How Did “Wuthering Waves” Manage to Surpass $6.8 Million in Its First Week on Mobile Alone?
The open-world action game “Wuthering Waves” officially began its global, cross-platform public beta on May 23, 2024, launching simultaneously on PC, iOS, and Android platforms. Before the official launch, “Wuthering Waves” started its pre-download phase on May 21 at 6:00 PM.
According to FoxData, it reached the top in over 100 countries within 24 hours following the start of the pre-download phase!
Details of Global Chart on FoxData
In regions such as the United States, Japan, and Taiwan, the game dominated the Free Chart rankings for several consecutive days!
Free Chart Rankings on May 21st: America, Japan, and Taiwan
As of May 28th, the game generated $6.8 million in revenue on mobile platforms in its first week alone, with $4.17 million from the App Store and $2.63 million from Google Play.
Revenue Breakdown of Wuthering Waves: App Store and Google Play
How did “Wuthering Waves” manage to surpass $6 million in its first week on mobile alone?
Let’s explore the secrets behind the game’s success!
Wuthering Wave’s Strengths
Game Highlights
“Wuthering Waves” is set in a post-apocalyptic world. After a catastrophic event known as the “Sorrow,” humanity was abandoned by the old laws and faced strange phenomena that emerged alongside destruction, bringing with them a new beginning. Players take on the role of a recently awakened drifter who embarks on their own journey in this highly free world. Along the way, they may encounter allies to fight alongside, face unimaginable foes, absorb transformative powers, or explore unseen wonders. In this richly storied world, players set off on a new adventure.
Gameplay Features
“Wuthering Waves” offers action-packed gameplay, where players explore a reborn world devastated by the “Sorrow.” They overcome obstacles using mechanics like grappling and wall dashing, and fend off enemies through smooth, fast-paced combat. Players can easily control skills such as dodging and countering, and experience the thrill of battle through a unique QTE (Quick Time Event) system. In addition to action elements, the game includes ACG (Anime, Comics, and Games) content, exploration, and challenges.
Visuals and Scenes
The art style of “Wuthering Waves” features pure 3D graphics with ACG-inspired characteristics. The game includes a variety of characters and buildings from different cultural styles. Even from the promotional images, one can see its ambitious goal to rival “Genshin Impact.” Realistic scenes, cool skills, and diverse characters all serve to enhance the rich storyline. The battle sound effects are also impressive, whether it’s the feedback from hitting enemies or the sound of clashing blades, providing a truly immersive experience for players.
Global Marketing Strategy
The game employs a comprehensive global marketing strategy that combines both online and offline promotions.
Offline Promotion
Facing the vast global market, “Wuthering Waves” has gone all out with its promotional efforts. For instance:
- New York, USA: In the highly coveted space of Times Square, “Wuthering Waves” made a grand gesture by securing large contiguous billboard advertisements, showcasing the game’s confidence and appeal to the world.
- Japan: The promotion focused on the heart of ACG culture. From lamp posts in Akihabara to office buildings in Shibuya, from Shinjuku subway stations to Ikebukuro train stations, dynamic combat demonstrations and the bold black-and-white public beta dates caught the eyes of countless passersby.
- South Korea: In addition to advertisements in popular subway stations, “Wuthering Waves” hosted a unique “Yangyang Tea Party” in the bustling Hongdae commercial area, fostering a closer connection between players and the game ahead of its release.
The most innovative approach was hiring cosplayers to portray the male and female drifters from the game. They traveled across the vast North American continent in the “Wuthering Waves” themed bus, or “Itasha,” conveying the game’s theme of “seeing the world’s scenery and embarking on a new journey” through this creative cross-continental trip.
These expansive and varied promotional activities demonstrate “Wuthering Waves” commitment to reaching a global audience and building anticipation for its release.
Online Promotion
The online paid advertising strategy of “Wuthering Waves” laid the foundation for its subsequent global success. The first promotional material was released on April 19, 2023, followed by a major push starting on April 15, 2024. The official pre-launch warm-up began four days before the game’s release. From a timing perspective, “Wuthering Waves” effectively capitalized on the crucial 30-day pre-registration period for new games.
Advertising Reach
“Wuthering Waves” deployed promotional materials in a total of 52 regions, with a focus on Canada, the United States, and Taiwan.
Types of Promotional Materials
- Images: The number of image and video materials was nearly equal. Image materials primarily showcased key character illustrations from the ACG (Anime, Comics, and Games) genre and highlighted game launch benefits.
- Videos: Video materials were more diverse, including character showcases, open-world map demonstrations, influencer endorsements, character strength rankings, and gacha (loot box) demonstrations.
By leveraging a balanced mix of visual and video content, “Wuthering Waves” effectively captured the attention of a broad audience, driving anticipation and engagement ahead of its launch.
If you are interested in the game’s promotional materials, 👉Click here to see more of the advertising materials used for this game in different countries and regions.
👉Read More Effective Paid Advertising Strategies here.
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