How Talking Tom & Friends has become a beloved mobile-first household name.
The last ten years have seen mobile gaming explode. Gaming on the small screen now dominates the market, capturing 60% of all global gaming spend. This is more than triple the revenue generated by home consoles.
So it’s an interesting challenge to establish which IP leads this dynamic space. After all, there are plenty of excellent candidates: Candy Crush? Angry Birds? Sonic? PUBG? Well, data.ai has dived into the numbers and we can reveal that the clear winner is Outfit7’s Talking Tom & Friends franchise.
Before we explore the data, we should review the origin story of this industry-leading brand.
The character of Talking Tom was introduced to the world in 2010, when Outfit7 launched the franchise’s first game, Talking Tom Cat. Though the game followed a well-established virtual pet game template, it had a compelling novelty feature: players could speak into their mobile device microphone and Tom would repeat the phrase back. Talking Tom Cat quickly became a viral hit. Over the years, Outfit7 strategically developed the franchise, adding new characters, new mechanics, and all-new gaming experiences. Today, there are 20+ titles in the Talking Tom & Friends gaming universe.
These games helped Outfit7 accumulate more than 10 billion mobile game downloads. In the process Talking Tom & Friends became, according to data.ai, the most consistently successful mobile games IP of the last decade. Let’s see how.
Talking Tom & Friends: The Top Game IP by Worldwide Downloads – 2013 to 2022
Talking Tom & Friends has seen off genre-defining IPs such as Angry Birds, Candy Crush Saga and PUBG to remain the most downloaded series of games on iOS and Google Play combined from 2013 to the present.
The data for 2023 to date (January 1 to August 21) reflects the enduring popularity of the series. My Talking Tom 2 is the #8 most downloaded game globally, while My Talking Tom Friends comes in at #15. Impressive given that these games were released in 2018 and 2020 respectively.
Talking Tom & Friends Consistently Has Multiple Titles In The Top 100 Games by MAU
Our data shows that Talking Tom & Friends games consistently feature in the Top 100 Games by Monthly Active User (MAU) rankings. In fact, this number has grown steadily, peaking at 7 games in 2021. How does this compare with the competition? It places Outfit7 clearly at the #1 position for publishers with the most number of games among the top 100 games by global MAU in 2022 and 2023 to date.
MAUs Keep Rising: Talking Tom & Friends by MAU
Outfit7 has consistently added to its Talking Tom & Friends series over the years. But the additions appear to barely affect fan usage of the ‘original’ titles. Instead, the success of each successive title enables Outfit7 to grow and maintain its overall user base.
For Xinyu Qian, CEO of Outfit7, the above numbers vindicate the hard work that the developer has invested in maintaining the quality of its franchise since 2010. He says: “Up to 470 million active users engage with the games in the Talking Tom & Friends universe every month. We create for those users – and we work hard to make sure we’re giving them the very best products and experiences. We’re proud to see that work reflected in the charts, and grateful to our fans.”
He added that working with data.ai tools helps Outfit7 improve its mobile games and understand the wider marketplace. “We’ve been using data.ai for years,” he says. “Having access to accurate data and analytics is invaluable for market research, insights into new games and mechanics, brand development, and more. We look forward to continuing to use data.ai’s excellent service for many years to come.”
August 30, 2022Market Data