A billion-dollar game deleted a character in 8 days. Then it had the worst month of its life

In June, Love and Deepspace took about $38m across the App Store and Google Play. In July it took just over $10m, mobilegamer.biz reported this week, citing Sensor Tower. The game slid to 16th in the monthly gacha rankings, having never before dropped out of the top five.

Put that against its own history and it looks worse. The game had never previously taken less than $30m in a month since launch. July came in at roughly a third of that floor, and about a sixth of what it made in July last year.

Between those two months the publisher did everything its angriest players asked. It cancelled a character eight days after announcing him. It promised never to add another love interest, apologised twice, and withdrew from China’s largest games convention. The concession is the story. So is the fact that it did not work.

Eight days from reveal...

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