Moloco Seminar Puts Long-Run Mobile Game Revenue on a Three-Month Clock
At a Moloco-sponsored seminar in Shibuya on October 29, Moloco Ads Japan head Tsuyoshi Ariki said a new mobile game's revenue pattern only becomes clear from its third month.
1 source 37m ago
Reporting from 1 source: GameBusiness.jp.
Why it matters
The survey data gives long-running operators a defensible timeline: the first quarter after launch is the read on a title's revenue, and re-engagement work for established games is judged on that basis.
Key Facts
- GameBusiness.jp held the Moloco-sponsored seminar at Hikarie Conference in Shibuya on October 29.
- About 190,000 new mobile games were released worldwide in 2025, and about 2,500 reached 500,000 first-year downloads, or 1.3%.
- The average period for in-app purchase and subscription revenue to reach 20 million USD shortened by 21% from 2022 to 2025.
- IAP revenue per install among US users rose 126% from 2021 to 2025.
- Ponos digital marketing manager Akira Murayama and Konami eFootball assistant producer Jiro Sogo joined the panel.
He cited roughly 190,000 new mobile games released worldwide in 2025, with about 2,500 reaching 500,000 first-year downloads, or 1.3%. A panel with Ponos and Konami Digital Entertainment discussed re-engagement for The Battle Cats and eFootball.
Ariki's keynote separated two curves that rarely move together. Downloads are scarce: about 190,000 new mobile games shipped worldwide in 2025, and roughly 2,500 of them reached 500,000 first-year downloads, which is 1.3%. Spending is looser: the average time for in-app purchase and subscription revenue to reach 20 million USD shortened by 21% between 2022 and 2025, and IAP revenue per install among US users rose 126% between 2021 and 2025.
The panel half turned to titles that already cleared those hurdles. Akira Murayama of Ponos and Jiro Sogo, assistant producer on Konami Digital Entertainment's eFootball, discussed re-engagement using The Battle Cats and eFootball as working examples.
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Sources
- GameBusiness.jp 『eFootball™』『にゃんこ大戦争』が実践した長期運営戦略とは―ゲーマーの課金スタイルは、リリース3ヶ月まで見えてこない