Analyst Bulletin: Mobile Game Market Review December 2021

Analyst Bulletin December 2021 header image

Ending the year with a bang, here’s our round-up of the biggest mobile game updates and end-of-year festivities that took place in December.

December was another busy month for events and collaborations and, as you might expect, many of these were winter or holiday-related. Roblox kicked December off in style by collaborating with fashion brand Ralph Lauren for a winter-themed makeover and limited edition clothing accessories, while Clash Mini, State of Survival, Pokémon Go, Monster Strike (JP), and Harry Potter: Magic Awakened (CN) joined the festivities with a mix of holiday skins, characters, and events.

That said, it wasn’t a white winter everywhere. Garena Free Fire bucked the trend by ditching the snow in favor of a collaborative event with Netflix’s Money Heist series called Plan Bermuda. Other notable collaborations in December included LINE: Disney Tsum Tsum (JP) celebrating Beauty and the Beast’s 30th anniversary with new tsums (collectable characters) and skills, while Yoki Watch Puni Puni (JP) collaborated with Neon Genesis Evangelion to introduce a new playable event with tasks and limited-time gachas into the game.

Outside of events and collaborations, there were some key updates for major mobile titles. League of Legends: Wild Rift’s December update introduced a new reward system and ranked PvP season, while the Battle Pass system in the rhythm game Beatstar led to daily revenue climbing from $10k to over $80k in just 24 hours. Since the update, daily revenue is averaging out at around $40k a day, a noticeable improvement on its previous baseline.

We’re also excited to see what 2022 brings for blockchain mobile games. Last month, Upland, a blockchain-based game where you can buy, sell and trade virtual properties, reached a top-grossing position of 137. Over in Japan, several major IPs got new releases in exciting genres. Mobile Suit Gundam U.C. Engage is a new turn-based RPG featuring your favorite mechs, while Dragon Quest Keshi Keshi is a new Match3 game based on the popular game series. Shaman King even got a turn-based RPG too, with Shaman King: Funbari Chronicle.

These are just a small handful of December’s updates. Make sure you keep reading for the complete rundown of December’s biggest mobile game market updates.

US Market Overview

Players now progress in a reward track by gaining points from playing Wild Rift's ranked PvP mode.
Players now progress in a reward track by gaining points from playing Wild Rift’s ranked PvP mode. Reward Track gifts exclusive rewards including a new special currency, Ranked Coins, which are used in the new ranked store to purchase exclusive rewards.
  • Beatstar added a massive update in December that introduced a Battle Pass system and daily tasks to the game. The new Battle Pass is titled Tour Pass, and it has a free and a premium tier. The pass includes 30 levels where players collect tour points from regular gameplay and the new Daily Shuffle missions. Levels can also be passed with diamonds if need be, and after the pass is completed, players can keep earning points to get a better elite banner. Rewards for the free tier include song cases and cards, while the premium tier offers season-exclusive song boxes, decorative emotes, and banners. These new collectibles can now be viewed from the player profile.
    • The update gave the game a nice spike and after settling down the revenue baseline seems to have improved somewhat.
The introduction of the Tour Pass Battle Pass system and daily tasks gave Beatstar a notable revenue spike (source: GameRefinery SaaS platform).
The introduction of the Tour Pass Battle Pass system and daily tasks gave Beatstar a notable revenue spike (source: GameRefinery SaaS platform). If you’re interested in reading about different innovative ways to implement a Battle Pass system, check out this blog post on how PUBG Mobile has innovated inside the Battle Pass feature.
In Beatstar's Daily Shuffle missions, players are assigned two random sets of three songs from their collection each day. From the three songs, they can choose one song to play for double the tour points, giving a good additional daily boost for the pass progress.
In Beatstar’s Daily Shuffle missions, players are assigned two random sets of three songs from their collection each day. From the three songs, they can choose one song to play for double the tour points, giving a good additional daily boost for the pass progress.

