A/B testing 300 million players without breaking their trust: the Supercell approach
Blog post from GrowthBook
Supercell conducts relatively few A/B tests despite serving 300 million monthly players, prioritizing high-impact, hypothesis-driven experiments that preserve its decentralized creative culture and focus on player retention rather than revenue. Its central experimentation team provides testing infrastructure and promotes rigor while allowing independent game teams to make their own decisions, using experiments to validate or challenge creative ideas rather than simply follow dashboard metrics. To maintain player trust, Supercell publicly announces tests, explains their purpose, and offers make-up events to ensure players who receive less favorable test experiences are treated fairly. AI tools are now enabling more employees to independently analyze experiments, expanding access to data but raising concerns about analytical quality and overconfident errors. Supercell and its experimentation partners view templates, guardrails, and standardized defaults as essential for embedding expert-level rigor into self-service AI analysis, reinforcing the broader principle that trustworthy experimentation depends on transparency, fairness, and reliable systems.
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