Brisbane-headquartered game studio Halfbrick is nailing it in China with its Fruit Ninja game. If you think people are sick of slicing all kinds of fruit on their mobile screens, then you’re so wrong.
Speaking with Phil Larsen, chief marketing officer at Halfbrick on the sidelines of the Global Mobile Internet Conference (GMIC) in Beijing today, he told me that Fruit Ninja has been downloaded 500 million times across the world. Out of which, China accounted for 200 million of these downloads with 50 million monthly active users coming from China. Phil told me:
Fruit Ninja is a very simple casual game that has a universal theme. It’s not about shooting, action, or any particular game play. It’s based on fruits and it’s all around the world… So it crosses the language barrier [since] it doesn’t need any text to play. You can understand just from the visuals alone. And that kind of simple arcade gameplay really works well in China.
The Fruit Ninja craze in China is done without having an office in China. Phil says that Halfbrick wanted to keep the company small and lean. Instead of opening an office in China, the Australian company works with iDreamSky who helps Halfbrick distribute their games in China, mainly working with telcos and local Android app marketplaces.
Despite having huge download numbers, the revenue figures from China aren’t proportionally large. In China, the Fruit Ninja Android app generates revenue through in-app purchases and ads. Phil explains that Chinese gamers in general are okay as long as they are able to enjoy 90 percent of the game without spending. If needed, Chinese gamers are willing to farm (without paying) for higher level items. So in the future, Fruit Ninja is looking to draw in paying Chinese users to try the 100 percent full gaming experience for a limited time and hope that they will buy to keep up with that level.
Besides Fruit Ninja, Halfbrick also has other games including Jetpack Joyride, Zombie Dash, and its latest title, Fish Out Of Water.
This is part of our coverage of GMIC 2013 in Beijing, running yesterday and today (May 7 and 8). For other stories from this event, click here.