Have a small in-house team post 5-10 videos a day riding pop culture trends

David BarnardHow have you all leaned into that aspect of things? I believe I read that you've made it very clear that folks can use your IP in video and you're not going to come after them and things like that, but are there any other ways you've leaned into that virality?

Mathias Gredal NørvigSo we've always had a strategy of producing content that could be used for UGC. So every user generated asset is also amplified if we think it's cool. So not only do we allow them to do it, we also share it afterwards if they do something cool. The team is also very autonomous. So we've had a very proactive team for many years that have managed to make several viral ways where we could see that the audience really is picking up. But I think in my 12 years running this studio, I came the year after launch. I've said no to the marketing team twice. And they produce what? 5, 10 assets a day. So there has been very few instances where I said maybe this is too much.

Jacob EitingThere's often very little downside to it, right? If something's bad, it often just doesn't go anywhere and nobody sees it anyway, right?

Mathias Gredal Nørvig… was just the team having fun, which generated 100 million views on a video, but people didn't know that this had anything to do with Subway Surfers. It still helps us with the algorithms because of course they can see which account it comes from and they know that that account is tying to this thing. So when I speak to Apple and Google, they also acknowledge that part of the algorithm is of course also seeing what works on other platforms.

Mathias Gredal NørvigSo if our content works on TikTok, we are also featured more on our app stores. But the gameplay relevant material is still very important so people see the game and don't just associate us with being funny viral. The other content is basically just riffing off of everything that's coming. So whenever a TV series goes global, we also did the honey cake from Squid Games as a Subway Surfers logo. We do The Last of Us that we do a take with our characters and we constantly try, and when I say we I mean the team, to just ride the waves of virality because we are one of them. We also have a swing at the Duolingo every now and then, they have a swing at us.

Jacob EitingI was going to mention, it's very similar to Duolingo's strategy, right?

David Barnard… for on salaries. Because a lot of people, I think, do confuse the kind of UGC and organic go viral kind of stuff. You're still spending on marketing, you're just not spending on paid the way we typically think of it. But I would imagine you have a pretty big team, so you are spending quite a bit on salaries and have a big team running this. How do you think about balancing that and how big you grow the marketing team and that sort of thing?

Mathias Gredal NørvigSo marketing for us is several things. There's both platform relations, and growth, and content, and player support, and so forth. The core part producing content is less than 10 people.

David BarnardWow. It's almost like you have a large team.