What is Supercell's company culture like?

Supercell's culture is rooted in trust, independence, and responsibility. Game teams ('cells') control their own destiny, and leaders like Ilkka Paananen empower teams to make decisions. They celebrate 'learning champagne' from failures, and encourage open communication and self-reflection.

How did Brawl Stars transition from portrait to landscape mode?

A developer on the Brawl Stars team, Tom, strongly believed the game needed to be in landscape mode with dual-stick controls. He spent a weekend transitioning the game for internal playtesting, and the team decided to adopt the change, which was initially controversial but crucial for the game's success.

How does Supercell use data in decision-making?

Supercell uses data to inform decisions, but not to dictate them. They believe in balancing data insights with strong conviction from the team. The launch of Brawl Stars, for instance, involved taking a risk despite pessimistic data, relying on the team's belief in the product.

What is Supercell's approach to community engagement for Brawl Stars?

The Brawl Stars team prioritizes a highly community-centric approach, with Frank communicating directly as 'Frank' on Twitter and Reddit. They create developer videos (Brawl Talks), involve the community in IP building, and even incorporate fan-created lore into official animations and game features.

How did the Star Park lore and WKBRL radio station come about?

The Star Park lore, centered around an abandoned theme park, was introduced through a community-driven campaign. Clues, like a blinking light in a game level that was Morse code for 'WKBR L', led players to a private YouTube channel streaming more hints, which the community quickly deciphered.

Why did Brawl Stars remove gacha mechanics?

The team decided to move away from gacha to create a fairer player experience, as the previous system meant some players would wait a year to get a legendary brawler while others got one in a week. They expected a 20% drop in financials but saw similar KPIs, indicating the change was financially neutral and improved player equity.

What are Mastery titles in Brawl Stars and what was their impact?

Mastery titles are cosmetic rewards unlocked by playing specific brawlers, designed to encourage players to engage with different characters. A notable example is Pam's 'Your Mom' title, which made the previously unpopular character the fifth most played, demonstrating how small, edgy design choices can significantly impact player behavior.

How does Supercell manage work-life balance for its teams?

Supercell strongly enforces work-life balance, encouraging employees to take vacations and trust them with the responsibility of managing their time and ensuring team functions don't suffer. This even extends to the CEO taking months off without issues.

What advice does Frank offer for aspiring game developers or those starting a studio?

Frank advises staying true to yourself, pursuing what you're passionate about, and not being afraid to leave roles where you lose belief in the work. He emphasizes that perceived barriers like degrees or experience often disappear when you're genuinely committed and taking action.

The Untold Story of Brawl Stars

a16z

Gaming4 min read101 min video

May 16, 2023|22,712 views|1,171|108

Brawl Stars Mobile Gaming Mobile Games Supercell iOS Google Play Clash Royale Clash of Clans

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Key Moments

TL;DR

Brawl Stars' Game Lead discusses the game's near-cancellation, team culture, and community-driven development.

Key Insights

Brawl Stars was nearly canceled during development, but a passionate plea from Frank Keienburg led to its continuation.

Supercell's culture emphasizes independence and responsibility within small, empowered "cell" teams, rooted in Finnish trust.

Frank transitioned from player support and community management to Game Lead, highlighting a player-centric approach.

The game's success was fueled by community engagement, with the team actively incorporating player feedback and ideas.

Brawl Stars evolved from a gacha model to a fairer progression system, a bold move that surprised with positive outcomes.

The team prioritizes iteration, learning from failures, and maintaining a pragmatic, action-oriented culture.

FROM THE BRINK OF CANCELLATION TO GAME LEAD

Brawl Stars faced a critical juncture where Supercell's leadership considered canceling the game due to unmet success metrics. Frank Keienburg, then Player Experience Lead, felt a strong conviction that the game had potential. He submitted a 15-point plan to the Game Lead, which led to a prolonged discussion with top executives. This advocacy, coupled with a willingness to step up and take responsibility, ultimately resulted in him being appointed as the Game Lead for Brawl Stars, a pivotal moment that reshaped the game's destiny.

SUPERCELL'S UNIQUE CULTURE: TRUST AND INDEPENDENCE

Supercell operates on a foundation of independence and responsibility, fostering small, self-governing teams likened to 'cells.' This culture is deeply influenced by Finnish societal values, particularly a high degree of trust. This allows teams, including the Brawl Stars team, significant autonomy in decision-making, from creative direction to operational execution. This structure empowers individuals and teams to take ownership, a stark contrast to more traditional corporate hierarchies.

A PLAYER-FIRST APPROACH TO GAME DEVELOPMENT

Frank Keienburg's journey from customer support to Game Lead underscores a deep-seated player-centric philosophy. His extensive experience in player support at Blizzard and Supercell provided invaluable empathy and understanding of player needs and frustrations. This background heavily influenced his leadership style, emphasizing the importance of community engagement and integrating player feedback directly into the development process, ensuring the game resonates with its audience.

COMMUNITY AS A CORNERSTONE OF SUCCESS

Brawl Stars' development and ongoing success are inextricably linked to its vibrant community. The team actively cultivates this relationship through open communication channels like Twitter and Brawl Talks, developer videos, and even incorporating community-generated ideas and fan theories into the game's narrative. This collaborative approach, where players feel heard and valued, has fostered immense loyalty and engagement, making them active participants in the game's evolution.

