[GamePea Exclusive, Reproduction Prohibited!] GamePea reports that in the past two years, amid an increasingly competitive domestic gaming market, one segment stands out with immense potential: female-oriented games. GamePea previously analyzed that this sector has exploded since 2024, achieving rapid growth despite the industry's overall sluggish expansion. According to the Game Industry Working Committee, the domestic female-oriented game market reached 8 billion yuan in 2024, a staggering 124.1% year-on-year increase, far outpacing the broader gaming market.
However, over the past year or two, the domestic female-oriented market has been characterized by 'few developers willing and able to follow, with top players reaping huge rewards.' This refers to the success of recently launched titles like Papergames' Love and Deepspace and Infinity Nikki, NetEase's Beyond the World, and Lingxi's As You Wish, as well as the sustained performance of older games like Tencent's Light and Night and Zulong's Shining Nikki.
Since the second half of last year, things have shifted. Beyond flagship native app mobile games, smaller, casual-style female-oriented products have emerged. For example, Xiamen-based Linbei Interactive Entertainment's My Garden World topped the WeChat mini-game bestseller chart during the Spring Festival and frequently breaks into the iOS top 10. GamePea recently noticed another female-oriented title: Fashion Mall City by Shenzhen Aide Fanqie Technology Co., Ltd. Launched in early February, it has risen rapidly, reaching around the top 20 on both the WeChat mini-game and iOS bestseller charts. According to third-party data, its iOS revenue alone exceeded 60 million yuan in March, with total monthly revenue across all platforms easily surpassing 100 million yuan!
Casual Vertical Screen Art + Simulation Management & Dress-Up Fashion Mall City is a fairly standard simulation management game. Its core gameplay loop and numerical systems resemble the Time series from 37Games, but it incorporates many elements favored by female players, including fashion and dress-up. For instance, the game's trendy toy store closely resembles real-life Pop Mart, with high fidelity in both store appearance and product design details, allowing players to quickly connect with real-world references.