Disruptor of the Week: Mobile Gaming Platform, Ready Games
The mobile esports company, Ready (TheReadyGames.com), has closed a $5 million Series A funding round. Founded in 2016, the startup focus on the casual game market on IOS and Android platforms.
Ready has 23 employees and has created over 130 games in the last six months. It launches a new game every Monday, Wednesday, and Friday. Gamers who are in the top 20% of the players split a pot of tournament money weekly.
What is Hyper-Casual Gaming?
If you’re not an app designer or a follower of the mobile gaming community, the term hyper-casual gaming probably isn’t in your vocabulary. However, chances are you have at least one game that fits the description on your smartphone.
According to Forbes, that mindless game that requires you pressing a button over and over is the perfect example.
“Hyper-casual games are snack-sized games. They are tiny, simple, and have become a worldwide sensation. These games often feature a simple mechanic, which makes them very easy to pick up and play. There is usually no tutorial, and the game can be played in short bursts of as little as a few seconds at a time. The idea behind these games is that players will become compelled by a mechanic and play through numerous sessions at a time. This means that mobile advertising served in the game regularly refreshes with each completed session, increasing views of banners and helping the publisher monetize.”
The most well-known example of a Hyper-Casual game? FlappyBird. The mobile gaming sensation is no longer available to download, but the concept was simple: press the screen and keep your flying bird from hitting objects. Tal Shoham, COO at IronSource in an interview with VentureBeat, called Flappy Bird a market breaker when it launched.
How Do They Make Money?
If you’re surprised on why some of the most prominent gaming investors poured $5 million in funding into Ready Games, the answer is advertising.
Shoham breaks down the difference in revenue streams for casual, mid-core, and hardcore gaming platforms:
“80 to 90 percent, comes from ad monetization rather than in-app purchases. That’s probably the biggest differentiator compared to casual, mid-core, and hardcore. You have casual games from King and others where the majority of the revenue comes from IAP. In hyper-casual it’s the opposite. The revenue for those companies is coming from interstitials, rewarded video, banner ads, and maybe a bit of removing ads as an in-app purchase. ›But only 10 or 20 percent, or even in some cases 2-5 percent, comes from IAP, which is a huge difference in the economy of a game, how a game is built, and how much you need as far as rewards or currency within the game. There’s not necessarily a big incentive for players to purchase a currency and convert that into IAP when you monetize primarily with ads.”
Why Ready Games?
The startup has been widely successful and efficient when it comes to producing, launching, and monetizing gameplay.
But, its biggest draw: Focus on female gameplay.
The founding Partner of BITKRAFT Esports Ventures, Scott Rupp, which contributed heavily to the Series A funding, applauded Ready’s female-centric focus.
“The gaming industry often overlooks one of the most significant audiences – women. In the U.S., 65% of women play mobile games, and they represent almost half of the mobile gaming population. The Ready Games powered by Ready Maker game development technology has become one of the most prolific mobile developers in the App Store, catering to the rapidly growing audience of female gamers. We believe this team can continue their momentum with this funding and grow a global community of people playing competitive hyper-casual games for cash.”
Ready Games has an excellent pedigree of founders, including Christina Macedo. Macedo is a legal consultant and advocate for women in tech. You can read more of her vision Ready on the Games on Games Podcast: https://girlsongames.podbean.com/e/the-ready-games-interview-with-christina-macedo-gogcast-203/
The startup is also a powerhouse at producing. Launching three to four new games every week means that there is an option for anyone interested in hyper-casual gaming.
We’re excited to see a women-led gaming company that is focusing on women gaming earn a substantial Series A backing. Let’s hope more gaming investors follow suit.