Idolmaster: Cinderella Girls has announced its end of service, in what could be seen as an incredibly surprising move. To be clear, Idolmaster: Cinderella Girls is not the same as Starlight Stage – which is the rhythm game -, but the fact that it will end after 10 years is still pretty shocking since its initial release in 28 November 2011. This year would be its 11th anniversary.

Service will be terminated on 30 March 2023, according to the official Twitter. Gematsu notes that new events will be released until December, with gacha planned up till 16 December 2022, with sales of “Cinderella Coins” to cease 22 December.

The game is a more simple card collector game, but has been a platform to introduce new characters to the cast as well as releasing the artwork for new cards that would eventually make their way into Starlight Stage. That being said, when you see the earnings for Google Play and App Store through AppMagic:

It’s been on the decline for a while now, financially. This is unlike Rage of Bahamut, which has been announced to be officially on ice, but there are still news updates regarding the state of the game.

All resources are likely to be directed to Starlight Stage at this point, and Idolmaster is certainly a large juggernaut that can’t completely screech to a halt.