Events

  • Most of December’s mobile game events were somehow related to winter, Christmas, or the holidays, but our analysts also spotted a few non-winter-themed events. Garena Free Fire’s December began with a collaboration event with Netflix’s Money Heist series. The event called Plan Bermuda featured several smaller events, gachas, offers, and a Money Heist event PvP mode.
    • In the Raid and Run special interface event, players collected Heist Gold currency by playing BR and CS mode, and melted it to gain progressive event rewards. Players could also invite other friend players to assist, and if the friend accepted the player’s help request, the player received Heist Gold too.
Players collected Heist Gold currency to gain event rewards in the Garena Free Fire x Money Heist's Raid and Run special interface event. In the event PvP mode, players were instructed to capture Stronghold to obtain more points for their team.
Players collected Heist Gold currency to gain event rewards in the Garena Free Fire x Money Heist’s Raid and Run special interface event. In the event PvP mode, players were instructed to capture Stronghold to obtain more points for their team.
  • Another major Garena Free Fire event was unveiled later in December. ​The New Age event consisted of several smaller events, such as the New Age Special Interface building event, where players built/upgraded various buildings to get resources. These resources were then used to complete supply runs to gain event coins that could be exchanged for rewards. These types of renovation events have been a significant hit during last year. You can find out more about the trend in our 2021 retrospective podcast episode or read our recent blog post on different home decoration systems in mobile games.
    • Another noteworthy event featured during the bigger New Age event was the New Age Web Event that introduced the new Alpine Battle Royale map with a trailer and tasks to gain event currency. The event currency was used to progress in an event map and earn rewards.
Garena Free Fire's New Age winter event featured currently trending building construction mechanics
Garena Free Fire’s New Age winter event featured currently trending building construction mechanics
  • Royal Match added a new event type called Lightning Rush. As in many previous events, this event relies again on the competitive elements to push players to complete levels.
    • In the event, players play their primary progression levels, and each time they activate a Light Ball, they get a score. (Light Ball is a valuable piece that you get from matching five of the same pieces, and when activated, it destroys all pieces of the specific color.)
    • Players also are matched with other players, and they’re ranked on a leaderboard based on their score. Players are rewarded based on their rank.
    • The event lasts only one hour, but players get unlimited lives for that period.
Royal Match added yet another recurring event type to its repertoire
Royal Match added yet another recurring event type to its repertoire
In the Roblox x Ralph Lauren The Winter Escape event, players could vote on the event rewards with the ornaments they received once their Cheer meter was filled.
In the Roblox x Ralph Lauren The Winter Escape event, players could vote on the event rewards with the ornaments they received once their Cheer meter was filled.
  • Clash Mini, an Autochess spinoff game (in soft launch) from the Supercell’s Clash mobile game series, celebrated Xmas in the Clash style with Christmas event Clashmas. Visuals of the menu screen got a wintery makeover, and clearing special Clashmas tasks rewarded the player with special skin for Spear Goblin. Holiday-themed skins were also available for purchase for Barbarian King, Mini P.E.K.K.A, Bowler, Archer, and Giant Skeleton.
    • Speaking about skins, there are now two new special skins available, Crystal P.E.K.K.A and Fabulous Prince. They can be purchased with rebranded Challenge Coins called Crystal Coins. This new currency can be obtained by getting duplicates of characters that you have already maxed.
    • It’s also good to note that as Challenge Coins were removed from the game, there is no longer any kind of stamina system in the game.
  • State of Survival kicked off Christmas celebrations at the beginning of December with Christmas events that involved Joker as well, disguised as Sarge in a Santa costumethe event is introduced with a clip showing a shady character knocking Sarge unconscious while he’s getting dressed as Santa.
    • The event revolved around a Christmas tree-building event. Players got their own Christmas tree to put into their settlement. The tree could be upgraded using materials gathered from event activities like defeating the infected Santa boss on the map or logging in daily to gain rewards and buffs/skills. After the event, players could freely switch between the decorations they’ve unlocked. The events also included a mission set (half regular and half charge missions) and two IAP offers.
    • This update also introduced a new recurring type event, Martha’s Porch Time, which looks and functions the same as the Hunting the Hunter event: players defeat infected to get event items that allow them to locate specified infected fiends and rally against them for a chance to get Martha fragments.
In the State of Survival's Christmas event, players got their own Christmas tree to put into their settlement. The tree could be upgraded in three parts -  the tree itself, the ornaments, and a tree topper, which all granted their respective rewards and buffs/skills when upgraded.
In the State of Survival’s Christmas event, players got their own Christmas tree to put into their settlement. The tree could be upgraded in three parts –  the tree itself, the ornaments, and a tree topper, which all granted their respective rewards and buffs/skills when upgraded.

