B2C · mobile game studio

How Supercell grows

1 tactic and 1 figures from 1 interview.

About Supercell

What it is: Finnish studio behind Brawl Stars and Clash Royale; partner in a two-way Brawl Stars x Subway Surfers collab

As described in the interviews, not independently verified.

Supercell's tactic

Subway Surfers · B2C · endless runner mobile game

Swap characters with other hit games, with no money changing hands

Brings back lapsed players and boosts both games; Crossy Road got the bigger bump

Two-way crossovers with other popular games: Crossy Road, 8 Ball Pool (Miniclip), and Brawl Stars (Supercell), where each game visits the other. The CEO sources them through conferences and industry relationships; concepting starts at least a year ahead, then engineering and legal. Deals are traffic exchanges with no commitments beyond delivering quality assets; each side keeps what it monetizes. Chosen where there is large player overlap. The Brawl Stars mode is a time-limited event that also tests a PvP mechanic and whether it scares players off the core run.

Workedpartnershipsretention

Sub Club by RevenueCat · 2025-10-01

Supercell by the numbers

Metric	Value	Context	Said in
ltv	higher than Subway Surfers estimate	Brawl Stars LTV per player vs Subway Surfers	Sub Club by RevenueCat 2025-10-01

Topics

Partnerships and co-marketing1 App retention and churn1

Interviews

What Subscription Apps Can Learn About Monetization From Gaming — Mathias Gredal Nørvig, Subway Surfers · Sub Club by RevenueCat · 2025-10-01