Surge in KFC App Downloads in Japan Fueled by Genshin Impact and Umamusume

Surge in KFC App Downloads in Japan Driven by Gaming Collaborations

This year, Japan has witnessed a remarkable increase in downloads of the KFC app, outpacing the numbers from the previous three years. This surge is primarily linked to the successful collaborations with two popular games: Genshin Impact and Umamusume: Pretty Derby. During these promotional partnerships, KFC’s app soared to the top of the rankings among food-related applications in Japan.

Collaboration Impact: A Closer Look

According to research published by Sensor Tower, the collaboration campaigns between KFC and the aforementioned games spanned from August to October 2024. Notably, the launch date of the Genshin Impact collaboration, October 2, saw a dramatic spike in app downloads—the highest recorded in the last three years.

Why the Increase?

The increased app downloads can be attributed to both games’ immense popularity and the exclusive nature of the collaboration items, which are only available through online orders. KFC has become a cherished Christmas tradition in Japan, further intensifying app usage during the holiday season. This year, the app has already attracted an impressive 20,000 new users through the Umamusume campaign and an astounding 40,000 new users thanks to Genshin Impact, surpassing the total downloads from the 2023 Christmas season.

The Game Availability

For reference, Umamusume: Pretty Derby is available on Windows PC and mobile devices, while Genshin Impact can be played on various platforms including PS4, PS5, Xbox Series X, Windows PC, and mobile devices.

The continuing trend of game collaborations highlights the evolving landscape of mobile app marketing, where partnerships with popular entertainment franchises can lead to significant boosts in user engagement and downloads.

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