Mobile game developer Supercell reports expanding its creator program from 1,200 to nearly 300,000 participants, according to data shared by Rick Crane, who leads the company’s creator initiatives. The program expansion coincides with Supercell reaching $3 billion in revenue in 2024 and engaging more than 250 million monthly active players.

Framework Focused on Creators

Supercell structures its creator strategy around four key objectives: developing existing fans’ passion, nurturing fans into creators, enabling large-scale collaborations, and retaining high-value creators. The Finnish-based company embeds community managers within game teams to identify player concerns and hosts developer Q&A sessions to address feedback directly.

The company operates an eight-week Creator Academy program that is available both in person and virtually. The academy includes modules on content creation practices, community building, and platform-specific strategies such as YouTube analytics. To lower barriers to entry, Supercell provides creators with templates for thumbnails, intro videos, and social media posts.

Creators participate in content challenges with specific criteria, such as creating videos about game updates with tracking hashtags. Performance is rewarded with in-game items for creators and their followers. To maintain game economy balance, Supercell caps reward quantities to prevent disruption.

Cross-Platform Impact

According to Supercell’s data, creators in their program collectively have 2.2 billion followers and have generated 229 billion content views across platforms. YouTube Partner Manager Joel Jansson reports that engaged views on Supercell content grew 199% year-over-year in 2024.

For organizations with limited resources, Supercell recommends starting with simple tools like Google Forms for creator applications, private Discord servers for communication, and weekly creator spotlights on social media channels. The company emphasizes intentionality over initial scale when building creator relationships.