Released in March 2024, AFK Journey is a mobile-focused idle RPG meticulously crafted by Lilith Games. As a spiritual successor, this game builds on the legacy of Lilith’s 2019 hit, AFK Arena, continuing its success in the same genre while offering new innovations.
The highlight of AFK Journey lies in its revolutionary approach to the traditional idle RPG format. It introduces high-quality visuals reminiscent of classic RPGs while integrating a deeply strategic battle system inspired by auto chess mechanics. This innovative blend distinguishes AFK Journey from its peers, marking a significant evolution in the idle RPG genre.
Since its launch, AFK Journey has achieved remarkable results.
Last month, Google released its annual app rankings, (🧭 Google Play’s Best Apps and Games of 2024 Announced ) where AFK Journey was crowned as the Google Play Global Best Game of the Year. In its review, Google stated:
“With its breathtaking animation, superb voice acting, and spellbinding world, the choice for Best Game of 2024 was obvious: We just couldn’t get enough of AFK Journey.”
Shortly thereafter, Apple also unveiled its annual app list, (🧭 Apple’s 2024 App Store Awards: The Finalists ) featuring AFK Journey as one of its Games of the Year. Apple commended the game, saying:
“Through creative twists, touching storytelling, and thrilling competition, they immersed us in worlds that showed off the breadth of the genre’s artistry.”
Let's take a closer look at the game's performance. In less than a year since its release, AFK Journey has surpassed 12.41 million downloads across both the App Store and Google Play, with estimated total revenue exceeding $148 million.
(Data source: App intelligence platform FoxData, estimated figures)
● App Store: Global estimated downloads total 3.47 million, with the United States leading as the largest market source, accounting for 32.6% of downloads.
● Google Play:Global estimated downloads amount to 8.94 million, with the top three markets being Japan (20.46%), the United States (12.13%), and Brazil (8.75%).
● App Store: Total estimated revenue stands at $69.02 million, with Taiwan being the top revenue source at 30.17%, followed by the United States (26.95%) and Hong Kong (9.43%). South Korea and Japan also contribute significantly, accounting for 9.42% and 7.02% of revenue, respectively.
● Google Play: Total estimated revenue is $79.41 million, with South Korea leading at 30.56%, followed by the United States (21.81%) and Hong Kong (14.15%).
It’s important to recognize that the mobile idle RPG market has entered a highly competitive phase, with the number of such games growing by over 70% since 2019. In this fiercely competitive landscape, AFK Journey stands out for its exceptional performance. Today, we will delve into the game’s unique, innovative gameplay and its effective marketing strategies.
AFK Journey features a "storybook style" in its visual design, using color gradients and transitions to highlight artistic details. This approach, which emphasizes a fresh and natural brushstroke, enhances the game's overall soft and minimalist aesthetic, aligning closely with the tastes of a younger audience. Traditionally, card-based games have been associated with 2D graphics due to early industry limitations and a market driven by numbers. However, with the surge in demand for 3D art and the advent of more sophisticated technologies, transitioning from 2D to 3D has become a viable option, even for a flagship card-based product like AFK Journey.The primary benefit of adopting 3D design is the ability to incorporate more realistic details, such as dynamic weather changes, the shifting scenery of landscapes, or small touches like a cat stretching on a windmill roof, pigeons flying through the forest, or the sight of smoke drifting from chimneys, and fields of wheat swaying in the breeze, all contributing to a vibrant sense of life.
AFK Journey is built around two core elements: idle RPG exploration and team-based battles. The idle RPG segment centers on exploration, where players move automatically through visually striking 3D worlds, uncovering rich storylines and encountering diverse characters. This unique design stands out in a competitive market where many similar games are limited to lower-quality 2D graphics and restricted world-building.Team battles form the other cornerstone of gameplay, triggered during combat and determined by a simplified auto-chess mechanism. These two elements are seamlessly integrated into the typical RPG core loop: players face enemies during exploration, collect resources after defeating them, and use these resources to strengthen their characters in preparation for tougher challenges.
