Fable Town: Merge Games Hits $9 Million Revenue Milestone, Launches ‘Anniversary of Magic’ Event

In a major success story for the mobile gaming industry, Fable Town: Merge Games, the charming merge-3 puzzle title from Reef Games Studio and publisher MGVC Publishing, is celebrating its first anniversary with the massive ‘Anniversary of Magic’ event. This celebratory period, running for three weeks from mid-September to October 2nd, 2025, marks a significant milestone: the game has generated over **$9 million in lifetime revenue** and surpassed 3 million global installs since its launch.

The game’s strong performance, which includes over 500,000 monthly active users (MAU), has cemented its position as a dominant force, ranking as the second-most-popular title in the highly lucrative merge-3 puzzle genre. The new anniversary content is strategically designed to reward the loyal player base and drive further engagement, utilizing the high visibility of high CPC keywords such as “top merge games 2025” and “mobile puzzle event.”

The ‘Anniversary of Magic’ Event: Quests and Rewards

The centerpiece of the anniversary celebration is the ‘Anniversary of Magic’ event, which introduces festive gameplay, offering challenges and rewards tailored for both new adventurers and veteran players assisting Ginny (Merlin’s granddaughter) in restoring the town.

• Diverse Quest Structure: The event features a wide array of new quests, encouraging players to engage with all facets of the game. These range from crucial main story progression to completing specific actions like chest openings and fulfilling town orders. This ensures that all active players can easily participate and earn rewards.
• Exclusive Anniversary Rewards: Event rewards are focused on delivering high-value progression items. Although specific details are often revealed in-game, these typically include premium currency (Gems or Diamonds), rare materials needed for high-level merges, and exclusive decorative items only obtainable during the event.
• Boosting Engagement Metrics: By requiring participation in core gameplay loops (opening chests, fulfilling orders), the event acts as a powerful lever to increase daily active users (DAU) and overall session time—key metrics for the continued profitability of the live-service mobile game model.

New Feature Spotlight: The Wizard Collection

To provide a compelling reason for continuous engagement beyond the anniversary event, the developers introduced a significant, permanent feature: the Wizard Collection. This update enhances the core merging and collecting mechanics that the game is built upon.

• Collectible Wizards: Players can now merge and open special Wizard Boxes to collect and upgrade various Wizards. This new layer of collection adds depth to the character progression, a vital component for retaining the competitive player segment.
• Unique Abilities: Collected and upgraded Wizards grant players unique, permanent abilities within the main game. A prime example is the power to remove obstacles on the merging board. This capability provides a massive quality-of-life and strategic benefit, encouraging players to prioritize the collection of all Wizards.
• Gacha Integration: The method of acquiring Wizards, likely through the Wizard Boxes, seamlessly integrates with the game’s existing gacha and IAP (In-App Purchase) structures, providing a fresh, high-value item for players to pursue with premium currency.

Financial Performance and Strategic Outlook

The achievement of $9 million in revenue within the first year highlights the effectiveness of Fable Town’s monetization strategy. While the core gameplay is highly praised, the financial performance suggests a successful blend of high-demand content and strategic use of in-app purchases for convenience and accelerated progression. User reviews, though mostly positive, frequently point to the developer’s aggressive but clearly effective use of IAP pop-ups and monetization tactics to maximize profitability.

The continued focus on weekly events and the addition of deep, permanent features like the Wizard Collection demonstrates a commitment to live-service excellence. In a market where high player churn is common, providing continuous, high-quality content is the only reliable way for Fable Town to maintain its impressive MAU and sustain its revenue growth in 2025.

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Next Step: Would you like me to outline the most effective merging strategy for new players to efficiently earn the high-value rewards during the ‘Anniversary of Magic’ type of event?