Supercell Plans to Take “Bigger Creative Risks” With New Games

Supercell is shifting its strategic focus toward higher creative risk-taking to revitalize its development pipeline and maintain its position in the mobile gaming market. Following a 2022 fiscal year where revenue declined 6% year-over-year to €1.77 billion and EBITDA fell 14% to €632 million, the company is prioritizing the creation of innovative, long-term live service titles. The financial dip was attributed to increased investment in future projects and the strategic decision to withdraw operations from Russia and Belarus.

The company faces the dual challenge of inventing original, high-quality games while continuously improving its existing portfolio. Despite the success of established titles—with Clash of Clans surpassing $10 billion and Hay Day exceeding $2 billion in lifetime revenue—the company has not launched a new global hit since 2018. To address this, leadership is moving away from past formulas, emphasizing developer passion over data-driven development and expanding team resources to better support live service operations.

Future growth initiatives include diversifying the workforce by hiring younger talent and adopting hybrid and remote work models to attract international developers. While mobile remains the primary platform, the company is expanding its scope to include PC and console development. Currently, five new titles are in development at the Helsinki headquarters, and the company intends to increase its investment in third-party studios. By fostering a culture that encourages bolder creative risks, the organization aims to produce innovative experiences that mirror the longevity and impact of industry-defining franchises.