gameage R&I Co., Ltd. released on June 21, 2023 (PST) the results of verification of changes in user demographics as a sample of the effects of mobile game collaboration measures, including the case of VTuber group hololive and “Tower of Sky“.
The results of this verification are based on data from iGage, a marketing data service operated by the company.
hololive × Tower of Sky
MIXI’s mobile game “Tower of Sky” has held a collaboration event with Hololive since May 30 (JST). Shirakami Fubuki (白上フブキ), Natsuiro Matsuri (夏色まつり), Sakura Miko (さくらみこ), Hoshimachi Suisei (星街すいせい), and Yukihana Lamy (雪花ラミィ) appeared in a limited-time gacha, and various events and Twitter campaigns were also held.
The WAU (Weekly Active Users) was 113K in the week of February 27, when this service was launched, but it dropped to 94K in the second week. Although the crossover event with “Monster Strike” that started on April 4 halted the decline, the number of users continued to drop to less than 20K in the week of May 8.
However, after the announcement of the collaboration event with hololive on May 19 (JST), the number of active users including new and returning users increased to 58K in the week of May 15. In the week of May 22, WAUs recovered to the 100K level for the first time since the launch of the service, and in the week of May 29, when the collaboration event started, the number of new users alone reached over 100K, and the total number of WAU including continuing and returning users exceeded 200K. The collaboration with hololive has led to the largest WAU since the launch of the service, with a 13-fold increase compared to the number of users prior to the start of the collaboration.
DAU (Daily Active Users) by gender and age group shows a gradual increase in the number of users since May 19 (JST), when the collaboration event was announced, and a marked increase on May 30 (JST), when the collaboration started. The number of male users in their 10s~30s increased, with a particularly large increase in male users in their 10s~20s.
The latest data shows that the percentage of males in their 20s has doubled to 30% of the total, while the percentage of males in their 20s has also increased, but not as significantly as that of males in their teens. On the other hand, the number of female users in their teens also increased, confirming that the collaboration with hololive has brought in new young users.
hololive × Yo-kai Watch Wibble Wobble
gameage R&I also verified the effects of the collaboration event between Level-5’s mobile game “Yokai Watch Wibble Wobble” and hololive, which was held from August 1, 2022 (JST).
This title was originally an IP that was popular among young people of elementary school age and younger who did not own smartphones, and there were many cases of children playing the game on their parents’ smartphones. On August 1 (JST), when the collaboration started, the number of male teenage users reached 116K, nearly tripling the 42K users before the collaboration was announced.
The collaboration with hololive ended on August 16 (JST), and although the number of male teenage users has declined in time with the collaboration, the number of male users has remained higher than that of male and female users in their 40s, who used to be the main users of the site, confirming that the hololive collaboration has established a certain number of male teenage users.
According to the Game Age Research Institute, “Tower of Sky” has succeeded in attracting male users in their 10s~20s through the collaboration, expanding its user base by more than 13 times. The study also found that “Yokai Watch Wibble Wobble,” which also collaborated with hololive to increase the number of users, saw a nearly threefold increase, especially among male users in their teens.
Finally, the company cited issues such as a decline in the number of users due to the end of collaborative events and competition with competing content for time. “It goes without saying that the key theme will be how much users acquired through collaboration can be retained afterwards, and how much continuous efforts will be made to ensure business continuity”.