Analysis of Anniversary Campaigns for Smartphone Games Released in 2025
In an extensive survey conducted by SpiceSmart, the anniversary campaign strategies employed by 127 hit smartphone games released in 2025 were scrutinized. The results show that a surprising 66.1% of these titles implemented either half-anniversary or first-anniversary campaigns. Of the titles analyzed, 54.3% celebrated a half-anniversary while 60% of those reaching their first anniversary executed respective campaigns.
The research was commenced from January 2025 until the end of July 2026, targeting games that ranked in the top 200 on the App Store. Notably, games that were pay-to-play or ranked within the top 200 after 90 days of release were excluded. The analysis covered various aspects such as campaign types under half-anniversary and first-anniversary titles, including upgrades, in-game events, promotional initiatives, and sales ranking trends.
The survey highlighted several successful anniversary campaigns, particularly with the title Torikkaru Mochimochi Hoppe Daisakusen, which launched its half-anniversary event from March 26 to April 23, 2026. The event included exciting new features like the 'Aside' system, new dungeons 'Nuunring Busters', and character additions. Not only did it engage players through various online activities, including a significant four-hour video showcasing player names and an illustration contest, but it also dramatically improved its App Store ranking from 114th to as high as 18th during the event period.
Moreover, a detailed report on the implementations and sales trends of six other representative titles with different genres is available for LIVEOPSIS members, demonstrating a wider spectrum of strategies at play.
Founded in July 2015, SpiceSmart specializes in mobile gaming research and analysis, focusing primarily on operations in Japan and East Asia, while also venturing into global market insights. The company offers solutions tailored for gaming publishers such as the LIVEOPSIS platform, assisting them with comprehensive data analyses necessary for game operation.
With insightful analyses like these, SpiceSmart continues to shape the landscape of mobile gaming by providing invaluable support to publishers.
Survey Overview
The research was commenced from January 2025 until the end of July 2026, targeting games that ranked in the top 200 on the App Store. Notably, games that were pay-to-play or ranked within the top 200 after 90 days of release were excluded. The analysis covered various aspects such as campaign types under half-anniversary and first-anniversary titles, including upgrades, in-game events, promotional initiatives, and sales ranking trends.
Key Findings
- - Percentage of Campaigns: A strong 66.1% of the analyzed titles engaged in anniversary campaigns, out of which 54.3% held a formal half-anniversary event. Specifically, among 70 titles reaching their first anniversary by the end of July 2026, 60% executed campaigns.
- - Publisher Performance: Japanese publishers led the charge with a 70.8% implementation rate for half-anniversary campaigns, compared to only 44.1% among international publishers. This statistic mirrors findings from a previous study conducted by SpiceSmart in 2024, showcasing the persistent trend.
- - First-Anniversary Campaigns: The percentage for first-anniversary campaigns showed little difference between Japanese (61.5%) and overseas publishers (59%), indicating that while Japanese titles put more effort into half-anniversary initiatives, both groups recognize the importance of first-anniversary celebrations.
Noteworthy Anniversary Campaigns
The survey highlighted several successful anniversary campaigns, particularly with the title Torikkaru Mochimochi Hoppe Daisakusen, which launched its half-anniversary event from March 26 to April 23, 2026. The event included exciting new features like the 'Aside' system, new dungeons 'Nuunring Busters', and character additions. Not only did it engage players through various online activities, including a significant four-hour video showcasing player names and an illustration contest, but it also dramatically improved its App Store ranking from 114th to as high as 18th during the event period.
Moreover, a detailed report on the implementations and sales trends of six other representative titles with different genres is available for LIVEOPSIS members, demonstrating a wider spectrum of strategies at play.
About SpiceSmart
Founded in July 2015, SpiceSmart specializes in mobile gaming research and analysis, focusing primarily on operations in Japan and East Asia, while also venturing into global market insights. The company offers solutions tailored for gaming publishers such as the LIVEOPSIS platform, assisting them with comprehensive data analyses necessary for game operation.
Services Offered
- - Global IP Connect: A one-stop service for collaboration in gaming and IP rights.
- - LIVEOPSIS: A robust solution for mobile game analysis and operation needs.
- - LIVEBeauty: Tools specifically for social media marketing targeted at beauty and cosmetics brands.
With insightful analyses like these, SpiceSmart continues to shape the landscape of mobile gaming by providing invaluable support to publishers.
Topics Entertainment & Media）
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