I was browsing popular youtube videos one day. Guess what I found? Supercell’s Clash of Clan’s extremely fun 3D animated videos have amassed a huge following. Each video had at least a few million views. That’s in the same league as Youtube stars.
Supercell has done a fantastic job with marketing away from their native platforms. Originally the kings of iOS and Android, they’ve managed to create a presence around fun videos on Youtube, which in turn were used drive downloads to their games.
Let’s randomly pick a video from Supercell’s Youtube account: the official magic commercial with 17 million views. The video shows a battlefield scene rendered with a short storyline of an upcoming character: the magician. He can do fireballs, as well as pulling a rabbit out of the hat. That 10 second bit was really funny! The producers have done a great job at injecting comedic elements into this.
If we go down the list of videos created by Supercell, all have some form of comedic element that’s tied to a special scene or character in the game. Never mind the fact that the 3D renderings rival those from Disney.
My guess is, they probably have 5 people working on the making video commercials. Two storyboard designers, two video animators and a project manager should be enough to keep an engine like this running.
I’m not sure how many downloads is generated from every 1 million views, but my guess is it delivers two key metrics:
I’m unsure but I have a feeling viral videos have a much lower cost than standard CPI channels via ad networks. Ping me if you have data.
From a competitive aspect, Supercell is a big enough company to actually try all kinds of CPI channels, to the point where if they don’t occupy a channel, it’s lost opportunity to them. Hence, they have to everywhere, and authentic.
30 second videos, 17 million views, 100,000 likes and 3600 dislikes.
|Funny Faces: Spatial Memory Game for Kids||05-17-2017|
|HTML5 Game for Cognitive Training||05-15-2017|
|4 in a Row: Two-Player HTML5 Game with a Chat System||04-04-2017|
|Smart Soccer: Physics-based Game with a Smart AI||04-03-2017|
|New 3D Game: Jumpee Land||04-03-2017|
|Escape from Aztec: New and Exciting Endless Runner Game||03-31-2017|
|Social Blackjack: Card Game with Friends||02-13-2017|
|Wasteland Warriors: a real time multiplayer game||11-28-2016|
|We built a Google Chromecast game||02-02-2016|
|Rising Cost Per Install In The App Economy||08-24-2015|
|New HTML5 Game: Monsters and Cake||07-24-2015|
|New HTML5 Game: Street Fight||05-15-2015|
|New HTML5 Game: Taxi Pickup||04-18-2015|
|Merchandising done right||02-28-2015|
|Superbowl Ad Recap : Clash of Clans||02-10-2015|
|The Old Game Flow Design||01-29-2015|
|New HTML5 Game: Guess The Celebrity||01-20-2015|
|New HTML5 Game: Leave Me Alone||01-12-2015|
|HTML5 Endless Runner: History and Design Thinking||12-14-2014|
|New HTML5 Game: Snowball Office Fight||11-15-2014|
|Thinking HTML5 with castle walls and moats||11-07-2014|
|Thoughts on Supercell videos||11-05-2014|
|New HTML5 Game: Hidden Objects Pirate Adventures||11-03-2014|
|Would a brand spend $20,000 to acquire 10,000 users?||10-09-2014|
|New HTML5 Game: Banana Jungle||10-08-2014|
|New HTML5 Game: Snowball Fight||10-08-2014|
|New HTML5 Game: Totem Volcano||09-12-2014|
|New HTML5 Game: Shark Attack||07-22-2014|
|Good old times with OpenRA||05-24-2014|
|Announcement: We acquired Artists&Clients||05-16-2014|
|New HTML5 game: Pop Star Dentist 2||05-06-2014|
|Indie Reality Check: Guidelines||03-23-2014|
|New HTML5 game: Slots Beach||01-27-2014|
|HTML5 Game Development Workshop||01-21-2014|
|How we can all learn from Jay-Z||12-22-2013|
|Product launch: Triumphs and Tribulations||12-12-2013|
|3 AM days and ways to avoid them||12-11-2013|
|When the errors keep coming, what do you do?||12-05-2013|
|What a great producer does||12-03-2013|
|Mini-Detachment Experiment 1: Stop reading tech news||11-29-2013|
|New game: Monster Mash||11-23-2013|
|Gmail is winning on mobile||11-20-2013|
|Why software matters||11-06-2013|
|Serendipity as a game mechanic||11-05-2013|
|A blast from the past: Buenos Aires||10-28-2013|
|Upcoming event worth attending||10-28-2013|
|New game: Sector 49||10-25-2013|
|New game: Vampire Dress Up||10-03-2013|