My Perfect Hotel: Idle Arcade Hybrid Casual UA Case Study

This analysis examines the successful transition of SayGames from a hypercasual publisher to a leader in the hybrid-casual market, specifically focusing on the user acquisition (UA) and monetization strategies for My Perfect Hotel. The study highlights how the publisher achieved exceptional growth, reaching $37.5 million in in-app purchase (IAP) revenue in 2022—a 350% year-over-year increase—by evolving its "idle arcade" template. The geographic focus is primarily on Tier 1 markets, specifically the United States, with data spanning from the game's soft launch in April 2022 through its massive scaling phase in mid-2023.

The core thesis posits that My Perfect Hotel’s success stems from a "masterclass in scaling" that combines hypercasual low-cost-per-install (CPI) mechanics with deep, hybrid monetization. Key findings indicate that the game reached a staggering 13 million monthly installs by August 2023. This growth was fueled by a sophisticated UA mix where AppLovin serves as the primary channel, accounting for 50% of spend through playable ads. The methodology emphasizes the use of AppDiscovery’s Ad ROAS and blended ROAS campaigns, which optimize bidding by combining advertising revenue with IAP data, a strategy made possible through MAX mediation.

Creative excellence is identified as a secondary driver of success. The UA team utilizes a diverse range of assets, including 3D hooks, TikTok AI voices, and unconventional long-form video content on Google Ads, some exceeding seven minutes. On the monetization front, the game transitioned from simple mechanics to a complex system involving hotel-specific currencies and hard-currency "skips" for rewarded videos. These iterations increased spend depth and lifetime value (LTV), providing the necessary margin to outbid competitors and maintain a dominant position in the hybrid-casual race.