On August 9, 2021, the highly anticipated TopWar X TRANSFORMERS brand global cross-over event was officially launched. This collaboration was planned, brought about and managed by Mijiba, Hasbro’s trusted digital licensing partner, who also serves as the global game’s service platform, on behalf of star developer Rivergame.
The event has run for two weeks and generated tremendous interest. Due to the active engagement from both gamers and TRANSFORMERS fans, Top War broke its daily revenue record on the first day of the event launch, along with ramping up the numbers of the game’s rank in the App Store. Top War’s rank rose from 55 to 29 in China, 25 to 16 in the USA, and 73 to 45 in Japan.
These amazing figures are strong evidence of the universal appeal of the TRANSFORMERS brand and its ability to truly boost game monetization and success at a global level!
To make this landmark event possible, Mijiba worked around the clock to facilitate the whole process by working closely with Hasbro and Rivergame, including proposal preparation, character design, and material supervision to pre and post-marketing.
Specifically, Mijiba assisted Rivergame in combining Top War’s style and unique gameplay with TRANSFORMERS brand assets and re-designing a new look that included these visual elements and incorporated iconic characters like Optimus Prime and Bumblebee.
As Hasbro’s partner, Mijiba continues to bring premium developers and high-quality games to the table, of which Rivergame is a prime example. Top War, a military simulation SLG, is Rivergame’s flagship title, and its widespread popularity put Rivergame in the top13 Chinese game publishers by overseas revenue in July 2021, according to Sensor Tower statistics. Top War was also selected as the Best Competitive Game by Google Play in 2020.
Top War’s demographic—mostly males in their 30s—overlaps perfectly with the TRANSFORMERS brand in terms of user base and popularity, making it an ideal choice for Hasbro to partner with, and Mijiba was involved from concept to launch to ensure success.
Projects like these between top companies can take months or even years to finalize, but in this instance, the launch went live just a little over three months after the deal was signed. This rapid progress was due to Mijiba’s experienced Brands In Games (BIG) team, whose planning, know-how and hard work made the impossible happen.
“The collaboration with Mijiba and Hasbro has achieved a highly satisfactory result. And Mijiba has shown real professionalism throughout the process, which has made our job dealing with a large project like this much smoother. Their market knowledge and strong execution capability made it possible for us to launch this global collaboration quickly and effectively,” said CEO of Rivergame.
“We focus on collaborations that bring a massive impact for both the IP holder and the game developer. This collaboration between Hasbro and Rivergame’s Top War is a great example of this focus. We are delighted by the success of this project, which paves the way for a long-term and mutually beneficial partnership between Rivergame and Hasbro,” said James LaLonde, Co-Founder and Co-CEO of Mijiba.
Mijiba is selective in the partners chosen for mobile game IP collaboration, with stringent selection and evaluation mechanisms in place to ensure the developers we connect with IP holders are highly qualified and standouts in their game genre. Mijiba’s bilingual teams keep in close communication with the licensor and developer throughout, ensuring the project is smooth and trouble-free for both parties.
Moving forward, Mijiba aims to broaden and continue the success with Hasbro and other global IP holders, working every step of the way to ensure that Hasbro’s strict quality standards are met. Our track record of consistently bringing value to all parties means gamers around the world can continue to enjoy games that feature their favorite IP characters.
If you are a developer interested in leveling up your game success with renowned IPs and want to learn more about possible collaborative deals, reach out to Mijiba’s BIG team today via BIG@Mijiba.com.
Rivergame is a fast-growing Chinese developer with a focus on global markets. Top War, their flagship title, is a fresh, addictive military simulation SLG. Started in 2018 by a group of developers and game players who wanted to realize their goals by creating innovative and entertaining games, they have gained a strong presence in the global mobile gaming market.
Hasbro (NASDAQ: HAS) is a global play and entertainment company committed to making the world a better place for all children, fans and families. Hasbro delivers immersive brand experiences for global audiences through consumer products, including toys and games; entertainment through eOne, its independent studio; and gaming, led by the team at Wizards of the Coast, an award-winning developer of tabletop and digital games best known for fantasy franchises MAGIC: THE GATHERING and DUNGEONS & DRAGONS.
The company’s unparalleled portfolio of approximately 1,500 brands includes MAGIC: THE GATHERING, NERF, MY LITTLE PONY, TRANSFORMERS, PLAY-DOH, MONOPOLY, BABY ALIVE, DUNGEONS & DRAGONS, POWER RANGERS, PEPPA PIG and PJ MASKS, as well as premier partner brands. For the past decade, Hasbro has been consistently recognized for its corporate citizenship, including being named one of the 100 Best Corporate Citizens by 3BL Media and one of the World’s Most Ethical Companies by Ethisphere Institute. Important business and brand updates are routinely shared on our Investor Relations website, Newsroom, and social channels (@Hasbro on Twitter, Instagram, Facebook and LinkedIn.)
Mijiba is a game platform company that helps developers better market, manage, and monetize their mobile games. Our AI-powered tools and global expertise in areas such as mobile advertising, community management, and digital IP licensing enable partners to increase playtime, revenue, and retention. Our vision is to open the world of gaming success to anyone with the talent to create and develop. To learn more, visit our website and follow us on LinkedIn.
This article first appeared on Pocket Gamer.
