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GET THE GUIDESupercell's agile approach to brand tracking
Supercell, one of the world's top mobile gaming companies, needed a brand tracking partner that offered data transparency, speed, and self-service. They found it with Zappi.
Key results
Implemented brand tracking for 5 live games
across 10 markets with one platform
Self-service dashboard
enabling teams to access insights without needing a specialist
Ability to track across multiple customer segments
for deeper audience insights
We needed a brand tracker that was deep - we didn't want anything shallow - but we also needed something simple, easy to connect with our everyday discussions. That's why Zappi's brand tracker rose above the rest.
Finding a partner, not just a vendor
Supercell was ready to look for a new partner in brand tracking. Speed and flexibility were paramount - the ability to easily understand the data, adjust quickly, and have a partner who would collaborate rather than just deliver reports.
"We're looking for a partner, not a vendor," Leandro emphasizes. With 5 live games at different lifecycle stages, they needed someone to sit at the table with them and help them move fast.
Why Zappi stood out
Supercell ran an extensive RFP with 9 potential partners. Zappi stood out for three reasons.
Transparency: Zappi was transparent from the start - running feasibility tests together, being upfront about what works and what doesn't, and demonstrating panel quality. This openness built trust from day one.
True partnership. Zappi came to the table ready to collaborate, not with a one-size-fits-all pitch. The modular format made it easy to land internally and adapt to their needs. Leandro recalls, 'You came out with solutions that were really connected to what we needed to find at that moment.'"
A platform built for independence. Zappi's dashboard is straightforward and user-friendly - teams can access data without needing a specialist. For a company ramping up brand tracking over the past 5 years, this ease of use was critical.
Brand Tracking in action
Zappi now tracks all 5 of Supercell's live games across 10 markets through one platform. But they're doing something more strategic - they're also tracking Supercell as a publisher brand to understand how much weight the Supercell name carries when endorsing a game. The tracker adds the texture that matters in gaming: how do hardcore players perceive Clash of Clans differently than occasional players? What's the difference between the inner circle of engaged players and the general public's perception? These distinctions are critical for a gaming company.
The dashboard has also changed how Supercell’s teams work. Instead of waiting for the insights team to pull reports, game teams dig into their own questions - comparing player perception across markets, tracking seasonal shifts in gaming motivation, or analyzing how different player segments. It's the kind of hands-on exploration that wasn't possible with the previous tracker.
Built for what’s next
Zappi’s brand tracker has become a strategic foundation for Supercell's brand tracking approach. With transparent data they can trust and a partner who helps them move fast, they're positioned to keep pace with the gaming industry's speed. As Supercell continues to evolve and the gaming industry demands even more agility, having transparent tracking is critical to supporting smarter decisions across all their games.
