The Perfect Storm: How Supercell's Squad Busters Achieved Overnight Success

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, has been nothing short of phenomenal. The game garnered $1.1 million in revenue on its launch day and surpassed 30 million downloads, making it the biggest launch in Supercell's history, according to game lead Eino Joas. This impressive start has also led to the game quickly approaching profitability, as stated by marketing executive Rob Lowe. The significance of Squad Busters lies in the fact that it is only the sixth game to be globally released by Supercell in its 14-year history. The studio is known for frequently canceling games that do not meet its high standards, even if they have reached public beta or soft launch stages. Between the launch of Brawl Stars in 2018 and the debut of Squad Busters, six other titles were scrapped. So, what made Squad Busters stand out? Joas attributes the game's success to the fact that 'all the stars aligned' for this particular title. Lowe adds that Squad Busters offers something unique, with huge potential for broad appeal, and its pick-up-and-play style, lovable characters, and fun multiplayer aspect make it reminiscent of Mario Party and Mario Kart. The game features characters from Supercell's previous titles, such as the chicken from Hay Day and the barbarian from Clash of Clans. This approach is rare in mobile gaming, but according to Lowe, it is a testament to Supercell's success, particularly since the launch of Clash of Clans twelve years ago. The studio's iconic characters, such as the barbarian, have become instantly recognizable and are a valuable asset for Supercell. With the success of Squad Busters, the possibility of non-Supercell IP joining the game is being explored. Lowe mentions that the studio is looking into incorporating third-party IPs, but it is essential to ensure that any additions fit with the game's unique style and feel. The art director is focused on maintaining the game's chibi anime style, and any new characters must align with this aesthetic. Squad Busters is not only significant for Supercell but also for the mobile gaming market as a whole. The game's launch has been likened to a major console or PC game release, with a big bang approach rather than the typical soft launch commonly seen in mobile gaming. Lowe believes that mobile games should not be dismissed from the broader gaming discussion and that they deserve the same level of attention as console and PC titles. The challenge of discoverability in the mobile gaming market is a significant one, with many new releases competing for attention. Lowe acknowledges that Supercell is in a fortunate position, with five successful titles already under its belt, allowing the studio to take risks and invest in marketing. The studio also has a huge Creator community, which has been creating content for Supercell's games ecosystem for up to twelve years. This community provides a valuable shortcut for discoverability and allows Supercell to reach a wide audience through its own channels. The initial success of Squad Busters has raised the bar for other teams within the studio working on future games. However, Joas emphasizes that the expectation for any game team at Supercell is to strive for excellence, and the bar is set as high as it has always been. While the early response to Squad Busters has been fantastic, the team will continue to refine the game, adding content and making adjustments to ensure it reaches its full potential.