Updated Mar 23, 2026 by GREE
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Report
Published by GREE
The briefing outlines GREE’s performance and strategic outlook for FY2025 Q2, focusing on game releases, existing title dynamics, and the VTuber business. Pre‑registration for “Puella Magi Madoka Magica Magia Exedra” surpassed 500,000 by January 31, exceeding expectations and reinforcing confidence in the IP’s strong fan base. The company maintains an annual release cadence for new titles, but schedules are determined independently per project; delays in one title do not cascade to others. Existing flagship games such as *Heaven Burns Red* and *That Time I Got Reincarnated as a Slime: ISEKAI Memories* have experienced a deceleration in decline rates after three years, indicating sustained player engagement. In the VTuber segment, sales growth is driven by talent merchandise, live music events, and seasonal participation in Winter Comiket. Revenue has turned profitable as variable costs align with sales, while one‑time expenses—primarily 3D model production for new and returning talents—have increased quarterly, contributing to larger losses. Management anticipates that expanding the talent roster will stabilize one‑time costs and enhance profitability. Looking ahead, GREE projects monthly profitability in FY2026 with annual VTuber sales near ¥3.0 billion, followed by accelerated growth targets. The briefing underscores a balanced approach to new title development, sustained performance of legacy games, and a focused strategy for scaling the VTuber business while managing cost structures.
◼ Summary of main supplementary explanations questions and answers at the FY2025 Second Quarter GREE results briefing held on February 6, 2025 [Q1] Can you comment on expectations for the upcoming release of Puella Magi Madoka Magica Magia Exedra? [A1] Pre-registration numbers are trending above our expectations, topping 500,000 by January 31. While many smartphone game market observers say that it will become increasingly difficult to achieve growth in pre-registration numbers, pre-registration for this title is proceeding very smoothly, even compared with past hit titles launched by the GREE Group. Based on this, and also because this IP has a very large fan base, we have high expectations for this title. [Q2] Can you comment on the interdependent relationship between the development schedule for new title releases and new title development projects in the Game and Anime Business? [A2] We create our in-house development schedule with the goal of releasing at least one new title per year, but final decisions regarding the actual timing of releases are made based on the characteristics and unique qualities of each title. Also, there are no interdependent relationships between individual new title development projects. Therefore, if development of a new title is delayed, that does not mean that development of other titles will also be delayed. [Q3] Can you comment on recent trends for existing titles in the Game and Anime Business? [A3] More than three years have passed since the initial releases of mainstay titles Heaven Burns Red and That Time I Got Reincarnated as a Slime: ISEKAI Memories and decline rates have slowed down compared with their initial pace.
recent trends for existing titles in the Game and Anime Business? [A3] More than three years have passed since the initial releases of mainstay titles Heaven Burns Red and That Time I Got Reincarnated as a Slime: ISEKAI Memories and decline rates have slowed down compared with their initial pace. [Q4] Please let us know about the factors behind sales growth and greater losses in the VTuber business. [A4] The rise in sales is attributable to multiple factors, chief among them being strong income from sales of talent merchandise and live music events and seasonal factors such as participation in Winter Comiket. Also, the popularity of our talents, which is the source of this income, is appropriately distributed so that we are not overly reliant on any one talent or talent agency. Costs are broadly divided into two categories, variable costs such as merchandise production costs and event-related costs and one-time costs such as costs related to the production of 3D models. Because variable costs trend in line with sales, merchandise sales and events have entered the black. Regarding one-time costs, we posted costs related to the production of 3D models of talents that debuted in previous
quarters as well as character design costs for talents debuting during Q2, resulting in a QoQ rise in one-time costs and larger losses. As we have now completed efforts to secure and increase the number of talents under management, going forward, we believe we will be able to limit increases in one-time costs and improve overall profitability. [Q5] What is the outlook for the VTuber Business? [A5] We aim to enter the black on a monthly basis in FY2026 with annual sales of roughly ¥3.0 billion. Thereafter, we target even faster growth.
GREE, Inc. reported first‑quarter financial results for the fiscal year ending June 30 2011, showing a 13 % rise in net sales to ¥12.41 billion versus the prior quarter and an 18 % increase in operating profit to ¥6.22 billion. Net income climbed 19 % to ¥3.70 billion, driven by higher paid‑service and advertisement revenues linked to new first‑party titles such as “Pirate Kingdom Columbus” and the launch of a monthly fee plan for “Hacöniwa.” The company’s user base reached 22.46 million members by September 2010, with 46 % aged over 30, and mobile traffic accounted for a growing share of page views. Operating expenses rose modestly; cost of sales increased by 25 % mainly due to higher rental charges, while advertising spend grew 22 %. Labor costs and SG&A expenses also rose, reflecting continued investment in development and marketing. Cash flow from operations turned negative for the quarter, offset by a significant inflow of ¥8.78 billion from investment activities and a reduction in financing cash outflows. GREE expanded its platform by opening the “GREE Platform” to third‑party developers, partnering with hosting and customer‑support firms, and launching a mobile service on smartphones. Geographic outreach plans include opening offices in Asia and North America and partnering with Project Goth, Inc. to tap emerging‑market mobile SNSs. The company maintained a robust safety framework through its GREE Patrol system and age‑restriction policies, reinforcing user protection amid rapid growth.
