Every once in a while, a new mobile game hits the scene and blows up.
The latest game that managed to do this is AFK Journey, a sequel to the well-known title AFK Arena. Released in August, the game quickly reached impressive numbers in downloads, revenue, and equally important — superb app store reviews.
Let’s get into the details.
Release and Numbers
After a period of soft launches in select regions, AFK Journey made its global debut in August 2024. The game was published by Farlight Games, the global publisher of the Chinese studio Lilith Games.
The numbers soon exploded.
Downloads, Revenue & Ratings
At the moment, the game sits at over 12 million worldwide downloads, with China (20%) and the US (18%) as the leading markets.
But what makes this game really shine are its revenue figures.
During its lifetime, AFK Journey was able to reach over $110 million in worldwide revenue. The three markets that stand out as the key revenue drivers are the US (29%), China (22%) and South Korea (14%).
Yes, you read it right.
This game has an impressive download-to-revenue ratio. The RpD (revenue per download) for this game is $9.19 globally, $13.2 in Tier 1 East, and $12.71 in Tier 1 West (AppMagic, September 25th).
Last but not least, the game has strong app store ratings. In Apple’s App Store, it has a high 4.8 rating, while Google Play users have given it a 4.7 grade.
*The data in this section was gathered using the premium version of the AppMagic tool.
AFK Journey Analysis
How does a game get so wildly profitable and successful so quickly?
To answer this question, let us walk you through the main aspects of the game, from gameplay to its monetization and UA strategies.
Genre & Gameplay
Just like its predecessor AFK Arena, AFK Journey falls into the category of RPG idle games. It is a cross-platform game so players can enjoy it both on their mobile and PC devices.
In AFK Journey, players are in charge of forming a team of heroes to send them into battles against different enemies. The battles are automated but require players to make strategic choices in positioning and upgrades to secure victory.
Just like the “AFK” in the game’s name suggests, players earn rewards and progress while they are offline.
Story & Aesthetics
Judging from the gameplay description, this game may sound very similar to its big sister, AFK Arena.
One of the things that makes AFK Journey unique is its storyline.
AFK Journey offers a more immersive narrative experience with deeper world-building.
Some parts of the story are presented in the form of cutscenes, while others unfold through in-game dialogues. Occasionally, players can make interactive choices in the narrative, creating a personalized touch.
As cool as this might be, not all players are into storytelling.
For this reason, the game offers the option to skip narrative features, allowing players to enjoy parts of the game they like the most.
The game also stands out from its predecessor by its canvas art style and 3D characters. In a recent interview, Lilith Games’ CPO described the art style as “Very distinctive. We’ve been trying to give it a name, and internally we often refer to it as the “Magical Storybook” style.”
Significant Features
Besides its compelling narrative, AFK Journey stands out with the different engagement and retention features it provides.
And when we say a lot, we mean it.
Here are just some of these features:
- Daily quests
- Hero progression system
- Character customization
- Battle modes (unlock from stage 16)
- Limited-time events
- Guilds (unlock from stage 30)
- Map exploration
- Login rewards
These features are designed to create a deep and immersive user experience. The goal is to always provide players with something to do and keep them invested in the long term.
With so many features, there is something for everyone.
While some players might be into social and competitive features, others might be more interested in upgrading their characters or exploring the in-game world.
AFK Journey Analysis: Monetization
Like many RPG titles, AFK Journey monetizes through in-app purchases, precisely, through a gacha system. Although controversial, this system has proven its effectiveness over and over again, especially in Asian markets.
Interestingly, according to AppMagic the top-spending market for this game is the US (28%), followed by two Asian markets: China (22%) and South Korea (14%).
The Good Old Gacha
One of the main goals of this game is to constantly collect new heroes to build a strong team for battling enemies.
Players can get basic heroes through gameplay, but to obtain rare, powerful heroes, they need to engage with the game’s gacha system. To summon new heroes, players need to use a currency called Invite Letters. They can get it through gameplay, game store bundles, or by exchanging some other currencies.
