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Subway Surfers’ Organic Growth and Brand Strategy: Insights from Sybo’s Adam Collier at PGC London 2025

At Pocket Gamer Connects London 2025, Adam Collier, Senior Brand Manager at Sybo, revealed key strategies behind the enduring success of Subway Surfers, one of the world’s most downloaded mobile games. His insights highlight how nearly all installs of Subway Surfers are organic, driven by consistent brand-building and engaging gameplay rather than paid user acquisition.

Evolving with Trends While Staying True to the Original Vision

Subway Surfers has remained relevant for over a decade by regularly refreshing its content. Collier shared that the team introduces new characters and environments every three weeks, all designed in line with the founders’ original vision, ensuring the brand’s core identity remains intact. This continuous innovation keeps players engaged and excited.

The Power of “Snackable” Gameplay

A cornerstone of Subway Surfers’ appeal is its short, accessible gameplay sessions, what Collier refers to as "snackable" gameplay. This design allows players to enjoy the game in brief bursts without a significant time commitment, capturing casual gamers and broadening the player base.

Leveraging Social Media and Memes for Brand Awareness

Rather than relying heavily on paid ads, Sybo invests in a skilled social media team adept at tapping into current trends — memes, viral videos, and popular songs — to maintain Subway Surfers’ visibility:

“Being able to get the content out immediately that day keeps you viral, keeps your content sharable.”

Collier emphasized that consistency and understanding what players love about the game are crucial for building a loyal audience. Staying connected with trending cultural moments has helped Subway Surfers remain a shareable and buzzworthy brand.

Collaborating with App Stores and the Importance of Organic Installs

Another key factor is fostering a good relationship with app stores, which can lead to valuable features on front pages, significantly boosting visibility. Collier noted this as part of why Subway Surfers is an outlier, with almost all installs being organic and minimal expenditure on paid user acquisition.

Key Takeaways for Mobile Game Brands:

• Refresh content frequently while retaining core brand vision.
• Design gameplay for quick, accessible sessions to appeal broadly.
• Harness the power of social media trends and memes promptly.
• Prioritize organic growth strategies alongside app store cooperation.
• Consistency and deep player insight build a passionate community.

Adam Collier’s session at PGC London underscores that sustainable mobile game success is firmly rooted in authentic content, agility to cultural trends, and genuine player connection rather than solely paid advertising.

For more detailed insights from PGC London 2025 and expert talks on game marketing and branding, check the full schedule and related coverage on PocketGamer.biz.

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