In 2025, women will enter the gaming industry, and "Love and Deep Space", which has been in operation for two years, will become the top player with an annual revenue of 2.4 billion yuan (excluding domestic Android devices, the same below; monthly revenue fluctuates between 150 million and 250 million yuan), nearly seven times that of the second place "Love of Light and Night".

However, in terms of new games, the track is recognized by the industry as "dim stars", and this trend seems to continue until the beginning of 2026. At the same time, a shift in product level seems to have emerged among traditional female oriented manufacturers, whose ceiling has already been reached.

01

Adjusting Friendship Time, Trying Small Games and Leisure Direction

The new game "Flower and Fei Thinking" is now open for public testing, with a focus on "two in one+Yi girl" for trial and error

Taking the recently launched "Flower and Crimson Thoughts" under Qinyou Network, a wholly-owned subsidiary of Friendship Time, as an example, its performance is not outstanding. After 18 days of public testing, the iOS download volume was only 30000, corresponding to a revenue of less than 1.2 million yuan.

Of course, the performance of this work cannot represent the development status of the entire track in the future. Its "weakness" is related to the lack of full investment in Friendship Time. The hasty decision to start Android limited account billing without deleting files on January 15th and open beta five days later is strong evidence, and marketing is even more lacking in action.

However, it should be noted that the selection of gameplay types in "Flower and Crimson Thoughts" seems to indicate some new trends. Although the game still chooses a beautiful art style, the gameplay adopts the underlying framework of "two in one+simulation management+Yi Nv". Simply put, players travel to the world of flowers, where they can cultivate exotic flowers and plants through synthesis, build and customize gardens, and interact with different male protagonists to develop the plot. Collecting cards related to different characters can also drive the plot.

Compared to the traditional female oriented ancient style development game that Friendship Time was good at before, this game is clearly a casual game with a smaller size and elements of Yi Nv or female oriented.

From the results, 'Flower and Crimson Thoughts' seems more like a' transformational experiment ', and its emergence is an important signal of the shift of veteran women like Friendship Time towards game developers' strategies.

In 2023, Friendship Time suffered its first loss after going public, coupled with the continuous release of popular new games by manufacturers such as Paperstack, Zulong, and NetEase, which "eroded" the female market. In response, Friendship Time first expanded horizontally in this advantageous track for women, launching products such as "Dulala's Promotion Record" (currently with less than one million monthly streams on iOS in China), and then attempted to make achievements in the male market, such as launching the martial arts game "Mojian Jianghu" in 2024. However, attempts in both directions did not achieve decisive success.

In 2024, the company adjusted its direction again and decided to focus on casual games and party games with high overlap with female track users. The release of "Violent and Cute Kitchen" in May 2025 (with iOS revenue of less than 300000 yuan in the past month) and this time's "Flower and Crimson Thoughts" are both specific landing places for the new strategy.

02

Under the mindset of leisure and female oriented problem-solving, it has been a popular product for 25 years

My Garden World: Strong Chinese server, stable Taiwanese server, and struggling American server

It should be acknowledged that adding or strengthening female elements to casual games that naturally attract female players to enhance their product appeal has become a fixed strategy for many manufacturers, such as those that focus on overseas markets and Lemon Micro Fun. In China, a new hit will also emerge in 2025- the ancient style simulation and management game "My Garden World" with the theme of women planting flowers.

This work was previously tested on the mini game platform and accumulated a group of original players on Xiaohongshu. It officially opened for public testing on August 5, 2025. In the first month, the iOS revenue was 22.42 million yuan, an increase of 48% compared to the previous month. Since then, the iOS monthly revenue has been fluctuating and has remained stable at over 50 million yuan. The iOS game sales ranking has not fallen below TOP35 (currently ranked 26th). Since its launch on the Chinese server, the cumulative iOS revenue has reached 250 million yuan. In the past week, the ranking of WeChat mini games on the bestseller list has remained stable at TOP10.

On October 4, 2025, this work will be officially launched in Hong Kong, Macao and Taiwan, China, with a turnover of 5.4 million in the first month. Although the data is not as strong as that in the mainland market, it is important to be stable. Since then, its monthly turnover has fluctuated between 5.5 million and 6.5 million (up to now, the cumulative turnover of Taiwan, China, Hong Kong and Macao has exceeded 23 million yuan, and the proportion of Taiwan, China has reached 82.99%). This is mainly because China's Hong Kong, Macao and Taiwan clothing has always maintained a necessary level of launch, and the number of advertising ideas on both platforms has remained above 1300 in the past 30 days.

