China's Top Mobile Game Publishers Surge in July: miHoYo Up 71%, Eggy Party Crosses $770M

The Chinese mobile gaming market has long been a global powerhouse, and July 2026 proved to be a landmark month. According to the latest Sensor Tower report, the top 30 Chinese publishers collectively earned a staggering $2.3 billion, representing 42.6% of global top 100 mobile game publisher revenue. But what's more striking is the breadth of growth: miHoYo's revenue surged 71% month-over-month, NetEase's party game Eggy Party crossed $770 million in lifetime revenue, and a new gardening simulation game, My Garden World, broke its own monthly revenue record at over $16 million. These numbers signal not just a strong summer season, but a strategic shift in how Chinese developers are leveraging anniversaries, IP collaborations, and global expansion. Let's dive into the key takeaways from this month's rankings and what they mean for the industry worldwide.

Key Highlights from July 2026 Rankings

• Tencent and NetEase Show Double-Digit Growth: Both giants maintained their top positions, with Tencent's Honor of Kings generating approximately $200 million in July alone, a 35% increase from June. NetEase's Eggy Party saw daily revenue peak at $2.6 million on July 10, helping the company secure the #4 spot.

• miHoYo's Revenue Soars 71%: The studio behind Genshin Impact, Honkai: Star Rail, and Zenless Zone Zero orchestrated a 'relay' of content releases across the month. Genshin Impact kicked off with a new version on July 1, Honkai: Star Rail followed with a major update and a Fate/stay night collaboration, and Zenless Zone Zero celebrated its second anniversary on July 29, driving record single-day revenue.

• Moonton Technology Jumps to #14: The publisher of Mobile Legends: Bang Bang (MLBB) saw revenue climb 50% thanks to a Street Fighter 6 collaboration and the EWC 2026 esports event. Key markets included the Philippines, USA, Indonesia, Malaysia, and Japan, which together contributed over half of the game's revenue.

• XD Inc. Rises 43% to #15: XD's cozy life-sim Heartbeat Town doubled its iOS revenue in China during its second anniversary celebration, featuring a Sanrio collaboration. Meanwhile, Torchlight: Infinite launched a new season, boosting both player engagement and monetization.

• Modo Global Enters Top 21 with My Garden World: This gardening-themed game hit a record $16 million in monthly revenue, driven by domestic events and expansion into European markets like Germany, UK, France, and Austria.

• Giant Network Returns to Top 27: The company's Supernatural Action Group collaborated with the hit IP Ghost Blows Out the Light (鬼吹灯), leading to a 35% revenue increase and a peak daily revenue on July 10.

• Overall Industry-Wide Growth: The July summer holiday period saw almost all publishers release major content updates, turning what used to be a few standout hits into a broad-based surge. 38 Chinese publishers made it into the global top 100, collectively earning $2.3 billion.

In-Depth Analysis: The Strategies Behind the Surge

The July 2026 data reveals a sophisticated playbook that Chinese mobile game publishers are now executing with precision. First, the 'anniversary effect' is more powerful than ever. Eggy Party's fourth anniversary, Zenless Zone Zero's second, and Heartbeat Town's second all created revenue peaks, proving that well-timed celebrations with exclusive rewards are a reliable way to boost monetization. This isn't just about giving players freebies; it's about creating a sense of urgency and community around a shared event, which drives both retention and spending.

Second, IP collaborations have evolved from simple branding exercises to strategic, genre-aligned partnerships. The Honkai: Star Rail × Fate/stay night collaboration is a perfect example—both are fantasy RPGs with deep lore and passionate fanbases, making the crossover feel organic and exciting. Similarly, Supernatural Action Group × Ghost Blows Out the Light pairs a mystery-horror game with China's most iconic adventure IP, resonating strongly with the domestic audience. This precision matching leads to higher conversion rates and less player fatigue.

Third, global expansion is no longer an afterthought. My Garden World's success in Europe shows that Chinese games can find new audiences beyond traditional markets like Southeast Asia and North America. The game's gentle, non-competitive gameplay appeals to a broader demographic, including older players and women, who are often underserved in the mobile gaming market. As Chinese developers continue to localize content and adjust to regional preferences, we can expect to see more of them breaking into new territories.

Looking ahead, the trend of 'relay-style' content releases—where multiple games from the same publisher launch updates in sequence—is likely to become a standard practice. It keeps the player base engaged throughout the month and maximizes revenue opportunities. Moreover, the success of party games like Eggy Party and life-sims like Heartbeat Town suggests a growing appetite for casual, social experiences, which could challenge the dominance of hardcore RPGs and shooters. For global competitors, the message is clear: Chinese publishers are not just competing on price or graphics; they are mastering the art of live operations and player engagement.

Frequently Asked Questions

Why is miHoYo's revenue growth so significant in July?

miHoYo's 71% month-over-month growth is notable because it came from a coordinated effort across three major titles. By spacing out major updates and collaborations, they kept players engaged and spending throughout the month, rather than relying on a single hit. This strategy also reduces risk—if one game underperforms, the others can compensate.

What makes Eggy Party so successful?

Eggy Party combines accessible party gameplay with frequent seasonal updates and beloved IP collaborations. Its four-year anniversary celebration in July included new game modes and a 'Flying DongDong' crossover, which drove daily revenue to $2.6 million. The game's ability to attract both casual and hardcore players has made it a consistent top-grossing title in China.

How does the July data impact global mobile gaming trends?

Chinese publishers now account for over 42% of global top 100 revenue, highlighting their growing influence. The success of games like My Garden World in Europe indicates that Chinese developers are expanding beyond traditional strongholds, potentially reshaping global market dynamics. Western developers may need to pay closer attention to Chinese live-ops strategies and IP collaborations to remain competitive.

Source: https://mp.weixin.qq.com/s/Ir_ohR2R16WLKJwSSftvNA