Alice Gear Aegis

The Most Unbelievable Collaboration Events in Chinese and Japanese Mobile Games

Promotional collaboration events, in-game live events that alter content or gameplay through tie-ups with outside brands, are examined here as a feature that is even more entrenched in China and Japan than in the US.

• Collaboration events are a major driver of engagement in Asian markets, with 62% of the top 100 grossing games in Japan and 51% in China implementing them as of August 2021.
• In the US market, promotional collaboration events are a key differentiator, appearing in 40% of the top 100 grossing games compared to only 9% of games outside the top 100.
• Collaboration events are highly effective at driving revenue, evidenced by a 126-fold single-day spike in in-app purchase revenue for Alice Gear Aegis following an event and a $1 million daily peak for Sky: Children of the Light during a Kizuna Ai partnership.