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20

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3

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5

About mixi

mixi (TSE: 2121) is an Internet company that operates a social networking service and online recruitment websites.

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2-24-12 Shibuya, Shibuya-ku Shibuya Scramble Square 36F

Tokyo, 150-6136,

Japan

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The mobile games that have made more than $1 billion in lifetime sales [UPDATE]

Aug 9, 2022

Genre: MMORPG Where it found success: Asia Lineage 2M, the mobile version of Korean MMORPG Lineage 2, which first released all the way back in 2003. Within the first three months of release the game brought in $152 million of revenue. The game follows Lineage M, which is one of the highest grossing mobile titles of all time, joining the unicorn club within one year of release . Part of the game’s success can be attributed to variety, with various races and classes to choose from, although some classes and races are mutually exclusive. The game can also host 10,000 simultaneous players. The game released in Western markets in December 2021 , with developers hoping to replicate the success of the original release. Toon Blast Where it found success: Worldwide Toon Blast isn’t the only match 3 game on this list or even the only one by Zynga. The genre has found success due to its simple yet challenging gameplay, but Toon Blast sets itself apart with its charming art style and characters. Alongside Toy Blast, this game was key to developer Peak surpassing a billion dollars in revenue in 2019. This drew the attention of Zynga, who acquired Peak in July 2020. This acquisition quickly showed itself to be a wise move, as Toon Blast exceeded a billion dollars of revenue on its own just two months later . Dragon Quest Walk Where it found success: Japan Dragon Quest owes a lot of its success to its combination of several factors: the turn-based combat that should be familiar to any RPG players, the visual style that’s emblematic of the Dragon Quest franchise, and the introduction of these features into the real world through the use of AR. The game became the second-highest grossing mobile title worldwide within three months of release , and was a key factor in Square Enix’s success in the mobile games space throughout 2020 , with $818.2 million dollars of revenue in the first six months of the year alone. Dragon Quest Walk is exclusive to Japan , which is fitting as the franchise as a whole has seen its greatest success in the country, with the latest entry in the mainline franchise, Dragon Quest XI, exceeding two million units sold on day one of release. A worldwide release would certainly improve the title’s revenue, despite the franchise’s lower profile overseas, but the game has found plenty of success without the need to branch out. Star Wars: Galaxy of Heroes Developer: EA Capital Games, EA Mobile Based: America Genre: RPG Where it found success: Worldwide To an extent, Galaxy of Heroes is a game within a game. Players take the role of a character in the Star Wars universe, using familiar faces from the series to fight in holographic, turn-based battles. Despite receiving mixed reviews from critics, the game proved wildly popular due to its ability to leverage the Star Wars universe to its advantage, reaching unicorn status in November 2021 . Part of the game’s success can be attributed to the evolving Star Wars universe, with EA releasing new content such as new characters to coincide with the most recent releases, such as The Mandalorian. The game has proven to be the most profitable mobile game in the series’ history, at one point accounting for 98 per cent of revenue from the previous five releases. As of November 2021, it was EA’s top mobile game of all time, with a particularly strong performance in the USA, where it earned over $850 million dollars. Marvel: Contest of Champions Genre: Fighting Where it found success: Worldwide Marvel: Contest of Champions has accumulated over 215 million downloads and 2.8 billion hours of playtime as of December 2019. The game puts players in the shoes of a summoner, tasked with assembling a team of both heroes and villains and pitting them against each other in combat. Originally featuring a roster of 26 playable characters, the gradual introduction of new heroes from Marvel’s catalogue of characters. Genre: Collectible Card Game Where it found success: Worldwide Hearthstone has maintained its success through the continuous release of new content, leveraging the popular Warcraft universe to the CCG market. The game has become