Uncovering the secrets of successful performance marketing in Africa: How Hyper helped Carry1st take flight & scale.
Carry1st was founded in 2018 to open Africa's 1.3 billion population to mobile gaming titles and enable publishers to profitably grow their games in a region plagued with data connectivity and payments issues. The founding team had a strong operational, financial, and development background but needed an experienced marketing force in gaming to set and execute their growth strategy. With ambitious goals and a primed market, they enlisted Hyper to establish their internal growth practice and pave the way to connect global publishers to the African market.
Starting with Carry1st's flagship trivia game, Hyper developed the infrastructure for Carry1st's marketing campaigns, launching their first campaigns while testing hundreds of creative concepts to find the recipe for ‘hero’ creatives that drove massive growth arcs.
Building upon Carry1st's success with their trivia game, Hyper's framework enabled the company to establish its co-publishing business and rapidly test prospective games. With performance marketing and creative strategy at the forefront of their growing operation, the team conducted phased user acquisition (UA) tests to validate all new games.
Hyper designed performance campaigns that provided insights and feedback throughout the test period for each game tested. This enabled Carry1st to confidently decide which games to invest in without committing long-term resources to titles that did not have product-market fit within the African market and fuel long-term growth.
It is no surprise that performance marketing plays a major role in the success of mobile gaming studios, and Hyper was able to provide exactly what Carry1st needed to become successful. Performance marketing strategies from Hyper have enabled Carry1st to grow its business and establish itself as the top mobile publisher in Africa.
Today, Carry1st is Africa’s top mobile gaming publisher. The company has since raised over $57MM from investors that include a16z, Google, and Riot Games. Carry1st is now the critical publisher for AAA gaming studios such as Blizzard and Tilting Point when looking to introduce new and existing titles to African Consumers.