Supercell: "We need to make our games fucking famous, and become part of pop culture."
68% of Clash of Clans users came to the game because of friends, family, and other non-direct-marketing sources. Can it be considered as a part of pop culture?
At RovioCon'23, Ivo Zakowski, the new marketing director of Supercell, spoke. Ivo previously led global marketing at Burger King. He mentioned the beautiful phrase above and also shared some numbers.
In Supercell's games, there are over 200 million Monthly Active Users (MAU). However, Ivo notes that the recognition of characters is low compared to Sonic, Angry Birds, or Mario.
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68% of Clash of Clans users came through word of mouth. Only 15% learned about the game from ads.
The collaboration with Chess.com brought Clash Royale over 1 million Daily Active Users (DAU). In September, this figure increased from 13 million to just over 14 million.