Fable Town overhaul sparks growth to $5m revenue

Reef Games Studio's merge-3 title Fable Town has surpassed $5 million in lifetime revenue after overhauling its live ops events and making design changes.

User acquisition campaigns have seen the title surpass two million downloads as the company looks to scale the title following recent changes. Marketing spending for Fable Town has more than doubled since the turn of the year.

Since May 2025, Fable Town has ranked second by installs in the merge-3 genre according to Sensor Tower, with 440,000 monthly active users and 95,000 daily active users. It currently ranks 10th for player spending in the genre, behind market leaders such as Merge Dragons, PanthiaMagical and Merge Gardens.

Live ops overhaul

Published by My.Games publishing branch MGVC Publishing, Reef Games Studio said Fable Town's recent growth has been fueled by key gameplay and meta-system improvements. 

The developer further added that the early game was rebalanced for better pacing and faster player engagement, while live ops events were overhauled to align more closely with core gameplay. 

MGVC also highlighted changes to ad monetisation, which has seen revenue from rewarded ads rise by 2.5x. Details of how much revenue the title was earning before was not provided, however.

My.Games launched MGVC Publishing in November 2024 with an annual marketing budget of over $100 million to scale games in its portfolio.

MGVC Publishing said it supports developers with fair revenue-sharing deals, IP ownership retention, advanced analytics tools, and full-spectrum publishing support.