By Sagar V. Mankar 
Goddess of Victory: NIKKE, developed by South Korean studio Shift Up and published by Level Infinite [a subsidiary of Tencent], has reached $1 billion in global revenue since its launch on November 4, 2022.
Between its launch and January 31, 2024, NIKKE secured the 29th position in global mobile game revenue rankings and claimed the top spot among mobile squad RPGs. This achievement is particularly significant for Tencent, as NIKKE contributes 5.4% to their mobile revenue, making it one of their key drivers for global market expansion.
As per Sensor Tower data, Japan leads revenue generation with a commanding 54% share, while South Korea and the United States follow with 16.2% and 16% respectively.
Demographic analysis reveals interesting patterns across different markets. As per the report, the game maintains a predominantly male player base, with Japan at 88.1%, the United States at 82.7%, and South Korea at 88.5%. The Japanese market stands out with its mature user base, showing the highest proportion of players aged 35-44 at 23.1%, while younger players (18-24) represent a smaller segment compared to other regions.
NIKKE’s growth strategy includes large-scale seasonal events and regionally tailored advertising campaigns. For instance, during the January 1, 2024 event, the introduction of new characters led to a 160% increase in daily sales compared to the previous day. Similarly, events held in April and October 2024 resulted in daily sales increases of 191% and 144%, respectively. On January 1, 2025, the launch of new content [Laffi: Red Hood and Crimson: Graphite] caused daily sales to surge by 313%, reaching $4.7 million—the highest daily sales in the past two years.
On the marketing front, Tencent’s strategy varies significantly by region. In Japan, where NIKKE leads mobile squad RPG advertising, the focus is primarily on YouTube, which accounts for 89% of ad spend. The U.S. market sees a more diversified approach, with YouTube at 56% and TikTok at 30%, reflecting the younger target audience in this region.
Beyond marketing, notable events throughout 2024 have also driven substantial revenue increases. The 1.5th anniversary in April and the 2nd anniversary in October generated impressive daily sales growth of 191% and 144% respectively.
For Tencent, NIKKE represents a crucial step in diversifying their portfolio beyond the Chinese market. Unlike most of their top-performing mobile games that primarily generate revenue in China, NIKKE has successfully captured a global audience, marking a significant milestone in Tencent’s international expansion strategy.
This continued success and strategic market approach suggests that Goddess of Victory: NIKKE has established itself as more than just another mobile game – it’s become a significant player in the global mobile gaming industry, particularly in the squad RPG genre.