The Alignment of Stars: Supercell's Squad Busters Success Story

Supercell, a renowned mobile gaming developer, has achieved immense success with just five games under its belt. The launch of its sixth title, Squad Busters, on May 29, has been a resounding success, generating $1.1 million on its first day and surpassing 30 million downloads. Game lead Eino Joas attributes this to the game being "the biggest launch we've had," while marketing executive Rob Lowe notes that it is "quickly approaching profitability." The significance of Squad Busters lies in its being only the sixth game to be launched globally in Supercell's 14-year history. The studio is known for cancelling many of its games, even those that have reached public beta or soft launch stages. Between the 2018 launch of Brawl Stars and the recent debut of Squad Busters, six titles were scrapped. Joas explains that the bar for global releases is extremely high, and only Squad Busters had all the elements in place to succeed. Lowe adds that Squad Busters offered something new and unique, with a broad appeal and easy-to-play gameplay. The game's multiplayer aspect is fun but not intense, drawing comparisons to Mario Party and Mario Kart-style games. The inclusion of characters from past Supercell titles, such as Hay Day and Clash of Clans, has also contributed to its success. The game's success can be attributed to Supercell's willingness to take risks and invest in marketing. Lowe notes that the studio's partnership with Apple and Google has been instrumental in overcoming discoverability challenges. The Creator community, which has been fostering content creators for up to 12 years, has also played a crucial role in promoting the game and providing a platform for upcoming titles. The initial success of Squad Busters has raised expectations for future games within the studio. Joas emphasizes that the bar is set high, and the team is focused on making the game the best it can be. The game's success has also sparked discussions about the disparity between mobile and PC/console game launches. Lowe believes that mobile games should not be dismissed from the overall gaming conversation and that they deserve the same level of attention and recognition as PC and console games. The success of Squad Busters has also highlighted the challenges faced by mobile developers, including discoverability and the need for substantial investment. Supercell's experience and risk-taking ability have given the studio an edge in the market. As the gaming industry continues to evolve, it will be interesting to see how Supercell and other mobile developers adapt and innovate to stay ahead of the curve.