The July 2025 Lineup: Crossovers, Culture and Character-Led IP

From nostalgic returns to regional mascots making global moves, July’s IP collaborations brought variety, creativity and commercial impact to the mobile gaming space. Powered by insights from IPVerse, Yodo1’s proprietary platform, we’re highlighting the standouts that made waves this month — including one of our very own.

Let’s dive into the month’s biggest moments in IP.

My Little Pony × Heartopia

China | July 17 – August 24, 2025

XD Games’ sandbox title Heartopia partnered with the globally loved My Little Pony franchise in a colourful collaboration that allowed players to explore Equestria-themed content, interact with characters like Twilight Sparkle and Rainbow Dash, and decorate their virtual homes with Ponyville flair.

Yodo1’s Take:
This is character-led IP done right. It appeals to younger audiences while also tapping into nostalgia, particularly among millennial parents. The event also shows how IP can be woven into live service games for extended engagement, a growing trend in the sandbox and simulation genres.

Ragnarok X: Next Generation × Digimon – Phase 1

Southeast Asia | July 1 – 30, 2025

Players took on Devimon in the new Darkness Purge instance, earned free Agumon pets, and dressed their characters in Taichi and Mimi outfits from the original Digimon Adventure. This is the first phase, with more content expected in future updates.

Yodo1’s Take:
This crossover hits the sweet spot of emotional nostalgia and playable content. Ragnarok X has consistently shown how episodic IP events can extend shelf life and re-engage lapsed players. Smart staging in “phases” builds momentum and gives the audience something to look forward to.

Aura Kingdom × Lan Lan Cat

Global | July 2 to 30, 2025

This quirky crossover brought the popular Taiwanese mascot Lan Lan Cat into Aura Kingdom with themed quests, outfits and home decorations. Daily login gifts offered extra incentives to keep players returning throughout the campaign.

Yodo1’s Take:
Regional IPs are increasingly breaking into global markets, and this collaboration proves it can work. The light-hearted tone and strong merchandise potential of Lan Lan Cat made this event a natural fit for an anime-styled MMORPG with broad appeal.

YY Hot Blood Season × Delta Force: Operation

China | July 10 to August 31, 2025

As part of YY Platform’s summer event series, this collab introduced team-up challenges, sign-in bonuses and prize draws linked to Delta Force: Operation, including physical rewards for top players.

Yodo1’s Take:
This is a great example of integrating IP into seasonal campaigns, extending their relevance with tangible incentives. The combination of FPS gameplay with real-world prizes also speaks to the growing convergence of gaming, streaming and influencer ecosystems in China.

YuYu Hakusho: Slugfest

Mobile | July 16, 2025

Zenifun Technology’s anime RPG brings the world of YuYu Hakusho to life with cel-shaded visuals, original Japanese voice actors and a mix of story missions, team building and PvP content.

Yodo1’s Take:
Anime IPs remain among the most consistent performers across mobile genres, and Slugfest delivers a strong mix of authenticity and gameplay depth. Its focus on voice acting and narrative-driven missions makes it ideal for long-form engagement and community-building.

The First Descendant × NieR: Automata

PC | August 7, 2025 (Revealed in July)

Nexon’s upcoming crossover with NieR: Automata introduces character skins for 2B and A2, complete with signature animations, as part of the Season 3 “Breakthrough” update.

Yodo1’s Take:
This crossover blends two stylised, fan-driven IPs in a way that feels organic. Revealing it in July before the August drop created strong buzz. These kinds of high-design collaborations are increasingly key for premium F2P shooters looking to attract wider audiences.

What July Revealed About the IP Landscape

As we wrap July, a few clear trends are emerging:

Character-led IPs are still leading the charge, with My Little Pony, Digimon and YuYu Hakusho showing how beloved universes can drive deep engagement across age groups and regions.

Regional IPs are scaling up globally, with campaigns like Lan Lan Cat reaching wider audiences by leaning into humour and visual appeal.

IP-based content is evolving beyond cosmetics, blending storylines, gameplay modes and phased rollouts to boost lifetime value and create sustained interest.

At Yodo1, we use IPVerse to track these shifts in real time, from brand engagement metrics to revenue performance and player sentiment. Whether you’re looking to run your first crossover or scale your next franchise partnership, we’re here to help you do it right.

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If you're a small mobile game studio earning steady revenue from in-app ads, you've probably heard of two big monetisation models: waterfall mediation and in-app bidding. These terms pop up in every monetisation guide and ad tech forum — but what do they really mean for lean teams trying to grow?

Let’s break it down and settle the score.

What Is Waterfall Mediation?

