Konami’s eFootball is racing ahead of EA FC Mobile

Gaming’s traditional Japanese giants have not been particularly successful in making the switch to mobile, save the occasional breakout hit like Sony’s Fate/Grand Order or spinoffs of established brands like Pokémon.

Where Nintendo’s efforts appear to be waning, PlayStation’s never really got started and the likes of Sega, Capcom and Square Enix have each seen limited success, Konami is a little different.

The company that embraced mobile gaming in 2015 – to the chagrin of fans of its classic console IPs like Metal Gear and Silent Hill – has quietly scored a mobile hit not from those IPs but from its latest revamp of the Pro Evolution Soccer series, known as Winning Eleven in Japan.

Free-to-play juggernaut eFootball has earned Konami over $1.5bn on mobile platforms since launch in 2017, and has generated more than 300m mobile downloads, according to Appmagic estimates. The app has provided a steady boost to Konami’s earnings, whose stock has outperformed its Japanese peers since 2025.

Like most domestically-developed apps, eFootball has made the bigger splash in its home turf. About 58% of lifetime player spend comes from Japan, says Appmagic, with Thailand a distant second at 9-10%. Brazil, Indonesia, Turkiye, India and Thailand lead in terms of lifetime downloads, with Japan the eighth biggest by downloads with ~12m to date.

The app has nailed the domestic market, then, but struggled to make a dent in the West, at least when it comes to revenue. Japanese players are spending big on eFootball – with over $915m earned from around 12m downloads in the market to date, its revenue-per-download figure over $75.

eFootball IAPs earned Konami around $35m in April and May, while its closest competitor EA FC Mobile has recently been grossing $10-12m per month. And after the two were tussling for the title of top mobile football game throughout 2023, eFootball emerged as the winner and has since widened the earnings gap significantly.

eFootball general producer Junichi Taya tells us in an exclusive interview that Japanese users login often, retention is strong, and the community is quick to react to updates or balance changes. “What stands out the most is the quality of feedback we receive from the community, as it’s incredibly valuable for the development team,” he says.

The global player base continues to grow, he says, with more users sticking with the game long term. “Football culture differs widely by region, so we focus on creating experiences that feel relevant locally, whether through region-specific events, seasonal campaigns, or content tied to local leagues and holidays.”

The main such event is the eFootball World Festival, with this year’s edition happening on 26 July in Bangkok, Thailand. English footballer Wayne Rooney is a special guest at the event, and the 2026 World Finals of the eFootball Championship will be hosted simultaneously.

The choice of location is a reflection of the game’s popularity in the region. “We’re seeing steady growth worldwide, with particularly strong momentum in regions where interest in football is rapidly expanding, such as Southeast Asia,” Taya says. “In these markets, participation in officially organised esports competitions like the eFootball Championship has risen.”

Konami’s focus is on making sure the experience feels right for each region, he continues, singling out North and Latin America, where his team is “planning a range of in-game and out-game initiatives this summer, timed around major football moments.” And with the World Cup in full swing, the concurrent esports tournament FIFAe World Cup and its tie up with eFootball exemplifies this strategy.

Events like these capitalise on what Taya considers to be eFootball’s biggest strength: accessibility.

“It’s available to anyone to download for free on both mobile devices and home consoles, and despite being free-to-play it delivers a premium football experience,” he says, adding that this is achieved through live updates so that player form and abilities reflect real-world performances, and evolving tactics are represented in-game.

“Our goal is to make authentic football available to everyone, regardless of device, in a game that keeps evolving alongside the real sport.”

This constant evolution is key to what Taya says is their main focus, which is delivering long-term value by listening to player feedback and using it to improve gameplay and introduce new ways to enjoy the game. The goal is to build a cohesive community around both playing and watching matches.

For a free-to-play game, even one developed in-house, the main challenge is often technical. “We’re constantly reviewing server setups and communication performance across regions to ensure gameplay feels consistent and reliable for everyone,” he says, highlighting that for mobile specifically, his team is mindful of the wide range of device capabilities and network conditions.

He acknowledges that there is room to improve, something Konami sees as part of the process. “Growing the game together with our users is what we believe will ultimately move us closer to becoming the number one football game.”

Judging by those revenue estimates, eFootball might already be there.