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At the zenith of its strategic conquests, the game *Rise of Kingdoms* amassed an astonishing $70 million in a single month. Today, we delve into the extraordinary total revenue this game has generated. However, before we embark on that analysis, how did such a monumental success materialize? In mobile gaming, where in-app purchases can be as minimal as 99 cents, it’s easy to underestimate just how lucrative these ventures can become. To illustrate, the top three items most frequently purchased in *Rise of Kingdoms* cost less than three dollars each.
It’s fascinating to peer behind the curtains of Lilith Games, the architect behind *Rise of Kingdoms*. But before we proceed, I’ll add a little challenge—if this video garners 5,000 likes, one lucky subscriber will receive a free pair of AirPods Pro. Nearly 80% of you are not subscribed, and with the channel nearing 20,000 subscribers, I figured it’s time to celebrate a bit early! So, give this video a thumbs-up and make sure you’re subscribed.
For those unacquainted, *Rise of Kingdoms* is a real-time strategy game, first launched in September 2018. But where did this sensation stem from, and how did it skyrocket to such monumental success so swiftly? As it turns out, Wang Xinwen, the founder of Lilith Games, was already a seasoned player in the mobile game development arena. In 2013, after departing from a relatively obscure company, which you might recognize as Tencent, Wang founded Lilith Games. Fast forward, and with hits like *AFK Arena* and *Rise of Kingdoms*, Lilith soon found itself in competition with the very behemoth it once left behind—Tencent.
By late 2018, just after *Rise of Kingdoms*—then known as *Rise of Civilizations*—launched, the game already boasted two million downloads. But there was a twist—Lilith’s initial global launch faced challenges as their trademark for the original name was rejected in several countries. The developers found themselves at a crossroads—do they release the game under different names across multiple regions or consolidate under one universal brand? The timing was serendipitous. The highly anticipated Kingdom vs. Kingdom event was on the horizon, and with that, the game underwent a rebranding to the now-iconic *Rise of Kingdoms*.
Progressing into 2019, the game’s popularity surged, buoyed by an aggressive marketing campaign. Yi Ming Chao, head of user acquisition at Lilith Games, commented that their strategy always sought to strike a balance between long-term sustainability and a solid return on investment. However, the advertisements told a different tale. To gain rapid traction, *Rise of Kingdoms* relied on cinematic, dramatized storytelling and a distinctive art style, which enticed millions of users. But therein lay the rub—these visually striking cinematics bore little resemblance to actual gameplay, leading to inevitable disappointment for some players once they dived into the game.
Yet, despite these controversial marketing methods, *Rise of Kingdoms* peaked with nearly 5 million daily active users in 2020. If you zoom out to monthly active users during the same period, the figure swells to over 20 million. This massive player base wasn’t just fleeting; *Rise of Kingdoms* was notable for its player retention. Data reveals that 41% of players continued playing beyond their first day—impressive, though not quite on par with the top-tier games in the same genre. Even after 30 days, 8% of players were still engaged, a testament to the game’s ability to capture and hold a dedicated audience.
The true magic of *Rise of Kingdoms* lies in its core player base. Around 12% of the users logged in to play between 9 and 14 times daily, while 57% spent more than 10 minutes on the game each day. Most impressively, 21% of users played between 1 to 10 hours daily, showing a deep commitment that fueled the game’s staggering revenue. Interestingly, the average player age was 31—far from a casual teen demographic. These are individuals with disposable incomes, enabling them to spend freely in-game.
Of course, not all publicity is good publicity. One of Lilith’s most controversial moments came when they aired an ad showing a cinematic scene involving a woman being assaulted, followed by the player being presented with the choice of revenge or suicide. Unsurprisingly, this ad caused a significant backlash. After the ad went viral on Reddit, Lilith swiftly pulled it and issued an apology. Despite this misstep, *Rise of Kingdoms* continued to thrive and reached its zenith in 2020, when the global pandemic lockdowns fueled a surge in gaming. At its peak, in December 2020, Lilith Games generated a jaw-dropping $70 million in a single month.
By April 2021, the game’s total revenue had surpassed $1.15 billion. To put that into perspective, the United States Space Force paid SpaceX $316 million in November 2020 for a single rocket launch, meaning Lilith Games could fund almost four launches with their earnings from *Rise of Kingdoms*. Alternatively, if Lilith decided to spend all their *Rise of Kingdoms* profits on McDonald’s, they could purchase an astounding 287.5 million Big Macs—almost enough to feed one to every person in the United States.
An impressive $262 million of that revenue came from the United States alone, a market notoriously difficult for Chinese game developers to penetrate. Other regions where the game has seen notable success include South Korea, China, Japan, and Taiwan, highlighting the game’s global appeal. Since its launch, *Rise of Kingdoms* has been downloaded 67 million times. To contextualize, if there are 7.9 billion people on Earth, one in every 118 people has downloaded *Rise of Kingdoms*. In comparison, the best-selling *Call of Duty* title, *Black Ops*, sold 31 million copies, meaning for every one person who bought *Call of Duty*, two have played *Rise of Kingdoms*.
That said, Lilith Games might want to explore new horizons. While *Rise of Kingdoms* was a colossal success, its active user base dwindled by half in 2021, falling to an average of 10 million monthly users and 1.5 to 2 million daily active users. Nonetheless, with the launch of their new Vikings campaign, which includes celebrity endorsements and high-profile content creators, Lilith is poised to recapture the public’s imagination—or will they? Time will tell if *Rise of Kingdoms* can reclaim its former glory or slowly fade into the annals of mobile gaming history.
As always, I’d love to hear your thoughts. If you enjoyed this breakdown, leave a thumbs-up, it helps the channel immensely. And don’t forget to subscribe and click the bell for notifications on future videos. If you want to enjoy *Rise of Kingdoms* on a bigger screen, I recommend playing on PC through Bluestacks—a free and smooth platform I’ve used for years.