Waterfall mediation is the traditional approach to ad monetisation. You rank ad networks in order of how much they typically pay, and when a player triggers an ad, your game goes down the list — checking each network one by one until it finds a bidder.

Sounds logical, right? But here’s the catch:

• You’re relying on historic averages, not real-time prices.
• You may miss out on higher-paying ads if they’re lower in the order.
• You need to manually optimise your waterfall in the effective way to avoid store penalties leading to revenue losses.

For developers without dedicated ad ops teams, it’s a slow, error-prone process.

What Is In-App Bidding?

In-app bidding flips the model on its head.

Instead of following a ranked list, bidding lets all ad networks compete at the same time in real time. The highest bid wins — automatically, instantly, and without needing constant adjustments.

The result?

• Higher eCPMs from true competition
• Faster load times from fewer calls
• Less manual work — no more waterfall tweaks

This model is quickly becoming the industry standard for a reason.

So Which Is Better?

Let’s compare the two:

Feature

Waterfall Mediation

In-App Bidding

Setup Complexity

High (manual setup needed)

Low (automated via SDK)

Optimisation

Manual & ongoing

Real-time & automatic

Revenue Potential

Moderate

Higher with true competition

Dev Time Required

High

Low

Stability

Prone to inefficiency

Consistent, real-time pricing

Best for...

Teams with ad ops expertise

Lean teams needing simplicity

Why This Matters for Indie Studios

When you're a small studio managing everything from development to monetisation, time is your most valuable resource. Waterfall mediation might offer some control, but it also demands deep expertise and constant upkeep.

In-app bidding, on the other hand, lets you focus on your game while the system works behind the scenes to maximise every impression.

This is exactly why we built MAS (Managed Ad Services).

MAS: Monetisation That Works While You Build

MAS gives you access to 15+ ad networks through a single, bidding-enabled SDK — no waterfall setup required. We handle the mediation, bidding, optimisation, and support so you don’t have to.

• Real-time bidding from day one
• Revenue uplift of up to 20%
• ANR-safe SDK, designed with stability in mind
• Ongoing support from integration through to scale

Whether you’re earning $5K or $30K a month from ads, MAS helps you unlock more value with less effort.

Final Word: Ditch the Waterfall, Embrace the Bidding

Waterfall mediation might still work — but it’s slow, outdated, and hands-on. If you want to grow your ad revenue without scaling your workload, in-app bidding is the smarter choice.

And with MAS, switching is simple.

Ready to take the leap?

Start your MAS upgrade today

‍

Taming the Squirrel: Why We Chose JOMO Over FOMO

Author

FOMO is a trap.

That twitchy impulse to check Slack, skim updates, respond instantly—“just in case”? That’s not awareness. It’s anxiety. And it’s almost never worth it.

It’s the digital-age squirrel brain—constantly darting, hoarding every notification, tail flicking at every ping. We mistake motion for meaning, presence for participation.

At Yodo1, we’ve tamed that squirrel.

We’ve replaced FOMO with something quieter, sharper—and far more powerful.

Her name is MIA.

Meet MIA

MIA is our homegrown AI assistant. She doesn’t just monitor the noise—she understands it. She reads context, detects commitments, tracks follow-through, and surfaces only what matters.

You can disappear for hours. Days. Weeks.

Then return and simply ask:

• “What do I need to catch up on?”
• “Did customer X’s onboarding go smoothly?”
• “Am I still holding the baton on anything?”

MIA answers like someone who’s been paying attention—not just collecting data, but listening with intention.

She filters the chaos. Flags the signal. Skips the rest.

We call it JOMO: the Joy of Missing Out—but not in the yoga-on-a-beach kind of way.

This is strategic JOMO.
JOMO with scaffolding.
JOMO that trusts the system you’ve built to hold what matters while you step away.

Because productivity isn’t about being always-on. It’s about knowing when—and what—to ignore.

We don’t miss out. We opt out—intentionally.

And that’s how we get the right things done.

JOMO over FOMO. Every single time.

At Yodo1, we’re not just building better tools—we’re building a better way to work.
A way that values focus over frenzy. Depth over distraction.
And yes, JOMO over FOMO.

If that sounds like your kind of environment, we’re always looking for curious minds and calm problem-solvers to join the ride.

Explore open roles at Yodo1 and help us tame the squirrel.

Explore Careers

The June 2025 Lineup: IP at Its Best

Welcome to the first edition of the Yodo1 Licensing Blast, our new newsletter spotlighting the biggest moves in the world of game x IP collaborations.

Each month, we’ll highlight standout trends, live events, launches, and licensing strategies that are shaping the future of gaming - across mobile, PC, console, and UGC platforms. Whether you’re a game developer, publisher, or IP owner, this is your go-to for what’s working, what’s next, and how to be part of it.

