The Japanese mobile game market in 2023 has witnessed the sustained success of top games like "Monster Strike" through effective IP linkage strategies. Collaborations with popular IPs, including animations and characters, have been pivotal in driving game revenue, user activity, and long-term market influence.
Consistent IP Linkage with Top Titles
Long-standing mobile games such as "Monster Strike," "Puzzle and Dragons," and "Cat Wars" continue to engage in IP linkage, with "Monster Strike" alone achieving over 25 collaborations. This has contributed to its impressive global revenue of $10.8 billion and a leading position in Japan's mobile game revenue chart.
Animation IPs: The Preferred Choice for Linkage
Animation IPs like Chainsaw Man and Tokyo Avengers are the primary targets for mobile game linkages, thanks to their massive fan bases. These collaborations often yield significant success, demonstrating the power of leveraging popular culture in the gaming sector.
Boosting User Activity Through IP Linkage
PONOS's "Cat Wars," a real-time strategy game, has seen a notable increase in monthly active users (MAU) due to ongoing IP collaborations since its launch. In the fourth quarter of 2022, it boasted 4.8 million active users in Japan, a testament to the effectiveness of IP linkage in sustaining player interest.
IP Linkage as a Catalyst for Growth
"Monster Strike" exemplifies how IP linkage can coincide with anniversary events, attracting new users and spiking downloads. Regular collaborations since 2014 have kept the game in the spotlight, highlighting the role of IP linkage in maintaining game vitality.
Revenue Enhancement and Localization
IP linkage is not only beneficial for local games but also aids international games in adapting to the Japanese market. For instance, "Knives Out" has seen a surge in in-app purchase revenue through regular IP linkages, including partnerships with prominent IPs like "King of the Immortal" and "Persona 5." These collaborations have led to peak single-day sales figures, showcasing the potential of IP linkage to drive significant financial results.
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Editor's Comments
The strategic use of IP linkage in the Japanese mobile game market illustrates a deep understanding of consumer interests and market dynamics. By aligning with popular IPs, mobile games can leverage existing fan bases, enhance their appeal, and create a synergy that benefits both the game and the IP. This approach has proven to be a powerful tool for maintaining player engagement and driving revenue, even for games that have been in the market for a decade or more.
The success stories of "Monster Strike" and "Cat Wars" underline the importance of continuous innovation and the willingness to embrace popular culture trends. Furthermore, the positive impact on international games like "Knives Out" suggests that IP linkage can be a crucial strategy for foreign games looking to penetrate the Japanese market, emphasizing the need for cultural relevance and localized content to resonate with players.
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