While much of the mobile industry is bracing for headwinds, we at Outfit7 are writing a different kind of playbook. In 2025, we are launching three new titles, unveiling a comprehensive brand evolution, and investing deeply in long-term vision, not just survival. At the center of this transformation is CEO Xinyu Qian, whose leadership has helped shape our evolution from a mobile hit-maker into a cross-generational entertainment brand.
We sat down with Xinyu to explore how we are thinking long-term, staying resilient, and transforming one of mobile’s most iconic IPs for the future.
What drives Outfit7’s confidence to scale rather than pause, especially in a cautious market?
In uncertain times, clarity matters. For us, clarity comes from our purpose: we want to create memorable experiences that look, play, and feel good. We don’t make decisions based on fear or trends, we lead with intention. That’s why 2025 is a year of acceleration for us. While the industry faces challenges, we’re evolving our brand, launching new games, and investing in the experiences that will define our next decade. It’s not just confidence, it’s commitment. We’re committed to building something that lasts.
What does leadership look like in today’s mobile industry, especially when conditions are so unstable?
Leadership in today’s mobile industry requires a clear focus on what truly matters. It’s about making tough decisions, prioritizing essentials, and knowing where to allocate resources, even when the landscape is unpredictable. At Outfit7, this means balancing between the short and long term, ensuring that the steps we take today not only serve our goal for this and next year, but also align with where we want to be in the future.
At the same time, what leadership is dedicated to in Outfit7 is to build a culture that supports collaboration and open communication. It’s about empowering teams to think creatively, challenge assumptions, and work together to find solutions. This approach ensures that everyone contributes to shaping the company's direction.
The Talking Tom & Friends brand is undergoing its biggest transformation yet. Why now?
Because it’s time. The world has changed, and so have players’ expectations. Talking Tom has always been relatable, but the opportunity now is to make it resonate for every generation. We’re not just updating visuals. We’re evolving tone, storytelling, character design, and how the brand relates to different audiences across platforms. We’re designing for longevity. This brand is 15 years old, but our goal is to make it timeless.
While many studios are focused on monetization, Outfit7 is choosing to invest in building a brand. Why?
A strong brand is the most powerful form of resilience. Mechanics can be copied. Tactics change. But when players feel emotionally connected to your world, your characters, your values, that’s hard to disrupt. Brand is not just marketing. It’s product, culture, voice, design and community. And in a fragmented, fast-moving market, consistency across those layers builds trust. That trust becomes a long-term advantage.
What have been some of the most important decisions made in shaping Outfit7’s strategy for 2025?
The biggest decision was to go all in - revive our classic, evolve our flagship title, and revolutionize our game mechanics and business model, at the same time. In practice, that means we are about to launch three major titles in one year, each pushing us into new creative territory. That includes our first game built specifically for kids, Talking Tom & Friends: World, a complete reimagining of the original Talking Tom, and a deeply expanded sequel with My Talking Tom Friends 2. Another important decision was to evolve our brand, not gradually, but holistically. We committed to a shared creative direction across games, video, and content. That’s a big shift in how we operate, and it’s unlocking new kinds of storytelling and experiences for our audiences.
How does the company stay aligned and focused across so many moving parts?
We keep the company aligned and focused by basing everything on a clear purpose, which serves as the lighthouse for our company. Based on that and the commercial reality, we created our business and product strategy, which provides a solid foundation, giving everyone a shared understanding of where we’re headed and why. This clarity helps guide decision-making and ensures that efforts are directed toward what truly matters.
Equally important is having a capable team, with strong leadership and clear ownership. We’ve built a culture that empowers people to take initiative and responsibility, and our teams understand the bigger picture. When everyone is aligned on the purpose and strategy, with a capable team as Outfit7 has, it certainly enables us to navigate complex and challenging periods, like 2025.
Where do you see Outfit7 five years from now?
I see a company that continues to evolve - creatively, structurally, and globally. Our core will still be joyful, high-quality games, but our reach will expand. More formats. More platforms. More ways for players to connect with the worlds we create. Talking Tom & Friends is just the beginning. We’re already exploring new IPs, new markets, and new directions. Our ambition is to become a multi-IPs and multi-platforms entertainment company with a global footprint.
What advice would you give to other leaders navigating similar challenges in today’s industry?
Don’t let fear dictate your roadmap. Focus on your strengths. Invest in your people. And make decisions for the company you want to be in five years, not just the one you are today. When you lead with purpose and consistency, you don’t just survive the market, you help shape it.
Any final thoughts?
What we’re building in 2025 is more than a product roadmap, it’s a statement of intent. We believe in the power of bold ideas, strong teams, and enduring brands. The mobile industry will continue to change, but our focus remains the same: creating experiences that matter, and growing in ways that are sustainable, imaginative, and future-facing.
At Outfit7, we don’t just adapt to the market - we help redefine it.
