How Supercell Used Boa to Speed Up Creative Iteration for Clash Royale
Introduction
Supercell, the global powerhouse game studio behind some of the most iconic titles in the world including Brawl Stars and Clash of Clans, has built a reputation for creative excellence and bold experimentation. As the company continues to scale its marketing and creative output, it faces a growing challenge: how to continuously produce high-performing, data-backed ads that resonate with millions of players globally.
To meet this challenge, Supercell used Reforged Labs’ Boa platform to accelerate ideation and prioritize assets for a Clash Royale campaign
The Challenge
As a leader in the gaming industry, Supercell's creative producers are tasked with finding and launching ads that not only look great but also drive meaningful performance.
Three challenges stood out:
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Creative Inspiration Fatigue: Teams were spending hours each week researching viral content, trends, and creative signals to spark new campaign ideas.
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Creative Conviction: With countless creative directions possible, it was difficult to identify which ideas would perform best before launch.
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Creative Validation at Scale: Evaluating ad effectiveness required manual testing and iteration, slowing down production and limiting velocity.
Supercell needed to connect data and creativity, enabling producers to move faster and make better creative decisions with measurable impact.
The Solution
Working closely with Reforged Labs, Supercell’s creative producer piloted Boa on an end-to-end creative cycle for Clash Royale.
Pilot:
Supercell's creative producer partnered with Reforged Labs to pilot Boa on a full creative cycle for Clash Royale
Discover:
The producer surfaced a viral short video and asked Boa to extract insights and propose new creative directions.
Analyze:
Boa identified and analyzed hundreds top performing creatives to highlight key engagement drivers and suggested several thematic iterations.
Launch:
The teams then developed new ads, which Boa evaluated for potential virality and performance to guide launch priorities.
The Results
The impact was immediate and measurable:
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Four of the five Boa-inspired creatives outperformed Supercell's traditionally developed ads running in parallel on the same networks.
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Creative velocity improved dramatically, reducing weeks of research and ideation time into a streamlined process powered by data.
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Boa became a creative multiplier, allowing producers to turn insights into actionable creative direction faster than ever.
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Performance confidence increased, with teams using Boa's predictive insights to guide production priorities and investment decisions.
Boa did not just surface insights. It transformed them into campaigns that delivered measurable ROAS gains and creative learnings at scale.
Conclusion
Through its partnership with Reforged Labs, Supercell demonstrated how AI can amplify creative strategy without replacing the human touch. The combination of Supercell’s world-class creative instincts and Boa’s data-driven intelligence led to faster cycles, smarter decisions, and higher-performing campaigns.
This collaboration showcases the future of creative production: a partnership between human creativity and machine intelligence that drives both artistic and business success.
Book a Demo today and discover how Reforged Labs can revolutionize your game's marketing approach!
