Despite intense criticism from fans, Diablo Immortal has been incredibly successful for Activision-Blizzard. According to Sensor Tower, the game has already generated over $100 million in global player spending since its June 2nd release.
After topping app store charts in multiple parts of the globe, Diablo Immortal was able to record over $50 million in revenue during the first month following the game’s release. It has also become one of the most successful titles in the Diablo franchise with more than 20 million downloads over the last two months. This is incredibly impressive when you realize that the game didn’t even come out in China until July 25th.
“While Blizzard has had previous success in bringing Hearthstone to mobile, Diablo Immortal remains a significant release for the company at a time when the world’s largest PC and console publishers are eyeing up the platform,” writes Sensor Tower‘s Craig Chapple. “In 2019, Activision launched Call of Duty: Mobile, in partnership with Tencent’s Timi Studios, which has since surpassed $1.5 billion in player spending, while other publishers such as EA and Riot Games are also bringing big IPs like Apex Legends Mobile and League of Legends: Wild Rift to the space. Diablo Immortal’s early success has proven its IP has wide reach, but it remains to be seen whether the title can maintain its momentum for the long term.”
Diablo Immortal is available now for iOS and Android devices. As of July 25th, 2022, Diablo Immortal was the 13th-ranked mobile game in the world in terms of revenue generation.
The Profit‘s Take:
$50 million a month sounds like a lot of revenue. But, it’s not when you compare it to Fortnite, which (five years later) is still making four or five times that. Apex is doing four times these numbers as well. For Activision-Blizzard, $600 million a year is not setting the world on fire when you’re talking about IP that is this well-known and loved. Framing it in that context, this feels like kind of a failure, especially if it’s not able to maintain these numbers. 13th on the list doesn’t scream success to me. Maybe their plan all along was to use this as a feeder for Diablo IV. “Let’s introduce Diablo to 20 million people that didn’t know it existed before.” If it juices sales of Diablo IV, then maybe there’s a point to be made here. However, I think Diablo IV will sell to the people that always loved the franchise, regardless of the success of Diablo Immortal.