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Crafting supercharged emails for game-changing impact

  • Strategy
  • Creativity
  • Technology
  • Email

Supercell, the legendary studio behind some of the world’s most loved mobile games, has always understood the power of player connection. But when it came to hitting ‘send’, they didn’t have the tools to scale efficiently, keep things on mission, or ditch image-heavy designs for live, accessible text.

The question became: what if emails weren’t just updates... but upgrades?

Man meditating outdoors wearing headphones
CHALLENGE

Too many teams, not enough playbook

With multiple game teams, tone of voice, and player audiences, Supercell faced a classic multiplayer dilemma: how to deliver consistent, compelling emails across all games. 

Without established best practices or a shared plan, teams hesitated to send, content quality varied, and opportunities to spark deeper player engagement or boost in-game purchases slipped through the cracks. 

SOLUTION

One email system to rule them all

Our mission was to design a modular, scalable email system that worked across game titles and player types with a fail-safe how-to guide.

Starting with Brawl Stars, we rolled out: email templates for every content type, a design system tailored to Supercell’s brand and player experience, a tone of voice guide built for gameplay-driven storytelling, and a practical manual to help teams send with confidence.

Solution-2

I gotta say, so far the EDS setup has been incredible! I have already sent a few emails, and the process seems very straightforward. Thank you so much.

JOSE ARRIAS Marketing Technical Executive, Supercell
RESULTS

A confident team, crafting aligned messages

Armed with their new Email Design System (EDS) and guide, the Brawl Stars team went from second-guessing to seamless execution.

Messages landed in inboxes with clear story-driven objectives, and every send felt in sync with Supercell’s mission. 

For Supercell, this was more than just better emails. It was a strategic win. For us, it was a decisive victory for strategy-led design.

Result

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