)) Soft Launch Radar — March 2026

37Games' portfolio declined 51% from Q1 '22 peak ($745M -> $361M NET)

Their latest move in ongoing efforts to stop the bleeding?

A dark fantasy / plague-doctor 4X game, quickly approaching its first $1M.

Four soft launches worth watching this month.

1⃣ Last Asylum: Plague — 37GAMES (4x strategy)

~$850K IAP so far. 905K DL across 63 geos. 25-28% US.

Similar puzzle-hook-to-4X-core playbook as the breadwinner, Puzzles & Survival ($1.39B lifetime) & other modern 4X's.

37's portfolio is heavily 4x-driven. As P&S declined from its 2022 peak (shed $384M in annual rev), 37 has struggled to backfill w/ newer games.

Can Last Asylum stop the bleeding?

2⃣ Brick Factory! — 1SOFT (Vietnam) (sort puzzle)

1SOFT grew from $53M$73M* (2023-2025) on 92%* ad-monetized games with $0.13 IAP-only RPD across the portfolio.

Then 'Goods Puzzle' landed in Apr '24 - $120M* combined revenue to date, 33% from IAP at $0.39 RPD, ~ 3x their typical IAP share.

1SOFT launches ~90 games a year since 2016, with ~1% hit rate ($50M+ lifetime IAP+AdRev*). Of 19 sort puzzle attempts between Goods Puzzle and Brick Factory, none have landed.

Brick Factory is but the latest puzzle experiment in that pipeline.

The whole model runs on volume. Launch, kill, learn, repeat. And, 1% of the time, something sticks.

Is Brick Factory the 1 in 100?

Too soon to say, but from playing the game I have my doubts.

3⃣ Jelly Busters — Moon Active

Category: Sort / Dock puzzle with conveyors, fast-following Pixel Flow (5 mo. between launches).

Don't see significant differentiation from Pixel Flow, though IMO JB does seem to have a *slight advantage in 'feel' re: the core mechanic.

Monetization estimates

?Will JB succeed in Pixel Flow's wake?

4⃣ Reality Bay — Moon Active (merge)

Moon Active continues to attempt to reproduce the success of Travel Town, this time with a squalor to Hollywood glamor theme.

Soft-launch sequencing: India first (tech test) early Feb, then blended WW retention test leaning into Tier-3 Geos. Installs now tapering off, likely to assess retention results.

Moon Active is running 6 new titles simultaneously — more than any point in their history.

Each of these 4 soft-launches hopes to be the next bet that pays off.

Which of these four do you think goes the distance?

Data