The game uses a classic gacha system.
It classifies the heroes by rarity (common, rare, epic, legendary). There is also a pity system in place, which guarantees that players get a strong hero after a certain number of summons without luck.
(So Many) Currencies
We already mentioned one of the primary currencies in the game, Invite Letters.
But wait, there’s more.
The game features a complex monetization system that includes different currencies used for different purposes. These include:
- Diamonds – Premium currency to get Invite Letters, and valuable resources.
- Gold – Common currency used for upgrading heroes and purchasing basic items.
- Hero Essence – Needed to level up heroes and improve their stats.
- Season Essence – Earned during specific seasons to unlock limited-time rewards.
- Dragon Crystals – Currency for acquiring premium items and boosts.
- Dolly Tickets – Can be exchanged for different items, including Invite Letters.
- Velvet Voucher – Used to purchase cosmetic items and hero skins in the game store.
Of course, the game doesn’t just throw all these at players at once.
There are tutorial pop-ups for each new feature the player encounters, slowly easing them in. The point of this multi-layered monetization system is to keep players engaged by offering them different progression paths.
Subscription Options
For players who enjoy battle pass features, the developer offers two monthly subscription options — a classic pass (Classic Gazette) and a premium pass (Premium Gazette).
At €5.99, the classic pass grants diamonds and other in-game resources like gold and hero essence for 30 days. The premium pass comes at a premium price of €17.99, giving players a chance to earn extra rewards, such as exclusive cosmetic items, hero boosts, etc.
Both of these subscriptions are designed to encourage regular logins and long-term engagement. They are meant to provide good value-for-money offers for players who are already engaged and loyal to the game.
Non-Payer Treatment
Can players enjoy this game without spending any money on it?
Absolutely.
If this weren’t the case, the game surely wouldn’t have such high ratings in the app stores. According to current reviews of the game, non-payers can fully enjoy the early stages of the game. However, in the later stages, their progression slows down a bit, especially in competitive modes.
AFK Journey Advertising Strategies
Now that you’re familiar with how the game works and looks, let’s take a look at how it’s advertised.
No Misleading Advertising
One of the things players love most about the game is that its ads don’t lie — what you see is what you get.
Instead of using misleading advertising like many other games, AFK Journey’s ads focus on highlighting actual gameplay features.
The game often uses long-form ads showcasing its storyline and most attractive features. For example, they frequently include hero battles, epic boss fights, and character summons.
While some ad creatives are purely gameplay-based, others use UGC content and similar hooks to attract user attention. We have to admit we found some of their UGC ads a bit cringy, but hey, still better than those fake ads!
Strong Results in Western and Asian Markets
In its soft launch phase, AFK Journey targeted Western markets like the U.S., France, and Germany, where it quickly broke into the top 5 download charts.
The next challenge was conquering the Asian markets.
For the Asian launch, the publisher advertised heavily on YouTube, becoming the top game by SOV (share of voice) in several key markets. Thanks to these efforts, the game became the #1 downloaded title in South Korea and Taiwan in August 2024 (SensorTower).
YouTube & Influencers
AFK Journey has a strong YouTube presence in both Western and Asian markets.
On the game’s YouTube channel, users can see content like character trailers, season updates, game guides, localization announcements, etc.
Influencer collabs are also a big part of its advertising strategy.
AFK Journey partnered with influencers across different regions, tailoring content to each market to maximize reach and engagement.
For example, for Western audiences, the game launched YouTube campaigns with online personalities like animator Rubber Ross and streamer LilyPichu.
In Japan, the game has partnered with actress and gaming personality Honda Tsubasa as its ambassador. To celebrate the game’s launch in the country, they initiated a campaign on X (ex Twitter) that offered users a chance to win her signed autograph.
Final Thoughts on AFK Journey
Although it hasn’t been on the market for long, AFK Journey has quickly become the talk of the industry. With its impressive revenues and high app store ratings, it has the potential to achieve the same success as its predecessor.
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