Mixi FY2014 Third-Quarter Earnings Results Briefing Session

Mixi, Inc. experienced significant financial growth during the third quarter of fiscal year 2014, driven primarily by the rapid expansion of its flagship smartphone game, Monster Strike. For the period spanning October 1 to December 31, 2014, the company reported sales of 33.3 billion yen, representing a 49.8% increase over the previous quarter. Operating profit reached 15.6 billion yen, a 60.7% quarter-over-quarter increase. This performance prompted the company to upwardly revise its full-year earnings estimates, with content sales projected to exceed 40 billion yen and an increased annual dividend of 79 yen per share.

The primary catalyst for this growth is the Monster Strike mobile application, which surpassed 23 million global downloads by early 2015. Revenue from this segment rose to 30.5 billion yen in the third quarter, up from 19.4 billion yen in the second quarter. To sustain this momentum, the company invested heavily in marketing, including large-scale television commercials, seasonal outdoor advertising, and collaborative tie-ups with film franchises. These promotional efforts led to a notable rise in selling, general, and administrative expenses, specifically regarding settlement fees and advertising costs.

Beyond the core gaming business, the company maintains a diversified portfolio including life event services such as recruitment, photo book production, and wedding support. Strategic initiatives during this period included the expansion of Monster Strike into international markets—specifically Taiwan, North America, South Korea, and China—and the development of new player-versus-player arcade and tabletop game formats. The company also emphasized its commitment to platform safety, employing 24/7 monitoring and anti-cheat measures to maintain the integrity of its digital ecosystem. These results reflect a successful transition toward a content-heavy business model centered on high-engagement mobile gaming.