to consider that September marks the end of Q3, which can also lead to changes in the gaming market.

To effectively prepare for this period, it’s crucial to proactively review bid strategies in advertising campaigns and, whenever possible, raise bids to maintain competitiveness in auctions. Moreover, don’t forget the importance of creatives – ensure that you have updated creatives and added necessary localizations across all channels ”.