The Enduring Success of Talking Tom: Uncovering the Secrets Behind 26 Billion Downloads

Unless you're familiar with the mobile sector, you might be surprised to learn that Talking Tom, a long-running franchise, has achieved an astonishing 26 billion downloads. This phenomenal figure is roughly equivalent to every person on Earth downloading three Talking Tom games each, solidifying the franchise's position among the most successful mobile titles. For context, other popular mobile games like Subway Surfers and Candy Crush Saga have been downloaded around 2.17 billion and 1.41 billion times, respectively. The 26 billion figure, confirmed by Outfit7, the publisher behind the franchise, becomes more plausible when considering the numerous Talking Tom games released over the years, with around 40 titles, many of which have been discontinued. A significant portion of these downloads originates from countries like India, Brazil, and China. However, there are discrepancies in the numbers, with AppMagic's figures indicating around 7.9 billion downloads for Outfit7's games. These discrepancies can be attributed to the fact that AppMagic only counts unique downloads, whereas Outfit7's figures include reinstalls, and AppMagic's data only dates back to 2015, while the Talking Tom series debuted in 2010. Outfit7 is confident in the 26 billion figure, with Jernej Česen, COO and general manager, stating that the company only counts installs when the user has opened the game and begun playing. The key to Outfit7's success lies in the fact that the first Talking Tom game was released at the dawn of the smartphone era, allowing the franchise to establish itself early on. Founded in 2009 by Slovenian couple Samo and Iza Login, Outfit7 initially experimented with various apps before achieving significant success with Talking Tom Cat. The company has since focused on developing the Talking Tom franchise, releasing a range of sophisticated virtual pet games featuring Tom and other anthropomorphic animals. In 2017, Outfit7 was acquired by the Chinese chemicals firm Zhejiang Jinke Peroxide Company for $1 billion, which later renamed itself to Zhejiang Jinke Entertainment Culture. Xinyu Qian, who was involved in corporate investments at Jinke, became the CEO of Outfit7, bringing his passion for gaming to the role. The franchise's enduring success can be attributed to three core principles: inclusivity, global thinking, and long-term commitment. Outfit7 creates games that cater to a broad audience, from children to grandparents, ensuring that everyone can enjoy the experience. The company also adopts a global-first mindset, monitoring performance across regions and learning from cultural nuances to connect with a worldwide audience. Furthermore, Outfit7 prioritizes long-term commitment, focusing on creating lasting experiences that players can return to again and again, rather than chasing short-term trends. While the company has experimented with trend-chasing in the past, its current focus is on a few core games and characters within the virtual pet genre, aiming to create an ecosystem where users can migrate from one game to another. Outfit7 has also expanded the Talking Tom brand through various transmedia enterprises, including a superhero-themed animated series, licensed toys and merchandise, and indoor theme parks in China. The company is growing its presence on short-form video platforms and exploring new areas such as films, audio content, and live-action shows. Collaborations with other brands, like Angry Birds, have also been successful, and Outfit7 is open to more partnerships, both within and outside the gaming world. As the mobile market becomes increasingly saturated, Outfit7 is looking to expand through new IP and platforms beyond mobile, with the goal of becoming a multi-IP, multi-platform entertainment company. The company believes in the enduring appeal of the Talking Tom IP and is focused on innovating within its own universe, exploring new game mechanics, genres, and experiences that resonate with both existing fans and new audiences.