In the early stages, AFK Journey emphasizes the idle RPG elements to captivate players with its story. As players progress, exploration becomes constrained by the numerical limits imposed by the card system. The game also introduces daily tasks tied to the idle card mechanism, offering valuable upgrade resources. Additionally, the resource generation system helps maintain player engagement by encouraging periodic returns to the game.Once exploration is complete, gameplay shifts towards fulfilling daily tasks and collecting idle resources (approximately after 30 days of content). The game links the rewards for upgrading with player rankings in daily activities, fueling competitive instincts. This incentivizes core players to compete against each other, driving spending and deeper engagement.
From a gameplay perspective, AFK Journey draws players in with its visually appealing, casual elements and then immerses them into a more in-depth, hero-collection-based card system. While not the first to use this approach (as seen in AFK Arena), it exemplifies a successful fusion of multiple game types to attract a broader audience.
AFK Journey also features a gacha-based economy system for upgrading and unlocking heroes used in team battles. The game includes numerous systems that boost player progression based on time spent, but achieving competitiveness in the late stages requires assembling a powerful deck of complementary, high-tier heroes. The early rewards are generous, giving players a strong sense of progress and encouraging investment in specific heroes. Low-cost, high-value starter packs further stimulate spending.As early rewards taper off, players are encouraged to purchase pricier bundles and less efficient battle passes. The target audience includes those willing to invest time and money, with progression from zero to max level for a hero often exceeding $1,000.
To mitigate potential power inflation from this economic model, AFK Journey introduces a seasonal reset every four months, aligning progress with the storyline's completion. While paying players retain the benefits of high-tier heroes, this mechanism prevents excessive power disparity and motivates players to engage competitively in each season. New content is introduced each season, tied to limited-time gacha packs that increase the chances of obtaining new heroes, a strategy reminiscent of Genshin Impact.
"AFK Journey" began deploying ad creatives at the end of October 2023. However, the daily number of ad creatives was relatively modest, only in the single digits. It wasn't until March 2024, after the game launched in multiple markets, that the volume of ad creatives saw a significant increase.
In terms of creative formats, the most prominent were character stories and dialogues, accounting for approximately 43% of the total. This was followed by high-quality CG animation assets, making up around 17%.
When examining the creative selling points, the character story/dialogue assets primarily showcased the game’s high-quality visuals, typically consisting of narrative segments introducing various in-game characters.
Notably, in recent times, the proportion of live-action content in ad creatives has risen significantly. This type of content often features gameplay footage combined with real-life presenters (streamers and influencers). The use of live-action creatives makes the promotion more relatable and appealing, targeting a broader gaming audience to spark interest in the game. The key advantage of such content is that it leverages influencers who already have a dedicated following, ensuring higher view counts and conversion rates for the ads.
"AFK Journey" has employed a dynamic and multifaceted social media marketing strategy that effectively combines captivating content and targeted outreach. The game utilized visually impactful advertisements across platforms like Facebook, Instagram, and TikTok, using vibrant animations and gameplay highlights to attract attention. Partnerships with influencers on YouTube and Twitch were pivotal in expanding the game’s reach, as these creators showcased gameplay and hosted live-stream sessions to millions of followers. This approach not only increased visibility but also helped build authenticity and trust, creating significant pre-launch excitement and sustained engagement.
To maintain momentum, seasonal updates and event promotions were consistently featured on social media, encouraging player involvement. The game also nurtured a strong community presence by fostering interactions on platforms such as Discord and Reddit, where players could engage with developers and share experiences. Localization played a key role in ensuring the content resonated with international audiences, incorporating culturally relevant themes and influencers to appeal to diverse markets. Additionally, retargeting campaigns helped to re-engage players through dynamic ads and exclusive offers. These integrated strategies created a cohesive and powerful social media presence that not only attracted players but kept them engaged, setting a new standard for successful app marketing.
AFK Journey has skillfully combined meticulous gameplay design, a well-thought-out economic system, and innovative social mechanisms to create a self-sustaining monetization ecosystem. The seamless integration of product quality and commercial prowess has opened new avenues for growth for Lilith Games in the ever-changing gaming market.
A successful mobile game needs a combination of strong capabilities and effective promotion—much like the two wheels of a cart or the wings of a bird. Do you want your app to thrive? Connect with the expert team at FoxAdvert, where we blend creativity and powerful marketing strategies to spark impactful ideas. Take advantage of our free consultation to explore how we can help your game succeed. Prefer a more direct approach? Book a free online meeting with us today—don’t wait!
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