The first-quarter financial results for the fiscal year ending in 2026 reflect a strategic transition period for COLOPL, characterized by a lack of new releases and a focus on stabilizing existing mobile operations. Despite an anticipated decline in sales, the performance of established titles like Dragon Quest Walk and Alice Gear Aegis, alongside contributions from group companies, resulted in what leadership describes as solid progress. The company is currently navigating a challenging mobile market where the barrier to entry for new hits is rising, prompting a shift toward two primary development pillars: AI-powered titles and location-based games paired with globally recognized intellectual properties. Financial performance in the first quarter was impacted by extraordinary losses related to special severance payments from a Career Transition Support Program. While headcount has decreased, the resulting reduction in personnel expenses is not expected to materialize until the second quarter of 2026. Regarding long-term operations for legacy titles such as Shironeko Project, the strategy emphasizes user satisfaction and game-balance adjustments over aggressive cost-cutting to ensure longevity. The company is also diversifying its platform strategy beyond its core mobile business to include PC and console gaming. This is exemplified by the release of Kazuma Kaneko’s Tsukuyomi on Nintendo Switch, a title that originated as an exploration of generative AI in gaming. By establishing a new genre termed "Generative Games," the company aims to leverage AI-generated assets and systems across multiple hardware formats. Moving forward, the overarching goal remains achieving a "Global Top 20" position by integrating advanced technology with high-profile IPs and expanding the reach of its proprietary location-based gaming expertise.
Chinese gaming developers are aggressively expanding their global footprint by leveraging sophisticated monetization models and high-volume, AI-driven marketing strategies. The primary objective for these publishers is to balance the high revenue potential of mature markets like the United States, Japan, and South Korea against the rising costs of user acquisition. By prioritizing video advertising, which currently yields the highest Day 7 return on ad spend at 21%, developers are successfully capturing market share in competitive strategy and RPG segments. Success in these international territories is increasingly predicated on hyper-localization and technological integration. Publishers are utilizing generative AI to streamline the production of localized ad creatives, voice-overs, and performance-tested copy, allowing for rapid iteration and regional customization. Leading titles demonstrate that high-engagement gameplay loops—such as the inclusion of social hangout spaces, customizable home systems, and minigame integrations—are essential for sustaining long-term retention. These efforts are further bolstered by strategic partnerships with local influencers and the implementation of innovative, time-limited gacha mechanics. To maintain consistent growth, developers are diversifying their engagement tactics through gamified live events, including seasonal collections and interactive board-style challenges. These features, combined with trial character systems, allow publishers to cater to varied player motivations while maintaining a steady revenue stream. By synthesizing competitive intelligence with agile content updates, Chinese gaming apps are effectively navigating the complexities of global expansion, ensuring that both monetization and user interest remain high across diverse geographic regions.
The analysis demonstrates that Japan’s mobile gaming sector has reached a mature equilibrium, with download volumes stabilising after 2020 while in‑app purchase (IAP) revenue continues to grow, largely driven by high‑spending iOS users. Domestic publishers hold a dominant position in downloads—capturing roughly one‑third of the market—and command more than half of total IAP revenue, underscoring Japan’s robust monetisation models and loyal consumer base. Genre preferences have shifted toward strategy titles such as Pokémon TCG Pocket and SD Gundam G Generation ETERNAL, alongside puzzle games that now lead download charts. Live‑ops and event‑driven monetisation prove highly effective, as illustrated by **Last War: Survival**’s H1 2025 performance. Aggressive daily offers and themed events produced a 2.7‑fold increase in downloads and significant revenue spikes during campaigns like Double Joy, confirming that adaptive event strategies resonate with Japanese players. Anime‑style IPs maintain a commanding presence, accounting for 42 % of in‑app purchase revenue from January to July 2025. Legacy franchises—*Monster Strike*, *Fate/Grand Order*, *Umamusume*—continue to perform strongly, while new titles such as *Shadowverse: Worlds Beyond* and *Honkai: Star Rail* expand the ecosystem, illustrating the enduring commercial relevance of anime IP. Digital advertising remains tightly coupled with gaming, with mobile action/strategy titles consuming 63 % of ad spend in H1 2025. LINE dominates the channel landscape, delivering approximately 40 billion impressions and over 80 % of mobile ad exposure. Cross‑IP collaborations and event‑driven campaigns sustain long‑term monetisation, reinforcing gaming’s role as a core growth driver for digital advertising in Japan. Overall, Japanese publishers retain global leadership through strong IP‑driven franchises across PC, console, and mobile platforms, with culturally resonant engagement and targeted advertising underpinning sustained revenue growth. Sensor Tower’s comprehensive analytics platform provides the critical insights that enable stakeholders to navigate this mature yet dynamic market.