After Hasbro's licensed MONOPOLY GO! raised the ceiling of social gambling games, this track has become lively again.
Many manufacturers began to try to replicate the "Slot + Social + Management" model, but the products that really scaled up are still few and far between—intense competition for user acquisition and homogenized gameplay are the real issues facing newcomers.
In this context, a product without a top IP and without high-profile user acquisition campaigns exploded in 2025, which is #Fish of Fortune.
🎣 From "tens of thousands of dollars" to "millions of dollars" in revenue, a slow explosion
Looking at the data, the growth curve of Fish of Fortune is slow but extremely stable.
In July 2024, its monthly revenue was only $17,000; it grew to $320,000 by January 2025; broke through $1 million in May; reached $1.32 million in July; and climbed further to over $1.6 million in August. In some platform statistics, its revenue in October was close to $2 million.
The developer of Fish of Fortune, Whalo, is from Israel. Data shows that the game was first launched for testing in November 2021, and there was almost no large-scale promotion for nearly four years.
For many years, the absolute king of social gambling has always been Moon Active's Coin Master, and newcomers, even with slight innovations in gameplay, have found it hard to shake its position. It was not until MONOPOLY GO! appeared in 2023 that the market truly realized: the market for social gambling is much larger than this.
Whalo clearly chose to accumulate quietly and wait for the market to be reactivated; as users became more open to gambling themes other than traditional slot machines, they began to push forward.
🎣 Fishing vs Slot Machines, and the difference with the Fortune series
If Fish of Fortune is compared within the larger "Fortune name" series of products, its differences with Fortune Tiger and Fortune Rabbit are quite clear.
Fortune Tiger / Fortune Rabbit are more an extension of traditional slots: highly symbolic, with gameplay almost entirely serving the old-fashioned slot machine "pull lever—win" format.
Their core value in the market is the intense immediate gratification and efficiency of deployment, very suitable for markets like Southeast Asia and Latin America where slots are highly accepted.
However, Fish of Fortune belongs to a different category.
Although fishing games have long been a familiar category for players, their status in gambling and casual games is often underestimated. Whether in arcades, gaming halls, or online entertainment casinos, "fishing machines" have long been one of the most stable money-making modes.
Its core appeal, similar to slot machines, lies in the highly intuitive feedback mechanism—press a button, hit a target, settle immediately, players can quickly understand the "input—return" relationship with almost no learning cost. This design, which lies between game action and gambling, naturally accommodates both casual players and serious gambling users.
For this reason, the update of fishing gameplay is actually a transfer of old gambling memories, naturally lowering the cost of understanding.
But compared to Fortune Tiger's "pull once, enjoy once," Fish of Fortune emphasizes continuous progression and a sense of accumulation, with a gratification mechanism more akin to stacked slot machines.
This design choice also leads to a different player structure. The core users of Fortune Tiger / Rabbit are heavy users of slots.
While Fish of Fortune is more like a mix of social gambling + casual users, they accept light gambling but do not pursue pure odds, are emotionally invested in game accumulation and activities, and are more likely to form medium to long-term retention.
This is also why Fish of Fortune can support more complex limited-time events and longer growth lines.
If Fortune Tiger and Fortune Rabbit represent the ultimate efficiency of slot products on mobile, then Fish of Fortune is more like an "expansion of social gambling games beyond slots."
They are not substitutes, but rather divert different types of players, one catering to heavy gambling needs; the other catering to casual needs wrapped in gambling.
The success of Fish of Fortune shows that after MONOPOLY GO!, social gambling is not just about "slot machines." Through thematic memory, rhythm design, and more friendly payment thresholds, medium-sized manufacturers also have the opportunity to carve out their own tracks in this long-dominated race.
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