popular in the esports circuit, being partly responsible for Google purchasing the streaming rights for Activision Blizzard matches . The game surpassed 100 million users in 2018 and, while the mobile version only accounts for a part of that success, its impact can’t be understated. The availability of crossplay means that players on mobile devices can easily face off against opponents playing on PC. Hearthstone’s longevity has seen it reach Unicorn Club status despite Yu-Gi-Oh Duel Links outpacing it in terms of revenue since release, and the game has been credited with paving the way for other CCG games . Despite the availability of Hearthstone on PC as well as mobile devices, 71 per cent of all revenue for the genre was earned on the mobile market as of 2018, with Hearthstone leading the charge . Uma Musume Pretty Derby Where it found success: Japan In Uma Musume Pretty Derby, players are tasked with raising, training, and racing horse-girl hybrids. A strange premise, but the game has taken off, garnering an anime adaptation prior to the game’s release. The game raced to success upon release in Japan, being the third most downloaded game in April 2021 and earning an estimated $965 million dollars in its first year. The game mirrored its success upon its Korean release in June 2022, with an estimated $2.3 million dollars earned in revenue in the first 24 hours . Some analysts attribute this success to the character-collecting aspects, claiming that such mechanics could change the country’s mobile gaming scene. The game is so successful it was singled out as a key factor in CyberAgent’s ranking in the 2021 Top 50 Game Makers . Empire & Puzzles Where it found success: Worldwide Empire and Puzzles is a Match 3 RPG hybrid, and signalled a shift in direction for Small Giant, which had previously focused on the casual games market. Taking a €5.4 million investment from EQT Ventures, the game’s massive success led to $33 million in revenue by the end of the year, and saw Small Giant take home the Small Screen Game of the Year award at the Finnish Game Awards in 2017 , and an additional $41 million investment in January 2018 to scale the game for a larger audience saw the game exceeding its first-year profits in just for months. Small Giant was acquired by Zynga in December of 2018 for a combined $560 million of cash and stock, with additional payments based on performance and, by October 2019, the game reached $500 million of lifetime profits and 41 million downloads, with the gameplay used as the basis for the studio’s follow-up, Puzzle Combat . Empire & Puzzles has been regarded as a critical element in Zynga’s FY2019 success, which saw revenue skyrocket to $1.32 billion . Fire Emblem Heroes Genre: Strategy Where it found success: Worldwide State of Survival seemed destined to be a landmark success, having reached 60 million downloads within its first year . But the title succeeded where many strategy games have failed by leveraging trends and featuring content from IPs such as The Walking Dead and DC – the former of which earned the game 20 million new downloads , pushing it over the 100 million mark . The game features base management mechanics and combat in a zombie-apocalypse setting as players build and protect a settlement from the living dead. In 2021, Huawei awarded State of Survival the Best Strategy Game prize at the Appmagic Editor’s Choice Awards, citing its multi-layered gameplay and integration of various strategy game features as the reason for their decision. Township Where it found success: East Asia Onmyoji is a turn-based strategy based on a series of Japanese novels of the same name. The year following its release Onmyoji helped push NetEase’s Q1 2017 revenues past $2 billion after the game got 200 million downloads in February that year which was linked to its launch in Japan. It repeated this success the following quarter following a successful launch in South Korea and quickly reached the top ten grossing mobile games in the country. The game launched in Western countries in 2018 but by this point the game had started to lose traction and revenues had fallen . Nonetheless, during the height of its popularity Onmyojij still managed to generate over $1 billion in player spending. Clash of Kings Genre: Strategy Where it found success: Worldwide A lot of mobile games tend to flare out after an initial craze, but Clash of Kings has avoided this fate despite a decline. By 2019 the game was seeing a $17 million monthly revenue – a steep decline from the $375 million the game earned in 2015, but still the sort of numbers other games could only hope of achieving, with an ARPPU of $102. In 2019 the game saw 230 million users, and