In 2024, mobile gaming’s in-app purchase revenue saw a steady 4% growth year over year, with time spent in games increasing by 8% and the number of sessions rising by 12%. This growth comes in the face of a continuing decline in downloads, signalling a shift where developers have refocused their strategies towards live operations in existing titles. Despite the overall download slump, players spent a staggering $82 billion on mobile game in-app purchases in 2024. The majority of this growth was seen on iOS, while Android in-app purchase revenues remained stagnant. Casual games emerged as the largest contributors to this growth, though hybrid-casual games surged with a notable 37% increase in revenue.
Interestingly, the most remarkable increase in in-app purchase revenue came not from traditional download numbers but from strategic engagement and monetisation within the game itself. This shift highlights a new trend: even if download figures fall short, a focus on in-game features and player retention can drive revenue beyond expectations. One stellar example of this phenomenon is Evony: The King’s Return – a strategy game that generated close to $300 million in revenue in 2024 and secured the #1 spot in global consumer spend in 2023.
Data-Driven Engagement and Monetisation
The driving force behind Evony’s sustained success lies in its sophisticated player engagement strategy. Developed by Top Games, Inc. (TGI), the company places a heavy emphasis on data-driven analysis of player behavior. By analyzing in-game activity and preferences, TGI balances gameplay mechanics with in-app purchase strategies. Additionally, Evony: The King’s Return promotes itself across multiple mainstream channels with a strategic combination of ads, utilizing casual gameplay visuals that leave a lasting impression on a wide variety of audiences
Players in Evony can immerse themselves in a rich historical world, where they can choose from seven distinct civilizations ranging from the West to the East, and form alliances with other players. It’s a blend of historical figures such as Napoleon, King Arthur, and George Washington, each guiding players through complex tactical decisions.
The release of the Version 4.95.0 update illustrates TGI’s commitment to continuous improvement. Players can now view the event interface through the Event Center and participate in the Glorious Attire event for a chance to win the Mercury Guardian – Hermes General Skin. Additionally, the Ideal Land expansion has been increased to 40×40, offering more space for decorative ornaments. The update brings new generals and more rewarding opportunities for players, reinforcing the game’s core of player satisfaction and engagement. As the game evolves, its ability to balance competitive challenges with casual elements like skin collection and land expansion keeps players coming back for more.
The Minds Behind Evony’s Rising
David Guo, co-founder of TGI, brings a wealth of experience to the table. After completing his studies, Guo embarked on several data-driven product creation ventures before founding TGI. His vision was clear: to create high-quality, immersive games that stand out in the crowded mobile gaming market. Guo has fostered a team passionate about emerging technologies and open-minded thinking, encouraging innovation across every level of development. Whether in storytelling, diversity of game elements, or data analysis, TGI constantly strives to enhance the player experience through groundbreaking methods.
Player Engagement and Community Feedback
So, what makes Evony so magnetic, even after more than eight years of development? Despite fluctuations in downloads, Evony has maintained its position as a player favourite, and this isn’t by accident. The game has cultivated a devoted community of “whale” players—those whose in-app purchases are substantial and consistent. These players not only spend more time in-game but are also more inclined to make significant in-game purchases. This dynamic, of course, plays a pivotal role in keeping the game financially sustainable.
When it comes to engagement, TGI relies on unbiased, data-driven decision-making, ensuring that player preferences are met with precision. For instance, the recent Godzilla collaboration event generated significant buzz, and feedback from the community suggested players wanted more crossovers like this in the future. This kind of responsiveness has strengthened the game’s standing within its player base.
In addition to content updates, Evony’s social aspects play a huge role in maintaining engagement. Many players cite the game’s alliance system as a key factor in why they continue to play. They can forge deep connections with players from all over the world, share strategies, and even develop friendships that transcend the game. In short, Evony has created a space where alliances are not just strategic, but social. This human element of the game has undoubtedly helped keep engagement levels high.
A Fair Play Policy
Engagement is not just about content; it’s also about creating a fair and transparent environment. In response to community concerns, Evony has prioritised fairness by cracking down on cheating and account bans. By implementing features like the Family Group, players now have the ability to create or join groups, where they can freely exchange resources. This system ensures that every player can compete on a level playing field, bolstering the game’s reputation as a fair and enjoyable environment.
Ultimately, Evony: The King’s Return stands as a testament to the importance of player engagement in the modern mobile gaming landscape. By focusing on strategic, data-driven decisions, maintaining a fair environment, and fostering strong community ties, Evony has not only retained its audience but has also cultivated a loyal following. Its success story is a reminder that, in the world of mobile gaming, it’s not just about how many players you attract, but how you keep them engaged over time.
In sum, Evony demonstrates that long-term success in the mobile gaming industry hinges on a strong engagement strategy. As the game continues to evolve and innovate, one can only imagine what new heights it will reach in the years to come.