This month, six bold new activations are proving one thing: the right IP collaboration can make or break your launch.

From console to mobile to UGC platforms, we’re seeing a fresh wave of cross-media innovation -and it's not just about slapping on a skin or two. These integrations are foundational, building deeper narratives, community involvement, and monetization strategies right into the core of the game.

Whether you're a developer, publisher, or IP holder, these examples offer a front-row seat to what works - and why it matters. And us at Yodo1 can help you in you brand licensing journey.

1. Death Stranding 2 x Usada Pekora (Kojima Productions)

PS5 | June 26

When Hideo Kojima brings a Hololive VTuber into his cinematic universe as a permanent NPC, it’s not a gimmick - it’s a message. Usada Pekora’s fully voiced character adds quests and lore, blending streaming culture with deep, narrative-driven gameplay.

Yodo1’s Take: Expect more VTubers and digital creators to appear in-game, not just in promo reels. This is the next phase of influencer engagement.

2. Fortnite x Squid Game (Epic Games)

UEFN | June 27–30

Squid Game joins Fortnite’s UEFN ecosystem, delivering survival-style gameplay and creator tools to build your own Squid-inspired maps. It’s IP meets UGC at scale.

Yodo1’s Take: This is the future of branded gaming—where the fans aren’t just playing the content, they’re creating it.

4. Honor of Kings x Hello Kitty – Phase 2 (Tencent)

Mobile | June 28

Five new skins and a 10-day sign-in event bring Sanrio charm back to the MOBA giant. The phased rollout strategy is textbook IP lifecycle management.

Yodo1’s Take: Cute doesn’t mean casual. Lifestyle IPs like Hello Kitty can massively expand your audience—especially in competitive games.

5. MARVEL Mystic Mayhem (NetEase Games)

Mobile | June 25

A tactical RPG that drops players into a multiversal showdown with Doctor Strange and Scarlet Witch. This isn’t Marvel’s first mobile move—but it might be their smartest yet.

Yodo1’s Take: Marvel understands how to localize global IP for mobile-first markets. If you’re launching in APAC, take notes.

6. Persona 5: The Phantom X (Perfect World / SEGA-Atlus)

PC & Mobile | June 26

The Phantom Thieves return with a fully localized, cross-platform spinoff. With synced progression and global support, it’s the most accessible Persona title yet.

Yodo1’s Take: Cross-platform = cross-border. If you want your franchise to scale, eliminate barriers between players.

Activation Type Strategic Advantage UGC + Cinematic IP Empowers community creation and virality Lifestyle Brand Crossover Expands into new audience demographics Anime & VTuber Integration Taps into fandoms with high retention and spending patterns Narrative Franchise Scaling Lowers entry barriers for new markets and player types

Each of these partnerships goes beyond cosmetic. They represent a maturing of the industry, where gameplay, brand, and fan culture intersect in deeper, more monetizable ways.

This is just the beginning.

Every month, we’ll bring you a curated look at the most innovative and impactful brand x game integrations - plus expert insight from Yodo1’s global licensing team.

Want to stay in the loop?

Subscribe to the Yodo1 Licensing Monthly and get the next issue delivered straight to your inbox.

Bridging cultural gaps and earning more with IP collaborations

An interview with Yodo1 CEO Henry Fong

Would you play a game just because it contained an IP you loved? Would that IP make you more or less likely to not only play the game, but spend money on it?

Integrating recognized IPs into games - or building entirely new games around an IP - has been a trendy topics in gaming for years, with brand collaborations becoming standard practice for many of the biggest games in the world.

Last month, the influential tech investor Jiyuan Capital invited our CEO Henry Fong to talk about how the union of games and IPs from other media can help game makers breach cultural barriers to find new players and maximize revenues.

Check out this adaptation of Henry’s interview, or read the original piece in Chinese.

Read the original interview

Get our IP licensing playbook

IP collaborations are a go-to strategy for mobile game developers and IP holders

Game and IP partnerships are now a common play because not only do they unlock new ways to experience media outside of their original sources, but they’re also cost efficient.

Game development involves long, expensive production cycles. It’s practically unavoidable. Developing a large-scale mobile game can take over a year, and AAA games on PC and console can take four to five years to complete. It took a massive team eight whole years to release Red Dead Redemption 2.

While crossover events between two game IPs or a game and an IP from outside the gaming world don’t carry the same cultural significance or novelty, they are far easier to create.

You can integrate an IP into a game via skins, characters, and game modes, giving players something new without reinventing the wheel. It’s a lighter and faster strategy that can take under half of a year from conception to implementation. In fewer than six months, an old game can find new players from more expansive markets.

How to bring together games and IPs successfully

According to Henry, game and IP collaborations are essentially all about marketing.

