The internationalization of Supercell – International Business Strategy
Supercell as a young mobile game design company with only 8 years of history, in which the internationalization process of Supercell has been developing rapidly. The first video game designed by Supercell was Gunshine.net launched in 2011, a browser game, which has been shut down just one year later (Gunshine.net, 2012). In theaftermath, Supercell started to focus on game design for mobile devices like
smartphone and tablets. In 2012, Supercell published their first mobile game called Hay Day, which performed very well in the test market. Following this, Hay Day became the first internationally released game of Supercell (Kerr et. Al., 2016). After these successful first steps, the internationalization process of Supercell developed more rapidly. Before games were launched in the market, every mobile game designed by Supercell had to complete their unique game development process and get positive feedback from beta testers. These tests were usually conducted in small markets like Canada or Australia. After the process was completed, would be released on a global scale. Signboard games of Supercell such as Clash of Clans (globally launched in 2012), Boom Beach (globally launched in 2014) and Clash Royale (globally launched in 2016) are getting more and more success in the global game market. These successful products are the reason for Supercells’ continuous success and growth (see table 2 and 3).