Iwo Zakowski, head of marketing at Supercell, has shared some new data about the company’s games, including its biggest hit — Clash of Clans.

68% of Clash of Clans players discovered it via word of mouth, according to Supercell

Clash of Clans

Zakowski was one of the speakers at RovioCon 23 in Helsinki. PocketGamber.biz published the main details, and below are the key takeaways from the presentation.

  • Supercell’s portfolio of five live games — Hay Day, Clash of Clans, Boom Beach, Clash Royale, and Brawl Stars — has 200 million monthly active users (MAU).
  • The company’s games get popular organically — for example, 68% of Clash of Clans players discovered the game via word of mouth, and app stores bring in only 15% of users.
  • In September, the number of daily active users (DAU) in Clash Royale increased from 13 million to over 14 million thanks to Supercell’s partnership with Chess.com.
  • Supercell has ambitious goals for the future, with Zakowski saying that the team needs to “make out games f**king famous, and they need to become a part of pop culture.”

Iwo Zakowski joined Supercell in April 2023. Prior to that, he worked as head of global brand marketing at Burger King and marketing director at Danone. Despite being new to the games industry, he is on track to help Supercell deliver on its business strategy.

In February, CEO Ilkka Paananen outlined the main challenges for the company, saying that it is important to create more innovative games while continuing to improve existing live service titles as never-ending experiences. “We need to take bolder and more creative risks in our games,” he noted, highlighting the importance of focusing “not on what used to work in the past but what just might work in the future.”

Supercell, known for killing dozens of games at early stages, has been trying to actively expand its portfolio for a while now. After moving away from the concept of small teams, it has yet to find its footing in the new market reality and bring at least one new title to a global launch.

The company entered 2023 with five mobile games in development. One of them, Floodrush, was killed after three months in beta. Right now, Supercell continues to work on Clash Mini (still in production after almost two years in soft launch), Clash Heroes (last news about it appeared in late 2021), Squad Busters (currently in beta), and the recently announced monster hunting title mo.co.

According to AppMagic, Supercell now has four games with over $1 billion in lifetime revenue. In 2022, Clash of Clans crossed the $10 billion mark, becoming one of the highest-grossing mobile titles ever. So it is clear that the studio hopes that at least one of the new projects will join its list of evergreen hits.

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