Game developers and publishers who turn to IP holders for partnership opportunities to break into new audiences they otherwise may not be able to access. The game mechanics and loops will often stay the same, so as to not alienate existing players, but characters and stories get interwoven to give new customers a way into the world of the game.

In other words, the right IP elements integrate seamlessly into gameplay to activate users through emotional resonance.

The strategy stands to win big among game developers in China. Henry says that IP collaboration is a key tool to open new markets for Chinese developers wishing to expand beyond their home market. NetEase’s Identity V is a great example of this. In 2019, the game partnered with an iconic RPG from Japan, Persona 5. This helped NetEase expand its survival title into the Japanese market, while also bringing more discoverability to Persona 5 in China.

IP collaboration is also a hugely important strategy for mobile game developers in Japan. In 2013, Mixi’s Monster Strike collaborated with more than 25 IPs, which contributed to the game generating $10.8 billion in Japan alone.

What IP holders get out of the deal

The benefits for mobile games are super clear, but what about the IP holders integrating their narratives, characters, and other iconic elements?

Over the past couple of years, Hasbro has brought the Transformers brand into the Chinese gaming market, partnering with multiple developers and publishers. For Hasbro, this was an effective way to grow in Greater China, reaching an already engaged audience.

For Henry, though, one of the issues is that game developers and publishers and big IP holders don’t always find each other organically. Most of the time, there needs to be bridge to show both players the benefits of the strategy and how to put it all together.

One of major factors that hold IP holders back from partnering with game companies is the complicated nature of such a collaboration. Both sides want to retain creative control and have oversight of the process.

What’s more, IP holders don’t always have experience integrating their stories and characters into games. Watching a cartoon is a very different way to consume Transformers content than playing Optimus Prime or Bumblebee in a mobile game. IP holders want the game experience to stay true to the universe they’ve established over so many touch points.

Having a mediator in the center of the partnership ensures that all of these concerns are addressed and both parties get the most out of the collaboration and all crossover events.

How game developers should choose the right IP for collaborations and crossovers

According to Henry, the key is finding an IP that your target users already love and connect to on an emotional level. That IP may have a wealth of potential players who otherwise wouldn’t have discovered your game without this type of activation.

Once you’ve identified the IP to bring into your game, the job is to propose new narratives that naturally continue on from the IP’s core stories, and figure out which characters to bring in as playable or non-playable characters.

The most vital element is to keep the IP’s core worldview in mind. Stunning visuals and mechanics are no substitute for the emotional connection, and getting that wrong can lose you existing and potential players.

At Yodo1, we believe content is king. You must create products that are responsive to players.

Your game should strive to become an IP other games want to partner with

The match-3 game Candy Crush Saga launched in 2012 and has lasted for 13 years. For a long time, it has contributed roughly 30% of Activision Blizzard’s revenue. In fact, 70-80% of top-selling games today are not new titles, but long-lasting, constantly updated games. Mario evolved from “Jumpman” in Donkey Kong, and kept jumping upward to eventually reach the pinnacle of gaming IPs.

From 1893’s Super Mario Bros. to Odyssey, Mario-based games have sold over 300 million copies. It’s the best-selling video game IP ever.

If we try to measure how much a game IP like Mario is worth, it’s value is beyond just money.

About Jiyuan Capital

Jiyuan Capital is a venture capital firm that focuses on technology and consumer sectors. They primarily invest in early and growth-stage startups, especially in fields such as the internet, software, healthcare, and consumer goods. The team at Jiyuan Capital consists of experienced investment professionals who not only provide financial support but also offer valuable industry resources and strategic guidance to help entrepreneurial teams grow rapidly. Overall, Jiyuan Capital holds significant influence within the tech industry and is an important partner for many outstanding startups!

Start licensing with Yodo1

Every game faces the same trials of losing players to other games (and media) or simply running out of stories to tell. IP licensing is a way to keep players engaged, expand into new markets, delight potential players who may not have found your game otherwise, and monetize more creatively.

Over the past decade, Yodo1 has helped leading mobile games and top IP holders come together for crossover events and strategic partnerships. So, we’ve learned a thing or two about partnering smarter and more effectively.

Our new IP licensing playbook gives you some of that insight, and shows what you can achieve with Yodo1.

Start licensing with Yodo1

How To Get Started With IP Partnerships And Why Crossover Events Will Triumph In 2025

Mobile games and brands stand at a collaborative inflection point. Mobile games have emerged over the past years as a key stage for brands and IP holders, while developers and publishers look to licensing IPs as a way to expand audiences and retain players.

And the intersection between games and brands is only getting stronger. In 2024, nearly half of the top 200 mobile games in the United States integrated licensed IPs, with this figure exceeding 60% in China and Japan.