EVOLVING GAMEPLAY: FROM GACHA TO FAIR PROGRESSION

A significant strategic shift for Brawl Stars was transitioning away from a gacha-based monetization model to a system offering more predictable and fairer progression. While initially a risky decision with potential financial repercussions, the team recognized the long-term benefits of a system that rewards player effort and determination over random chance. This move, inspired by other games like Valorant, aimed to create a more positive and equitable experience for the vast majority of players, surprisingly leading to stable key performance indicators.

ITERATION, LEARNING, AND A PRAGMATIC MINDSET

The Brawl Stars team embraces a culture of continuous iteration and learning from failures, viewing them as opportunities for growth. Regular retrospectives are conducted to identify areas for improvement, with learnings shared broadly across the company. This pragmatic, action-oriented approach means prioritizing decisions and execution over prolonged philosophical debates. The team understands that in the dynamic world of mobile gaming, adaptability and a willingness to experiment are crucial for sustained relevance and success.

THE SECRET SAUCE OF SMALL TEAMS AND PLAYFULNESS

Despite its global success, Brawl Stars maintains a core philosophy of 'small teams' and a playful, non-serious approach. The team actively discourages taking themselves too seriously, fostering an environment where creativity and authenticity can thrive. This is evident in their community-driven content, like developer videos featuring Frank in costume, and their willingness to embrace unexpected community narratives, such as fan-created character relationships, showing a deep trust in both their team and their players.

MASTERIES AND 'YOUR MOM': SMALL CHANGES, BIG IMPACT

The introduction of 'Mastery' tracks per brawler, culminating in unique cosmetic titles, exemplifies Supercell's strategy of creating engaging, player-driven progression systems. The title 'Your Mom' for the character Pam, initially a playful and edgy choice, unexpectedly boosted her play rate significantly. This highlights the team's willingness to experiment with unconventional ideas, trusting their community to engage with them in fun and unexpected ways, and demonstrating how small, creative additions can have a profound impact on player behavior and game dynamics.

COMMUNITY-DRIVEN STORYTELLING AND MARKETING

Brawl Stars has pioneered unique community-integrated marketing campaigns, such as the 'Star Park' ARG (Alternate Reality Game). By embedding clues within the game and social media, the community was actively involved in uncovering the narrative. This deep engagement, exemplified by the 'WKBR' radio station clues and the sentient arcade machine 8-Bit's minigame, transforms marketing from a one-way broadcast into a shared experience, cementing the bond between the developers and their player base.

SUSTAINING GROWTH THROUGH ADAPTATION AND CARE

The Brawl Stars team continually adapts to the evolving gaming landscape, as seen in their strategic shifts regarding monetization and content cadence. They have settled into a sustainable two-month update cycle, ensuring freshness while maintaining quality. The leadership's commitment to team well-being, encouraging work-life balance and personal growth, is crucial. This holistic approach, combining pragmatic decision-making with a deep care for both the game and its creators, is fundamental to their long-term success and ability to innovate.

Mentioned in This Episode

●Products

●Software & Apps

●Companies

●Organizations

●Concepts

●People Referenced

Brawler Unlocking Progression (before & after Gacha removal)

Data extracted from this episode

Progression Metric	Before Gacha Removal (Average)	After Gacha Removal (Average)
Legendaries after 1 year (F2P)	0.9	2

Common Questions

Frank, initially Supercell's Global Head of Player Support, became the game lead after passionately advocating for the game's survival when it was considered for cancellation. He presented 15 ideas to CEO Ilkka Paananen, leading to his appointment.

Topics

Brawl Stars Supercell Culture Community Management Mobile Gaming Gacha Mechanics Player Experience Game Marketing Finland

Mentioned in this video

mediaClash Royale

A Supercell game that had a very rapid soft launch to global release, with clear positive numbers.

productBrawl Pass

Supercell's battle pass system launched in Brawl Stars, marking a period of intense work for the team in early 2020.

mediaKingpin: Life of Crime

An obscure Quake engine game set in 1920s Chicago, also played by Frank.

mediaSpooky Pop

An unsuccessful action puzzle game developed by Supercell that was soft-launched and eventually killed, which Frank was heartbroken about.

conceptStar Park

An abandoned theme park that serves as a mysterious and 'weird' setting for Brawl Stars' lore and community-driven campaigns, often involving intricate clues for players to solve.

mediaBoom Beach

One of Supercell's games, and Frank's first contact with Supercell titles, introduced to him by a colleague.

personIlkka Paananen

CEO of Supercell, known for promoting a culture of trust and independence, and for taking long vacations without disrupting company operations. Frank considers him a mentor and inspiration.

personFrank Keienburg

Game lead of Brawl Stars, who started his career in IT, became a game master at Blizzard, and eventually transitioned to Supercell, leading the Brawl Stars team to global success. He is known for being pragmatic, action-oriented, and community-focused.

conceptRico

A gumball machine robot character in Brawl Stars, romantically linked with Piper by the community, inspiring an animated short and a 'Lover' title in the game.

conceptPam

A support character in Brawl Stars, initially unpopular, but whose popularity surged after being given the edgy title 'Your Mom' as a Mastery reward.

organizationESL

Esports league where Frank volunteered as an admin, indicating his early involvement in the competitive gaming scene in Germany.

companySupercell

Finnish mobile game development company known for its unique culture of trust, independence, and celebrating learning from failure. It allows game teams significant autonomy and Frank describes it as a small company with around 400 employees globally.

conceptPiper

A human character in Brawl Stars who, along with Rico, was 'shipped' by the community, leading to a Valentine's Day animation.

organizationa16z

softwareValorant