In recent years, the rapid growth and increasing popularity of mixed leisure tracks, as well as the frequent emergence of popular products in overseas markets and even the emergence of certain branches, have become industry consensus. According to data, the global net revenue of hybrid games is expected to increase by over 75% year-on-year in 2025, demonstrating astonishing explosive power and sustained growth potential. By 2026, it will continue to be the growth engine of the global mobile gaming market.

This type of game can not only utilize the super casual gameplay threshold and creative materials to achieve low-cost acquisition, but also provide long-term goals for pan users to retain through deeper core gameplay such as collection, cultivation, and social networking peripheral systems. Finally, mixed monetization can facilitate the natural stratification of user groups according to their own consumption habits to help the game achieve maximum commercialization goals.

As for domestic manufacturers, the first to make a name for themselves in this field is Habby (Haibi Games), which still holds the top spot among domestic hybrid manufacturers. Its 8 key hybrid products will earn over 3 billion yuan in revenue by 2025 (excluding domestic Android devices).

At the beginning of 2026, Habby continues to expand his territory on the track. This time, he has been competing with "Dice" and a new game called "Dicero!" has recently been tested on a small scale overseas. Currently, global pre registration has been opened, and the App Store shows that it will officially launch on the global market on April 22 this year.

So what was the data for this test? What kind of gameplay content is there? Besides this game, what other new games are currently being tested? How are the currently tested products under Habby performing? Has its product strategy been adjusted? In the following text, Dian Dian  will be disassembled and analyzed one by one.

01

26 years of continuous testing of 3 new games, with Dicero! Being the most important

The deep integration of "dice+meat pigeon" has performed well in the first expansion and commercialization

According to DianDian data, Dicero! Was tested on the App Stores in Vietnam, Thailand, and Singapore under the title Heround as early as mid to late June 2025, but the testing time was extremely short (expected to be no more than a week) and no advertising was conducted at that time.

Until early February of this year, the game once again began small-scale testing on the App Stores in Thailand, Singapore, Vietnam, and Seychelles. In mid month of the same month, the game was launched on the Apple platform and officially renamed Dicero! In early March. It was also launched on Google Play in six regional markets including India, the Philippines, and the Netherlands. In mid month, it was launched on the Google platform.

It is estimated that this is the official debut of the game and its first expansion test. During the process, the advertising volume was not large, and it has gradually shrunk. More emphasis is on verifying gameplay, key link data, and commercialization.

Regarding the basic market data of this test (currently only available on the App Store), in terms of download volume, the daily download volume was around 350 in the first 5 days of the test, and then increased to 4 digits and maintained for a week. The peak daily download was 1500, and since the end of February, the daily download volume has not exceeded 100. The cumulative download volume this time is about 13000 (Vietnam contributed the most to 62.13%).

In terms of revenue (IAP only, the same below), as of March 15th, the total revenue is estimated to be around 90000 yuan (Singapore and Thailand rank in the top 2), with a peak daily revenue of around 8000 yuan, currently in the triple digits.

Although the scale of this test is relatively low and cannot fully demonstrate the market potential of the game, compared to the 170000 and 13000 downloads of Apple's de duplication advertising creativity, its absorption is not bad. The 7.02 yuan RPD (single download revenue) is not much different from the performance of some key products under Habby during the initial expansion period, which to some extent proves its commercialization ability.

The market performance has always been closely related to the game itself. Returning to the gameplay experience of Dicero!, its gameplay framework is "dice+Roguelike+RPG cultivation".

In terms of intra bureau combat, a turn based approach is adopted, with each chapter consisting of numerous levels, with the final level of each chapter being the Elite BOSS.

The battle begins, and every time it's our turn, the system will automatically roll the dice. The total amount of dice rolled is the basic damage value caused to the monster when the "attack" button is clicked this time (unlocking 2 dice at the beginning of each chapter, up to 5 dice can be unlocked). The game sets the effect of doubling the damage value if certain special dice are rolled (similar to calculating damage for Joker card decks), and players have three opportunities to reset a single dice per turn.

During the continuous process of passing levels, experience points are also accumulating. When upgrading, players will start to choose from the familiar Roguelike three options, and can choose to unlock new dice or other enhancement items. It is worth noting that certain special enhancement items need to be attached to a certain dice, and some enhancement items can change the attack form of the weapon (corresponding to a brand new skill pool), but releasing the corresponding effect requires meeting specific conditions (such as a specific dice shape) to be released.