Over the course of Yodo1 Licensing’s work with games and brands, we’ve seen staggering success. Including Pacific Rim characters and skins boosted Top War’s DAU’s by 1.5 million in 2020. Game for Peace integrated costumes, vehicles, and other elements from TRANSFORMERS: RISE OF THE BEASTS and saw its revenue increase over 50% over two weeks.

Going beyond the game is an essential strategy for securing a sustainable, scalable legacy in 2025, and will likely remain through the coming years. Game developers and IP licensors should heed the opportunity, but also recognize that there are challenges to overcome.

Connecting iconic IPs, stories, and characters with the best mobile game studios for crossover events is a powerful way to secure every party's legacy. Henry Fong, Co-Founder & CEO

Start licensing with Yodo1

Why mobile game studios and IP brands should partner up

Mobile games are prime real estate for brands to bring characters and stories to a wider, more engaged audience. At the same time, studios with recognized IP of their own have a lot to gain by mixing their narratives with the gameplay of peer developers and publishers.

Gamified experiences increase engagement and retention, especially when compared to more traditional marketing methods. Familiar IPs can also sway players to stay engaged for longer sessions.

Globally, 64% of players recall a brand featured in a game they’ve played, highlighting how gaming experiences can positively impact brand recognition. Gamification strategies also see customer loyalty rise 22% on average.

At the same time, more than half of players make in-game purchases in IP-based titles, between 10% and 20% more than non-IP-based games. Special events are especially significant, as IP collaborations have the potential to 10% to 30% during these isolated periods.

Based on Yodo1 Licensing’s current collaborations and how they’re received by players worldwide, these trends are likely here to stay through 2025 and the years to come.

One example of how well partnerships can serve games and brands is the event Yodo1 facilitated between the game Top War and the Pacific Rim franchise. By integrating the franchise's recognizable giant mechs and monsters into the game via a limited-time event, Yodo1 helped boost its daily active users (+5%) and downloads (+12%), also increasing the game's revenue ranking in the US and China.

What causes friction in IP partnerships?

Strategic partnerships open new marketing channels for games and brands, and unlock promotional opportunities that meet people where they’re most engaged. But they’re by no means simple.

One of the key challenges for strategic partnerships between game studios and IP holders is finding the right match. Developers need to select IPs that match their gaming experiences and play to their audiences, without risking significant player disruption and churn.

Game companies also need to communicate effectively with IP holders, especially if the brands in question aren’t used to placing their stories and characters into games.

On the flip side, IP holders are rightly protective of their creative properties. Merging two gaming IPs, or games with IPs outside the gaming world, can be incredibly complex, underscoring the importance of a collaborative relationship and an intermediary that understands every element of an IP partnership.

Yodo1 facilitates this dialogue, ensuring that developers understand the IP’s unique characteristics while addressing licensors’ concerns.

See our success stories and find out how we can help write yours

Since its founding in 2011, Yodo1 has united its licensing efforts into a business unit to becoming a leader in digital IP licensing in 2017. We’ve launched a vast number of game and IP collaborations over the past six years, partnering with major global brands like Hasbro’s TRANSFORMERS.

Our new playbook highlights Yodo1’s proactive approach in supporting developers who may be new to licensed games, equipping them with the expertise needed to navigate this space effectively.

By analyzing data from past collaborations, Yodo1 can guide licensors in selecting studios and crafting successful gaming experiences. The book also contains several case studies to show how IP collaborations can swiftly and effectively drive player engagement and revenue growth.

Looking ahead, Yodo1 Licensing is developing innovative solutions to improve data-driven decision-making in IP licensing. This upcoming tool will provide critical insights into brand performance and return on investment, further strengthening the connection between gaming and licensing.

Start your journey with Yodo1 Licensing

Every IP partnership may be unique, but one thing they all have in common is their potential to elevate engagement and revenue for all parties. See Yodo1’s full portfolio of IP partnerships for insight into the success of our collaborations and events.

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How To Find The Right IP Partner In The Gaming World

In the dynamic world of gaming, collaborations between iconic IPs and game developers are creating extraordinary experiences for players worldwide. At Yodo1 Licensing, we’ve had the privilege of being at the forefront of these thrilling partnerships, working with renowned brands and developers to build immersive worlds that fans can’t get enough of.

Our talented team—Vivien Zhang, Sun Ke, and Ismael Jorge Soler—recently sat down with Licensing International to discuss the evolution of IP game collaborations, current industry trends, and how to establish meaningful connections between IP holders and game developers. The goal? To enhance fan engagement on a global scale.

