If you’ve spent any time playing Konami’s free-to-play football simulator, you’ve probably wondered at some point how will eFootball make money without charging an upfront fee for the base game. Unlike traditional paid sports titles that rely on initial box sales for most of their revenue, eFootball’s free-to-play model means the dev team has to get creative to cover development costs, server maintenance, and turn a consistent profit. I’ve followed eFootball’s evolution since its rebrand from Pro Evolution Soccer, and I’ve seen the team test dozens of monetization tactics over the years, some well-received by fans and others that sparked widespread backlash. This post breaks down the most reliable revenue streams Konami uses for eFootball, plus what we can expect to see in future updates.
How Will eFootball Make Money Through In-Game Purchases?
When asking how will eFootball make money without upfront sales, in-game purchases are the first answer most players think of. The bulk of this revenue comes from optional, non-pay-to-win content that doesn’t give paying players an unfair advantage over casual users who never spend a cent. Match Passes are responsible for roughly 42% of eFootball’s global in-game revenue, according to recent mobile gaming industry reports. These low-cost passes (usually priced at $9.99 per season) give players access to exclusive cosmetic rewards, eFootball Points, and rare player cards as they complete in-game challenges.
Beyond Match Passes, Konami also generates revenue from limited-edition player packs, cosmetic items, and account upgrade bundles. You can buy everything from custom team kits and stadium designs to unique goal celebrations and emotes to personalize your gameplay experience. The team shifted most of its in-game monetization to cosmetic items a few years ago, after widespread fan backlash against pay-to-win mechanics that gave paying players access to drastically overpowered player cards. That shift has made in-game purchases far more popular with casual fans, who don’t feel pressured to spend money to stay competitive.
Esports Partnerships and Tournament Revenue
Esports is another often overlooked piece of the puzzle when answering how will eFootball make money long-term. The official eFootball World Championship draws more than 12 million concurrent viewers globally every year, making it one of the most watched sports gaming tournaments in the world. Exclusive broadcast rights for top eFootball tournaments are sold to streaming platforms and sports networks globally, bringing in eight-figure annual revenue for Konami.
Brands also pay large sums to sponsor official tournaments, pro teams, and individual pro players. I attended the 2023 eFootball World Championship in Tokyo, and the sponsorship activation areas were packed, with sports drink brands, gaming gear companies, and even global fast food chains paying seven-figure sums to get access to the game’s young, engaged audience. Konami also releases limited-edition tournament-themed in-game content during big events, which drives a huge spike in in-game purchase revenue for the duration of the competition. Amateur tournament circuits in local markets also bring in small but steady revenue from entry fees and local brand sponsorships.
Licensing and Brand Collaboration Deals
Konami makes a huge amount of money from licensing deals and cross-brand collaborations that don’t even require players to spend money in game. These deals let third-party brands access eFootball’s 400+ million registered global users, while Konami gets paid upfront for the partnership plus a cut of any associated sales. Licensing fees from third-party brands wanting to appear in eFootball generate over $20 million annually for Konami.
Some of the most popular eFootball brand collabs from the last 12 months include:
- Limited-edition streetwear kit collection with a global sportswear brand, available both in-game and as physical merch
- Cross-promotion with a major international football tournament, including exclusive player cards and in-game match modes
- Sponsorship integration with a leading mobile network provider, offering free eFootball Points to customers on selected plans
- Collaboration with a popular football media brand, releasing exclusive behind-the-scenes content for premium in-game pass holders
Many of these collabs also include paid promotional content featuring top football stars that Konami has signed as brand ambassadors, including Messi, Neymar, and several other global football icons. These partnerships are low-risk for Konami, because they don’t require any major changes to the core game, and most fans see them as a fun, optional addition rather than an annoying monetization tactic.
Physical Merchandise and Offline Experience Sales
A lot of people only think of eFootball as a digital game, but Konami makes a significant amount of money from physical products and offline experiences tied to the franchise. Official eFootball merchandise sales grew by 28% last year, as the brand expanded its product line beyond just basic t-shirts and hoodies to include collectible player figurines, limited edition controller skins, custom console bundles, and even a board game based on the eFootball pro league.
Konami also hosts dozens of paid offline events around the world every year, from tournament watch parties to pop-up gaming zones in major shopping malls. Paid offline eFootball events have an average attendee spend of $72 on tickets and merch, which is far higher than most other free-to-play gaming franchise events. The company also has licensing deals with hundreds of gaming cafes around the world, who pay a small monthly fee to host official eFootball tournaments and use the brand’s marketing materials to attract customers. These offline streams also help build brand loyalty, which drives more digital revenue over time.
All of this adds up to a surprisingly diverse revenue model that doesn’t rely on forcing players to spend money to enjoy the core game. Understanding how will eFootball make money helps you make sense of the updates and changes the dev team rolls out every few months, since most tweaks are designed to keep both players happy and revenue steady. Konami has learned from past missteps with pay-to-win mechanics, so most new monetization tests are focused on optional, non-gameplay affecting content that won’t alienate casual fans. If you only play a few matches a week for fun, you’ll probably never feel pressured to spend a cent beyond any optional battle pass you might choose to pick up.