in the thirty days prior to writing the game generated $2 million, with 28% of the earnings coming from the United States. This addition to the Unicorn Club has seen success worldwide, but it was one of the 59 mobile apps by Chinese developers banned in India in 2020 citing privacy concerns, although the border tensions between China and India have also been cited as a reason for this decision. Granblue Fantasy Genre: Role-playing game Where it found success: Japan Granblue Fantasy certainly has pedigree: with famed composer Nobuo Uematsu and art director Hideo Minaba teaming up once again, following on from their collaborations on games such as Final Fantasy IX and Lost Odyssey. In May 2022, Cygames announced that over 32 million players had downloaded Granblue Fantasy, and the game has been adapted into both anime and console games. The game is partly responsible for Cygames parent company CyberAgent's significant revenue results , as well as affecting the games industry at large. Granblue Fantasy uses a gatcha system, with the Japanese Online Gaming Industry imposing stricter regulations on the industry as a whole after one player spent around 700 thousand yen (around $6000) attempting to get Andira, a heavily advertised character, in 2015. Despite being a Japan exclusive title, this entry into the unicorn club made over 54.8 billion yen between 2017 and 2018 alone, being named as Japan’s sixth highest-grossing title in 2018 . (translated via Google Translate). Knives Out Where it found success: China and Japan Knives Out is NetEase’s answer to the massively popular battle royale genre, but unlike many battle royales, this one is exclusively mobile. By January 2018, Knives Out had reached 50 million monthly active users and generated $24 million in player spending in February largely due to its launch in Japan. This was at a time where Fortnite, arguably the largest battle royale, was still available on mobile devices, so this is rather impressive for a new IP. It wasn’t sunshine and roses for long and eventually NetEase was sued by PUBG Corp over claims that Knives Out, and its other battle royale Rules of Survival, were clones of PUBG. The lawsuit was eventually settled in March 2019 however during that time Knives Out continued to bring in players and generated $465 million in 2018, with the majority of revenue from China and Japan. In fact, Japanese players spent approximately 11 times more on Knives Out than they did on PUBG Mobile, showing a clear preference for the title. Genshin Impact Genre: Battle Royale Where it found success: Emerging markets Following in the footsteps of other billionaire mobile battle royale games like Fortnite and PUBG Mobile comes Garena's Free Fire. Developed by an internal studio, Free Fire is designed specifically to appeal to emerging markets, notably in terms of its file size and networking requirements. And on that basis, it has worked brilliantly, being a most downloaded and top-grossing game in India, Brazil and many smaller countries in Latin America and Southeast Asia. It broke through the billion-dollar ceiling within two years. It also one of the most successful mobile esports, with over 100 million views of its tournaments including two million peak concurrents during its most recent world championship. Homescapes For some perspective, it reportedly took Supercell’s Clash Royale 389 days and Tencent’s Honor of Kings 405 days to reach the milestone. It's not just the sales that make Fortnite one of the most high-profile games around, its cultural impact has been significant, bringing with it glory and controversy, with Epic sued on numerous occasions for its use of certain dance emotes. In February 2019, the game made history by hosting a DJ Marshmello concert that was attended by 10 million concurrent players . That figure doesn’t include those who watched it online. That number makes it the all-time biggest concert in the world. The current Guinness World Record holder for a live event is Rod Stewart, who performed back in 1993 to 3.5 million people in Rio de Janeiro, Brazil. Fortnite offers a glimpse of what's possible for games as a destination, rather than simply just their core, functional gameplay. And as it reportedly closes in on 250 million players , Epic may have more special events like this up its sleeve in future. Epic Games took home Game of the Year for Fortnite at the Pocket Gamer Mobile Games Awards 2019 in association with Game Insight. It also bagged the accolade for Best Developer on the night. Epic Games was named as the top mobile games studio in the world in the PocketGamer.biz Top 50 Developer list for 2018 . Lineage M Lineage M is a mobile port from NCSoft