Travel Town achieves remarkable revenue growth despite the decline in the genre

Travel Town by Magmatic Games secures the third spot in global casual game revenue, defying the trend in the merge-2 genre. Its strategies and LiveOps emphasis drive remarkable growth, setting an example of adaptation and innovation for the industry.
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Magmatic Games’ Travel Town secured a notable position in the game industry by claiming the third spot on the Top Trending chart by revenue for casual games worldwide. The Top Trending Apps chart, which highlights applications with the most substantial growth rates over a specific timeframe, serves as a barometer for significant shifts within the targeted niche. AppMagic looks into Travel Town’s success in detail.

Travel Town has distinguished itself as a trailblazer in the merge-2: Orders subgenre, consistently achieving substantial growth, almost doubling annually. Despite an overall decline in the merge genre, the game’s unique strategies have propelled its success. In 2023, Travel Town briefly lost its leading position in the highest-grossing charts but swiftly regained its standing, thanks to a significant emphasis on LiveOps. The graph demonstrates the game’s remarkable rate of introducing new events.

The LiveOps strategy employed by Travel Town stands out for its diversity, extending beyond the regular norms of the genre. The game features various events with varying durations and content, strategically implementing weekend events to capitalize on players’ heightened engagement and spending during these periods.

A distinctive aspect of Travel Town’s approach is the customization of event skins, allowing the game to maintain consistent gameplay across all target markets while catering to different national styles through visual adjustments. For example, when targeting France, the game adapts event aesthetics to align with local culture, incorporating relevant iconic symbols.

The game’s most impactful advertisements include instructional videos, partially misleading story-driven creatives, and gameplay demonstrations. Google AdMob played a predominant role in delivering impressions (74%), with contributions from Facebook (13%) and Unity (3%). These efforts propelled Magmatic Games’ leading merge title to achieve remarkable year-over-year growth of 393%, with total earnings approaching $100 million starting from February 2022.

In terms of regional revenue distribution, Travel Town garnered the largest percentage of its earnings from the USA (35%), followed by South Korea (10%) and the UK (5%). Store-wise, the revenue is nearly evenly split, with Google Play (52%) slightly outweighing the App Store (48%).

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