Mr Love: Queen’s Choice, Market and Revenue Analysis 2025

Written by Devil Darling, Writer, Otome Enthusiast, Horror Lover

Published on November 16, 2025

Developed by Papergames, Mr Love: Queen’s Choice (Chinese title Love and Producer) is one of the defining otome mobile games of the late 2010s. Combining a story-driven visual novel structure, celebrity voice acting, and a card-gacha economy, it helped prove that female-focused romance games could deliver blockbuster revenue and long-term live-service engagement in China and abroad.

Game Performance and Milestones

Launch & Growth

Initial launch (China): Love and Producer released in mainland China on December 14, 2017 for iOS and Android.
Explosive early adoption: Within roughly a month of launch, the game had: About 7 million downloads and over 4 million daily active users (DAU) according to coverage by The China Project.
Early revenue spike: Industry outlet PocketGamer reported that the game generated an estimated US$32 million in revenue in January 2018 in China alone, about a month after launch.
Downloads surpass 10 million: People’s Daily later noted that the title had already been downloaded over 10 million times since debut by early 2018, underlining its status as a viral hit among Chinese women.

Long-Term Live-Service Presence

Ongoing activity in China: QuestMobile’s 2024 Women’s Economy Insights Report lists Mr Love: Queen’s Choice as one of the top five otome games in China in January 2024, with around 1.21 million monthly active users (MAU) years after launch.

Steady but mature global footprint: App-intelligence providers like Sensor Tower and FoxData show relatively modest but persistent revenue and downloads on Western stores in recent years, with low five-figure monthly revenue and sub-5k monthly downloads per store in the US, indicating a game in a mature, long-tail live-ops stage rather than explosive growth.

Mr Love: Queen’s Choice Revenue Statistics

Let’s take a closer look at the game’s recent revenue performance:

Month	China Revenue	Taiwan Revenue	EN Revenue	Japan Revenue	Total Revenue
Oct 2024	$2,300,000	$130,000	$70,000	$14,000	$2,514,000
Nov 2024	$2,000,000	$100,000	$70,000	$12,000	$2,182,000
Dec 2024	$4,200,000	$120,000	$70,000	$12,000	$4,402,000
Jan 2025	$3,000,000	$190,000	$70,000	$15,000	$3,275,000
Feb 2025	$2,200,000	$120,000	$90,000	$12,000	$2,422,000
Aug 2025	$2,100,000	$120,000	$60,000	$14,000	$2,294,000
Sep 2025	$2,200,000	$90,000	$40,000	$10,000	$2,340,000
Oct 2025	$2,700,000	$80,000	$60,000	$10,000	$2,850,000

Market Analysis

China & Home Market
First major domestic otome hit: Academic and industry analyses routinely highlight Love and Producer as China’s pioneering native otome game, marking the start of a “maturity stage” for domestic female-oriented games post-2017.

Female gamer breakthrough: Early coverage emphasised that around 90% of players were women, with the game reaching millions of young female users who historically had fewer AAA titles targeted at them.

Competition at the top of China’s charts: At launch, Love and Producer briefly overtook Honor of Kings on the Chinese App Store’s free charts, underlining its reach in a hyper-competitive market.

2024 market position: By January 2024, QuestMobile’s report shows the Chinese otome field led by newer titles like Love and Deepspace, with Mr Love still maintaining over a million MAUs and ranking among the top five otome games.

International Markets
Regional releases & branding: Outside mainland China, the game is branded and localized as:

Mr Love: Queen’s Choice (global English releases)
EVOL × LOVE / Koi to Producer in Japan
Regional versions in Taiwan, South Korea, and Southeast Asia under Love-and-Producer branding.

US and Japan as key paid markets (App Store): FoxData’s 2024 market insight uses Mr Love as an example of otome titles whose highest revenue share now comes from the US, noting ~US$95k (US) vs ~US$11k (Japan) on the App Store over 2023.

Platform reach: Google Play lists 1M+ downloads for the English Android version alone, representing only part of the global install base once iOS, Chinese Android stores, and other regional clients are included.

Gameplay and Features

Mr Love: Queen’s Choice blends otome romance with light management and gacha elements:

Core Structure

Visual novel storytelling: Players follow a branching story as an unnamed female TV/online media producer who becomes entangled with four male leads, each possessing “Evol” superpowers. Choices affect affection, card unlocks, and narrative flavor.
Phone & social systems: The game’s signature feature is a pseudo-smartphone UI: players text, chat, and receive voice calls from the love interests; there are also in-game social feeds where characters post updates.

Card-Gacha & Live-Ops Design

Card collection (“Karmas”): Character cards determine performance in “production” missions, story battles, and special events. Higher-rarity cards (SSR, etc.) are usually obtained via gacha draws using premium currency.
Event-driven monetisation: Limited-time banners, seasonal story events, and character-themed sets encourage spending spikes, often tied to holidays, in-game anniversaries, or popular characters’ birthdays (for example, Victor/Li Zeyan’s events often see strong fan spending, as reported anecdotally in fan and media coverage).
Progression via studio management: Beyond romance, players manage a production studio, using card combinations to complete shows and campaigns that unlock story content and resources.

Demographics

Core Audience

Primarily young adult women: Early coverage and player surveys consistently describe the audience as overwhelmingly female, with one article citing roughly 90% female players during its early boom and noting its particular popularity among young office workers and university students.
Motivations & play style: Academic work on Love and Producer highlights:
- Emotional satisfaction and virtual companionship
- A safe space to explore romance and career narratives
- Collection and optimisation goals via card systems.

Role in the Broader “She-conomy”

Template for successors: The title’s success directly influenced newer otome and romance titles in China, leading to more experimental mechanics (e.g., fully 3D experiences and more mature narratives) in games like Light and Night and Love and Deepspace. Mr Love effectively proved out the model that those later games scaled up.

Women’s economy in games: Reports like QuestMobile’s Women’s Economy Insights and various market analyses point to Mr Love as a flagship early example of China’s “She-conomy” in gaming—a market where women’s spending on romance, fashion, and narrative-driven titles is large enough to rival traditional male-dominated genres.

Mr Love: Queen’s Choice started as a domestic otome experiment in late 2017 and quickly transformed into a high-revenue phenomenon, achieving about US$32 million in a single month and millions of daily active users in China at its peak.

While its growth curve has flattened and newer titles now dominate grossing charts, the game remains a profitable, long-running live-service IP with a cross-media footprint (anime, concerts, localized releases) and a stable core audience of female players. Its commercial trajectory and design make it a key reference point for analyzing the global otome market and the broader rise of female-focused mobile games.

For more updates and stats like these, check out our other articles here.

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