The following blog post, unless otherwise noted, was written by a member of Gamasutra's community. The thoughts and opinions expressed are those of the writer and not Gamasutra or its parent company. The benefit of working for a hyper-casual mobile game publisher is that I see hundreds of games on a weekly basis, and get to test a large portion of them. This helps me develop an objective and economies-of-scale point of view in understanding what makes a good and marketable game. We all know too many developers (or have been those ourselves) who have spent hours (or more realistically many months) creating a game that didn’t manifest into a hit. It wasn’t necessarily because the game wasn’t good, it’s that for whatever reason it didn’t connect with the wide audience of hyper-casual. Either it wasn’t marketable so UA was ineffective, or it wasn’t clear enough and so retention was low.