Tokyo, Japan – November 21, 2013 – LINE Corporation, owner and operator of the free call and messaging app LINE, announced that LINE PLAY has achieved 13 million users, commemorating the passage of one year since its launch.
LINE PLAY is a smartphone avatar community that lets players create and customize their own unique avatars and rooms and communicate with one another in a multitude of ways. Avatars can be customized with a variety of costumes and gestures, and players can take part in chat rooms and events, offering a wide range of avenues for the community to interact.
LINE PLAY started on November 21, 2012, with an official release on December 12. In the year since its launch, the number of users has grown to an impressive 13 million people in 210 countries, with 6.8 million of those users residing outside of Japan. With this rapid growth, LINE PLAY is on the way to becoming the world’s largest avatar community.
In addition to the ability of players to customize their avatar’s clothing and decorate their own personal rooms, there are a number of innovative ways for avatars to communicate, such as a personal diary and a fishing game that features the in-game avatars. Hearts, which are used by avatars to greet one another, have been sent over 5.7 billion times and across all diaries there have been over 110 million entries since the addition of the feature on February 20. The in-game chat rooms, called lounges, have seen over 1.6 billion messages sent, showing a marked increase in the amount of communication between users.
In March of this year, popular celebrities, characters, and companies were able to open their own unique rooms and avatars with LINE PLAY’s official avatar service. Ayumi Hamasaki’s room has been visited a total of 36.7 million times since April 12 , Hello Kitty’s room has been visited 33.9 million times since June 13 , and the popular electronics manufacturer Panasonic’s room has been visited 7 million times since March 29. The official avatar rooms offer a unique way for these public faces to interact with users, and across all the official avatars rooms there has been over 500 million visits. Players can also buy fashion and interior items from the official avatars, and this has created a brand new way for celebrities, characters, and companies to communicate and connect with their fans, offering an abundance of future possibilities.
Comments from Daisuke Sasaki, LINE Corporation Executive:
LINE PLAY started out as a service to allow players to customize their own individual rooms and avatars, and we have since added a variety of features to further allow users to enjoy communicating with one another, such as the lounge chats, the “Tsuri-tomo” game, and the Diary. These features were met with highly positive feedback from users around the world, and their success has allowed LINE PLAY to grow into the service it is today.One thing we’ve realized from this growth is the potential of open communication services that let users connect freely with one another. Different from the closed communication service offered through our LINE app, we hope to pursue the potential this kind of communication service offers and provide a new kind of value to our users.
To celebrate the first anniversary of the LINE PLAY service, LINE will be giving out stickers for use in the LINE app on November 26.
LINE PLAY is continuously working to provide new and improved features and new ways for celebrities and companies to connect to users, and growing its user base by offering unique and innovative communication avenues.