Why Japanese mobile sensation Monster Strike failed in North America

Mixi Inc.’s Monster Strike is a mobile juggernaut in Japan. It frequently ranks among the top-grossing mobile apps on both Android and iOS, boasts over 40 million downloads (in a nation of 127 million people), and it has spawned a devoted fanbase who watch an anime adaptation, go to special Monster Strike-themed live events, and even attend concerts featuring the game’s music.

But despite runaway success in its home country, things haven’t been as rosy for Monster Strike abroad. The mainland Chinese version shut down in 2015, followed by the Korean version last year. While Monster Strike continues to see international success in Taiwan, Mixi has finally decided to pull the plug on the English version (which covers North America and Australia), stating that the game will cease service by August of this year.