Since its founding in 2000, Japanese mobile studio KLab has created nearly a dozen mobile games. One of KLab’s biggest hits is Bleach: Brave Souls, which draws inspiration from the popular BLEACH sword-fighting battle action manga and anime series. In 2020, the 3D hack-and-slash action game celebrated its fifth anniversary. In that time, the game has seen over 50 million downloads worldwide.
In the time since Brave Souls’ inception, the mobile app ecosystem had evolved rapidly. Freemium monetization was the new industry standard, and diversification became essential to sustaining profitability. Accordingly, KLab began to explore new revenue models that might complement the game’s existing in-app purchases. Enter Tapjoy, which teamed up with KLab to find new ways to monetize Bleach: Brave Souls.