Updated Mar 23, 2026 by GREE
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Published by GREE
The briefing clarifies GREE’s strategic focus and financial outlook for the second quarter of FY2022. The company announces that “Heaven Burns Red” will launch on February 10, noting strong pre‑registration figures and fan enthusiasm. For the “REALITY” platform, GREE reports accelerated promotional efforts that have boosted North American sales per user; future plans emphasize continued marketing and feature development to position REALITY as a daily communication service. In the Investment and Incubation Business, unrealized gains on listed shares have fallen due to broader market declines, yet the firm maintains sizable gains and expects long‑term profitability despite short‑term exit timing effects. Capital strategy is highlighted through a substantial share repurchase program aimed at sustaining an ROE above 10 % and maintaining listing status in the Tokyo Stock Exchange’s prime section, even as share‑outstanding ratios approach regulatory thresholds. The “Money held in trust” line item is explained as short‑term, low‑risk investments treated similarly to cash. Finally, the company projects third‑quarter operating income for its Internet and Entertainment segment between ¥1.5 billion and just under ¥2.0 billion, driven by contributions from new titles. Overall, the presentation outlines GREE’s product rollout plans, market expansion tactics, investment portfolio resilience, capital allocation priorities, and near‑term earnings expectations within the broader context of a recovering market environment.
■Summary of main supplementary explanations questions and answers at the FY2022 Second Quarter GREE results briefing held on February 7, 2022 【Q1】 Please let us know the development status of Heaven Burns Red. 【A1】 Heaven Burns Red is scheduled for release on February 10. Pre-registration numbers are very strong and many fans have expressed their excitement about the release. 【Q2】 What is the current status and future outlook for REALITY? 【A2】 We have strengthened promotional activities and other global distribution efforts and this has resulted in strong growth, including a rise in sales per user in North America. Going forward, we will conduct promotional activities as appropriate and focus on development and enhancing functionality with the goal of evolving REALITY into a platform that is used as a communication service on a daily basis. 【Q3】 Please comment on the status of the Investment and Incubation Business. 【A3】 Valuation & translation adjustments (unrealized gains on listed shares) declined compared with last quarter owing to the decline in the stock market as a whole, but we still have sizable unrealized gains on our investments. When viewed over the short term, the Investment and Incubation Business is impacted by the timing of our exits and stock market trends, but we believe the business will achieve stable profit over the long term.
stock market as a whole, but we still have sizable unrealized gains on our investments. When viewed over the short term, the Investment and Incubation Business is impacted by the timing of our exits and stock market trends, but we believe the business will achieve stable profit over the long term. 【Q4】 Can you comment on the repurchase of shares and the transfer of listing to the new prime section of the Tokyo Stock Exchange? 【A4】 As results formed a bottom in FY2021 and earnings momentum is improving, and in line with our medium-to-long-term goal of sustainably achieving ROE over 10%, we have determined that share repurchases are an effective capital strategy. We therefore repurchased a sizable portion of our issued shares. While we are aware of the possibility that the Company could fall short of the prime section’s standards regarding the ratio of shares outstanding, we intend to remain listed on the prime section. We will take into consideration shareholder value when considering how to improve our ratio of shares outstanding.
【Q5】 Can you explain the line item on the balance sheet “Money held in trust”? 【A5】 While holding sufficient levels of capital to operate our businesses, we make use of short-term money trusts to make safe investments that do not have an adverse impact on operations. In general, we think it is appropriate to view these investments as similar to cash in terms of their level of risk. 【Q6】 What is the income outlook for 3Q FY2022 in the Internet and Entertainment Business? 【A6】 We expect 3Q operating income in the Internet and Entertainment Business of somewhere between roughly \1.5 billion and just under \2.0 billion as we expect contribution from new titles.
The white paper argues that the 2025 mobile app market has shifted from volume‑driven traffic growth to value‑centric, technology‑enabled optimization. It identifies a “scissor gap” where the number of active advertisers fell 16.7 % YoY while creatives per advertiser rose 73.3 %, indicating higher competitive thresholds and a focus on creative quality. Market share remains strongest in business & productivity, utilities, entertainment, and finance, but creative volume is dominated by short‑drama, reading, and AI apps. iOS and Android advertising ratios stabilized at 4:6, with iOS advertisers producing more creatives due to higher monetization expectations. User acquisition spend reached $78 billion, a 13 % YoY increase driven almost entirely by iOS, with e‑commerce, fintech, and betting leading non‑gaming verticals. Video remains the dominant ad format (≈70 % of social inventory), while static and playable ads serve testing, Android traffic, and engagement signals. AI has moved from a marketing tool to a core capability; leading AI apps scale through volume and quality, while many smaller entrants exit due to weak monetization. Finance apps maintain steady growth focused on user quality, lifetime value, and compliance, contrasting with AI’s rapid scaling. North America remains the most selective market, demanding high content quality and long‑term trust; success here signals scalability elsewhere. The paper concludes that sustainable growth now hinges on creative capability, system efficiency, AI integration, and long‑term value creation rather than sheer traffic volume.
