The campaign, developed in partnership with Waste Creative and in-house production studio This Thing of Ours, is dedicated to its fans celebrating ‘Generation Boom’, a nod to the players that refer to themselves as ‘boomers’.

Subscribe to Mobile Marketing Magazine

Click here to get the latest marketing news free in your inbox every Thursday

As part of the campaign, the gaming giant has launched a 60-second animated film which showcases a miniature diorama, with a Boom Beach scene brought to life on a one-metre cake.

At first glance, the cake looks like a memento of ten years of player achievements, however, the film shows that the cake was created by Dr. T, the nefarious scientist who is the game’s primary antagonist, to celebrate ten years of player failures.

The push is running across social channels YouTube, Facebook, Instagram and X.

Supercell Game Resourcing Lead, Lasse Seppänen, said: “Reaching the ten-year mark is an incredible achievement, and it’s all thanks to our passionate and dedicated community of Boom Beach players.

“To honour their unwavering support, we’re thrilled to launch our latest campaign, which celebrates players and invites them to share their commander stories, cherish the past and anticipate the future.”

The post Supercell marks 10 year anniversary of Boom Beach with new campaign appeared first on Mobile Marketing Magazine.

The pair will work together to provide families with advice and resources about how they can help their children to navigate the mobile gaming world safely. These resources will be provided in English, Mandarin, French, Spanish, and German.

A recent Internet Matters survey found that gaming is the one of the most concerning activities for parents when it comes to how their child users their screen time, coming second to ‘watching videos’. The biggest worry within gaming itself is contact from strangers – with 49 per cent of parents concerned.

“Internet Matters is an expert in empowering parents,” said Jessica Hollmeier, anti-fraud and user safety lead at Supercell. “We are excited that with this partnership we will address parents’ need for resources that help them ensure their children consume games in a healthy, fun and responsible way.”

Carolyn Bunting, CEO of Internet Matters, added: “With the rise of online and mobile gaming we’ve seen a real demand from parents who want to know more about how to manage their children’s online gaming and keep them safe whilst playing. We are delighted to be working with an organisation who is on the cutting edge of mobile gaming technology that shares our vision for improving children’s digital wellbeing.”

Internet Matters’ partnership with Supercell is the latest its recent drive to keep children safe and well when navigating the entire online world. It follows recent partnerships with Three, Samsung, and TikTok.

The post Supercell joins forces with Internet Matters to keep children safe when gaming online appeared first on Mobile Marketing Magazine.

After a successful period of beta-testing its multiplayer battler Brawl Stars, mobile game developer Supercell knew it wanted to globally launch the game, but needed to create a campaign that would create both hype and “authentic” online noise, while still avoiding the use of paid media. In order to create such a campaign, Supercell collaborated with digital agency Waste Creative, who had been involved with Brawl Stars since its beta-launch almost a year-and-a-half earlier.

Supercell and Waste began by tracking, analyzing, and understanding Brawl Stars’ player base. The two companies used both social listening and data analysis to interpret what the beta players would most fervently react to. Ultimately, it was decided the best strategy would be to highlight Supercell’s reputation for killing off games and trick the beta players into thinking Supercell would be ending Brawl Stars permanently.

Supercell and Waste began their tactics by telling the gaming community that all Brawl Stars social media would be “reset” (deleted) and gave no explanation. The last thing posted by a Brawl Stars social media account was a picture of the main characters walking into the sunset as if to say “Goodbye”.

The image generated several million organic impressions and an engagement rate of 26 per cent, all without using paid media. The gaming community went into a frenzy, constantly asking if Brawl Stars was gone for good or would be reborn. The campaign prompted tens of thousands of social posts, memes, conspiracy theory videos, songs, online petitions and a trending hashtag, #dontkillbrawlstars.

During a YouTube Live Stream, Supercell revealed that Brawl Stars was going global, and posted an image of the characters coming back with the sun rising behind them. This image earned a higher engagement rate, with 27 per cent.

After confirming the global launch of Brawl Stars, Waste and Supercell created content that thanked all the OBs (Original Brawlers) who had played the game during its beta-testing and offered pre-registration for the global launch. Additionally, Supercell and Waste lured in new players by sharing sign up rates in different areas, increasing competition.

In December of last year, Supercell held a global launch event in Helsinki, where Waste Creative “brawlified” Supercell’s influencers, by turning them into their own customized Brawl Stars characters. The influencers posted on social media, increasing the launch’s online engagement. Waste also shot and edited footage of the launch event for Instagram Stories, which led one in three of Supercell’s Instagram followers to ask questions during a live AMA session.

According to Waste, the campaign triggered 5m pre-registration sign ups in eight hours and dramatically increased the game’s social channels ranging from 188 per cent on Instagram to 194 per cent on YouTube. Brawl Stars also became the number one iPhone app in 32 countries, earning over $10m its first week.

Brawlstars – Global Launch Case Study from Waste Creative on Vimeo.

Ryan, Lighton, community manager at Supercell said, “Waste have been an invaluable strategic, creative and production partner right from the earliest days of Brawl Stars. Their no-nonsense approach to content creation and intrinsic knowledge of the game has been integral to the Brawl stars journey, from before we went into beta through to global launch. Waste have been there with us every step of the way.”

The post Case Study: Supercell and Waste Creative “kill off” game to promote global launch appeared first on Mobile Marketing Magazine.

The deal sees the Tencent-owned developer acquire a 62 per cent stake of Space Ape’s shares at a total equity value of $90m (£69.4m). However, the UK game studio will continue to operate independently.

“We are masters of our own destiny and have operational independence to run our company as we see fit,” said John Earner, CEO and co-founder of Space Ape, in a blog post. “Our mission is unchanged: to make the world’s best mobile games. This is a long-range partnership with long-range outcomes. It’s important that you know we’re still in the exact same place as we were yesterday: doing well but not at our destination. But now we’ve got Supercell’s support to help us make and distribute massive hit games when and if we need that support.”

Space Ape, founded in 2012, is behind the mobile games Samurai Siege, Rival Kingdoms and Transformers: Earth Wars – which have been played by more than 30m people.

The post Clash of Clans maker Supercell purchases 62 per cent stake in UKs Space Ape appeared first on Mobile Marketing Magazine.