Fourteen years after launch, Subway Surfers is still one of the biggest games in the world. In this episode, Kalie Moore sits down with Mathias Gredal Nørvig, CEO of SYBO, to unpack how a mobile game launched in 2012 continues to attract between 100 and 150 million monthly players while nearly every other hit from its era has faded away. They explore the philosophy behind Subway Surfers' iconic World Tour live operations, why empowering artists and designers has kept the game feeling fresh for more than a decade, how community ideas have directly shaped new characters and game modes, and why collaborations with games like Brawl Stars have become some of the studio's most successful partnerships. Mathias also shares how Subway Surfers Cities evolved from years of experimentation, why SYBO deliberately avoided cannibalizing its flagship title, and what they're still learning as they build the franchise's next chapter.
The conversation also dives into one of gaming's most remarkable organic marketing stories: how Subway Surfers became one of TikTok's biggest gaming phenomena without spending on user acquisition, why SYBO gives its social team extraordinary creative freedom, and how the studio thinks about virality, platform expansion, and community-first marketing. Mathias shares SYBO's measured approach to AI, lessons from becoming part of Miniclip and Tencent, why the company stepped back from large-scale licensing despite nearly five billion downloads, and how sustainability, accessibility, and healthy gameplay have become core parts of the studio's long-term vision. The episode offers a rare look inside one of mobile gaming's most enduring success stories and what it takes to build an evergreen franchise that continues to evolve without losing what made it special.
We’d also like to thank Heroic Labs for making this episode possible! Thousands of studios have trusted Heroic Labs to help them focus on their games and not worry about gametech or scaling for success. To learn more and reach out, visit https://heroiclabs.com/?utm_source=Naavik&utm_medium=CPC&utm_campaign=Podcast
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Who’s On:
Guest - Mathias Gredal Nørvig: https://www.linkedin.com/in/noervig/
Host - Kalie Moore: https://www.linkedin.com/in/kaliemoore/
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Sound design by Gavin Mc Cabe
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