2024-09-10
In our ongoing quest to make games a force for planetary good, we’re excited to feature SYBO and their iconic runner game, Subway Surfers, as part of our ever-growing Make Green Tuesday Moves (MGTM) campaign.
In this Q&A we dive into life at SYBO, the history of its global smash hit title and how MGTM fits perfectly with the studio’s ambitious CSR goals – all while inspiring players to make a positive impact on the planet while enjoying endless fun…
Tell us about SYBO – when and how it was founded, by whom, and where are you today regarding staff count, studios, etc?
SYBO is the Copenhagen-based mobile games studio best known for its hit endless runner game, Subway Surfers, the most downloaded mobile game of all time. Founded in 2010 by Sylvester Rishøj Jensen and Bodie Jahn-Mulliner, SYBO has grown into a leading mobile developer and publisher with a team of around 200 employees.
Your HQ is in Denmark – what is the local mobile game dev scene like and how has this influenced SYBO's evolution?
Denmark has a history of storytelling and crafting high-quality products and designs that are renowned around the world. For such a small country, to produce such talented and creative people is something that characterizes our games industry.
The game development scene today reflects these same qualities. Studios across Denmark aim to produce memorable and meaningful experiences and stories such as IO Interactive or Playdead. However, the journey of Subway Surfers is a unique tale that continues to grow alongside our incredible player base and fans who have been running with us for more than 12 years. Values such as care, creativity, and sustainability are all embedded in our studio and our products, just like Danish products of the past, present, and future will be.
The Danish gaming market is growing rapidly – with a 410% surge over the last 5 years alone – and is the country’s most commercially successful creative sector. Earlier this year, we entered a monumental new era for Danish games with the launch of Games Denmark, a trade association that aims to provide a powerful and unified voice for the Danish gaming industry. SYBO is proud to be a founding partner of Games Denmark, and we’ll work to propel Danish games to new heights on the national and global stage. Between 150-200 million people play a Danish game each month, they just don't know it's Danish. That's what we need to change.
Subway Surfers is now more than a decade old – what has been the secret of its ongoing success? How many people are playing it? And what have been the recent updates and additional features?
We’re extremely lucky to have a highly engaged, global community of players that have supported Subway Surfers for over 12 years now. With over 4 billion lifetime downloads and counting, Subway Surfers entertains around 150 million players on average each month.
We attribute much of our lasting success to our consistent cadence of in-game updates and introduction of fresh content – including the Subway Surfers World Tour that brings players to a new location around the world in-game every three weeks. Our most recent update transported players to Sydney, Australia, and included an all-new ‘Veggie Hunt’ in-game event that aimed to encourage players to eat more vegetable-based meals and contribute to a greener planet. Social media has additionally provided a fresh wave of virality and cultural relevance for Subway Surfers in recent years, particularly on TikTok where we’ve garnered over 9 million followers to date.
Subway Surfers has its own animated series and TikTok presence – how do you see the future of transmedia evolving?
In recent years, we’ve seen games IP repeatedly excel when translated to social media content, streaming services, and box offices – and we don’t anticipate audiences’ appetite for this transmedia presence slowing any time soon. Today’s consumers are constantly seeking new ways to engage with the IP they know and love, and games are no different. Building a strong social media presence, as well as launching compelling entertainment projects like our animated series, are key opportunities to expand your game’s storytelling abilities and build an even deeper connection with your community.
In what way did SYBO & Subway Surfers participate in the Make Green Tuesday Moves campaign?
SYBO participates in Make Green Tuesday Moves by offering new in-game bundles within Subway Surfers, as well as social media promotion. We do this whenever given the opportunity, as sustainability, spreading kindness, and caring for the planet are part of our core values. We have a massive audience, and reaching millions each day with messages about how they can make a difference is something we strive for – as every impression, engagement, and purchase has an impact – ultimately leading towards action and ‘making green moves’ together.
How does the Make Green Tuesday Moves initiative fit with SYBO's wider CSR goals?
Promoting sustainability and environmental action has been a priority of SYBO’s since the start. With over 3 billion active gamers around the world, we recognize the industry has an immense opportunity to raise awareness and funding for climate initiatives – and we do not take that responsibility lightly. Through in-game activations, social media campaigns, strategic collaborations like Make Green Tuesday Moves, and beyond, we’re dedicated to using our platform to encourage players to live more sustainably.