of the hit PC MMO Lineage. The IP is one of the most popular franchises going in South Korea, and it didn’t take long for the mobile release to make an impact. In just seven hours, the publisher claimed the title had already topped the country’s iOS top grossing chart . That came after 5.5 million players had pre-downloaded the game in anticipation of its launch. It was later reported that Lineage M had raked in more than $233 million in just its first month of release. That surpassed the wildly successful launch of Netmarble’s Lineage 2: Revolution mobile game, which generated $176 million in its launch month . NCSoft also receives royalties from that game thanks to its ownership of the Lineage brand. In January 2018, it was claimed that Lineage M had rocketed past $1.2 billion revenue in its first year, substantially increasing sales from NCSoft’s mobile business along with it. Lineage M hasn’t been able to maintain that success , but then that was always unlikely. It remains a hugely profitable title for NCSoft and is part of a franchise that will no doubt continue to contribute significantly to the publisher’s bottom line in the years ahead. Lineage 2 Revolution Where it found success: South Korea Lineage is one of the top gaming IPs in South Korea, achieving great success on PC. But when one of the country’s key publishers Netmarble picked up the rights to develop Lineage 2 Revolution for mobile from NCSoft, it’s unlikely it could have anticipated just how popular that game would be. Within its first month it picked up $176 million in revenue . If you thought that might not be matched for quite some time, you’d be wrong. NCSoft’s mobile follow-up Lineage M - a port of the original PC MMO - bagged more than $233 million in its first month . By 11 months, Lineage 2 Revolution brought home $924 million . At GDC 2019, Netmarble confirmed during Epic’s State of Unreal keynote that the title had reached the $1 billion milestone in its first year. The game’s success played a key part on Netmarble’s IPO , success it would have been able to leverage to increase its share value. While game sales have slowed for Lineage 2 much as they have for Lineage M, it is still the biggest revenue driver for the publisher ahead of the likes of Marvel Contest of Champions, Cookie Jam, Harry Potter: Hogwarts Mystery and Marvel Future Fight. Pokémon GO Genre: Location-Based/Augmented Reality Where it found success: Worldwide If Niantic had called the Pokémon in its Google Maps April Fools’ joke in 2014 a $1 billion experiment, you wouldn’t have believed it. That said, after going independent the studio turned the idea into a fully-fledged mobile game in the form of Pokémon GO, delivered a location-based worldwide catch 'em all utilising augmented. In just seven months, Pokémon GO  generated more than $1 billion . The mobile phenomenon has gone on to accumulate $1 billion every year since its launch - equalling $5 billion in five years as of 2021. Pokémon GO is still going strong and is a regular feature in the upper echelons of the top-grossing charts around the world. Not just a fad, the various in-game events and the introduction of new Pokémon have kept players coming back, with no signs of slowing down. Clash Royale Genre: MOBA/CCG Where it found success: Worldwide Supercell isn’t messing around when it comes to developing the biggest games around. Harnessing the Clash of Clans IP (a game also on this very exclusive list), it reportedly generated $1 billion in less than a year . The MOBA/card battler has revolutionised how mobile games can monetise , thanks to its innovative four chest system. It also condensed the essence of the hugely popular MOBA genre from PC and deftly brought it to mobile platforms. Its style has been copied by a number of other studios, but so far largely unsuccessfully. Not just that, Supercell has really led the way in real-time PvP on mobile, a trend that’s set to stay. It’s more proof, if you needed it, that Supercell is one of the best developers in the world when it comes to creating exciting, fun games that are innovative and can last. Much like Clash of Clans, you can expect to see Clash Royale at the top of the charts for years to come, particularly if it successfully breaks into the eSports scene (yet another area Supercell is taking the lead in on mobile). Fantasy Westward Journey Where it found success: Japan Fate/Grand Order is one of mobile gaming’s most peculiar smash hits. Not because the game doesn’t fit in with the Asia market’s thirst for RPGs, but because it sits in Sony’s Music division. Developed by Delightworks, the title is published by Aniplex, a subsidiary of Sony Music Entertainment Japan. When that