{"id":270780,"date":"2025-11-19T02:09:13","date_gmt":"2025-11-19T02:09:13","guid":{"rendered":"https:\/\/www.newsbeep.com\/uk\/270780\/"},"modified":"2025-11-19T02:09:13","modified_gmt":"2025-11-19T02:09:13","slug":"supercells-ai-masterplan-explained-pocketgamer-biz","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/uk\/270780\/","title":{"rendered":"Supercell’s AI masterplan explained | PocketGamer.biz"},"content":{"rendered":"

\t\t\t\t<\/p>\n

\tStay Informed<\/p>\n

Get Industry News In Your Inbox\u2026<\/p>\n

Sign Up Today<\/p>\n

<\/a><\/p>\n

Clash of Clans developer Supercell<\/a> has been investing heavily in AI – hiring new talent, hosting hackathons and opening AI Innovation Labs in Helsinki and San Francisco.<\/p>\n

Speaking at RovioCon, Supercell AI lead Otto S\u00f6derlund discussed how the company sees AI, its strategy for the tech and how exactly it\u2019s utilising it.<\/p>\n

S\u00f6derlund said AI is \u201cdriving the biggest change since the industrial revolution\u201d and the games industry will be one of the first to be heavily hit.<\/p>\n

He noted that he believes the current AI hype is actually the fourth time the hype has caught on – stating he previously got burnt with the rise of machine learning. But with the amount of data now available and cloud computing, he believes this time AI will actually work.<\/p>\n

And the industrial revolution moved manual labour to more automation, AI is doing something similar but replacing repetitive knowledge work.<\/p>\n

Three ways the industry is changing<\/p>\n

S\u00f6derlund said there are three ways the industry is changing.<\/p>\n

Firstly, how players spend their time is evolving. There are more interactive experiences, while player expectations are getting higher. Meanwhile, digital content is becoming a sideshow of social hangouts for younger audiences.<\/p>\n

Secondly, how games are built is changing. Tooling is being bombarded with new AI features. S\u00f6derlund said the tech stack is \u201cevolving faster than I\u2019ve ever seen in my career\u201d. He highlighted:<\/p>\n


\nAgentic AI is evolving rapidly.
\nVirtual workers (AI) that can consume massive amounts of data that people could never do themselves.
\nThe speed of advancement is \u201cinsane\u201d. He highlighted China in particular as moving incredibly fast. <\/p>\n

Thirdly, the industry is transforming, with AI boosting content generation dramatically. The supply of content is growing quickly, S\u00f6derlund said. For the first time in combined media and entertainment history, supply will no longer be the bottleneck.<\/p>\n

What does this mean for games companies?<\/p>\n

Supercell\u2019s AI strategy has been structured into three key pillars.<\/p>\n

\t<\/p>\n

\t\t\t\t\t\t\"\"<\/p>\n

\t<\/a><\/p>\n

The first is \u2018give our people superpowers\u2019. This includes accelerating development through code gen and CI\/CD automation. Supporting creativity by iterating art and game concepts faster, and automating repetitive knowledge work tasks to enable the company to get more work done with smaller cells.<\/p>\n

Another pillar is \u2018better operate our games\u2019. This means mass personalisation for UA activities, predicting player behaviour and tailoring retention and monetisation activities to maximise LTV, and automatically serving clients 24\/7 around the world.<\/p>\n

Lastly is \u2018innovating our portfolio\u2019. This sees Supercell using AI features within its games to enable deeper engagement and empower players to become creators. It also includes AI native games innovating new kinds of gameplay and genres, and AI native entertainment experiences enabling fans to experience Supercell IP in new ways.<\/p>\n

Three horizons for Supercell\u2019s AI initiatives<\/p>\n

Supercell has created three horizons for its AI initiatives.<\/p>\n

\t<\/p>\n

\t\t\t\t\t\t\"\"<\/p>\n

\t<\/a><\/p>\n

Horizon 1 focuses on helping cells operate smarter and faster, helping players by providing a better service and more relevant content.<\/p>\n

Horizon 2 is to develop and prove AI features and ways of working in new games, as well as roll out proven approaches into live games to scale business value.<\/p>\n

Horizon 3 is to research and experiment with the art of possible and new media barrier breaking concepts, as well as explore how players can spend time interacting with Supercell IP in novel kinds of experiences.<\/p>\n

S\u00f6derlund said if you\u2019re thinking about an AI program, it\u2019s important to think about all of these horizons. If you\u2019re only thinking of 1 and 2, a game would be very boring. If you only think of horizon 3, then you\u2019re unlikely to do anything practical.<\/p>\n

He added that when it comes to the first two horizons, Supercell doesn\u2019t need to be the first mover. \u201cOur strategy is actually a rapid second mover.\u201d<\/p>\n

In horizon 3, Supercell still wants to be a first mover when it comes to innovation. He said Supercell is now the incumbent in the mobile games space – and it wants to ensure it acts as the disruptor to itself, rather than get beaten by another company.<\/p>\n

The Supercell Way<\/p>\n

Supercell has three implementation principles for AI to ensure the technology is aligned with its unique organisation structure and culture. That includes the ability to kill something if it\u2019s not hitting the high levels it sets. These are:<\/p>\n


\nAI helps us create even better games for our players.
\nAI will be used to amplify and accelerate our creativity.
\nAI will not replace our great people, but gives us superpowers. <\/p>\n

\t<\/p>\n

\t\t\t\t\t\t\"\"<\/p>\n

\t<\/a><\/p>\n

What is Supercell doing with AI right now?<\/p>\n

S\u00f6derlund showed a few videos showcasing exactly how it uses right and what it\u2019s been experimenting with.<\/p>\n

To provide staff with \u201csuperpowers\u201d, its AI implementations include:<\/p>\n


\nCoding copilots
\nBots for balancing
\nAI in creative work
\nCreative AI toolset for 2D, 3D and video
\nCreative AI trainings
\nAI automation in knowledge work
\nChatGPT and prompting trainings
\nMCP Server and authentication <\/p>\n

To improve player interactions and optimise operations:<\/p>\n


\nCreative brief generation pilots
\nAI in marketing analysis
\nUA asset creation pilots
\nAI in live ops
\nLive ops and monetisation pilots
\nMLOps platform for RL
\nAI in player support <\/p>\n

S\u00f6derlund said that while Supercell has already done a lot of work with AI, it\u2019s only just started. \u201cWe are going to accelerate on this path,\u201d he stated.<\/p>\n

He added that Supercell doesn\u2019t see a vision where AI replaces creativity, but rather one where AI can boost it.<\/p>\n

Learn about the latest AI trends in the games industry at Pocket Gamer Connects London<\/a> on January 19th to 20th, 2026.<\/p>\n","protected":false},"excerpt":{"rendered":"Stay Informed Get Industry News In Your Inbox\u2026 Sign Up Today Clash of Clans developer Supercell has been…\n","protected":false},"author":2,"featured_media":270781,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20],"tags":[554,733,4308,111448,111447,86,56,54,55],"class_list":["post-270780","post","type-post","status-publish","format-standard","has-post-thumbnail","category-artificial-intelligence","tag-ai","tag-artificial-intelligence","tag-artificialintelligence","tag-roviocon-2025","tag-supercell","tag-technology","tag-uk","tag-united-kingdom","tag-unitedkingdom"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/270780","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=270780"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/270780\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/270781"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=270780"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=270780"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=270780"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}