Crafting precision messaging for a global store launch

For the global launch of the Supercell Store across Clash of Clans, Clash Royale, and Brawl Stars, Supercell needed a strategic approach to messaging that could reach millions of players worldwide — each at a different stage of their journey — without causing confusion.

Vapa acted as a specialized copywriting partner, developing a 'Store Pilot email' template with a nuanced messaging architecture for different player segments. This included compelling short-form copy for high-value deals and limited-time offers, a welcome message for new players featuring a free Training Potion, and a separate email version for the lowest-level Clash of Clans players that strategically excluded offers they weren't yet eligible for.

Vapa delivered a sophisticated, segmented email strategy ready for a complex, high-stakes global launch — ensuring the right message reached the right player at the right time, maximizing engagement and store adoption across Supercell's global player base.