On February 1, 26, the game officially landed in over 20 countries and regions in North America (small-scale testing had already begun in the US market by the end of December 25), and on that day, it rose to the fourth place on the US iOS game free list after explosive investment.

In terms of download volume, it was around 50000 on the first day, but it began to rapidly decline thereafter, with only 16000 downloads per day currently.

In terms of daily turnover, it just reached around 10000 yuan on the first day, and although it has been slowly increasing since then, the current daily turnover (78000 yuan) is still less than 100000 yuan.

As of now, after 6 days of launch, its cumulative download volume in the North American market is about 140000, with a high proportion of 94.87% in the United States and a total revenue of about 320000 yuan. The United States also ranks first with a contribution of 97.06%.

By comparison, it is easy to see that the Chinese version of "My Garden World" has the most impressive performance, while the Taiwanese version has stable performance, while North America has more of a brief "rise" after rising to the top of the list through advertising.

The good performance of the first two major markets is mainly due to the game's micro innovation. In the early stage of the experience, it absorbed the strengths of casual SLG and two-tier product storyline. By opening the game, the female protagonist encountered her husband's betrayal and opened a flower shop to seek a new life to attract users. The core of the gameplay is still numerical simulation management, planting, harvesting, gaining experience and coins, unlocking new varieties, and continuing to plant, forming the main cycle. This provides a large depth of space for both experience and commercialization in the future. In addition, it also adds rich experiences such as map random events, collection system, guild system, social flower stealing, mini games, etc. On the marketing side, the activity of "playing games to collect real flowers" (when collecting flowers in games, there is an opportunity to obtain "flower greeting cards" that can be exchanged for physical flower bouquets) has also sparked huge discussions and dissemination on various social media platforms.

Although the gameplay and "flower delivery" marketing of the American server have not changed, there have been almost no significant adjustments in terms of localization, except for language. The story background and art scenes are still set in ancient China, and North American players' acceptance of this may not be widespread, which may be the reason for the lack of game data. Similarly, it can be concluded that it may encounter the same difficulties when going global in the European market in the future.

It is worth mentioning that both the software copyright and the publisher behind the Chinese version of the game are Xiamen Linbei Interactive Entertainment. The company was founded in 2016 with a staff size of only single digits, but it has deep connections with Xiamen Modo Technology. The distribution of "My Garden World" in the North American market is also handled by Modo Technology.

It is reported that Modo Technology, founded in 2015, initially focused on the H5 gaming field and later focused on the theme of women's historical development. However, due to the lack of explosive products, it began to expand horizontally to other types of women, launching ancient style love story mobile games such as "Dance of Flowers", anchor love development games such as "Disappearing Trajectory", and love dress up games such as "Queen's Crown Choose Your Life". In recent years, the large leisure category has also been its main direction of action, launching products such as the three elimination game "Dreamland Princess", magical RPG "Rage Mage", and medieval harbor themed simulation game "Be A Billionaire".

03 Summary

In contrast, the development trend of Mordor Technology at the product level actually overlaps with Friendship Time to a considerable extent, both expanding from the originally more vertical category of women to the category with a wider range of female players. Due to his early experience in both the H5 field and the historical development of women, as well as his early involvement in leisure activities, Mordor contributed to the ultimate success of 'My Garden World'.

Friendship Time, on the other hand, underwent a relatively late transformation. Although adjustments have been made to the gameplay concept and user circle selection of "Flower and Crimson Thoughts", due to its limited leisure experience, it still encountered many problems.

For example, in the early stage, the severe deduction of physical strength caused players to frequently get stuck, resulting in a lack of excitement in the experience. In addition, the synthesis system information was too dense (with the addition of the "one click synthesis" function later), and the UI interface had complicated red dots, bringing the design concept of heavy games from the past to new products with leisure as the core.

In addition, "Flowers and Crimson Thoughts" also uses "flowers" as an important anchor point in its design. In terms of marketing, it learns from the "Weaving Flowers to Warm Your Heart" activity launched in "My Garden World" - consuming physical energy to synthesize, there is a chance to randomly drop physical woven flower blanket gift boxes. However, the poor product experience clearly affects the effectiveness of the activity.

Overall, the above two products and their corresponding manufacturers indicate that the ceiling of traditional female oriented vertical tracks is decreasing, and the expansion of tracks and the integration of gameplay have become inevitable. Although the integration of leisure gameplay and female oriented elements is a good path, how to balance the early light experience with the later deep content and commercialization is the key.