Support-a-Creator Deconstruction: Supercell Creator Program - Origins & Structure

With the global launch of Squad Busters and the chart-topping performance of Brawl Stars, we thought it was high time that we take a closer look at one of the factors driving Supercell’s success – the Supercell Creator Program.

From innovative influencer marketing campaigns to fully-fledged creator programs, we are always analyzing publisher and content creator collaborations and are excited to start sharing our learnings and perspectives on collaborations that are novel or noteworthy. And what better way to kick things off than looking at a leader in the space? 

Program Origins 

Not long after Epic expanded its Support-a-Creator program from just Fortnite to all titles in its store, Supercell launched its creator program in 2019 to support creators and “bring value and joy to their communities and better sustain a very demanding career.” 

After more than a year of planning during which they intentionally built scalable systems upon realizing how much internal effort was required to onboard a single content creator, Supercell announced the program, including the tiered structure and benefits. 

Initial Program Structure & Benefits

In the program’s initial stage, Supercell offered content creators in-game promotion, a direct line of communication with Supercell developers and staff, the opportunity to have their videos promoted in-game, and a revenue-sharing program. 

In an interview with Chief Pat, a notable creator in the Supercell Creator Program, Brawl Stars Community Managers Ryan, and Dani discussed the program’s structure and benefits, and what they look for when accepting creators into the program. 

First and foremost, they emphasized that the first requirement is that creators make good, family-friendly, and non-clickbait content. They then consider the platform – YouTube and Twitch- the primary platforms they supported at launch. However, they mentioned plans to expand support for creators on other platforms, like Instagram, meme page managers, and more.  

Members of the Supercell community team would hand review each application and then funnel accepted creators into one of the following tiers, with the opportunity to advance based on the level of trust they have with the Supercell team:

“The key here is trust. To get that dev build, to get the creator code. And the honest truth here is that it takes time. So, if you want to join the program, I wouldn’t expect that you’d jump up to that tier immediately, but do know that we will be talking with you, watching your channel, watching the content you’re making, helping you do better, and over time we’re sure you’ll reach those tiers.” - Ryan, Brawl Stars, Community Manager

“Bolts”

• Minimum requirement: 3,000+ followers

• Benefits: an invite to the official Supercell Creators Discord server and access to exclusive tools and support

“Swords”

• Minimum Requirement: 10,000+ followers

• Benefits: All benefits from the previous tier, plus exclusive content, early access, and first looks at updates

“Shields”

• Minimum Requirement: 50,000+ followers

• Benefits: All benefits from the previous tiers, an in-game Creator Code, an invite to an exclusive Slack community, access to dev builds, and the opportunity to receive in-game promotions

Just Getting Started

The Supercell Creator program did not launch in a fully-fledged state. Like many programs, it began with good intentions and room for improvement. For example, without minimum requirements segmented by social platform, creators from non-dominant platforms (e.g. Instagram) may have self-selected out of applying and therefore possibly decelerating the game and program’s growth. Knowing the current program requirements and benefits, it is clear Supercell was truly just getting started on building what we think is one of the strongest creator programs out there.

The Supercell Creator Program Today

Since its launch, the program has grown to include more than 1,500 content creators spread across 42 countries. As you would imagine, a creator program this large doesn’t happen overnight. Its growth and deep engagement from content creators came as a result of consistent updates and dedication from the Supercell team; with one of the most recent and largest program updates occurring in October 2023. 

In the next segment of this Creator Program Deconstruction, we’ll explore the program’s current structure and expanded benefits. In the meantime, if you’re ready to start building your creator program, reach out to our team to get started.

 

*Nexus is not affiliated with the Supercell Creator Program