- Lilith’s “AFK Journey” topped the hot lists in many Asian markets, and the downloads of “Lily of the Valley” soared 60,470% month-on-month.
In August 2024, among the rankings of the proportion of apps launched in each category of overseas mobile games, the top three are still leisure, casino, and puzzle solving. The proportion of newly launched apps in casinos continues to rise. This period has approached 40%, which is the highest figure in that month. The category with the highest proportion of newly released apps.
The TOP3 advertising volume is leisure, puzzle solving, and role-playing. The distribution is consistent with July. The top pattern is relatively stable. However, in terms of advertising intensity, the number of advertising in each category this month has decreased month-on-month.
01 Mobile game developer & Product placement list
Among the top 30 mobile game developers in August, 10 Chinese manufacturers were on the list. Guru, which focuses on casual games, and IGG, which focuses on medium and heavy games, were shortlisted for the top 5, ranking third and fifth respectively. Overall, the top 30 manufacturers still focus on light and medium categories.
Main investment products Developer name
On the product placement TOP30 list, “MONOPOLY GO!” firmly ranked first on the list, but its advertising volume dropped by 9.19% month-on-month. Ranking second is the casino game “Ludo King”. The advertising volume of “Lords Mobile” owned by IGG increased by 20.56% month-on-month, ranking fifth on the list, becoming the only major game in the top five.
In this issue, Luzhu Games has two new games breaking into the TOP30 list, both of which are MMORPGs. “The Last Taoist”, which is based on folklore and monsters, is ranked 13th, and is currently open for reservations in Hong Kong, Macao, Taiwan, and Singapore and Malaysia. The other one is “Arcadia: Breath of the Land”, which is ranked 14th and has a more artistic style. The second dimension will be launched in many places in Europe and the United States in August.
In addition, Lilith’s “AFK Journey” deserves attention. At the beginning of the year, the game was launched in major Western markets such as Europe and the United States. In August, it was launched in Hong Kong, Macao, Taiwan, Japan, South Korea, Indonesia and Thailand. Advertising volume also increased significantly, with a month-on-month increase of 126.2%.
02 Mobile gamedownload
First, let’s look at the download list. The Google Play download list in August was dominated by light and moderate categories. From the perspective of the number of downloads per cycle, in the heavy category, only the tactical competitive mobile games “Free Fire” and “PUBG MOBILE” and the sports mobile game “Football League 2024” broke into the top 15 of the list.
In addition, the month-on-month download change rate of the popular “Suzuran no Kan” and Tuyou “Fishing Master” achieved a growth of 60470% and 17847.23% respectively.
03 Mobile game from Hot investment manufacturers &Product case analysis
Lilith Games, established in 2013, turned its attention to overseas markets as early as 2015. According to founder Wang Xinwen, an American company decompiled their product and achieved good results in the American market. Affected by this, they realized that games designed by Chinese manufacturers could also be successful in the American market, so they embarked on the journey The road to sea.
This year, Lilith’s blockbuster product is undoubtedly the new “AFK Journey” IP of “Sword and Expedition”. At the beginning of the year, the game attracted a wave of attention in the industry. At that time, the game was launched in many major Western countries such as the United States, and topped the iOS free list in 10 regions.
In August, “AFK Journey” was launched in Hong Kong, Macao, Taiwan, Japan, South Korea, Indonesia and Thailand, and immediately ranked first in the best-selling list in South Korea, Hong Kong and Macau, and Japan also broke into the top 15 best-selling games.
Starting from May, Lilith gradually opened reservations in the above-mentioned areas, and the purchase volume also followed suit. It ushered in a big explosion around the time of its launch in early August, with the highest daily placement volume exceeding 2,000.
The outstanding market performance of “Sword and Expedition” once set off a craze for placing cards in the industry, but “AFK Journey” did not follow the former path.
In terms of art, the game has shifted from 2D to 3D from “Sword and Expedition”, but the pursuit of stylized expression has been inherited. The fresh, bright and freehand art perfectly presents a simple and elegant aesthetic; in terms of gameplay, “AFK Journey” integrates vertical screen world exploration on the basis of numerical cards, and expands players’ gaming experience through rich scene details and interactive elements.
Based on the product characteristics, the advertising materials also focus on showing the stylized artistic expression of “AFK Journey”. For example, in this video, cinematic camera movements are used at the beginning to enhance the narrative sense of the picture, and the classic composition of the character with his back to the big explosion also creates a blockbuster feeling, quickly establishing the player’s perception of the game’s art quality; then there are many characters Close-ups from various angles demonstrate the high level of game art quality from a detailed level; and finally, in the form of “dialogue”, the character can draw distance from the player through dialogue and guide the download.
“August Mobile Game Monthly Report: Lilith’s “AFK Journey” topped the best-selling list in many Asian markets, and downloads of “Lily of the Suzu’s Sword” surged by 60,470% month-on-month.”