New top 200 grossing entrants on the market

  • Upland is a blockchain-based game where players can buy, sell and trade virtual properties mapped to real addresses. By becoming a “digital landowner,” users can build properties and earn UPX coins. The game was ranked at its highest in top-grossing 137 position in December.
  • Another new top 200 grossing entrant is Solitaire Home Design, currently ranking around top-grossing 180. As the name implies, the game combines classic card game solitaire with home renovation elements.
  • MeChat, an interactive story/chatting dating app game where you match, chat, and date with various characters, has been steadily grinding its way up in the top-grossing list, and now the game is almost in the top 100. The game resembles a single-player interactive story version of real dating apps like Tinder, and also the game’s UI and features are similar to it.

China Market Overview

Dreamland New Jade Dynasty (梦幻新诛仙) added a new “nichang point system,” where collecting points is rewarded by getting prizes, such as an avatar frame or decorative items.
Dreamland New Jade Dynasty (梦幻新诛仙) added a new “nichang point system,” where collecting points is rewarded by getting prizes, such as an avatar frame or decorative items.

Events

  • A cute fantasy/manga style MMORPG, Song of the Cloud City (云上城之歌), featured a collaboration event with manga series Inuyasha. The event featured a relationship system with characters from the series.
    • Players could give the characters gifts to increase the relationship level, and when the relationship level rose, players got rewards. The characters had a daily wish for a certain gift, and granting this wish would increase the relationship level even more than a regular gift.
    • The system also featured a leaderboard – higher ranks (i.e., higher relationship level) meant gifts for the players.
Song of the Cloud City (云上城之歌) x Inuyasha collaboration featured a relationship system, where players could give the event characters gifts to increase the relationship level. When the relationship level rose, the player received gifts.
Song of the Cloud City (云上城之歌) x Inuyasha collaboration featured a relationship system, where players could give the event characters gifts to increase the relationship level. When the relationship level rose, the player received gifts.

In addition, the Chinese mobile gaming market saw many different winter as well as Christmas-themed events during December. For example, Harry Potter: Magic Awakened (哈利波特:魔法觉醒) featured a winter-related event with Winter Ball (rhythm game mode with a winter theme) and a winter-themed PvP mode with daily and event-related tasks.

Harry Potter: Magic Awakened’s (哈利波特:魔法觉醒) December update introduced a winter-themed PvP mode. You can read more about Magic Awakened’s different game modes as well as the full deconstruction of the game in this blog post.

New top 200 grossing entrants on the market

  • The anticipated sci-fi MMOARPG, Tower of Fantasy (幻塔), was released to the Chinese mobile game market in mid-December. Since its release, the game has been among the top 20 grossing games.
  • TBRPG based on the popular anime IP, That Time I Got Reincarnated as a Slime (关于我转生变成史莱姆这档事:魔物之王 ), entered the China gaming market in December as well. The game was in the top-grossing 20 and top 2 in downloads, but it has since fallen out of the top 200 already.
  • Another new top-grossing entrant was the Hortensia Saga 2 (苍之骑士团2) – anime-style grid-based TBRPG sequel to Sega’s original game. The game was in the top-grossing 48 position and top 3 in downloads at its highest, but it’s now falling fast (currently GR 160).
  • The last interesting new top-grossing entrant in the Chinese market is the 文明与征服 (“Conquer civilization”), currently ranking in the top-grossing 11. The game is a 4X Strategy game that looks very similar to the well-known Civilization game series.
The new Chinese top-grossing entrant, 4X Strategy game 文明与征服 (“Conquer civilization”), has many similarities visual-wise to the well-known Civilization game series.

