🎙️ How Hyperbeard Became Mexico's Top Game Publisher

Hyperbeard forged strategic partnerships with Tenjin and Sonamine to massive success

Look for a new weekly interview or discussion on current and relevant game industry development topics!

Today, we share a conversation with Mexico’s largest mobile games publisher, Hyperbeard. CEO Alex Kozachenko discusses his approach to success and how they have partnered with Tenjin and Sonamine to unlock the secrets to winning in the market today.

In this discussion, the two most important concepts to note:

• Portfolio LTV: The concept of Portfolio LTV and how important multiple titles and scale will become to win in the current mobile gaming market.

• Growth Stack: What does a modern-day data analytics infrastructure and pipeline look like to help mobile publishers grow their games?

Check out the conversation below!

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Speakers:

• Chris Farm. CEO at Tenjin.

• Nick Lim. President at Sonamine.

• Joseph Kim. CEO at Lila Games.

• Alex Kozachenko. CEO at Hyperbeard.

In an era of heightened competition and evolving challenges in the gaming industry, Hyperbeard, Mexico's largest mobile game publisher, has achieved success through partnerships (with Tenjin and Sonamine) and a unique strategy we discuss below.

1. The Power of Portfolio LTV

Understanding Portfolio LTV:

• Definition: Portfolio LTV (Lifetime Value) measures a user's cumulative value across a portfolio of games rather than a single title.

• Strategic Advantage: By focusing on the portfolio LTV, Hyperbeard can drive higher overall returns on user acquisition (UA) efforts. This strategy involves cross-promoting users within the portfolio from one game to another, enhancing user retention and monetization.

Implementation Insights:

• User Movement: Hyperbeard uses data to track how users transition between games. For example, users might start with a lower-LTV game and eventually move to higher-LTV titles, maximizing their value.

• Cross-Promotion Strategy: Adjusting cross-promo ads based on where users are likely to go and where they can generate the highest revenue.

2. Building a Modern Growth Stack

Key Components:

• Data Integration: Using Tenjin’s data warehousing services, Hyperbeard consolidates data from various sources to create a comprehensive view of user behavior and campaign performance.

• Analytics Tools: Firebase and Google Analytics are pivotal for tracking in-game events and user engagement. Looker Studio is used for dashboarding and reporting.

• BI and Custom Dev Services: Growth FullStack BI and custom development services from Tenjin help in building tailored reports and insights.

Advantages:

• Cost Efficiency: Hyperbeard benefits from a cost-effective data infrastructure, which is crucial for managing campaigns across different regions with varying user acquisition costs.

• Scalability: The integrated growth stack allows Hyperbeard to scale its UA efforts globally, leveraging insights to continually optimize campaigns.

3. Strategic Partnerships with Tenjin and Sonamine

Tenjin’s Role:

• MMP Services: Tenjin provides mobile measurement services that help Hyperbeard track user acquisition sources and campaign performance.

• Custom Solutions: The partnership includes custom development work to support unique business intelligence needs, facilitating the effective measurement of portfolio LTV.

Sonamine’s Contribution:

• Data Analysis: Sonamine assists in analyzing user data to uncover insights about user behavior, monetization patterns, and churn predictions.

• Retention Strategies: By identifying segments of users likely to churn or convert, Sonamine helps Hyperbeard tailor its retention and monetization strategies.

4. Adapting to a Post-IDFA World

Challenges and Solutions:

• Data Privacy Changes: The deprecation of IDFA (Identifier for Advertisers) has complicated user-level tracking, especially on iOS.

• Predictive Modeling: Despite these challenges, Hyperbeard leverages predictive models to estimate user LTVs based on limited data, ensuring their UA strategies remain effective.

Operational Shifts:

• Focus on Android: Given the easier data tracking on Android, many of Hyperbeard’s portfolio LTV strategies are centered on this platform.

• Organic Uplift Measurement: Enhanced capabilities in measuring the organic uplift from UA campaigns allow Hyperbeard to optimize its spending more accurately.

5. Future Trends and Recommendations

Emerging Trends:

• Predictive Analytics: The future lies in refining predictive models to anticipate user behavior and LTV better, making data signals more actionable.

• Cross-Promotion Evolution: Developing automated systems for cross-promotion to adjust based on real-time data and user behavior dynamically.

Advice for Developers:

• Embrace Data Integration: Investing in tools that consolidate and clean data can provide a significant competitive edge.

• Focus on Portfolio Strategy: Even smaller studios can benefit from thinking beyond single-game metrics, considering how users can be transitioned across multiple titles.

• Stay Agile: The gaming landscape is rapidly evolving, and it's crucial to stay flexible and responsive to new data privacy regulations and market shifts.

In conclusion, Hyperbeard’s journey illustrates the importance of strategic partnerships and a robust data infrastructure in navigating the complexities of today’s gaming industry. By focusing on portfolio LTV and leveraging advanced analytics, game developers can unlock new growth opportunities and, hopefully, achieve sustained success.