GameLook reports: In recent months, many of our colleagues have eagerly awaited the launch of the Chinese server for “AFK2” (hereinafter referred to as “AFK2”), just like us.
After all, this product has generated significant discussion. It has sparked numerous debates among peers in major industry groups. Some wonder if the numerical card gameplay that propelled Lilith to success is still relevant today; others are drawn to the fully upgraded 3D magical art style, yet they also worry about whether many new designs that resemble content-based products will be accepted and enjoyed by card users. There are many similar questions.
With the official launch of the Chinese version of AFK2 and its impressive performance on its first day, I believe those doubts have vanished. Just two hours after pre-downloads opened, AFK2 quickly topped the App Store’s free list and climbed to 12th place on the best-selling chart, continuing to rise rapidly. On the TapTap platform, AFK2 also reached the top of the new product list and held second place on the popularity list. It can be said that it has achieved a remarkable debut for the Chinese version.
This impressive initial performance echoes the strong showing of “AFK2” overseas a few months ago. In spring of this year, “AFK2” was launched in various countries across Europe and the United States and subsequently achieved one of Lilith’s best revenue performances in its first month, topping the Sensor Tower’s list of Chinese mobile games for overseas revenue growth in April.
We can now confidently assert that after achieving success both domestically and internationally, Lilith has officially “returned as the king” in the numerical card genre after a six-year absence.
In this battle, Lilith has returned to the top
For those who have been following the development of this game closely, the explosive performance on launch day was entirely expected, as “AFK2” had already garnered substantial excitement in its early stages. For instance, a week or two before its launch, a series of videos created by the official “AFK2” team and popular creators like Bi Dao, Yingshi Hurricane, and Liuying Zz became “million-selling hits” on Bilibili’s hot list. On launch day, KOLs with millions of followers such as Fanshi, Katya, and Mango Ice OL joined the promotional efforts for “AFK2.”
The day before the server opened, the team even launched a “blind date variety show,” transforming various summer mobile games into trendy male and female guests, allowing players to interact closely with them through engaging videos. This creative initiative had a remarkable communication effect, attracting over 600,000 views in just one day.
Two weeks before the launch, GameLook attended ChinaJoy as usual and was unexpectedly met with a bit of “Lilith excitement” — despite it being Lilith’s first participation in the event, players flocked to the “AFK2” booth. Fans eagerly took photos with the character Aya and the official cosplayers, while others waited in line for game projects like “herding ducks.” The actress Tao Xinran, known for her role as “An Lingrong” in “The Legend of Zhen Huan,” and the well-known cosplayer Zhan Hui were also drawn to the excitement and visited the booth…
“Players have been longing for a game like this for a long time” — this sentiment echoes across various phenomena both online and offline.
Where does such user enthusiasm stem from? Analyzing feedback from the first day, words like “relaxed” and “comfortable” frequently emerged in player comments. While these are traditional strengths of idle games, in this summer, known as the “most competitive” season ever, various new titles are vying for attention, and new games with complex gameplay continue to launch. Against this noisy backdrop, “AFK2,” which can be played briefly during fragmented time, appears more like a “relaxation zone” where players feel comfortable unwinding.
The various new features introduced in AFK2 are clearly designed to enhance player freedom. For instance, the “Hand of Resonance” system enables players to share character levels with just one click. Coupled with a full equipment-sharing system, this means that new characters can quickly develop combat capabilities upon joining a team, eliminating the lengthy “leveling” phase. Additionally, the launch of a national server public beta offers players a full illustration book, alongside a range of user-friendly features like vertical screen gameplay, single joystick exploration, and fully automated tower climbing and leveling. This approach to minimizing the “grind” has attracted a significant number of casual players to AFK2.
Furthermore, the game’s impressive “visual appeal” — that is, its artistic design — has also played a crucial role in attracting numerous players. Compared to the top-notch 2D artwork of the previous game, “AFK2” has introduced a brand-new magical art style. The shift to full 3D graphics enhances the game’s overall visual quality: the classic Isomia has transformed into a vast world with dynamic day-and-night cycles, and players can now experience complete 3D character animations, allowing them to observe the characters’ “expressions and actions” during battles as they explore the continent.
Hong Chen, the chief planner of “AFK2,” revealed in an interview that the entire project team comprises over 200 individuals, with 80-100 artists alone. Thus, it is not surprising that the overall development costs are significant.
Based on overwhelmingly positive player feedback, it seems that Lilith made the right investment this time. For instance, a veteran “AFK” player informed GameLook that his motivation to play “AFK2” the moment the national server launched stemmed from his desire to see his favorite characters in action and “come alive”; after playing “AFK2,” his affection for each character deepened even further.
