Uncovering the Phenomenal Success of Talking Tom with 26 Billion Downloads

Unless you are familiar with the mobile sector, you might not have heard of Talking Tom. However, this long-standing franchise has achieved an astonishing feat of over 26 billion downloads. This number is equivalent to nearly every person on Earth downloading three Talking Tom games each, placing the franchise among the most successful in mobile gaming. For perspective, popular titles like Subway Surfers have been downloaded around 2.17 billion times, Candy Crush Saga has seen 1.41 billion downloads, and Pokémon Go has reached 696 million downloads, according to AppMagic. The 26 billion figure comes directly from Outfit7, the publisher behind the franchise, and becomes more understandable given 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. Despite this, there are discrepancies when comparing these numbers to AppMagic's figures, which show around 7.9 billion downloads for Outfit7's games. AppMagic only counts unique downloads and its data only goes back to 2015, while Outfit7's figures include reinstalls and date back to 2010 when the Talking Tom series began. Outfit7 stands by the 26 billion figure, with its COO and general manager, Jernej Česen, explaining that the company only counts installs when the user has opened the game and started playing, making him 'ultra confident' in these numbers. The question remains: what is the secret to Outfit7's success? The straightforward answer, which might disappoint those hoping to replicate Outfit7's success, is that the first Talking Tom game was launched at the dawn of the smartphone era. As Česen puts it, 'We were in the right place at the right time.' Outfit7 was founded in 2009 by the Slovenian couple Samo and Iza Login, computer science graduates who experimented with various apps during the early days of the iPhone. Their breakthrough came with Talking Tom Cat, where a cartoon cat would repeat back what users said in a high-pitched voice. Since then, Outfit7 has focused on the Talking Tom franchise, releasing sophisticated virtual pet games based on Tom and other anthropomorphic characters like Hank the dog and Angela the cat. In 2017, Outfit7 was acquired by the Chinese company Zhejiang Jinke Peroxide Company in a $1 billion deal, which later renamed itself to Zhejiang Jinke Entertainment Culture. This acquisition might seem unusual, but similar stories have occurred, such as Leyou Technologies Holdings Limited, initially a poultry business, acquiring Digital Extremes and Splash Damage before being acquired by Tencent. Xinyu Qian, involved in corporate investments at Jinke, moved to Outfit7 and became its CEO, realizing his dream as a long-time gaming fan. Qian attributes the franchise's enduring success to three core principles: inclusivity, global thinking, and long-term commitment. 'We create for everyone,' he says, emphasizing that inclusivity is at the heart of the Talking Tom & Friends brand, from game design to character development. Česen agrees, noting that their games must be enjoyable for kids, parents, and grandparents alike. The second principle is thinking globally, where Outfit7 monitors performance across regions and learns from cultural nuances. 'That global-first mindset has been essential in helping us connect with a worldwide audience,' says Qian. Lastly, Outfit7 builds for the long run, with flagship titles like Talking Tom and My Talking Angela still thriving over a decade after their debut. Qian says, 'We’re not focused on chasing short-term trends; instead, we’re dedicated to creating lasting experiences that players can return to again and again.' While there have been attempts to follow trends, such as Talking Tom Bubble Shooter, which resembles Puzzle Bobble, most spin-off titles have been discontinued, with Talking Tom Gold Run being an exception. Today, the Talking Tom franchise focuses on core games and characters within the virtual pet genre, aiming to create an ecosystem where users can migrate from one game to another. Outfit7 tries to keep users engaged through different channels, including cross-promotional mechanisms that allow users to play multiple games simultaneously. Despite culling several older games, there are still many Talking Tom titles available, with 24 games performing well. Česen mentions ideas for 'some kind of store purification' to focus on a few titles, but user demand for older games keeps them available. Outfit7 considers six titles as its flagship apps, with up to 10 million daily active users, and the cats Tom and Angela remain the most popular characters, followed by Hank the dog. Outfit7 has grown significantly, with up to 400 employees worldwide and a large studio in Slovenia, despite its headquarters being in Cyprus. Česen believes the company's secret to success is not treating games as a 'cash generating machine' but focusing on making games enjoyable for players. This approach has been particularly successful in the China market, where Outfit7 has made a deliberate effort to localize content, incorporating culturally relevant features and celebrating key moments like the Lunar New Year. Outfit7 established a dedicated local team to manage publishing and operations, allowing for a better understanding of player preferences and optimization of distribution. Beyond tailoring content to local tastes, Outfit7 aims to expand the Talking Tom brand through transmedia enterprises. 'Transmedia is important to our vision,' says Qian, as the company evolves into a multi-IP, multi-platform entertainment company with mobile gaming as a strong foundation. Outfit7 wants fans to engage with Talking Tom & Friends content across various platforms and formats. Currently, there's a superhero-themed animated series, licensed toys and merchandise, and over 30 indoor Talking Tom theme parks in shopping malls in China. Outfit7 is also growing its presence on short-form video platforms like TikTok, YouTube Shorts, and RedNote. Looking ahead, Qian sees potential in areas like films, audio content, live-action shows, HTML5 games, and immersive experiences. However, the approach is strategic, focusing on finding the right format for the right story and aligning teams around a shared vision. Collaborations with other brands, such as Angry Birds from Rovio, have been successful, and Outfit7 is open to more brand partnerships, including Talking Angela and Talking Tom's debut on Roblox. The goal is to combine brand power with game development expertise to create unique experiences. As the mobile market becomes increasingly saturated, with growth plateauing and competition not just from other games but broader entertainment platforms, Outfit7 believes in the enduring appeal of the Talking Tom & Friends IP and the creativity of its team. The company focuses on innovating within its universe, exploring new game mechanics, genres, and experiences that resonate with both existing fans and new audiences. An example is the recently launched Talking Tom & Friends World, a fresh take within the franchise with strong potential for growth. Other projects are in development, all aimed at expanding Outfit7's reach in meaningful and original ways. Although Talking Tom has proven resilient, Outfit7 seeks growth opportunities through new IP and expansion to platforms beyond mobile. The vision is to become a multi-IP, multi-platform entertainment company, with mobile gaming remaining a foundation. While Talking Tom & Friends remains a major focus, Outfit7 believes in creating entirely new IPs. With the talent and creativity of its team, Qian is confident that Outfit7 can develop original IPs beyond the Talking Tom universe, having already set up small internal teams for non-TTF projects. The approach is to identify unmet user needs and develop products that resonate with those audiences. This journey won't be easy, especially in today's crowded entertainment landscape, but Outfit7 believes this bold step is essential for its evolution and is ready to invest in it.