Agenda
The 'Subway Surfer' Story: Building a Global Game Community with Omhu
Celia Zimmermann (Head of Player Experience, SYBO)
Hanna Berggren (Community Manager, SYBO)
Pass Type:
Academic Pass, Festival Pass, Game Changer Pass, Indie Pass, Start-Up Pass -
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Track:
Marketing, Culture & Sustainability
Audience Level:
All
Format:
Lecture
Vault Recording: TBD
Audience Level: All
Development teams are constantly asking themselves big questions: How does a studio build a lasting, engaged player base in mobile gaming, one of the industry's busiest verticals? How do they speak to culture without chasing trends? And most importantly, where is their time, energy, and care best placed?
The answer might just be hidden in a small Danish word: omhu.
For Subway Surfers, community work has grown over time through a hands-on approach guided by omhu, which speaks to care, thoughtfulness, and attention to detail in how something is made.
That philosophy has defined timely social content and creator collaborations, inspired long-term programs like Creator Club and Craft-A-Character, and encouraged the team to meet players where they already are through moments across platforms and real-world spaces. With omhu, both speeds matter. Audiences will learn how they enable Subway Surfers and its community to shape the game's future together.
The answer might just be hidden in a small Danish word: omhu.
For Subway Surfers, community work has grown over time through a hands-on approach guided by omhu, which speaks to care, thoughtfulness, and attention to detail in how something is made.
That philosophy has defined timely social content and creator collaborations, inspired long-term programs like Creator Club and Craft-A-Character, and encouraged the team to meet players where they already are through moments across platforms and real-world spaces. With omhu, both speeds matter. Audiences will learn how they enable Subway Surfers and its community to shape the game's future together.
Takeaway
Attendees will learn how a focused team can create meaningful community impact at scale; how to balance fast cultural response with slower, intentional community-building; and how community work connects directly to long-term franchise and player experience strategy.
Intended Audience
This session will cater to community leads, marketing professionals, and player experience heads from studios of all sizes. Attendees should aspire to be more intentional about how and where they build lasting community relationships.