The mobile gaming market is constantly evolving, with players expecting richer experiences. Instead of creating entirely new games, it can be beneficial to adapt and refresh existing ones. In this guest post, Azur Games producer Milana Gelmanova shares the transformative journey behind Ural Games’ Taxi Run. Gelmanova explains why the team chose to adapt an existing game and how this led to a 30% increase in revenue.
Taxi Run, which saw significant updates last year resulting in a revenue surge, challenges the notion that hypercasual games don’t benefit from post-release support. As player expectations rise and competition intensifies, continually launching new projects may not always be the most effective strategy. Enhancing successful games and focusing on intricate casual and midcore games can lead to sustained player interest and revenue growth.
Instead of chasing the next big hit, improving existing games can have remarkable results. By evolving and expanding upon Taxi Run, Ural Games has managed to maintain player engagement and profitability over the years.
One key enhancement in Taxi Run was the introduction of a racing element, adding excitement and variety to the gameplay. The team also focused on improving level design to prevent repetition and enhance player retention.
New Mechanics:
Players were introduced to a new feature where committing a traffic violation triggered a police chase, adding a thrilling dynamic to the game. Iterations were key to perfecting this mechanic, ensuring it didn’t overwhelm players while still adding an element of challenge.
Metrics following the updates revealed a 30% increase in revenue, showcasing the impact of these new mechanics on player engagement and spending.
Evolving Level Design and Expanding Content:
To combat repetitive gameplay patterns, the team introduced a wider array of assets and environmental elements, enhancing diversity and player engagement. Dynamic camera movements and unexpected directional changes further enriched the gameplay experience.
Additionally, new car models and types were introduced, offering players a fresh visual experience and cultural references that resonate well with the audience.
Bonus: Exploring In-Game Ads:
Integrating in-game advertising strategically resulted in a 5% increase in revenue without impacting other metrics negatively. The subtle placement of ads within the game created an additional revenue stream without disrupting gameplay.
Continuously improving existing games like Taxi Run has proven to be a successful strategy, with sustained profitability and player interest. Looking ahead, the team plans to further enhance the game with new features, customization options, and an endless mode.
By focusing on the long-term enhancement of hypercasual titles and expanding into casual and midcore sectors, Azur Games is poised for continued success in the dynamic mobile gaming market.
Edited by Paige Cook