Players can participate in the public beta to unlock all heroes and receive “Talin” and other divine heroes for free
Surprisingly, the overall enhanced visual experience has also attracted the attention of “non-traditional mobile game users,” such as console players who typically prioritize quality. The numerous likes indicate that these players are not anomalies.
Reflecting on AFK2’s performance in China so far, this product has capitalized on the trend of “reducing negative feedback” in the gaming industry, consistently making sound decisions in product design and marketing strategies. It can be said that their journey has exemplified good timing, favorable conditions, and skilled personnel. Ultimately, this significant success in “stabilizing the market” and “expanding the player base” arrived at just the right moment.
Card games enter the “2.0 era”
Today, AFK2 has achieved a “good start” both domestically and internationally, with the overseas version maintaining stable performance in the best-selling charts nearly six months post-launch. We can confidently summarize AFK2’s success: in the numerical card genre, where Lilith excels, it has not only sparked a revival of the category’s commercial appeal but also elevated the entire genre with innovative ideas and substantial investments.
When we reflect on the popularity of AFK at its 2018 launch, we see it mirrors the current situation. The key difference may be that AFK spawned countless imitators, while the unique features that distinguish AFK2 may remain unmatched for a long time.
It should be noted that core elements such as fun gameplay, nurturing card upgrades, the challenge of climbing server rankings, and automated leveling that frees players from grind still contribute to the fundamental experience of “AFK” back then, and today they continue to engage players like a pendulum.
However, after a decade of developing numerical card games, Lilith appears to have developed a deeper understanding of game concepts: while the thrill of numerical development and advancement is indeed addictive, who says this is all there is to numerical products?
From a user perspective, the expansive world has brought about a transformative change in the gaming experience. Our adventures in Isomia now unfold in an unprecedented RPG-style format. We traverse the land, gradually discovering the characters along our journeys; not only can we experience one adventure after another, but we can also delve deeper into the characters’ backgrounds through natural story development and high-quality cinematic scenes.
Thus, for players, the characters are no longer mere card illustrations but vibrant personalities. When an arson incident occurs in the village, Miriel, the “Ashe Witch” known for her fire magic, becomes a prime suspect. However, as the story unfolds, it becomes clear that she is not the antagonist but rather a supportive ally helping the amnesiac protagonist reinforce the seal. This dramatic twist creates a more memorable impression of Miriel among players.
As characters with distinct personalities come together, the game can evoke players’ empathy more effortlessly, fostering a deeper emotional attachment — on social media, numerous fan creations inspired by “AFK2” have led to widespread sharing, undoubtedly playing a crucial role in the game’s long-term vitality.
With simple scene decoding mechanics, hidden map areas and treasure chests, beautiful environmental designs, and NPCs sharing their life stories as we progress, the entire Isomia feels more like a “homeland” that players genuinely want to explore. Some players who have been engaged since the overseas server launch have told GameLook that even if end-game content is limited, they enjoy wandering through the expansive world.
Many facets reflect the evolution of Lilith’s philosophy. For example, evidence from the foreign version indicates that to tackle the challenges of long-term player retention, Lilith is boldly implementing a seasonal system, regularly updating content to provide an avenue for returning players to catch up. They are also exploring adding a social aspect to numerical cards, introducing low-pressure asynchronous interactions to make the adventure feel livelier without burdening players.
This series of innovative designs has significantly contributed to the impressive performance of AFK2. The generation gap in product quality that Lilith has created not only attracts new users early on with its “appeal” but also optimizes players’ immersive experiences throughout the game’s lifecycle with a richer experience framework. This time, AFK2 delivers far more than just the classic “numerical thrill,” breaking new ground in addressing traditional numerical card issues such as long-term player retention and user ecosystem development, creating a product that resembles a “multi-faceted champion.”
We can conclude that by relying on a quality upgrade that transcends the core experience and a comprehensive innovation in content concepts, Lilith has repositioned itself in a new competitive landscape within the numerical card genre. In this evolution, “AFK2” not only provides a refreshing experience for longtime players, but it also serves as the ideal “entry point” for new players eager to step into this category.
Conclusion
This company, which has not frequently launched new products in recent years and has operated under the radar in the gaming circle, has sparked a frenzy with its initial product release. This will undoubtedly raise questions among its competitors: what will be the next move for Lilith, which is committed to self-developed ventures?
During Lilith’s 10th anniversary last year, Zhang Zilong, head of Lilith’s publishing department, elaborated on the direction the company aims to pursue: innovating through “design-driven” initiatives, producing native mobile games, expanding globally, and creating original IP. These key themes are clearly reflected in “AFK2”; furthermore, the game’s outstanding market performance both domestically and internationally validates the viability of the self-developed path Lilith has chosen.
As AFK2 sparks a new wave of momentum, we anticipate Lilith’s continued evolution in the next stage and a rise to greater heights within the gaming industry.
