Brawl Stars: Supercell’s Billion-Dollar Success Story
Source: YLE
While game studios worldwide are laying off thousands, Supercell continues to thrive.
Since its 2018 release, Brawl Stars has raked in over $2 billion out of 480M Downloads, making it one of the most successful mobile games ever.
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The Secret Behind *Brawl Stars’ *Success
At Supercell’s Helsinki headquarters, the Brawl Stars team operates like a well-oiled machine. The workspace is filled with game memorabilia, plush toys, and even South Korean cereal boxes featuring Brawl Stars characters—an indication of the game’s global reach.
Frank Keienburg, the game’s team leader, attributes their success to continuous innovation. “We update the game every two months, keeping content fresh and players engaged,” he explains. The team, which started with 19 members, now has 64 developers from around the world, proving that diversity fuels creativity.
A Constant Evolution
Every detail matters in Brawl Stars. Adrian Häggqvist, responsible for game experience, is constantly refining character designs. “We must change the game while keeping its core intact,” he says. New characters are frequently conceptualized, though only the best make it into the game.
A Year of Growth Amid Industry Decline
2024 was a turbulent year for gaming. While global mobile game downloads hit a five-year low, Supercell’s revenue nearly doubled to €2.8 billion, with an EBITDA of €880 million. CEO Ilkka Paananen believes their cautious approach to growth has been key. “We’ve kept Supercell small and scaled slowly. That strategy seems to be working.”
Marketing: A Make-or-Break Factor
In today’s competitive landscape, marketing is everything. Aalto University game researcher Annakaisa Kultima notes that once negligible marketing budgets are now astronomical. Supercell spent a record €500 million on game promotion in 2024 alone, ensuring Brawl Stars stays visible in a crowded market.
A Free-to-Play Giant That Prints Money
Surprisingly, 80% of Brawl Stars players never spend a dime. The game’s revenue model thrives on microtransactions from a fraction of its massive player base, with licensed characters like SpongeBob SquarePants and Godzilla adding to its appeal.
From Decline to Rebirth
A few years ago, Brawl Stars seemed to be losing momentum. However, Keienburg’s team revitalized the game, proving their ability to adapt and innovate. “Even though we’re part of a big company, our team operates like a small studio. I think players can feel that,” he says.
In an industry facing uncertainty, Supercell stands as a rare beacon of sustained success.
