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Expanding an IP: 'Clash of Clans' Universe Case Study

John Cipriani  (Artist, Supercell)

Location: Room 2006, West Hall

Date: Wednesday, March 23

Time: 5:00 pm - 5:30 pm

Pass Type: All Access Pass, Core Pass, All Access Online Only Pass - Get your pass now!

Topic: Design, Visual Arts

Format: Session

Viewing Experience: In-Person/Virtual Livestream

Vault Recording: Video

Audience Level: No

This session will focus on the subject of IP development by deep diving into the Clash Universe. The talk will reveal the qualities of the Clash IP and how gameplay, marketing, and art drove it's expansion. Beginning from the game that started it all, Clash of Clans, the talk will illuminate what decisions went into the creation of the IP and how it was refined from it's blocky beginnings. From there the talk moves on to Clash Royale where the IP expands greatly. With the introduction of the Royale family and arenas allows a larger world to take shape. Finally, the talk ends on the latest entries in the Clash Universe, Clash Mini and Clash Quest which have put their own twist on the IP by focusing on different areas in which to expand.


Expansion is a natural progression of IP, but it isn't always easy to navigate. By adopting some simple techniques in creating new ideas and understanding the values at the core; one can not only expand an IP but also make it stronger.

Intended Audience

The target audience of this presentation are those interested in IP development and in learning how to successfully expand their IP. Additionally those interested in the Clash Universe will find this talk illuminating.