division posts a big profit - much of that money comes from Fate/Grand Order’s billions. SuperData claims that in 2017, the title made $982 million . By March 2019, Sensor Tower estimates the game reached $3 billion in worldwide player spending . That makes it one of Sony’s all-time biggest gaming successes. Players in Japan are said to have contributed 82 per cent ($2.46 billion) of that, with China and the US coming in at a distant second and third. In recent times the title has appeared on and off in the top 10 grossing rankings on the Chinese App Store. Still regularly hitting the top spot in Japan, don’t expect Fate/Grand Order to stop raking in the billions anytime soon. Mobile Strike Genre: Puzzle RPG Where it found success: Worldwide Bandai Namco has carefully built up a mobile gaming powerhouse with Dragon Ball Z: Dokkan Battle. The team’s approach to live operations and in-game events have seen the title come on in leaps and bounds to become a $1 billion-plus generator. Back in 2017, we analysed how the game went from grossing outside the top 400 in the US to a big hit. By July 2017, Dokkan Battle had surpassed 200 million downloads . As of March 2019, Sensor Tower estimates the game’s lifetime revenue to date had hit $1.6 billion . That came after its best month ever in February 2019 where it generated around $78.6 million. Summoners War Genre: Strategy Where it found success: Worldwide While it clearly has a large and very engaged audience to break through the $1 billion barrier, Boom Beach is one of Supercell’s lesser-known hits. Perhaps not as big as its sibling's Clash of Clans, Clash Royale and Hay Day, Boom Beach would be a flagship title for any other mobile games studio. But as you’ll see from this list of $1 billion mobile games, Supercell is different. We’ve covered Boom Beach’s charting performance previously, showing how it maintained a top 20 position in 2015 and 2016 before steadily facing a decline on both US app stores. It’s fallen outside of the top 100 grossing spots in markets such as the UK and US in 2019, though the IP is very much alive with Space Ape Games and Supercell collaborating for Boom Beach: Frontlines . The game is currently in soft launch. Monster Strike But unlike GungHo, Mixi’s revenues actually grew in 2017 after it managed to grow the userbase of Monster Strike, even hitting a record number of players . By October 2018 it was estimated that lifetime sales had surpassed $7 billion . Mixi’s managed to grow the franchise to create merchandising around the brand, as well as release an anime based on the IP. It’s also running eSports tournaments and lotteries for the game. The IP has shown remarkable resilience and longevity and, even if Monster Strike fades over time, the franchise looks like it might just live on for a long time yet. Perhaps in another billion-dollar mobile game? Game of War: Fire Age Developer: Machine Zone Disney Tsum Tsum’s performance has been remarkable since its 2013 release. It’s rarely slipped out of the top 10 grossing charts in Japan, though it’s perhaps not been as big a title elsewhere in the world. But it's still been able to hit a significant milestone. On April 11th, 2017 it surpassed $1 billion in lifetime revenues . According to Line, the title has been played 165.4 billion times since it was launched in Japan in 2013 and later worldwide in July 2014. Disney has also benefitted hugely from the Tsum Tsum brand. Combined game and merchandise sales are said to have reached a combined $2 billion. On April 29th 2017, it hit 70 million downloads. By February 2019, the game reportedly surpassed $1.5 billion in sales . Candy Crush Saga Genre: Match-Three/RPG Where it found success: Japan GungHo’s match-three monster-battling RPG Puzzle & Dragons will be remembered as one of the most significant mobile games of all time. Released in Japan in February 2012, it was the first game to officially  cross the $1 billion sales milestone . It showed just how popular mobile games can be and has its blend of match-three, RPG mechanics, collectables and gacha monetisation, while also been hugely influential on that Japanese mobile games market. What’s even more impressive (depending on how you look at it), is most of this revenue came from just Japan, where the title has been most successful by far. By July 2017 the game has achieved 46 million downloads in Japan alone. For some perspective, in 2016 Japan’s total population was said to stand at around 127 million. Revenues from Puzzle & Dragons have been on the decline in recent times, but years after launch it’s still no slouch. In fact, lifetime earnings from the game are estimated to have exceeded some $7 billion . Roblox

