With over 25 billion downloads and more than a decade of dominance in virtual pet games, Outfit7 is far from slowing down. The company has revealed its roadmap for 2025, featuring three new mobile game releases and a major evolution of the Talking Tom & Friends brand.
As mobile user acquisition becomes increasingly volatile and traditional monetization models face mounting pressure, Outfit7 is doubling down on long-term brand evolution, player inclusivity, and strategic innovation.
In our interview with Outfit7 CEO Xinyu Qian, we explore how Outfit7 is navigating today’s fragmented market, redefining success not by spikes but by staying power.
With user acquisition costs rising and returns shrinking, why is the traditional paid UA model breaking down, and how are studios adjusting their strategies?
The mobile games market has changed. Advertising revenues are increasingly volatile, and the traditional paid user acquisition model becomes less dependable or sustainable for IAA game publishers like us.
That’s why we’re focusing on what has always set us apart, our brand. Talking Tom & Friends is more than just a product; it’s a globally loved IP with deep emotional ties to players. Instead of relying only on paid ads, we’re evolving the brand itself, updating characters, visuals, and creating experiences that connect with new generations. This isn’t just a shift in marketing, it’s a long-term strategy to grow by deepening relationships with our players.
How are platform fees and gatekeeping affecting profitability and innovation, and are these pressures prompting studios to explore alternative ways to distribute and monetize their content?
With our new title, Talking Tom & Friends: World, we’re introducing an ad-free experience with the option to make in-app purchases, specifically designed for kids. This isn’t about abandoning ads or chasing the next big monetization trend; it’s about giving both our players and ourselves more choice.
We fully understand the risks of relying on a single revenue model or channel. Our goal is to maintain balance and stay in control of how we deliver fun, memorable experiences, not just from a business standpoint, but from the perspective of joy and choice for players.
Recent developments, such as the US court rulings on third-party payment channels, also open up new possibilities for developers, and we’ll be ready to explore them once a product proves commercially viable. For us, it’s all about finding what fits each game and its audience best.
How can studios pivot toward alternative growth strategies, from community-building and licensing to brand universes and evergreen IP?
Talking Tom & Friends is a perfect example. What started as a simple talkback app evolved into a full entertainment universe, with games, stories, videos, products, and now even more diverse experiences.
This next step is about continuing that evolution. We’re refreshing the characters, updating visuals, and reimagining the brand for today’s audiences while expanding through new content formats. We’re not just making games, we’re building a full brand universe that stretches far beyond gameplay.
Everything connects to our larger vision. We don’t chase trends. We focus on creating joyful, lasting, and memorable experiences that players want to return to over and over again.
In a more fragmented and unpredictable market, how are studios rethinking what success looks like when it comes to scale and ROI?
Success today isn’t just about scale or spikes; it’s about meaningful, lasting engagement. We’ve held strong positions in segments like virtual pets and endless runners, but we know there’s a ceiling there. So we’re asking, what’s next?
That’s why we’re developing Talking Tom & Friends: World and other experimental projects, to reach new audiences, open new growth curves, and explore new mechanics and business models. We’re not walking away from what works; we’re evolving it with intention to ensure we keep delivering value and joy in a changing market.
Outfit7 has seen over 25 billion downloads—what are some of the biggest lessons learned about sustainable growth across global markets?
We create for everyone. Inclusivity is at the core of how we design games, making sure players of all ages and interests find something that brings them joy, whether it’s deep engagement or just a few minutes of fun.
We think globally from day one. We track how our games perform across different regions, learning from cultural differences and player behavior. That global-first mindset has been key to our reach.
We build for the long run. Our biggest titles, like Talking Tom and My Talking Angela, are still going strong in a decade after launch. We don’t build for quick hype, we build to last, so players can grow with our games and keep coming back.
What major strategic shifts do mobile game studios need to make in the future to stay competitive?
Studios need to double down on what makes them unique. Focus resources where you have a real edge. For us, that’s our brand and the emotional connections it creates. Long-term thinking is essential. Breakout hits are rare. When you have one, you need to nurture it, build around it, and let it evolve.
The market is more saturated, and the strongest brands endure. Our advantage is clear: we have an incredibly engaging brand, Talking Tom & Friends, and strong positions in key categories like virtual pets and endless runners. Constant evolutions and revolutions based on our core will enable the brand to grow even further
But beyond that, we’re committed to inclusivity. Our philosophy is simple: we create for everyone. That broad appeal keeps us connected to players of all ages and gives us resilience in an unpredictable market.
Even in challenging times, we stay committed to innovation and new ways to grow. By continuously exploring fresh ideas and evolving our business models, we’re planting the seeds for future opportunities, ensuring we stay ahead, no matter what the market brings.
CEO at Outfit 7
