Mixi’s core product, the social network, may still be declining – but financially speaking, Monster Strike is a godsend: instead a US$16 million loss, Mixi is now projecting an operating profit of US$2 million for the fiscal year through March. Today, it seems like the strategy is working: Monster Strike is the No. On March 1, the company already started airing the following three commercials on national TV: On February 28, Mixi said it seek to raise $64 million through a public stock offering, the first time in its history, to promote the game on TV. To make sure the game isn’t losing steam, Mixi started using the one tool that works best in Japan to reach millions of users at once: TV advertising. The success seems to have shaken things up drastically at the company, as on February 13, Mixi announced another new CEO, just months after founder Kenji Kasahara left for Yusuke Asakura (in June 2013): the new CEO Hiroki Morita is the head of the studio that produced Monster Strike.Īccording to Mixi, the game racked up 3 million users by February 15 (on both iOS and Android combined), with the last 500,000 users joining in 16 days. One month later, Monster Strike was released on the Google Platform and did similarly well on the revenue side: To maintain the hype around the game, Mixi announced an Android version on November 1. Here is how Mixi’s stock price moved over the last 12 months (up until March 2): 27:ĭecember 10 was also the day on which Mixi shares jumped over the 9,000 yen price point: in other words, Mixi was a billion dollar company again in December, thanks to a single game that was out on a single platform – and only in Japan.Īnd even though one day later Goldman Sachs issued a negative report that made the stock go down substantially in the following week, it managed to bounce back. Japanese users started not only downloading but also paying for it – without any kind of special mass-marketing to speak of.Īs a result, Monster Strike kept climbing up in the grossing ranking on iOS: on November 18, it was ranked 136. One of those titles, a native app called “Monster Strike” started looking like it was about to become a hit on iOS (where it launched at the end of September 2013) around the end of November last year. Mixi’s Key To The Comeback: Monster StrikeĪs it turns out, Mixi did one thing right: deciding to develop mobile games in-house. The stock price kept staying flat and was even further falling until mid-November 2013, when shares were down to just over 1,000 yen.īut then a “miracle” happened.
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