mixi Investments

20 Investments

mixi has made 20 investments. Their latest investment was in BabyJam as part of their Seed VC on May 5, 2022.

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mixi Investments Activity

investments chart

Date

Round

Company

Amount

New?

Co-Investors

Sources

5/20/2022

Seed VC

BabyJam

$0.23M

Yes

1

1/24/2022

Corporate Minority

Call Doctor

Yes

2

9/2/2021

Corporate Minority - II

Bitbank

$68.12M

Yes

4

4/7/2021

Seed VC

Subscribe to see more

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10

4/5/2021

Series A - III

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$99M

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10

Date

5/20/2022

1/24/2022

9/2/2021

4/7/2021

4/5/2021

Round

Seed VC

Corporate Minority

Corporate Minority - II

Seed VC

Series A - III

Company

BabyJam

Call Doctor

Bitbank

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Amount

$0.23M

$68.12M

$99M

New?

Yes

Yes

Yes

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Co-Investors

Sources

1

2

4

10

10

mixi Portfolio Exits

3 Portfolio Exits

mixi has 3 portfolio exits. Their latest portfolio exit was Raksul on May 31, 2018.

Date

Exit

Companies

Valuation
Valuations are submitted by companies, mined from state filings or news, provided by VentureSource, or based on a comparables valuation model.

Acquirer

Sources

5/31/2018

IPO

$99M

Public

3

5/12/2017

Acquired - II

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$99M

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10

4/18/2012

Acquired

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$99M

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10

Date

5/31/2018

5/12/2017

4/18/2012

Exit

IPO

Acquired - II

Acquired

Companies

Subscribe to see more

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Valuation

$99M

$99M

$99M

Acquirer

Public

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Sources

3

10

10

mixi Acquisitions

9 Acquisitions

mixi acquired 9 companies. Their latest acquisition was Lovegraph on March 22, 2022.

Date

Investment Stage

Companies

Valuation
Valuations are submitted by companies, mined from state filings or news, provided by VentureSource, or based on a comparables valuation model.

Total Funding

Note

Sources

3/22/2022

Other

$99M

$3.05M

Acquired

2

11/22/2021

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$99M

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10

11/15/2019

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$99M

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10

2/20/2017

Seed / Angel

Subscribe to see more

$99M

$99M

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10

3/19/2015

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$99M

Subscribe to see more

10

Date

3/22/2022

11/22/2021

11/15/2019

2/20/2017

3/19/2015

Investment Stage

Other

Seed / Angel

Companies

Subscribe to see more

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Valuation

$99M

$99M

$99M

$99M

$99M

Total Funding

$3.05M

$99M

Note

Acquired

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Sources

2

10

10

10

10

mixi Partners & Customers

5 Partners and customers

mixi has 5 strategic partners and customers. mixi recently partnered with Idemia on August 8, 2021.

Date

Type

Business Partner

Country

News Snippet

Sources

8/30/2021

Vendor

France

IDEMIA provides mixi translucent contactless payment cards to launch its 6gram Real Card in Japan

IDEMIA 's smart translucent payment cards are selected for mixi 's first 6gram Real Card launch ushering in an integrated cashless payment experience .

1

5/12/2020

Partner

Japan

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10

2/28/2014

Partner

China

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10

10/4/2012

Partner

United States

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10

11/25/2011

Partner

United States

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10

Date

8/30/2021

5/12/2020

2/28/2014

10/4/2012

11/25/2011

Type

Vendor

Partner

Partner

Partner

Partner

Business Partner

Country

France

Japan

China

United States

United States

News Snippet

IDEMIA provides mixi translucent contactless payment cards to launch its 6gram Real Card in Japan

IDEMIA 's smart translucent payment cards are selected for mixi 's first 6gram Real Card launch ushering in an integrated cashless payment experience .

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Sources

1

10

10

10

10

mixi Team

3 Team Members

mixi has 3 team members, including former Chief Executive Officer, Tak Miyata.

Name

Work History

Title

Status

Batara Eto

Founder

Current

Tak Miyata

Chief Executive Officer

Former

Yuichi Kawasaki

Chief Operating Officer

Former

Name

Batara Eto

Tak Miyata

Yuichi Kawasaki

Work History

Title

Founder

Chief Executive Officer

Chief Operating Officer

Status

Current

Former

Former

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