Last War: Survival Game, developed by First Fun, is an SLG (Simulation & Strategy Game) launched on August 18, 2023. Established in 2020, First Fun boasts a team with extensive experience in developing blockbuster titles for international markets. Their expertise shines through in the remarkable performance of Last War.
In the past 30 days, Last War has demonstrated exceptional earning power, with an estimated global revenue of $55.7 million on Google Play and $53.61 million on the App Store, according to FoxData. Combined, the total estimated global revenue for the game surpasses a staggering $100 million in just 30 days.
How about downloads? The data tells an equally compelling story. Over the past 30 days, the game’s estimated global downloads reached 2.79 million on Google Play and 2.97 million on the App Store, culminating in a total of over 5.76 million downloads worldwide—nearly 6 million in just one month.
However, when we look at the game’s ratings and reviews over a longer period (90 days), the picture becomes more nuanced. More than 50% of its reviews are 1-star ratings, signaling significant dissatisfaction among players. The review sections are filled with critiques, ranging from gameplay issues to monetization complaints.
Despite this apparent disparity between player sentiment and financial performance, Last War continues to achieve unparalleled success, making it a fascinating case study for understanding the factors driving its growth.
The gameplay process of Last War can be summarized as "clearing, building, and warring." While the building and warring mechanics are well-understood by most domestic SLG developers, Last War stands out in its approach to the early game.
The "clearing" phase is the first activity players encounter upon entering the game. In this stage, the game employs casual arcade-style mechanics, allowing players to navigate left and right to eliminate enemies on the road and clear territory for their base. According to content creators, this clearing phase takes at least 90 minutes before transitioning to the building phase. The blend of post-apocalyptic themes, casual gameplay, and SLG mechanics feels seamless, making the transition from clearing to construction natural.
Additionally, the game introduces gacha mechanics early on, enabling players to draw heroes with unique attributes, skills, or abilities. These heroes boost efficiency during the clearing phase and later enhance combat performance. This combination of arcade mechanics with gacha elements gradually leads to the core SLG experience of building and warring, creating a cohesive and logical progression.
For instance, Last War allows players to engage with simplified mechanics like "adding or subtracting troops" directly in the main gameplay. To avoid monotony from overly simplistic mechanics, the game enriches these sections with item drops and integrates tower defense elements. These casual yet interactive additions enhance gameplay strategy without demanding complex inputs, lowering the barrier for players while delivering a richer experience than traditional SLGs.
The explosive growth of Last War owes much to its aggressive and innovative marketing strategies. The game features both image and video advertisements, saturating platforms in what feels like a relentless promotional push. Community feedback indicates that many players were drawn to the game after encountering its creative ads on Facebook, YouTube, or TikTok, often featuring user-generated content (UGC).
To target global markets and major revenue regions, the game leveraged celebrity endorsements, including appearances by international star Antony Starr and Korean figures Shin Dong-yup and Joo Hyun-young in online and television ads. This substantial ad budget suggests strong confidence in Last War's retention and monetization performance.
Unlike traditional SLG marketing that focuses on the core gameplay, Last War highlights its casual gameplay in promotional materials. Many of its UGC ads on YouTube emphasize the game's "truthful" representation of in-game mechanics, avoiding the common bait-and-switch tactics of promoting misleading secondary gameplay.
In-game, players can engage with simple yet captivating arcade mechanics such as running on roads and making strategic choices like doubling troop strength or acquiring weapons. This casual approach appeals to a broader audience, drawing in users intrigued by stress-free and relaxing gameplay. Ads frequently highlight the keyword "stress-free," resonating with younger audiences seeking entertainment as a form of relaxation.
Financial success for Last War stems from a meticulously crafted dual monetization model:
● In-App Purchases (IAP): Players can purchase premium currency to speed up progression, unlock exclusive content, and recruit powerful heroes. This appeals to both casual and hardcore players, balancing accessibility with a competitive edge.
● Gacha Mechanics: Randomized hero drops generate excitement, fueling repeat purchases while tapping into the psychological appeal of “luck-based rewards.”
● Ad Rewards: Players are incentivized to watch ads in exchange for in-game bonuses like currency or items, ensuring both retention and consistent ad revenue without overwhelming players with unskippable interruptions.
This model, though occasionally criticized, ensures diversified revenue streams while maintaining a tolerable experience for most users.
The development team behind Last War is a skilled and dynamic group. Despite the company being relatively young—founded only about four years ago—the team members are seasoned professionals with significant experience in the industry. They are dedicated to refining the gaming experience, ensuring continuous optimization and improvement.
Last War boasts an impressively high update frequency, releasing new versions approximately every four days. In 2023 alone, the game received 106 updates. This consistent stream of updates keeps the game fresh and engaging for players.
Imagine being deeply immersed in a game, and every few days receiving a notification that says, “New gameplay mode (or feature or mechanic) has been added!” Wouldn't you be tempted to open the app, explore the new content, and spend more time playing? Such a strategy not only enhances player retention but also maintains excitement and curiosity around the game.
In sum, Last War: Survival Game combines accessible gameplay, innovative mechanics, authentic advertising, and a proven monetization strategy to carve out a distinct niche in the SLG market. With frequent updates sustaining engagement and carefully crafted ad campaigns capturing global attention, Last War has cemented itself as a standout success in mobile gaming.
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