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Keeping up with industry trends is key to staying ahead in the games industry and ensuring you don’t fall behind.
At Pocket Gamer Connects, we regularly run our ‘Global Trends’ track, providing an expansive view of the sector’s latest ttrends, facts, figures and insights from around the world. In fact, the track will return once again at PGC San Francisco on March 17th to 18th.
In this series, we’ve reached out top industry leaders to share their insights and expectations on the state of play and how they see the next few years shaping up. You can check out more interviews here.
We spoke to Outfit7 senior VP of distribution and business intelligence Jernej Česen to get the key stats on Outfit7 and Talking Tom’s growth and how the company plans to tackle the year ahead.
PocketGamer.biz: Could you tell us a bit about your company and what you’re currently working on?
Jernej Česen: Outfit7 Limited is a dynamic force in mobile gaming, engaging a global audience of billions with our award-winning games. With a talented international team of over 400 people, we continuously push the boundaries of what’s possible in gaming.
Our portfolio includes over 20 games, which have been downloaded more than 24 billion times worldwide, with up to 470 million active players each month. Additionally, we’ve expanded our reach through popular animated series, theme parks, and a robust licensing program.
Celebrating our 15th anniversary, Outfit7 remains a leader in mobile gaming, best known for the Talking Tom & Friends franchise. Our focus is on creating engaging games featuring beloved virtual pet characters, including Talking Tom and Talking Angela. This commitment to innovation has kept us among the top 10 publishers on iOS and Google Play for over a decade.
So what are we currently working on. We innovate by blending new mechanics with established genres. For example, we recently combined exploration mechanics with virtual pet gameplay, bringing a fresh twist to My Talking Hank: Islands. Our first-ever collaboration with Rovio also launched recently – players can join Talking Tom and Red for an exciting adventure in My Talking Tom 2.
How have the last 12 months been for your company?
The past 12 months have brought some big changes for our company. Things we once thought were secure, like strong brand recognition and a reliable advertising sector, have either weakened or shifted. These used to be our strengths, but we were prepared for these changes and took steps to manage the risks.
One of our main goals this year has been to strengthen the Talking Tom & Friends brand in every way, beyond just the games. Early on, we focused on improving our main games to keep existing users engaged in our ecosystem.
“Things we once thought were secure, like strong brand recognition and a reliable advertising sector, have either weakened or shifted.”
Jernej Česen
We also tried new approaches with our game releases, including My Talking Hank: Islands. Along with themed events for Lunar New Year, Easter, Halloween, and others, these efforts have helped keep our fans excited and connected to our brand.
In advertising, we’ve benefited from using our own mediation system from the start. This has given us the freedom to manage ad space ourselves – both buying and selling – to get the best value for the company and the entire Outfit7 ecosystem.
A major highlight this past year was getting Talking Tom & Friends officially recognised in the Guinness World Records: Gamer’s Edition 2025, which shows the strong support of our fan community. We’ve also continued our commitment to giving back.
We partnered with KOBI, an eReader app that helps kids with reading difficulties, and joined the Green Game Jam 2024 to support environmental awareness. We even opened a fourth children’s park to create safe, fun spaces for families in need.
What do you think the biggest trends in the industry have been over the last 12 months?
Over the past 12 months, we’ve witnessed powerful shifts in the mobile games industry. Our industry has reached what could be called a point of maturity, and we see nothing wrong with that.
After experiencing insane growth, followed by horizontal and later vertical consolidation, we’ve arrived at a phase where it’s crucial to maximise and focus our efforts on what brings the most value to our users and, by extension, everyone involved in the mobile ecosystem.
Some call this the ‘red ocean’ stage or a ‘pool of sharks,’ but this is no time for sitting back and saying, ‘it’s not fair’. It’s the moment to take decisive action, leverage our strengths, and push beyond past achievements.
At Outfit7, we recognised early on that mobile gaming isn’t just about fun gameplay anymore, it’s about creating lasting memories that resonate across generations. What inspires us most is that all our hard work truly resonates with our fans.
This connection has driven us to focus on building a strong community around our games and expanding our brand ecosystem to reach new audiences, while staying true to our core values and creative vision.
While staying on top of trends is important, our focus has always been on remaining true to our brand and creating what inspires us internally. Our fans share a strong emotional connection with Talking Tom & Friends, and that bond is essential to our success.
By blending community, authentic content, and genuine emotional resonance, we’re building experiences that extend beyond the screen, keeping our audience engaged and inspired year after year.
What do you think are the key trends, challenges and opportunities for the next year, and how will you be taking them on?
Our main challenge is making sure we’re prepared for 2025 and beyond. We can’t take a “wait and see” approach, which would only lead to quick fixes instead of long-term solutions. Companies are like big, complex organisms, so it’s crucial that everyone understands our strategy and knows how they can contribute.
This strategy is our “north star”, guiding us forward, but we can adjust our path as needed. There will be times when we need to slow down, regroup, and look for fresh ideas before moving forward again. Motivation and passion are key to staying on course.
“We can’t take a ‘wait and see’ approach, which would only lead to quick fixes instead of long-term solutions.”
Jernej Česen
Looking ahead, we see three main forces shaping mobile gaming: product quality, expanding beyond games, and staying true to our values. Quality is central to keeping players engaged, so we’re constantly improving our games to make each experience more immersive.
To mark the 10th anniversary of My Talking Angela, for example, we’re launching the Fashion Editor in My Talking Angela 2. This feature allows players to design custom outfits for Angela, offering a deeply personalised experience and a way for fans to express their own style.
We’re also expanding our brand beyond gaming. Fans can experience Talking Tom & Friends across multiple platforms, from animated series and theme parks to licensed products. Recently, we partnered with Kobi, a reading app, to support children learning to read.
Launching Kobi globally lets us bring our brand values into new areas and have a positive impact on young audiences. By connecting with complementary fields like education, we’re building an ecosystem where fans can enjoy Talking Tom in more ways than gaming alone.
As we grow, staying true to our core values and building a strong, creative team remains essential. Our success depends on the passion and talent of our people, so we look for fresh ideas that align with our mission.
This commitment to our values has helped us build a brand that’s both authentic and adaptable, one that resonates across generations. By focusing on people – our team and our audience – we’re creating a brand experience that feels fresh, relevant, and deeply connected to what our fans care about.
What do you think is most important to a mobile game’s success in 2024?
A mobile game’s success depends on delivering high-quality, engaging experiences that feel meaningful to players. Quality means more than smooth gameplay – it’s about building a real connection with players through immersive features and customisation options.
“While we can’t say for sure what the next platform will be, we’re always open to new opportunities.”
Jernej Česen
Games should offer deep, adaptable experiences that keep audiences coming back. It’s also essential to listen to feedback from your team and users, who play a major role in your success.
Have you moved onto platforms outside of mobile? And if so, why? If not, is it something you’re considering?
Yes, Outfit7 has expanded beyond mobile. Fans of Talking Tom & Friends can engage with our brand not only through games but also through our animated series, theme parks, and licensed products.
We’re constantly exploring new platforms to reach fans wherever they are, making the brand accessible across their favourite spaces.
Our goal is to support a vibrant community that connects with Talking Tom & Friends in as many ways as possible. While we can’t say for sure what the next platform will be, we’re always open to new opportunities.
