Konami's 25-Year Journey with Yu-Gi-Oh: How the Franchise Paved the Way for Live Service Games

The Yu-Gi-Oh franchise has been a cornerstone of Konami's success for 25 years, with its blend of engaging characters, captivating storylines, and strategic gameplay. Following the introduction of the anime series inspired by Kazuki Takahashi's manga, the franchise expanded to include an official card game and video game series. Over time, the card game has introduced new cards with each iteration of the animated series, while the video games have continued to evolve in their own right. Today, Konami's digital card game is one of its most popular series, with a dedicated fan base spanning the globe. GamesIndustry.biz had the opportunity to sit down with senior Konami developers behind the Yu-Gi-Oh games to discuss the secrets behind the franchise's enduring success. During the early 2000s, when the anime was gaining popularity, Konami released over 20 Yu-Gi-Oh titles across multiple platforms, including games like Yu-Gi-Oh! The Duelists of the Roses and Yu-Gi-Oh! Worldwide Edition: Stairway to the Destined Duel. According to Charles Murakami, senior producer at Konami Digital Entertainment US, the release schedule was driven by fan demand, particularly from those eager to try out the latest cards. The handheld devices of the time were well-suited to simulating the physical card game, while home console titles offered unique Yu-Gi-Oh games based on the monsters, characters, and themes from the anime. New game releases were also necessary to keep pace with the growing content from both the TV program and print card game, which required significant effort from Konami's Digital Entertainment division. Murakami notes that the media franchise's audience comprises different fan sub-groups, and the digital games have attempted to cater to these diverse interests. Some fans love the anime and its characters, while others are more focused on the card game, appreciating the designs of iconic monster cards. The Yu-Gi-Oh game brand established itself after the sales of the first Game Boy title, Yu-Gi-Oh! Duel Monsters, in Japan in 1998. Following the international success of the original Duel Monsters show, Konami released more titles globally, with the series selling particularly well on handheld game devices. In 2005, Konami launched Yu-Gi-Oh Online on PC, one of the company's early free-to-play titles for the franchise. Although the game was eventually taken offline in 2012, it helped pave the way for the success of future live service games. Murakami believes that the success of Konami's live updating titles, including Yu-Gi-Oh: Duel Links, resulted from leveraging technology and operational knowledge gained from past Yu-Gi-Oh: Online titles and other Konami games. Each title provided valuable insights into what worked and what didn't, informing the development of subsequent games. By 2010, games were still being developed with fans of the show in mind, with a focus on the latest animated series and new cards. The official trading card game has a vast catalog of over 10,000 cards in print, with rules consistently updated to maintain balance. Konami has also implemented these rule updates in its digital games, taking into account various aspects of the game to ensure a enjoyable experience for as many users as possible. The shift to live service games began in earnest with the launch of Yu-Gi-Oh Duel Links in December 2016 in Japan and January 2017 internationally. The title proved to be commercially viable, earning $110 million in global player earnings in the first six months of 2021. However, the transition to free-to-play was not without its challenges, according to Kenichi Kataoka, senior producer of Konami Digital Entertainment Japan. The development team faced significant operational hurdles, including the need for numerous servers to support the large user base and considerable operating costs. Despite these challenges, the game has been downloaded over 150 million times, with many users actively engaged in the game. The most significant challenge for the development team has been keeping players returning for more, which requires accurate analysis of the situation, adjustments to keep users engaged, and implementation of measures that appeal to both new users and fans of Yu-Gi-Oh. To achieve this, the production staff's love for Yu-Gi-Oh has been instrumental in driving the game's success. Duel Links features content and cards spanning nearly the entire Yu-Gi-Oh franchise, with players able to engage in narratives from Yugi Mutou vs rival Seto Kaiba to Yu-Gi-Oh Vrains. Big content updates are planned out more than a year in advance, ensuring a steady stream of new content for fans. Building on the success of Duel Links, Konami released the multiplatform free-to-play game Yu-Gi-Oh Master Duel in January last year. The game's mobile version alone generated $130 million in revenue throughout 2022 and reached 50 million downloads by November. According to Yumi Hoashi, US senior vice president of Konami Digital Entertainment, Master Duel appeals to a different demographic than Duel Links, offering a definitive digital experience of the card game. The game is not heavily inspired by the TV franchise, instead focusing on providing a robust digital version of the official trading game. Kataoka notes that the simultaneous release of Master Duel on multiple platforms was a significant challenge for the development team, requiring careful planning to ensure a smooth launch across different platforms. When asked what has kept Yu-Gi-Oh commercially viable as a video game for 25 years, Murakami summarizes that the franchise's enduring success can be attributed to its engaging gameplay, compelling story, and memorable characters, all of which have been carefully cultivated over the years to create a relatable and enjoyable experience for fans.