Like any event, in-game collaborations take an awful lot of planning. What makes a successful in-game collaboration event?

Cookie Run Kingdom’s collaboration with the K-pop band BTS introduced a new rhythm game mode. For example, PUBG Mobile’s collaboration with the anime Neon Genesis Evangelion introduced giant Mechs into its battle royale map. It’s particularly popular across midcore games as publishers of these games tend to have established contacts they can partner with.Ĭollaborations also provide an opportunity to freshen narrative elements and gameplay mechanics. In the China iOS market, collaboration events are used by more than 70% of the top 10% of highest-grossing games.

There’s a growing trend of mobile games now licensing IP from film, TV, anime, celebrities, music, manga and even other games and incorporating that IP into their anniversary and seasonal events. Research by Gamerefinery found that it boosts both player retention and monetization by adding new items as collectibles and cosmetic items. A great way to improve player retention for mobile games is hosting a collaboration event with a well-known franchise as part of the LiveOps.

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