25 Years of Yu-Gi-Oh: How Konami Prepared for Live Service Games

Following the debut of the Yu-Gi-Oh anime series, inspired by Kazuki Takahashi's manga, the franchise expanded to include an official card game and video game series. With each new iteration of the anime, the card game introduced new cards, and the video games continued to evolve in their own right. Twenty-five years later, Konami's digital card game has become one of its most popular series. GamesIndustry.biz spoke with senior Konami developers behind the Yu-Gi-Oh games to discuss their commercial success over the years. In the early 2000s, when the anime was gaining popularity, Konami released over 20 Yu-Gi-Oh titles across multiple platforms. According to Charles Murakami, senior producer at Konami Digital Entertainment US, the release schedule was driven by fan demand, particularly from those eager to play with the latest cards. Murakami notes that handheld devices were well-suited for simulating the physical card game, while home console titles offered unique Yu-Gi-Oh experiences based on the anime's characters, monsters, and themes. The digital games catered to different fan sub-groups, with some focused on the anime and characters, others on the card game, and some enjoying both aspects. The Yu-Gi-Oh game brand established itself after the success of the first Game Boy title, Yu-Gi-Oh! Duel Monsters, in Japan in 1998. The series sold well on handheld devices, and the launch of Yu-Gi-Oh Online on PC in 2005 helped pave the way for future live service games. Murakami explains that the success of live updating titles, such as Yu-Gi-Oh: Duel Links, resulted from leveraging technology and operational knowledge from past Yu-Gi-Oh: Online titles and other Konami games. The company regularly analyzes gameplay data and updates regulations to ensure a balanced experience for users. In 2016, Konami launched Yu-Gi-Oh Duel Links, which became commercially viable and earned $110 million in global player earnings in the first six months of 2021. However, the shift to free-to-play was challenging from an operations standpoint, according to Kenichi Kataoka, senior producer of Konami Digital Entertainment Japan. Kataoka notes that the most significant challenge in maintaining the game has been keeping players engaged. To address this, the development team analyzes user behavior, adjusts the game, and implements measures to appeal to both new and existing fans. Duel Links features content and cards spanning the entire Yu-Gi-Oh franchise, with big content updates planned over a year in advance. Building on the success of Duel Links, Konami released the multiplatform free-to-play game Yu-Gi-Oh Master Duel in January last year, which reached $130 million in revenue and 50 million downloads by November 2022. Yumi Hoashi, US senior vice president of Konami Digital Entertainment, explains that Master Duel appeals to a different demographic than Duel Links, offering a digital version of the official trading game with robust single-player content. Kataoka notes that the simultaneous release of Master Duel was a significant challenge for the development team, requiring adherence to each platform's rules and regulations. When asked about the franchise's enduring commercial viability, Murakami summarizes that Yu-Gi-Oh is a fun card game with a compelling anime series, recognizable characters, and memorable villains, making it a relatable title for fans over the years.