So I think in -- if I have to summarize, I feel very good about the progress this year in ads and as the ads business continues to scale, I expect it to become an even more meaningful contributor in 2019. They will leave just as quickly as they arrived. In a filing with the Securities and Exchange Commission, the videogame publisher said that it notified Spencer Neumann that it intends to terminate him for cause. We expect Q4 to benefit from major content releases, strong in-game revenue, and key marketing and other commercial initiatives. Similarly if next year the company paid no dividends but had a yearly net income loss of 5 million, retained earnings would be 6 million 11-5. To review the quarter, I'll start with our segment results. A glance at the list of top video games from 2018 will show you that games from Activision and Take-Two dominated the market.
However, the company should see some benefits from the August release of World of Warcraft: Battle of Azeroth. In terms of game launches, it was a somewhat quiet quarter for the company. Good afternoon and thank you for joining us today for Activision Blizzard's third quarter 2018 conference call. The rate of growth is strong relative to the trend shown over the past year, and is accelerating. Christopher Hickey -- Senior Vice President of Investor Relations Operator, can we have the next question, please? From developing games for the Commodore Amiga -- does anybody remember that? Colin Sebastian -- Robert W.
Across all our franchises, daily time spent per user playing our games reached a new record of 52 minutes based on some of the franchise reach and engagement drivers just highlighted. What a hurdle it is though. I've been at Blizzard for more than a decade, but have really been a fan of their games my entire life. Earlier this year, we released Royal Charm Slots in partnership with PlayStudios. You heard Coddy earlier, Candy Crush Friends is off to a great start.
It's certainly too early to tell, but the full game download mix has definitely been heavier and that's a good thing for us. You touched on this a little bit, but maybe spend a little more time on the health of the Destiny franchise, just what you've seen in terms of engagement post the Forsaken launch. And this is off the back of some strong progress in scaling our network and in building demand. Publisher of some of the most well-known game titles in the industry, including Call of Duty, World of Warcraft, and mobile games from King Digital, Activision has established a strong leadership position when it comes to record-breaking hits. Regarding the timing, that's something that we'll talk about as we go forward. Segment operating profit increased 13% year-over-year, as revenue growth offset investment in strategic initiatives, including Overwatch League, other esports activities, Battle. As an example, we've seen this ourselves with Hearthstone where the fan base grew significantly when we added the mobile platform to a game that hasn't been ph fully optimized for mobile success.
It is very important that we release the game and that it is an excellent experience when it is released. We remain focused on improving our live ops revenue, engagement and in-game performance across all our franchises. The first content update is called Tides of Vengeance and it's going to come out of the week of December 10. Next Day price change is a reaction of Earnings result. So, as you may recall, we talked about Call of Duty: World War 2 last year where we saw about a 30% full game download mix, which was up -- pretty consistently what we've seen the past few years about 5 points year-over-year, and based on what we're seeing so far in sell-through, we expect to see more than a 5 point shift this year. On the first driver, our teams continued to deliver exceptional innovation and execution with major new content releases for Call of Duty, World of Warcraft and Candy Crush. We're not focused on Candy Crush Friends to win back former players and entice new players.
At Blizzard, monthly active users were 37 million consistent with the prior quarter. Kaos has blown up the walls of the feared Cloudcracker Prison freeing the most notorious villains in Skylands. We're confident and we are energized by the performance of Black Ops 4. Square stock is up more than 1% in after-hours trading. We also have a much deeper and mature understanding of our players because they are now on our network and on our platform. And, Electronic Arts will also continue to expand its eSports presence.
It will feature two new raids and a new war front, new island expeditions, new allied races. So when I think about our development efforts, our focus is, first of all, on casual and our franchises and in particular on Candy Crush since it's our largest franchise. The sequential growth was driven by Destiny's expansion Forsaken and by new reach initiatives which grew Destiny monthly active users quarter-on-quarter and year-over-year. For Before Market Open Earnings, It is the same trading day closing price. While investment into these new initiatives is growing, we are confident in the value they will create for our fans and for our shareholders. Christopher Hickey -- Senior Vice President of Investor Relations Operator, can we have the next question, please? But in this case, really taken into the next level to service the community, to bring in those influencers and streamers and kind of give broad viewership and access to what's happening in that game.