Last War: Survival Game has made a remarkable impact in both the Japanese and U.S. mobile gaming markets, achieving a top-ten-grossing rank in each region. This feat stands out in the mobile gaming world, where cultural preferences can significantly shape game success.
With impressive daily revenue and download numbers, Last War has become a unique example of a game that resonates across Japan and the US — two culturally distinct markets. In this blog, we'll take a closer look at how the game's cross-market appeal lies in a blend of accessible gameplay, complex strategy, and a savvy marketing approach that keeps players engaged and spending.
Interested in learning more about the Japanese gaming market? Check out our previous blog in this series!
Game mechanics overview
Last War strategically begins with an experience that mirrors the casual gameplay shown in its ads—a simple, hyper-casual “run” game. This segment, which lasts around five minutes, gives players a quick, satisfying burst of action that feels just like the ad they clicked on. However, after this brief introduction, the casual mode disappears, making way for the real depth of the game.
After the initial casual gameplay, players are smoothly transitioned into the core of Last War—a strategic mission that guides them through building their fort. Players progress by completing various missions that introduce them to resource gathering, base construction, and the fundamentals of managing a growing settlement. This onboarding process gradually deepens engagement, as players realize they are now immersed in a mid-core strategy game, competing with complex mechanics and long-term goals.
By matching the ads’ visuals initially and then transitioning to richer gameplay, Last War effectively attracts casual players and retains them with more involved strategy elements.
Screenshot of Last War's gameplay
User acquisition and revenue analytics
Last War has achieved remarkable global reach since its release on August 30, 2023, with substantial downloads and revenue figures across key regions. The game’s download performance has been strong in countries like the US, Japan, South Korea, Brazil, and Germany. To date, total US downloads stand at approximately 11M, while Japan has contributed around 4.7M. These numbers highlight Last War’s ability to attract a broad player base across diverse gaming cultures in a relatively short time.
Source: Data.ai
Revenue performance has been equally impressive, with the game ranking highly in grossing sales in the US, South Korea, Japan, Taiwan, and Germany. Total revenue from the US market has reached $212M, with Japan following closely at $135M. These figures underscore Last War’s success in monetizing effectively across Western and Asian markets, adapting its appeal to maximize revenue.
Focusing specifically on September 2024 data from Japan and the US — after a year since it was released and the user base became saturated — we see distinctive user behaviors in these two key markets. While the US has nearly three times the active users compared to Japan, Japan’s revenue slightly surpasses that of the US.
This fact indicates higher spending per user in Japan, where players tend to invest more heavily in in-game purchases. The difference in average revenue per monthly active user (ARPMAU) is particularly striking, with the US at $12 and Japan at $31. This contrast underscores the monetization strength in Japan, making it a high-value market despite a smaller user base, while the US remains essential for its large player base and steady monetization potential. This data not only illustrates Last War’s impressive global performance but also provides insight into the varying spending habits of players in different regions.
Source: Data.ai
Unique marketing approach
One of Last War’s most innovative aspects is its marketing strategy. The game uses ad creatives that resemble hyper-casual games, a tactic designed to appeal broadly and generate high engagement. The ads typically showcase simple, satisfying missions that hint at casual gameplay, drawing in players who might not otherwise be interested in strategy games. This initial appeal broadens the player base and lowers acquisition costs.
Last War’s marketing strategy is a major factor behind its success, with ad campaigns carefully tailored to attract a broad audience in both the US and Japan. The game’s ads are designed to look like hyper-casual games, emphasizing the “fun” of the casual gameplay mode. Both in the US and Japan, ads highlight that the game experience mirrors what players see in the ad, initially reinforcing the idea that it’s exactly like a quick, casual game.
However, Last War takes this approach a step further with region-specific strategies. In Japan, the marketing team leverages the popularity of local comedians and YouTube influencers, giving the ads a relatable and entertaining twist. This approach creates a sense of familiarity and trust, encouraging viewers to try the game. Meanwhile, in the US, the ads feature Anthony Starr, known for his role in The Boys. While the ads imply a resemblance to his well-known character, they carefully avoid directly referencing The Boys, creating an engaging and recognizable appeal without any explicit connection.
Screenshot of the game's start page featuring Anthony Starr
Last War Japan's advertisement on X
This unique combination of strategies allows Last War to resonate with audiences in both markets, blending familiar faces with gameplay that looks casual yet ultimately leads players into a deeper strategy experience. By carefully managing expectations through these tailored ads, Last War draws in a diverse player base and fosters long-term engagement as players discover the full depth of the game.
Why strategy games are succeeding in both Japan and the US
Last War’s success across both the Japanese and US markets is part of a broader trend indicating the universal appeal of strategy games. Despite cultural differences, strategy games hold a unique place in both markets due to their ability to engage players with complex, goal-oriented gameplay that offers a sense of accomplishment and mastery.
Historically, titles like Clash Royale, Rise of Kingdoms, Clash of Clans, and State of Survival have been massive hits in both Japan and the US, appealing to players with their blend of strategic combat, real-time decision-making, and multiplayer engagement. These games demonstrate the strong, cross-market demand for gameplay that combines resource management, base-building, and guild battles, offering both tactical depth and social interaction.
While these established titles continue to resonate, Last War has drawn even greater user interest, despite the current saturation in the strategy game market. By balancing accessible, casual entry points with intricate, challenging gameplay, Last War stands out as a mid-core strategy game that both engages and retains players in two culturally distinct regions. The game’s unique onboarding and marketing strategy—starting with hyper-casual gameplay before transitioning to deeper, mid-core elements—bridges cultural preferences effectively, managing to captivate players in both markets.
Conclusion
Last War: Survival Game is an example of a mobile game that bridges the gap between two different gaming cultures. Its combination of accessible mechanics, engaging strategic depth, and clever marketing tactics has allowed it to capture the attention and spending power of players in both Japan and the US. As it continues to perform well on the grossing charts, Last War demonstrates how mobile games can achieve cross-market success by understanding and adapting to diverse player preferences.
If you're an investor or LP looking for partnership opportunities, reach out to us at hello@gfrfund.com. For startups, please pitch to us by filling out this form. We'd love to hear from you!
