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How can a mobile game succeed with a small download number in Japan?

The keys are “retention rate” and “revenue per download“!!

◎Game design and mechanism

Before going through the story, it’s recommended to play this game for just 20 minutes to know the concept of the game mechanism.

Name: “中年騎士ヤスヒロ” (“The Prince Billy Bob” in English)

Japanese version

iOS: https://itunes.apple.com/jp/app/zhong-nian-qi-shiyasuhiro/id1033798199?mt=8

Android: https://play.google.com/store/apps/details?id=com.polarisx.moneyhero&hl=ja

English version

iOS: https://itunes.apple.com/nz/app/prince-billy-bob-unique-clicker/id1051591162?mt=8

Android: https://play.google.com/store/apps/details?id=com.maf.moneyheroglobal


The story of the game is about an adventure of a middle-age (40y) man, which is presented by several screens of comic figures at the beginning of the game.

The game mechanism is not complicated. The main character automatically attack and kill enemies in a huge tower as high as 1,000 floors. By killing enemies, the character moves to upper floors. Through upgrading weapons, adding pet partners and acquiring treasures, the game moves forward faster. Soft currency (coins, keys) earned through doing quests and reincarnation (rebirth) and hard currency (gems) gotten by payment are used to upgrade weapons and add partners. Players can receive extra coins and diamonds by watching advertisement videos. The ultimate goal is to reach 1,000th floor.


A special game design is “reincarnation”. The main character can inherit gems, keys, pet partners and treasures after reaching 100th floor, but it has to restart from fist floor. By reincarnating, the main character will accumulate his pet partners and treasures and obtain more keys to make the game more efficient, which indirectly increases retention of players.

It’s designed to be not too complicated and not too simple, between core RPG and casual game.

※Although there is also English version in the market, all data in this report come from Japanese version!


◎Download projection


①Featured on Google Play

②Featured on App Store

③Featured on App Store for updating

④Featured on App Store for one-hand playing


  • 1 week retention was kept over 20%


Check out the revenue they got per download in next page!!