Developing concentrated equipment and talents from outside. The former can be drawn through a treasure chest, with 6 configuration columns, and there is a new setting for weapons outside of cultivation. The game has 5 weapon genres, and players only need to draw and equip weapons from the new weapon genre to unlock the genre map. The corresponding weapon genre enhancement items will also be refreshed in the game, and of course, the release also needs to meet the corresponding requirements of the throwing end; The latter has quality classification and requires the consumption of gold coins and gems for extraction.

The commercial content includes equipment, stamina, refreshing stores, passes, etc., while also featuring advertising monetization, incentive video advertising, etc.

The design of the above loop after loop actually deeply binds and blends the dice rolling shape with the Roguelike corresponding in game skill enhancement system. The randomness of the two directions combines and influences each other, and the cultivation of outsiders further affects the diversity of in game enhancement items and the depth of the numerical curve. All of these make the game more dramatic and strategic while maintaining excellent long-term ability.

In addition, compared to Habby's previous games, Dicero! Seems to not mind slowing down the pace a bit, making the explosive pleasure brought by thinking and strategy the main axis of attracting players. Perhaps this is also a product idea for expanding new users.

Habby's signature and impressive gameplay have attracted attention from the outside world for Dicero!, but at the same time, rumors have been circulating that it has 111% involvement from well-known Korean leisure developers in its development.

This speculation is mainly due to Habby and 111% jointly announcing in October 2025 that they will establish a joint venture in Singapore. The new company will become the core carrier of both companies' globalization strategies, combining 111% excellent planning capabilities and development speed with Habby's rich operational experience and distribution infrastructure.

In terms of specific cooperation mode, development will be jointly promoted by both parties, and in terms of distribution, 111% will be responsible for the Korean market, while the joint venture company will be responsible for international distribution and online operations.

Habby's new product, Dicero!, firstly leans more towards the pixel style that 111% excels in in art, and secondly has a lot of similarities in gameplay experience with 111%'s Heroll. Even the early name of Dicero!, Heround, is extremely similar to it.

But there may be a certain correlation between Dicero! And 111%, which is currently only speculation and there is no conclusive evidence.

Finally, it should be mentioned that 'Dicero!' is not the only new game tested by Habby earlier this year.

In mid December 2025 (market data will only be generated at the end of the 25th year, and subsequent testing cycles will be in the 26th year, so it will be classified as a new game at the beginning of this year), Habby launched a Monopoly meat pigeon card game called "DICE: Hero Arena" in Vietnam, Thailand, and Singapore, which incorporates dice elements. In mid to late January of the 26th year, the game was officially renamed "Zoo Dice: Arena".

The testing scale of this work is very small, with less than 10000 downloads so far, and it should still be in a relatively optimized stage.

Turning to the domestic market, Habby has launched a small game called "The Great Adventure of the Swordsmen". The game is based on Eastern martial arts themes and features a slightly retro Q-version 3D art style. The gameplay consists of "meat pigeons+level battles+cultivation", similar to "Legend of the Bow and Arrow".

In terms of the above analysis, at the beginning of the 26th year, Habby has been making frequent moves, and there is a sense of acceleration at the company level. Overseas new games seem to want to use new leisure elements and deeper strategic development to expand new player groups, while domestic new games are rapidly replicating and iterating to conquer the small game market.

The answer to why Habby has shown such a trend this year and its future product layout may be found in the company's product history.

02

19 years of 'emergence', 24 years of 'glory again', 25 years of 'slowing down'

Based on existing product templates, we will continue to innovate and explore small games

As mentioned at the beginning, Habby entered the mixed race track very early.

Since 2019, it has released two popular casual Roguelike games, Archero (with monthly revenue fluctuating between 8 million and 10 million) and Survivor!. io (with monthly revenue of around 25 million, making it the highest grossing classic game), followed by Roguelite adventure game PunBall (with monthly revenue below 100000), card RPG SOULS (with monthly revenue of around 2 million), and Roguelite bullet screen shooter Snake Greed (with monthly revenue below 1 million). The sentence is:

This entire product experience helped Habby establish the validated and reusable high success rate product template of "addictive mild gameplay+roguelike+peripheral development system".