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AFK2 Launch: A Game-Changer in the Mobile Gaming Landscape
In recent months, the excitement surrounding the launch of the Chinese server for “AFK2,” developed by Lilith Games, has captivated many in the gaming community. The sequel to the popular idle card game has sparked numerous discussions among fans and industry analysts alike. Questions have arisen about whether the beloved numerical card gameplay that propelled Lilith to success remains appealing today, and if the new 3D graphics and design mechanics would resonate with existing card game enthusiasts.
Chart-Topping Success on Launch Day
Upon the official launch of the Chinese version of AFK2, any lingering doubts were swiftly put to rest. Within just two hours of the pre-download phase, AFK2 soared to the top of the App Store free list, rapidly climbing to 12th place in the best-selling list. The game’s success extended to the TapTap platform, where it claimed the top spot on the new product list and second place in popularity.
This remarkable performance mirrors AFK2’s overseas success earlier this year, where it achieved one of Lilith’s best first-month revenue performances after launching in multiple countries across Europe and the United States. In April, it topped the Sensor Tower’s revenue growth list for Chinese mobile games overseas.
Marketing Strategies That Worked
The explosive success on launch day was anticipated by those closely monitoring the game’s development. Leading up to the release, an extensive marketing campaign featuring content creators, including well-known YouTubers and streamers, generated significant hype. Engaging promotional tactics, such as a “blind date variety show” integrating popular summer mobile games, helped build a considerable audience, resulting in over 600,000 views in just 24 hours.
Engagement at ChinaJoy
Before the game’s launch, Lilith made waves at the ChinaJoy event, drawing enormous crowds to the AFK2 booth. Fans lined up for photo opportunities with cosplayers and game characters, reflecting the immense anticipation that surrounded the game’s release.
User Experience Focused Design
Feedback from players on the first day highlighted keywords such as “relaxed” and “comfortable,” revealing a refreshing contrast to the heavy gameplay typical of many current mobile games. AFK2’s design allows players to engage in fragmented play sessions, catering to casual gamers looking for a stress-free experience.
Key Features Enhancing Engagement
- **Hand of Resonance System**: This innovative feature allows players to share character levels seamlessly, enabling new characters to integrate into teams without extensive grinding.
- **Fully Integrated 3D World**: AFK2 shifts towards a rich 3D environment, enhancing visual immersion and character interaction, making each hero feel more alive and relatable.
- **User-Friendly Functionality**: Features like vertical screen operation and single joystick movement streamline gameplay, making it accessible to a broader audience.
Visual Artistry and Quality Graphics
AFK2 stands out not only for its gameplay but also for its spectacular art design. The shift from a traditional 2D style to a more refined magic picture book aesthetic is evident throughout the game. The transition to a fully 3D experience has elevated the game’s overall quality, making the landscapes and character models appealing and engaging.
Connection with Players: Building Emotional Engagement
The depth of character development in AFK2 provides players with more than just superficial engagement. Each character has a distinct personality, backstory, and narrative arc, creating an emotional bond that fosters long-term loyalty. The game’s ability to intertwine character development with gameplay mechanics enhances the overall gaming experience.
Case Study: The Character of Miriel
One narrative element that stands out is Miriel, the “Ashe Witch.” Initially suspected of wrongdoing due to her fire magic, she ultimately emerges as a critical ally to the protagonist. This unexpected twist not only enhances the story but also enriches player involvement, as they can connect with characters on a personal level.
Market Reception and Long-Term Potential
AFK2’s successful reception in China has marked a resurgence for Lilith in the numerical card genre. The game’s innovative approach has raised the bar for future mobile games in this category. The combination of high-quality visuals, engaging narratives, and accessible gameplay makes it a frontrunner in mobile gaming.
Identifying Trends in User Preferences
The introduction of seasonal content updates represents a strategic move to retain players over time and attract lapsed users back into the fold. Lilith continues to adapt to evolving gamer habits, incorporating social features and collaborative play that encourage community engagement now and in the future.
Benefits and Practical Tips for Players
- **Explore the World of Isomia**: Take your time to explore every inch of the game; there’s always something new to discover, from hidden treasures to unique NPCs.
- **Engage with Characters**: Pay attention to the character backstories and emotional arcs—it enriches gameplay and adds depth.
- **Try Various Gameplay Styles**: Utilize the new gameplay mechanics to find what suits your style, whether it’s quickly leveling up new cards or enjoying the exploration aspect.
Conclusion: The Future of AFK2 and the Card Game Genre
Lilith’s foray into the mobile gaming world with AFK2 showcases its ability to innovate and meet the needs of modern gamers. As the game continues to perform exceptionally well in both domestic and international markets, it indicates a reinvigoration of the numerical card genre. With a focus on quality, character, and user experience, AFK2 sets a new standard for what players can expect in mobile gaming moving forward.