Japan Market Overview

Christmas events

  • Ensemble Stars!! Music (あんさんぶるスターズ!!Music) is a Music/Band game where the player’s mission is to build their dream boy band and clear their favorite songs in a rhythm game setting. In the game’s Christmas Date mission event, players needed to clear daily changing missions to go on dates with characters and unlock the event story. Players could choose to give hearts to the dates they liked the most. Also, all players received rewards according to the cumulative amount of dates.
In the Ensemble Stars!! Music's Christmas Date mission event, players needed to clear daily changing missions to go on dates with characters and unlock the event story. Did you know that out of the Japanese top 200 celebrity-themed games, around 70% have implemented some form of NPC Relationship system? You can read more about celebrity theme in Japanese mobile games here.
In the Ensemble Stars!! Music’s Christmas Date mission event, players needed to clear daily changing missions to go on dates with characters and unlock the event story. Did you know that out of the Japanese top 200 celebrity-themed games, around 70% have implemented some form of NPC Relationship system? You can read more about celebrity theme in Japanese mobile games here.
  • Fate/Grand Order celebrated the holidays with a Christmas-themed lottery event, Making Christmas Party.
    • ​The idea of the event was to progress in the event story, defeat enemies and collect event items. Each day, a new chapter to the event story was released, so players were encouraged to log in every day.
    • Players got the event character Martha (Santa) for the duration of the event. However, the character could also be purchased permanently from the event shop in exchange for a special event item.
    • Moreover, players could participate in a lottery that had several prize pools. Each prize pool could be unlocked after getting the main prize from the previous pool. One of the main prizes was a ticket that could be used to purchase the event character Martha (Santa).
Fate/Grand Order celebrated the holidays with a Christmas-themed lottery event. Players could participate in a lottery that had several prize pools, and each prize pool would unlock after getting the main prize from the previous pool.
Fate/Grand Order celebrated the holidays with a Christmas-themed lottery event. Players could participate in a lottery that had several prize pools, and each prize pool would unlock after getting the main prize from the previous pool.
  • Tensei shitara slime datta ken – Maou to ryuu no kenkokutan (転生したらスライムだった件 魔王と竜の建国譚), a game based on the popular light novel and anime IP That Time I Reincarnated as a Slime, split the festivities into two different updates:
    • The first update introduced the Maid in Happy Holiday event with a dedicated event story, which combined Christmas and maid café aesthetics. During the event, players collected event currency, Christmas Bells, by defeating enemies, and the currency could be used in the event shop to upgrade items, an event-limited character, or the exclusive Christmas House blueprint. Players could also get various valuable rewards like premium currency according to the cumulative amount of Christmas Bells collected during the event.
    • The second update introduced the second part of the limited-time gacha, which was first added in the first update. The update also opened a new event boss stage and a new ranking event where players competed in the event stages and collected special Boss stage tickets to challenge the boss. The idea was to reach the highest score possible by defeating the boss as fast and with as much damage as possible, with as few casualties as possible. Players were then ranked according to their high scores, and players who placed on the top rankings got valuable rewards. Players could also collect rewards according to individual event points collected from the normal (non-boss) event stages.
Players could obtain two new Christmas maid themed characters through Maid in Happy Holiday event's limited-time gacha
Players could obtain two new Christmas maid themed characters through Maid in Happy Holiday event’s limited-time gacha
  • Holiday festivities in Pokémon Go increased spawn rates for certain Pokémon (mainly ice-type ones), and special variations of Pikachu, Cubchoo, Spheal, Stantler, Glaceon, and Delibird could be found and captured. Moreover, 5-star raids featured the legendary Ice-type Pokémon Kyurem. There were also Festive accessories and holiday-themed stickers available for purchase, as well as some special winter-themed IAP offer boxes.
    • Introduction of Season of Heritage paves the way for the upcoming Pokémon Legends Arceus game for Nintendo Switch (Release date Jan 28th). Players needed to clear tasks with a visual style of the Legends Arceus game for various rewards. 
    • Also, a new postcard collection system was added to the game. Players have been able to send gifts with postcards to each other for a long time. Somewhere along the way, the game added a sticker system so players could decorate the postcards they sent. The newest addition to this system is the ability for players to save and collect postcards their friends have sent them.
  • Holiday-themed updates don’t always have to have a lot of content. Monster Strike (モンスターストライク) introduced a small Christmas event that included Christmas-themed gacha with increased chances to get Christmas versions of three characters and a Christmas present event
    • When the player cleared one of the highlighted limited-time dungeons, they got a mystery item box. The boxes came in four different colors, each with its own pool of items. Rewards included mainly various upgrading items and other helpful consumable items. If the player managed to open a certain number of boxes, they would also get chat icons.
  • Music/Band game Idolish Seven’s (アイドリッシュセブン) PARTY TIME TOGETHER ~Xmas 2021~ event included a mission event, during which the player completed various tasks to get rewards. Some missions required the player to challenge specific winter or Christmas-themed songs.
    • While playing the game, the player collected four types of event items. Some items were required for mission completion, but they could also be used in the event shop. Also, using the characters released during the event boosted the event item drop chances. The previous years’ Christmas event characters got minor cosmetic special effects too. Event prizes included exclusive skins for characters, an event badge, a limited event photo, and a background image.
    • The update also introduced a task bingo system for new players. Upon challenging each task, the player is guided through the mechanics related to that task, so the system acts as a tutorial as well. The player gets a gacha ticket as a reward for completing all assignments.
Idolish Seven's (アイドリッシュセブン) recent update also introduced a task bingo system for new players. The player is guided through the mechanics related to each task, so the system acts as a tutorial as well. The player gets a gacha ticket as a reward for completing all assignments.
Idolish Seven’s (アイドリッシュセブン) recent update also introduced a task bingo system for new players. The player is guided through the mechanics related to each task, so the system acts as a tutorial as well. The player gets a gacha ticket as a reward for completing all assignments.
  • Like the U.S. version, the Japanese version of the State of Survival celebrated Christmas in two different stages. The event mirrored the global version’s Christmas celebrations, but replaced the Joker with a Japanese character.