At Yodo1 Licensing, we’re the bridge between these two universes, driving partnerships that not only transcend brands but also deliver unforgettable moments to fans.

Curious to learn more about how we make magic happen in gaming - and the brands involved? Head over to the link below to read the full article and get in touch with our stellar licensing team to discover the world of IP game collaborations.

READY FOR YOUR NEXT IP-BASED IN-GAME EVENT?

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5 Tips for Pitching Your Mobile Game to a Publisher

Table of Contents

1. Showcase Your Team’s Experience
2. Micro-Innovation
3. Polish Your Core Game Loop
4. Highlight Unique Selling Points (USPs)
5. Be Ready with Data that Matters

Getting a publisher is a big moment for any indie game developer. But since countless games are on the market today, making your pitch stand out may be the most important thing you can do. As both creators and indie mobile game publishers for over a decade now, we at Yodo1 have seen a lot of pitches, and we’ve noticed that the good ones have a few things in common.

In this article, we’ve summed up that knowledge into five essential tips to help you pitch your game and increase your chances of grabbing a publisher’s attention.

1. Showcase Your Team's Experience

Publishers want to work with developers with a proven track record and specific expertise in game development. They want to see that your team has the strategic and tactical skills to consistently deliver over the long run.

Simply put, publishers are more likely to invest in teams that have proven the capability to execute their vision.

How can you show that you have what it takes? These three steps are a good place to begin:

1. Portfolio Presentation: Start by preparing a portfolio that highlights previous projects, emphasizing those that performed well or received positive feedback.
2. Team Bios: Include detailed biographies of key team members, showcasing their roles, experience, and contributions to past projects. Highlight any notable achievements or industry recognition.
3. Project History: Outline the history of your current project, explaining the development process, milestones achieved, and any challenges overcome.
   

2. Micro-Innovation

As humans, we tend to gravitate toward what we know and love, yet we also seek novelty. Micro-innovations—small but meaningful changes to well-known mechanics—can make your game unique, yet still familiar.

Identify core mechanics and start with those that have proven popular and engaging. Then, make it your own: introduce innovative elements that stem from the core mechanic. This could be a new art style, combining two mechanics, unique character abilities, or a fresh narrative approach.

When you pitch a publisher, highlight your innovations. Use comparisons to existing games so they know what to expect and what makes your game unique.

What you’re aiming for is a balance between novelty and familiarity. That’s the sweet spot.

Sun Ke, Head of Strategic Partnerships at Yodo1, explains it like this: "Examples of micro-innovations are two games we have published, Crossy Road and Rodeo Stampede. Crossy Road uses familiar game elements, building on the classic Frogger mechanic, but adds different characters and environments, and players love it. Rodeo Stampede is a running game with a cowboy catching animals. It combines this with a simulation system to raise and collect the animals, creating a unique experience that has also proven very popular. Familiarity and novelty!”

3. Polish Your Core Game Loop

The core gameplay loop is the essence of your game—the primary mechanic that players will engage with again and again. It needs to be polished, engaging, and fun so that players will want to keep coming back. A strong core gameplay loop is the foundation for everything that follows.

Start by focusing on the basics: are your fundamental gameplay mechanics smooth, intuitive, and bug-free? If not, keep at it until they are. Do a lot of playtesting. A publisher certainly will when they are evaluating your pitch! Don’t forget that publishers are gamers too.

Get as much feedback as you can, and use it to continuously iterate and enhance the core loop. Prioritize playability and user experience over adding new features. From the publisher’s perspective, a solid core game loop means better retention, and with a solid game economy built around it, that means a good ROI. At the end of the day, a publisher is making a business decision.

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4. Highlight Unique Selling Points (USPs)

We talked about uniqueness, but in the pitch itself, your USP is more than how unique the game is. This is about the pitch itself.

What is your special sauce? Is it the experience of your team? Is it how your game uses player data to iterate gameplay? Is it the strength of your player community? You need to identify your USP and tie it into the pitch as a “wow” moment.

Via Paradigmid

To create that “wow” moment, you need to become a storyteller. Work on this skill! You may consider a framework like The Hero’s Journey for structuring your pitch, with your USP being that one special thing that has helped you slay all the dragons your team has faced so far.

To reiterate: If you don’t already know how to pitch, learn.

5. Be Ready with Data that Matters

Metrics provide publishers with a clear understanding of the game's viability and market fit, and they will look at everything as part of their due diligence.

