Moscow-based game developer and publisher Nekki announced that today, January 15, the total number of installations of the Shadow Fight 2 mobile fighting game amounted to 100 million.
The game scored half of them in less than a year: in February 2015, Nekki reported reaching 50 million users who downloaded the game. Recall that the game debuted on mobile platforms more than two years ago – in September 2013.
Especially for App2Top.ru Nekki Business Development Director Sergey Babaev commented on the new Shadow Fight 2 milestone.
Sergey BabaevI wrote on Facebook not so long ago about taking 80 million installations.
Back then, Google Play put us in the “number of installations” column – from 50 to 100 million. And, of course, we wanted to take 100 million total installations as soon as possible. This is a good moral achievement!
But at that time we were growing by 100-120 thousand installations per day. For this reason, we expected this to happen in about half a year, and not at the very beginning of 2016.
However, by the end of 2015, we had launched a number of interesting cases. It is clear that there was just a December rise, but we are talking about deviations from it.
The main driver of growth was set by Google Play. For example, after the launch of the advertising campaign of the new Samsung Android device on TV and online, despite the fact that this is a very unobtrusive indirect advertising of the game, we have sharply stirred installations.
The campaign itself started somewhere in the 10th of December, but it completely hit from all sides by the 20th (then I started noticing it on YouTube, Facebook, Vkontakte, etc.). Its impact on downloads can be seen on the graph:
After that, the agreed features for NG-activity in the game (sales, gifts, etc.) started. There were several sets of them in total, lasting more than 3 weeks
At the peak of the feature (they were on the 3rd place in the best new products and updates of a number of countries on Google Play), they collected 370 thousand users per day. Taking into account iOS, the total figure exceeded 450 thousand on the peak day.
This was followed by a more modest, but no less effective feathering, which already gave 321,000 installations at its peak.
An important point: our plateau has risen for a long time and is holding up even now – after the completion of the features (although the campaign with Samsung is still actively ongoing). We have reached more than 200 thousand installations per day.
By the way, an interesting nuance: taking 100 million installations was the last Vector record not broken by Shadow Fight 2. Now he is beaten too.