SocialPeta’s analytics platform aggregates data from more than 90,000 micro‑drama advertisers and 80 million ad creatives across over 55 countries, positioning itself as a key resource for launching and scaling micro‑drama apps worldwide. The platform projects the global micro‑drama market to reach $6 billion by 2026, emphasizing its capacity to deliver actionable insights into advertising strategies, creative formulas, and regional audience preferences. In 2025 the ecosystem expanded sharply: active advertisers rose by 63.6 % to over 700, while each advertiser produced a 144.9 % increase in creatives, largely thanks to AI‑powered production tools. Southeast Asia dominated genre preferences for “reversal of fortune” and “rebirth” dramas, whereas North America’s high‑paying users gravitated toward premium romance content. Europe remained the largest source of creative volume, underscoring a sustained upward trend in both advertiser participation and output across the globe. A case study of “Evil Bride vs. The CEO’s Secret Mom” illustrates high‑impact marketing: 44 K creatives generated an estimated 2.7 B impressions in key markets such as the USA, UK, Canada, Australia, and Germany. AI‑driven tools—DSV restructuring and automated cover/clip generation—reduced production time, enabling rapid localization. Short, cliffhanger‑style ads with intense conflict and strong visual hooks outperformed longer formats, driving downloads and engagement in North America, Southeast Asia, Latin America, and the Middle East. By late 2024 vertical micro‑dramas had matured into a stable ecosystem, with regional preferences—“reversal of fortune” in Southeast Asia and conflict‑driven stories in Latin America—fueling audience engagement. Production scaled to 55 vertical dramas in 2025 through standardized pipelines and AI‑enhanced marketing, allowing faster creative validation, lower volatility, and continuous data‑driven optimization. The analysis stresses that audience‑first IP development—testing concepts in short form before scaling—and multi‑platform, AI‑supported workflows are essential for reducing creative risk and converting IP into long‑term company capital.
The 2026 mobile marketing landscape is defined by a fundamental transition from media-centric targeting to creative-driven acquisition, necessitated by tightening privacy constraints and the saturation of traditional advertising channels. Competitive advantage now hinges on the speed of creative iteration and the ability to unify product development, monetization, and distribution. By leveraging early behavioral signals to predict long-term value, industry leaders are successfully aligning short-term performance metrics with sustainable user lifecycle growth. This evolution is supported by a strategic shift toward AI-powered personalization and behavior-driven gamification, as non-gaming applications increasingly adopt the engagement tactics traditionally reserved for the mobile gaming sector. Data from 2025 reveals a period of significant market consolidation, marked by a 16.7% decline in active advertisers alongside a 73.3% surge in creative output per advertiser. Playable ads have emerged as the premier format, consistently yielding the highest attention duration, scroll-stop rates, and conversion metrics. While the AI app sector experienced a sharp 48% contraction in the number of advertisers, top-tier players have responded by aggressively scaling localized marketing efforts. Simultaneously, the finance and health sectors have maintained greater stability, focusing on service-centric, medical-grade solutions and persuasive, value-based messaging to capture mature markets in North America and Europe. Global strategies for 2026 prioritize a balanced media mix, typically favoring video content, while emphasizing hyper-local operations in emerging regions like Southeast Asia and the Middle East. Success in these diverse markets requires intensive user education and culturally nuanced, scenario-based ad updates. As the industry moves toward subscription-based models and on-device AI integration, the focus has shifted from mere technological development to the large-scale monetization of AI-enhanced user experiences. Ultimately, the market is moving toward a future of highly segmented, interactive, and performance-driven advertising that prioritizes technical precision and regulatory compliance to foster long-term user trust.
The analysis demonstrates that while the global pool of active AI‑advertisers has contracted by 35–45 % in H1 2025, the remaining players are compensating with a markedly higher creative output—an 84 % increase to an average of 416 monthly creatives per advertiser. Video advertising dominates the landscape, with 84 % of all ads and more than half of inventory in 15‑30 second formats. Geographic patterns reveal that Europe and North America maintain the largest advertiser volumes, yet exhibit lower creative density than Japan and South Korea, which show the fastest growth rates. Market saturation appears to be driving these firms toward intensified brand exposure through increased creative frequency, even as overall advertiser participation declines. Meitu’s financial results corroborate the commercial potency of AI‑driven features. Revenue rose 12.3 % to RMB 1.8 billion, largely propelled by a 45.2 % jump in AI‑powered imaging and design subscriptions to RMB 1.35 billion, while advertising income grew modestly by 5 %. The company’s flagship AI applications—“AI Wardrobe,” “WHEE,” and “Wink”—secured top positions in App Store charts across more than twelve countries, underscoring the role of AI enhancements in global user acquisition and subscription monetization. The broader ecosystem of AI‑powered mobile apps, including chatbots, development tools, and educational platforms, continues to enjoy strong monthly active user figures and high stickiness. However, product overlap creates fierce competition, making clear positioning and precise subscription pricing essential for successful global expansion. Rapid overseas success is achievable when apps tailor local marketing strategies to regional preferences. These conclusions are drawn from SocialPeta’s extensive dataset of 1.6 billion advertising data points, sampled across 80+ channels and regions from January 2024 to June 2025.