Supercell reveals rise in Hay Day active users with “growth virality” 12 years on

Keep Knowledgeable

Get Business Information In Your Inbox…

Signal Up As we speak

“We should be prepared to kill weak tasks and study from failures,” mentioned Supercell’s Maya Hofree, common supervisor of Hay Day.

After all, Hay Day is much from a kind of failures – in truth it’s now 12 years outdated and nonetheless going robust. Its unique mission to be “the primary farming life-style simulator” holds agency.

A farmer’s dozen

Initially titled Undertaking Soil, Hay Day was Supercell’s first recreation designed for iPad – each having launched in the identical yr, 2012, in a time when free-to-play was nonetheless a fledgling monetisation technique and Fb video games reigned. There have been far fewer video games designed with touchscreens in thoughts, thus Hay Day was developed to fill the house available in the market.

As we speak, Hofree shared at PGC London 2025 that Hay Day has a growth staff of fifty folks, comprised of three “subcells” which concentrate on completely different attributes of the sport. There are additionally eight leads outdoors of the subcells who make sure that they every talk and collaborate.

Hofree additionally shared that a couple of billion barns have been created in Hay Day so far, and that the sport continues to carry out “constantly” secure. She even shared inside metrics on Hay Day’s month-to-month energetic participant base throughout its 12-year lifetime, demonstrating a turnaround from a years-long decline.

“Now we have a extremely loyal, secure participant base, which has even been rising in the previous few years,” mentioned Hofree. “The sport remains to be related and nonetheless has a development virality contact to it. If we need to ship the very best expertise to gamers, we nonetheless need to develop.

“We’re not speaking about scaling income. We’re speaking about making the very best recreation that we will, and having as many individuals play it as attainable. We need to be the primary farming life-style simulator.”

Answering an viewers query, she famous that if compelled to decide on between Hay Day’s present and potential audiences, retaining these present gamers is the highest precedence. Because of this, growth choices are made in line with Hay Day’s unique imaginative and prescient, increasing on the “fantasy of being a affluent farmer”.

On the similar time, Hofree mentioned that every new characteristic does attempt to “problem” that definition: “Being a affluent farmer… What does that imply? What did it imply earlier than and what does it imply at the moment?”

She additionally urged Hay Day “nonetheless has loads to ship to a brand new viewers”, with the current Gordon Ramsay collaboration kickstarting a brand new marketing campaign to pitch Hay Day as a soothing recreation.

“That is only the start,” mentioned Hofree, regarding the collab. “There’s much more to come back.”

The primary day of PGC London 2025 is sort of a wrap, however meaning there’s loads of protection to compensate for from all through Day One and an entire host of additional talks nonetheless to come back on Day Two, January 21. Try the total schedule right here.