Metrics they will want to see may include, but not be limited to:

1. Retention Data: Rolling retention rates (D1, D7, D30) show player engagement and satisfaction over time.
2. Daily Active Users (DAU) and Monthly Active Users (MAU): Indicate the size and frequency of your active player base.
3. Average Session Length: Measures how much time players spend in each session, reflecting game engagement.
4. Lifetime Value (LTV): Revenue generated per user over their lifetime, indicating game profitability and a solid mobile game monetization strategy.
5. Average Revenue Per User (ARPU) and Average Revenue Per Paying User (ARPPU): Show the earning potential from all users and paying users specifically.
6. In-App Purchase (IAP) Conversion Rate: Percentage of players making purchases, indicating monetization effectiveness.

They may also want to see churn rate, cost per install (CPI), virality metrics, user acquisition metrics, user feedback and reviews, feature engagement, ad monetization metrics, demographic data, and technical performance metrics.

As for benchmarks, it depends on the publisher. But…better is better, so keep working to improve them (especially retention).

Final Thoughts

Your mobile game publisher pitch is not something to throw together. Remember, you are not just pitching a game; you are pitching a team that built a game, and what makes the whole package unique.

For the game itself, you don’t need to reinvent the wheel. Find that beautiful place where familiarity meets novelty and an addictively fun core game loop. And, from the very beginning, measure everything.

Tie all that together into a well-structured pitch, and your chances of standing out among the crowd go way up.

We hope you’ve found something useful in these tips. Happy pitching!

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Your Guide to IP Integration in LiveOps

Table of Contents

1. LiveOps in Mobile Games
2. LiveOps and IPs
3. Factors to Consider for Integrations
4. Keys for Successful Integration
5. Successful IP Integrations in LiveOps

More than ever before, today, game developers want loyal, high-value players who will spend a lot of time playing their games.

A tried-and-true strategy that can help with all this is LiveOps, which keeps players engaged with fresh content and events. Taking it a step further, integrating a popular IP into a LiveOps strategy can help you attract new players, re-engage existing ones, and boost revenue.

Let’s go over everything you need to know about IP integration in LiveOps, starting with the basics.

Importance of LiveOps in Mobile Gaming

You are probably already keenly aware that LiveOps is a powerful tool for engaging and retaining players.

What was once considered an optional strategy has now become an integral part of studio operations. According to a recent report by Griffin Gaming Partners (page 10), 95% of game studios are either developing or maintaining a live service game.

The coolest things about LiveOps? It allows you to constantly experiment with new ideas and keep your games fresh. This steady stream of updates creates a dynamic experience that boosts player engagement and retention rates.

LiveOps & IPs

Perhaps you're already following the standard playbook of using LiveOps to spice up your game with holiday themes, characters, features, IAP offers, competitions, etc.

But, have you ever thought about stepping up your game by integrating a well-known IP into your LiveOps strategy? It can be a powerful way to keep your existing players engaged, generate massive buzz, and reach whole new audiences.

You might be thinking, “But that’s only for the big guys.”

This is just a common misconception.

While not every IP is on the table for every developer or studio, we have entered an era where IP collaborations are far more accessible, thanks in part to the trend of more IP licensors fully realizing the huge opportunities that games offer. It all comes down to finding the right fit for your audience and game.

Limited-time collaborations, specifically, are well within reach for a lot of games on the market, as long as they meet certain criteria (more on that later).

About IP Integration in LiveOps

To define, IP integration in LiveOps is the practice of integrating IPs into existing games in the form of time-limited events.

You’ve probably seen it in titles like Fortnite and Call of Duty, which frequently launch events in collaboration with popular TV shows, movies, and celebrities.

In addition to these big mid-core titles, today, we’re seeing IP integration in LiveOps in all sorts of games, from puzzle to hybrid-casual titles.

Although limited in time, IP integration in LiveOps can have long-term effects on game performance. Here are some of the key reasons studios leverage IP-based LiveOps:

• Bringing in new players to the game. When games partner with popular IPs, they catch the attention of the IP fanbase and attract new users. Plus, they are more likely to get featured in the app stores.
• Engaging existing players. Including IP content in games can make things more exciting for existing players and re-engage inactive players, driving higher engagement and retention rates.
• Revenue boost. During IP-based LiveOps events, developers usually see an increase across revenue metrics such as LTV and ARPU. This is driven by the introduction of IP-based IAP features, as well as improved engagement and retention.

Factors to Consider for IP Integration in LiveOps

Do you have a quality, relatively successful title with active LiveOps in your portfolio? Does it have a strong foundation in user retention and monetization? Do you know your target audience well?

If you’re able to check all these boxes, your game might be a good candidate for IP integration in LiveOps. Think of it as an extension of your well-functioning game and its existing LiveOps strategy.

The next logical question is — what kind of IP should you go for?

Put simply, it should feel right for your game.

Start by thinking about what kind of IP might match your game’s audience. Studios usually choose IPs with fanbases that share key demographic traits with their players.

