The Online Strategy Games Market is expected to hit $19.58 billion by 2024 and grow at a rate of 9.51% each year, reaching about $30.84 billion by 2029. This growth comes from more players getting involved and the growing popularity of online strategy games where many people play together among younger players. Top Games Inc., which stands as a worldwide independent game maker and seller, has also done well in 2023 matching up to big-budget titles. Their well-known strategy game Evony: The King’s Return, made over $355 million and got more than 200 million downloads. This success came from good advertising across different platforms that reached many people younger and middle-aged fans of strategy games. In the same way developer uCool has gotten a lot of attention with their action RPG Heroes Charge, which is known for its special way of playing. Both companies have managed to get to the front of the market. What can we learn from their stories? This article might give us some ideas.
Evony: Super Bowl Splash
Independent game developers are thriving in the mobile gaming market, but they face unique challenges and opportunities. Digital distribution platforms like Steam, Epic Games Store, and mobile app stores such as the Apple App Store and Google Play Store have leveled the playing field, enabling indie developers to reach global audiences without relying on traditional publishers. Monetization strategies are crucial for indie developers, with many relying on in-app purchases or ads to generate revenue. Forming strategic partnerships with publishers and other industry players can also provide valuable resources and marketing support, boosting the chances of success for indie games.
However, as the market becomes increasingly saturated, it is harder for new games to stand out. To succeed, developers need effective marketing, community engagement, and unique, high-quality gaming experiences. Despite these challenges, indie developers have great potential in the growing mobile gaming sector. By using the right tools and strategies, they can achieve both creative and commercial success in this competitive landscape.
Take Top Games Inc.’s real-time strategy MMO Evony as an example. This global indie developer and publisher made waves in 2017 by running a Super Bowl ad for Evony: The King’s Return. The 30-second commercial, starring Hollywood actors Aaron Eckhart, Jeffrey Dean Morgan, and Fan Bingbing, was filmed in Queenstown, New Zealand, and, despite its high cost, it significantly boosted the game’s popularity. The ad propelled Evony to 17th place in the US App Store download rankings, demonstrating the importance of advertising for indie game developers.
Exciting Events to Catch Players
Moreover, the Evony team is committed to continually providing players with fresh and engaging events. For instance, the recently launched Civilization Ultimate Battlefield event features a unique qualification system, where servers compete for 512 coveted spots in the final battlefield. The competition intensifies through three stages—Preliminary, Semifinal, and Final—each narrowing the field of contenders. Participants can expect intense server-vs-server battles, strategic gameplay, and the opportunity to earn exclusive rewards.
Another highly anticipated event is the Revelation of Horus. In this event, the God of Wisdom invites players on a mystical journey, combining cryptic puzzles, strategic gameplay, and the thrill of discovery. Players have a chance to win rare and valuable prizes. What sets this event apart is its innovative two-stage quest system: “Hidden Revelation” and “Revealed Revelation.” Players can speculate on quest contents and complete them in advance, rewarding quick thinking and strategic planning. The event features multiple independent leaderboards, offering numerous opportunities for high rankings and rewards.
uCool: How to Capture Players
As mentioned earlier, many indie developers rely on in-app purchases to generate profit. In-app purchases are a common revenue strategy for most mobile games. However, this approach has its drawbacks. If in-app purchases do not align well with the game’s content or storyline, or if developers overemphasize them at the expense of a “player-first” philosophy, it can backfire. This misalignment often leads to player dissatisfaction, resulting in decreased revenue rather than growth.
A great example of successfully implementing in-app purchases is Heroes Charge, an action RPG multiplayer online battle game developed by indie game studio uCool. Founded in 2012, uCool is a distinguished independent video game developer and publisher based in the US.
“The success of Heroes Charge comes from our commitment to high-quality game design and our ‘player-first’ development philosophy. We use a freemium model, but unlike other games, we don’t impose paywalls or force players to spend money. We respect the players’ time and spending in the game, and in return, they appreciate us. This approach allows us to continually support content updates without requiring players to pay for them,” said uCool team in a report by VentureBeat.
uCool’s player-first philosophy and non-mandatory paywalls in Heroes Charge have made the game popular, with 48 million players worldwide. This approach has helped Heroes Charge stand out among its competitors, underscoring the company’s significant impact on the free-to-play online gaming market.
The Winning Recipe for Indie Success
In the booming mobile game market of 2024, indie developers face stiff competition from major gaming companies. However, examples from Top Games and uCool provide valuable insights into how indie developers can thrive. Top Games made a significant impact with their game Evony by investing heavily in high-profile advertising, such as their Super Bowl commercial. This strategy exponentially increased their game’s visibility and downloads. Evony reached a staggering $385.75 million in net revenue in 2022 with more than 62 million downloads worldwide. On the other hand, uCool’s success with Heroes Charge stems from their “player-first” philosophy. By avoiding mandatory paywalls and respecting players’ time and spending, they have garnered a loyal player base of 48 million worldwide.
These examples highlight that combining effective advertising with a player-friendly approach, which avoids aggressive monetization, can help indie developers stand out and succeed in the highly competitive mobile gaming market.