I Am Sorry, but Supercell Is Superdead: UA Lessons We Can Learn From

Supercell has successfully reversed a period of stagnation, demonstrating that the company is far from obsolete. After experiencing significant revenue and download declines between 2022 and 2023—exacerbated by the withdrawal from the Russian market and the controversial removal of loot boxes—the developer achieved a notable resurgence in 2024. This turnaround is attributed to a strategic pivot that emphasizes data-driven decision-making, community-centric development, and a revamped organizational structure.

Key findings indicate that Brawl Stars, a primary driver of this recovery, saw its monthly active users grow 2.4 times and daily active users increase 3.9 times between June 2023 and February 2024, resulting in an 8.8-fold increase in revenue. The company’s recovery strategy centered on challenging internal assumptions, such as the failed removal of gacha mechanics, which were subsequently reintroduced in a more balanced form via "Starr Drops." Furthermore, the company prioritized social features, such as 5v5 modes and win-streak incentives, to boost long-term retention.

Operational changes were equally critical, as the company recruited high-profile talent from major industry players like Riot Games and Blizzard to break internal echo chambers. Supercell also adopted a startup-like model for new projects, granting teams creative autonomy while enforcing strict growth thresholds to mitigate financial risk. Strategic partnerships, such as the collaboration with Chess.com, were also instrumental in rehabilitating community sentiment and attracting new users. By moving away from short-term revenue spikes toward sustainable, iterative content updates and diversified user acquisition strategies, the company has effectively stabilized its portfolio and positioned itself for continued growth in an increasingly competitive mobile gaming landscape.