‍Challenge

Supercell, a leading mobile game developer, is constantly seeking performance improvements by iterating and improving their UA creative strategy, producing dozens of new creative concepts and variants on a weekly basis. 

This process typically involves multiple external partners, constant feedback rounds, asset approvals and asset hand-offs between teams, which became increasingly complex and time-consuming. Supercell faced two primary challenges:

1. Workflow Bottlenecks: Managing briefs, feedback rounds, approvals and hand-offs in multiple different tools was slowing down creative production and ad launches.
2. Inefficient Asset Search: Searching through a vast repository of creative assets was manual and time-consuming.

In search of a solution that would streamline both its asset search and creative production workflows, Supercell turned to Focal.

Solution

Focal streamlined Supercell's creative operations by allowing them to centralize production tracking, approvals and asset management into a single, comprehensive platform.

1. Streamlined Creative Workflows: Focal's Creative Boards allowed Supercell to centralize and standardize its creative production workflows. Briefing external partners, handling feedback rounds and managing approvals were all integrated into a single platform. Additionally, Focal’s integration with Slack provided real-time updates and notifications for creative reviews, making communication with external partners smoother. Once assets were approved, Focal automatically renamed them according to Supercell’s naming conventions and organized them in the pre-defined folder structure, further enhancing efficiency.‍
2. AI-Powered Asset Search: Focal’s AI-powered asset search also transformed how Supercell managed its asset library. By automatically generating asset descriptions and assigning metadata upon upload, Focal enabled Supercell to locate assets much faster and more efficiently. With a 75% time reduction in asset search, Focal ensured that Supercell’s creative and marketing teams could quickly find the most relevant assets, resulting in faster ad launches and more active creative reuse.

Results:

The implementation of Focal led to significant improvements in both workflow and asset search efficiency:

Creative Output: Creative teams were able to double their output thanks to Focal’s streamlined workflows, allowing them to focus more on production and less on manual processes.

Time Savings: Supercell saw a 50% reduction in overall time spent on asset management tasks, particularly due to the AI-powered search capabilities.

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