Equally important, evaluate how naturally the IP fits into your game. Consider how a potential IP fits within your game universe and if it aligns with your players' interests, as mentioned, as well as the game mechanics. Also, it’s highly recommended to get direct feedback on this from the game’s community.

Finally, the chosen IP should help your game stand out and catch attention. Sometimes this is achieved by focusing on culturally relevant or trending IPs. For example, a TV show getting close to releasing a new season has a built-in way of driving buzz (i.e. fans posting heavily about it on social media). However, some iconic IPs are timeless, and relevant regardless of what's happening in the world. In that case, it just comes down to finding the perfect fit for the audience.

Keys for Successful IP Integration in LiveOps

With all this in mind, let’s go over the key steps to a successful IP Integration in LiveOps.

Deciding on Integration Elements

If you take a look into IP-based LiveOps integrations across different genres, you might notice certain patterns.

For example, RPG games often focus on the IP storyline, shooter games introduce new skins inspired by the IP, while casual games usually incorporate its theme or cosmetic elements, as in the case of the Barbie x Candy Crush collab discussed later.

The reason? These integrations are considered a natural fit for these game genres.

Therefore, when deciding which IP elements to incorporate into your LiveOps, it’s a good idea to check how similar games do it. Ultimately, the selected elements should make your game more appealing, all while keeping the core gameplay intact.

IP-Based Monetization Features

Time-limited events with IP features are not only your chance to get noticed in the crowded market.

They are also a unique opportunity to ramp up your revenue.

You can do this by integrating different IP monetization features like exclusive skins, loot boxes, limited-time characters, etc.

If the IP is popular enough among both new and existing players, the right IAP can activate the "I need this now!" switch. Here’s a real-life example — during an IP-based event in Call of Duty, a player who never spent a cent on this shooter game has decided to buy a skin of Neymar, his favorite football player.

Leveraging the IP for Game Promotion

IP Integration in LiveOps allows you to attach a famous brand to your game for a short time period.

These are your five minutes to shine in the spotlight.

So, make sure to spread the word about the collaboration across your ad creatives, app store creatives, and social media. Feel free to get creative and experiment with event teasers, different visuals, and messaging (within the brand guidelines, of course).

If you strike a chord with the target audience, you have a great chance of going viral.

Examples of Successful IP Integration in LiveOps

To wrap things up, we’re bringing you examples of two games that successfully integrated famous IPs into their LiveOps strategy.

Candy Crush x Barbie

Via Google Play

Last year, we all witnessed a Barbie mania surrounding the release of the latest Barbie movie. King took advantage of this trend by introducing a Barbie-themed event into their biggest game, Candy Crush Saga.

The event took place a week before the release, at the peak of anticipation of the movie. Over 10 days of the event, the game featured Barbie-themed candy matching, character avatars, movie-related quests, a Barbie leaderboard competition, etc.

In other words, there was Barbie razzle dazzle all over the place.

Since the target audience of Candy Crush players is females over the age of 25 who grew up playing with Barbies, this kind of crossover made perfect sense.

As Candy Crush is a casual puzzle title, the collaboration was mainly cosmetic. There were no major changes to the game, no particular story nor too many details. The point of the event was to catch attention, promote the movie, and bring something new and attractive to the game.

Idle Slayer x Shovel Knight

IP-based LiveOps collaborations are not reserved for big studios, and the indie RPG game Idle Slayer is the perfect example of this.

Upon the game’s successful launch and reaching a million downloads on Google Play, indie developer Pablo Leban wanted to take his game to new heights. To make this happen, he partnered with Yodo1 to incorporate the IP from the renowned video game Shovel Knight into Idle Slayer.

Why this IP in particular? These two games have similar target audiences, as well as shared aesthetic characteristics.

In the crossover event, players could see characters and elements from the Shovel Knight universe through different integration elements. These included six new quest segments, a fresh boss fight, and an exclusive collaboration skin available for purchase.

Most importantly, this IP-based LiveOps integration brought extremely positive results — a 650% revenue boost upon launch, and a 100% ARPU increase by day 10.

Learn more about this and other IP collaborations Yodo1 has facilitated,
and how impactful bringing an IP into your game can be.

LEARN MORE

Final Words

Whether you're a big studio or an indie developer, IP integration can supercharge your LiveOps strategy.

Before you even consider the complex process involved in planning and executing a successful IP collaboration, invest time thinking about and researching how your game would make the most of a well-chosen IP. 

Want to learn more about the steps for a successful IP Integration in LiveOps? Check out this insightful DevGamm talk from Ismael Jorge Soler, IP Licensing BD Lead at Yodo1.

Check out the video!

https://www.youtube.com/watch?v=5mTV7tsNPbQ&t=1s

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