TiMi Studio Achieves Major Milestone in Global Expansion
TiMi Studio, a key arm of Tencent Holdings, has made significant progress in its global expansion efforts. According to Huang Shuo, the studio’s global publishing director, TiMi has reached 100 million monthly active users outside mainland China. This achievement marks a major milestone for the 17-year-old studio and highlights its growing influence in international markets.
As one of the world’s largest video gaming companies by revenue, Tencent is intensifying its focus on overseas growth. The success of TiMi’s flagship game, Honour of Kings, has paved the way for further expansion. The studio is preparing to launch a new title based on this popular game, Honour of Kings: World, which is expected to attract both existing fans and new players interested in the game’s narrative and visual style.
This is the first time TiMi has publicly disclosed its overseas user numbers, signaling a shift in strategy as the company looks to increase its global footprint. The move comes as Tencent aims to boost overseas gaming sales, especially as the domestic market begins to show signs of saturation.
Strong Financial Performance and Strategic Moves
Tencent’s recent financial results reflect the company’s successful push into international markets. In the second quarter, international game revenue surged by 35% compared to the same period last year, while domestic game revenue grew by 17%. These figures highlight the increasing importance of global markets for the tech giant.
In addition, regulatory changes in China have allowed for more flexibility in the gaming industry. While strict licensing rules and playtime limits for minors remain in place, authorities are beginning to view local games as symbols of soft power. The success of titles like Black Myth: Wukong has demonstrated the potential of Chinese games on the global stage.
Expanding Presence at International Events
At this year’s Gamescom, one of the world’s largest computer games fairs held in Cologne, Germany, TiMi set up its first-ever consumer stand. The event featured Honour of Kings: World as the main attraction. The game was among the first batch of video games approved in China this year, indicating that development is largely complete. However, no official release date has been announced yet.
Launched in 2015, Honour of Kings became the first game across any platform to average over 100 million daily active users. Nearly a decade later, it remains the most lucrative mobile game in Apple’s App Store in China, according to data from Sensor Tower.
Multi-Platform Strategy and Target Markets
Huang Shuo emphasized that Honour of Kings: World will be available on multiple platforms, including mobile phones and personal computers. The goal is to attract both long-time fans of Honour of Kings and new players interested in the game’s story and aesthetics.
“Since TiMi was established in 2008, we have capitalized on the mobile gaming wave,” she said. “However, we are observing a clear trend where more users start on mobile and then transition to PCs and consoles for a deeper experience.”
Europe, North America, Japan, and South Korea are identified as top target markets for TiMi. The studio also sees strong potential in Southeast Asia, particularly in competitive and social gaming.
A History of Global Success
TiMi’s global initiative began in the early 2010s with the release of self-developed titles that gained popularity in specific foreign markets. In 2017, the studio started planning global launches during the development stage, choosing to publish many of its titles independently rather than relying on third-party publishers.
One example of this approach is Delta Force, a multi-platform first-person shooter launched in September 2023. The game ranked among the top five games by daily active users (DAUs) and the top three by gross receipts in China in July. It achieved a record high of over 20 million DAUs, according to Tencent.
Future Plans and Ambitions
Looking ahead, Huang Shuo expressed confidence in TiMi’s pipeline of new titles, which are expected to drive user growth in international markets. One of the upcoming projects is a mobile game adapted from the Japanese RPG Monster Hunter.
“Our goal is simple: to create more evergreen games, develop more multi-platform titles, and establish globally renowned intellectual properties,” she said.
With continued investment in global expansion and a focus on innovation, TiMi is well-positioned to maintain its leadership in the international gaming landscape.