But as the operational cycle continues to grow, the data of many classic products inevitably declines. At the same time, the gameplay dividends are being further diluted by imitators. Habby needs to make more micro innovations and find the next "Arrow Legend" and "Bullet Shell Special Forces".

In the blink of an eye, we are now in 2024, which has been a fruitful year for Habby. In the second half of the year, they have successively released the text-based adventure Roguelike "Capybara Go!" ("Adventurer's Diary") and the Rougelike action shooter "Archero 2" ("Bow and Arrow 2").

The former's overseas monthly flow exceeded 100 million yuan for half a year in a row, reaching nearly 200 million yuan at the highest level, but the performance of the national service at night was average. Although the monthly flow peak was 43 million yuan (the national service data does not include Android, the same below), the subsequent decline was seriously hovering around one million yuan. At present, its cumulative flow is estimated to be about 1.5 billion yuan (South Korea, the United States, Taiwan, China, China, ranked top 3 with 21.17%, 18.75%, 18.11%), and the monthly flow is about 28 million yuan.

The latter is slightly better in terms of revenue compared to the former, but the overall difference is not significant. Both have achieved monthly revenue of over 100 million for six consecutive months (including domestic iOS), with a peak monthly revenue of around 174 million. In terms of trend, there has been a slow decline. At present, its total water flow is about 1.56 billion yuan (the United States, Taiwan, China, and Japan rank the top three with 23.36%, 14.79%, and 14.34% contributions), and its monthly water flow fluctuates around 50 million yuan.

At the end of the same year, Habby completed the layout of the small game field and launched the small game "The Wizard of Oz" in China. The game adopts the Q-version cultivation theme and the gameplay combines text MUD with pigeon elements, typical of Capibala Like.

The success in 2024 has raised stronger expectations for Habyy from the outside world for the next year. However, in 2025, there has been a noticeable slowdown in its new overseas tours, with only "Wittle Defender" being released throughout the year.

The game is set in a dungeon kingdom and adopts the core gameplay of tower defense, Roguelite, and cards. However, its performance is far from reaching the level of a new game in 24 years, and its monthly peak flow has not even reached 50 million (around 43 million). So far, less than a year after its official launch, its cumulative flow is 170 million yuan. The United States (27.74%), Taiwan, China (18.42%) and South Korea (13.42%) are among the top three contributors, and the current monthly flow is between 7 million and 10 million yuan.

As for why this work is not as good as the two products from 2014, there are several reasons: firstly, the novelty and memory of the theme packaging are not enough; Secondly, the competition for mid to light tower defense products is fierce, and the overall experience of the game is not particularly outstanding or has obvious innovative points; In addition, after two small-scale tests, it directly launched a global public beta with a fast pace of launch, so its corresponding market optimization is not perfect enough.

It is worth mentioning that in addition to "Wittle Defender", Habby will also test a new game called "Vegetable and Fruit Hero" in the domestic market in August 2025. The game chooses vegetable and fruit personification as the theme, and the core gameplay is the fusion of "point elimination+meat pigeon+tower defense". Players can eliminate fruit and vegetable elements of the same color by clicking, triggering the attack skills of different profession heroes to attack the invasion of monsters. The cultivation system mainly revolves around heroes.

03 Summary

Overall, in the early days, Habby relied on a keen market sense and innovation ability to establish a replicable product template. However, with the natural decline of classic game revenue, the mixed day market gradually emerged and competition intensified. Roguelike gameplay competition led to players becoming increasingly picky, making Habby urgently need to find new growth points.

The first thing it does is to create micro innovations on the existing template, such as themes with more memory and dissemination points, more special light gameplay, and incorporating more strategic gameplay mechanisms into the Roguelike framework, etc; Secondly, deep cooperation should be established with manufacturers such as 111% who are skilled in creative gameplay to ensure the competitiveness of future products; Finally, we will focus on the domestic small game industry and find the second curve.

The success of the product side in 2024 demonstrates the feasibility of the corresponding strategy mentioned above. The stagnation in 2025 is both energy storage and a crisis, which has prompted Habby to accelerate its pace in the new year. The decent gameplay of "Dicero!" may be Habby's next global hit.