A guide to self-publishing your hyper casual game

Martin Macmillan
3 min readMay 18, 2023


As the hyper casual gaming market continues to evolve, self-publishing has become an appealing option for developers looking to bring their games to the masses. In this guide, we will walk you through the essential steps involved in self-publishing a hyper casual game, from concept to launch. Let’s dive in and explore how you can successfully navigate the world of self-publishing to maximize your game’s potential and your bottom line.

1. Developing a compelling game concept

Every successful hyper casual game starts with a captivating concept. Identify a simple and addictive gameplay mechanic that will keep players engaged for hours. Take inspiration from existing games but add your unique twist to stand out in the market.

2. Prototyping and testing

Once you have a game concept in mind, create a prototype to test its viability. Iterate on the gameplay mechanics and gather feedback from a small group of testers to ensure your game is fun, intuitive, and addictive. Fine-tune the controls, level design, and difficulty curve based on their input.

3. Monetization strategy

Consider your monetization strategy early in the development process. Hyper casual games typically rely on ads as their primary revenue source. Implement rewarded ads, interstitials, or opt-in video ads strategically to provide a seamless user experience while generating revenue.

4. User acquisition

To reach a wide audience, it’s crucial to invest in user acquisition which is ROI positive. Create eye-catching app store assets, including an engaging game icon, appealing screenshots, and most importantly killer ad creatives to keep CPIs low. Optimize your game’s metadata with relevant keywords to improve its discoverability in app stores.

5. Analytics and iteration

Track and analyze user behavior and gameplay metrics using an analytics platform like Tenjin. Gain insights into user retention, engagement, and monetization to identify areas for improvement. Leverage this data to iterate on your game, implementing updates and optimizations to enhance its performance.

6. Community building

Building a community around your game can significantly boost its success. Utilize social media platforms to engage with players, share updates, and gather feedback. Encourage players to provide reviews and ratings, which can positively impact your game’s visibility and credibility.

7. Scaling and monetization optimization

Once you’ve established a user base and achieved initial success, focus on scaling and optimizing your game’s monetization. Experiment with different ad placements, ad formats, and frequency capping to strike the right balance between revenue generation and user experience.

8. Self-publishing and autonomy

Maintaining control and maximizing your equity and revenue are important considerations for hyper casual studios. By self-publishing your games, you retain full ownership and have the opportunity to maximize your profits. Embrace the autonomy that self-publishing offers, allowing you to make decisions directly impacting your game’s success.

Self-publishing a hyper casual game requires careful planning, execution, and continuous iteration. By following the steps outlined in this guide, you’ll be well-equipped to navigate the challenges of self-publishing and position your game for success in the competitive mobile gaming market. Embrace the opportunities, leverage data-driven insights, and retain control over your revenues by self-publishing your hyper casual game.

If you want to estimate the potential revenue of your hyper casual game, check out our Hyper casual launch calculator. This calculator will help you assess how much capital you need to scale your game.



Martin Macmillan

CEO & Founder at Pollen VC - London, we provide devs early access to revenues earned from the app stores so they can rapidly reinvest https://pollen.vc