In addition to the Christmas events, our game analysts spotted a few New Years’ countdown events in the Japanese mobile gaming market.

Collaboration events

The collaboration event with Aku no Taizai Series cleverly used the Project Sekai Colorful Stage feat. Hatsune Miku's original setting of several worlds or Sekai, placing the collaboration in a separate, limited-time world of its own where the player could talk to the characters of the series.
The collaboration event with Aku no Taizai Series cleverly used the Project Sekai Colorful Stage feat. Hatsune Miku’s original setting of several worlds or Sekai, placing the collaboration in a separate, limited-time world of its own where the player could talk to the characters of the series. 
Yokai Watch PuniPuni's collaboration with the hit anime Neon Genesis Evangelion helped generate a huge revenue spike for the game.
Yokai Watch PuniPuni’s collaboration with the hit anime Neon Genesis Evangelion helped generate a huge revenue spike for the game.
  • LINE Bubble 2’s collaboration event with Disney brought Mickey, Minnie, Donald, Daisy, and others to visit the game! To kick things off, there was a login bonus that had a special twist: 50 players out of everyone who had reached the final present box of the calendar would get real-life Disney rewards like plushies, mats, blankets, and thermoses.
    • Mickey could be obtained as a playable character from the limited-time premium gacha. Donald, in turn, was the star in the collaboration’s Festival event, where players completed various missions to gather magic wands that were used to pull the Festival gacha for a chance to obtain useful items. The collaboration characters were featured in a set of six recurring events (decoratives as rewards).
LINE Bubble 2's collaboration with Disney featured a login bonus with a special twist. Fifty players out of everyone who had reached the final present box of the calendar would get real-life Disney rewards like plushies, mats, blankets, and thermoses.
LINE Bubble 2’s collaboration with Disney featured a login bonus with a special twist. Fifty players out of everyone who had reached the final present box of the calendar would get real-life Disney rewards like plushies, mats, blankets, and thermoses.
  • Another game to collaborate with Disney, specifically with Disney princesses, was the popular match3 puzzle LINE PokoPoko. The event set included several smaller events like Ariel’s event stages, Lumiere’s event dungeon, and bingo with Jasmin, each rewarding players with event characters. 
    • For monetization, the events offered several IAP offers and a limited-time collaboration gacha. Limited edition collaboration LINE stamps could be claimed by completing event stages (Ariel or Jasmin), and players had a chance to get an extra collaboration character as a reward from the Nakama Atsume-challenge by completing all of the events. Also, the event login bonus included Mrs. Potts and Chip character.
  • FFBE War of the Visions’ (FFBE幻影戦争)  collaboration event with Persona 5 contained the usual set of collaboration content. For example, there were battles to fight with bosses from Persona 5 and songs from the source game played during the battles. There were also a special Chocobo Expedition and various tasks to complete. 
    • Event gachas came with a multitude of banners to choose from. Featured characters were Joker, Queen, and later released Violet.

Anniversary events

The Seven Deadly Sins' anniversary event included an exceptionally large set of buffs to support character development. All players also got a free level-up gift that lets them instantly evolve any character of their choosing up to UR rarity and level 90.
The Seven Deadly Sins’ anniversary event included an exceptionally large set of buffs to support character development. All players also got a free level-up gift that lets them instantly evolve any character of their choosing up to UR rarity and level 90.

New top 200 grossing entrants on the market

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