MGVC Publishing Highlights Breakout Success of Fable Town, Surpassing $5 Million in Lifetime Revenue

Driven by strong player engagement, Fable Town has achieved 13% month-over-month revenue growth since its global launch in 2024. 

MGVC Publishing, a mobile publishing branch of MY.GAMES, announces a major milestone for Fable Town, a merge-3 title developed by Reef Games Studio. Since its global launch in 2024, the game has approached 2 million installs, generated over $5 million in lifetime revenue, and ranks #2 by installs in the merge-3 genre as of May 2025, according to Sensor Tower. Fable Town has also surpassed 440,000 monthly active users (MAU) and 95,000 daily active users (DAU), reflecting the game’s sustained momentum and growing player interest.

Fable Town has seen a significant boost in performance, driven by a series of impactful gameplay and meta-system improvements. The early game was rebalanced for better pacing and faster engagement. Live-Ops events were redesigned to be more deeply connected to core gameplay, including consistent updates, a synergy with the creature mechanics, and fresh reward placements to increase engagement and reward visibility. 

The renovation system was also enhanced – renovated buildings now provide additional rewards, making the process even more attractive. As a part of the most recent updates, a new leaderboard competition was introduced that invites players to compete in magical races by spending energy, advancing through stages, and racing against others for top-tier rewards.

“The steady growth of Fable Town reflects the efficiency of our tailored strategies and our strong commitment to helping developers achieve impactful results through hands-on support, dedicated resources, and access to a powerful publishing engine. We will continue working closely with Reef Games Studio to build on this momentum and ensure the long-term success of the game,” said Nikita Matsokin, Executive Director of MGVC. 

Since the beginning of their partnership Reef Games Studio and MGVC Publishing have been working closely to further enhance the product. From the start of 2025, ROI-efficient monthly marketing spend has almost doubled. Revenue from rewarded ad monetisation saw a significant uplift of 2.5 times, thanks to precise fine-tuning and the application of industry best practices. In-game monetisation also improved markedly, driven by joint efforts to analyse player payment behaviour and engagement patterns. Fable Town has also experienced a nearly twofold increase in organic traffic since the start of 2025, a result of both significant gameplay improvements and the smart implementation of organic traffic growth strategies.

MGVC Publishing empowers developers with fair, shared-revenue partnerships that drive growth while preserving IP ownership. MGVC Publishing leverages advanced tools such as Business Intelligence and Predictive ROI Analytics to optimize user acquisition efforts and provide actionable insights. Developers benefit from 360-degree support, including expertise in operations, monetization, and game design, all delivered through a comprehensive publishing playbook. 

Fable Town is available to play on the Android and iOS platforms.