A hypercasual game is a video game (typically a mobile video game) which is easy-to-play and usually free-to-play; hypercasual games also feature very minimalistic user interfaces. Popularized in 2017 by game makers such as Kwalee, Ketchapp and Voodoo, these games can be quickly played after downloading, usually without any tutorial or instructions. They also often use a 2D design with a simple color scheme, easy mechanics adding to their simplicity. Usually featuring infinite looped mechanics, hypercasual games are playable for an infinite amount of time, leading to their addictive nature. Some argue hypercasuals are a business model, rather than a genre.[citation needed] These games are often played while multitasking, which is why their simple user interface is essential.[1] Because of the lack of a robust in-game economy and free download cost of most hyper-causal games, revenue is mostly generated from ads.
Most of these ads come in the form of: