The Unstoppable Rise of Talking Tom: A 26 Billion Download Phenomenon

With over 26 billion downloads, the Talking Tom franchise has achieved unparalleled success in the mobile gaming industry. To put this number into perspective, it is equivalent to every person on the planet downloading three Talking Tom games. This staggering figure solidifies the franchise's position among the most successful mobile titles, surpassing other popular games like Subway Surfers, Candy Crush Saga, and Pokémon Go. The 26 billion download figure, confirmed by Outfit7, the publisher behind the franchise, becomes more believable when considering the numerous Talking Tom games released over the years, approximately 40, with many being discontinued. A significant portion of these downloads originates from countries like India, Brazil, and China. However, discrepancies arise when comparing Outfit7's figures to those of AppMagic, which reports around 7.9 billion downloads for Outfit7's games. This difference can be attributed to the fact that AppMagic only counts unique downloads, whereas Outfit7 includes reinstalls in their tally. Furthermore, AppMagic's data only dates back to 2015, while the Talking Tom series debuted in 2010. Outfit7 remains confident in their 26 billion figure, with Jernej Česen, COO and general manager, stating that the company only counts installs when the user has opened and started playing the game. This confidence stems from the company's commitment to providing engaging experiences that keep players coming back for more. So, what is the secret to Outfit7's success? The answer 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. Outfit7 was founded in 2009 by Slovenian couple Samo and Iza Login, who experimented with various apps before finding success with Talking Tom Cat. Since then, the company has expanded the franchise, releasing sophisticated virtual pet games featuring Tom and other anthropomorphic animals like Hank and Angela. In 2017, Outfit7 was acquired by the Chinese chemicals firm Zhejiang Jinke Peroxide Company for $1 billion, marking a significant milestone in the company's history. Xinyu Qian, who became CEO of Outfit7, attributes the franchise's enduring success to three core principles: inclusivity, global thinking, and long-term commitment. Outfit7 prioritizes creating games that cater to everyone, ensuring that kids, parents, and grandparents can all enjoy their products. The company also adopts a global-first mindset, monitoring performance across regions and learning from cultural nuances to connect with a worldwide audience. Additionally, Outfit7 focuses on building for the long run, dedicating itself to creating lasting experiences that players can return to again and again. While the company has experimented with trend-chasing in the past, such as releasing Talking Tom Bubble Shooter, it has since discontinued many of its spin-off titles. Today, the Talking Tom franchise concentrates on a few core games and characters within the virtual pet genre, aiming to create an ecosystem where users can migrate between games. Outfit7 has a significant presence in the China market, with Česen noting that the company has always been strong in the region, even before the Jinke acquisition. The company has made a deliberate effort to localize its content, incorporating culturally relevant features and celebrating key moments like the Lunar New Year through in-game events. Beyond tailoring content to local tastes, Outfit7 is expanding 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 also growing its presence on short-form video platforms like TikTok, YouTube Shorts, and RedNote. Looking ahead, Outfit7 sees immense potential in areas like films, audio content, live-action shows, HTML5 games, and immersive experiences. The company is approaching this expansion strategically, focusing on finding the right format for the right story and aligning teams around a shared vision. Outfit7 has collaborated with other brands, including Angry Birds from Rovio, and is now actively exploring deeper partnerships, especially with companies outside the gaming world. The goal is to combine the brand power of major franchises with Outfit7's game development expertise to create something unique. As the mobile market becomes increasingly saturated, Outfit7 is looking to expand its reach through new IP and platforms beyond mobile. The company's vision is to become a multi-IP, multi-platform entertainment company, with mobile gaming remaining a strong foundation. While Talking Tom & Friends will continue to be a major focus, Outfit7 is also committed to creating entirely new IPs, having already set up internal teams dedicated to non-TTF projects. With the talent and creativity of its team, Outfit7 is confident in its ability to develop original IPs that resonate with audiences. The company is ready to invest in this bold step, essential for its evolution in the crowded entertainment landscape.