Localising video content for global gamers, at scale and speed

CaptionHub’s Mission: Rapidly and effectively localise Supercell’s YouTube video output for its audience of 33 million.

About Supercell

Supercell is a mobile game developer based in Helsinki, Finland, with offices in San Francisco, Seoul and Shanghai. Since it’s launch in 2010, it’s brought five games to the global market – Hay Day, Clash of Clans, Boom Beach, Clash Royale and Brawl Stars. Their goal is “to make the best games – games that are played by as many people as possible, enjoyed for years and remembered forever”.





Marketing localisation for a mass global gamer community

With 846k subscribers and over 33 million views, and with games like Clash of Clans with 19.3M subscribers Supercell’s YouTube channel is Supercell’s gamer outreach strategy. With a global community wanting to know the latest and greatest, and with pressurised video turnarounds timelines, getting localisation right is absolutely mission critical for this $1.5 billion gaming legend.    This is why Supercell’s game team - designers, makers, producers - create short-form video for its worldwide community at super speed. The Supercell international gamer community is kept fully immersed and fully informed at all times. And most importantly? Informed in their own language.

“Videos have become an important channel to communicate with our players, leading to the question, how to make one video, speak to our entire international audience.”

Silvio Clausen

Head of Localisation

Automation power-up for every player

Volume and turnaround-time are key post-production challenges for Supercell, so Silvio’s team (spread across five countries) require sophisticated workflow patterns, levels of automation and localisation. CaptionHub was the answer for Supercell. By delivering highly efficient subtitle creation, an intuitive UI and the in-built workflow management system, Supercell could save time and work more effectively. “Flexibility was key because we had so much volume at such a pace, things have to be turned round in a day”. CaptionHub’s unique  integration with Memsource allows Supercell to manage their complex term bases across games and languages. Accessible by all Supercell users, this translation memory ensures continuity throughout language output.

“Beyond matching our particular business use case, for me, the user experience has always been a key aspect in choosing a tool. When doing my research, I found CaptionHub to be super intuitive.”

Silvio Clausen

Head of Localisation

Power-up with partners

Phrase is Supercell's translation and localisation engine, every video, some with tens of millions of views, is translated into dozens of languages – all seamlessly sent to Phrase from CaptionHub for translation and back into CaptionHub for subtitle delivery.

Level-complete! Flexibility and automation, delivered

For the last eighteen months, Supercell’s team has seamlessly powered subtitle production using CaptionHub. Auto-transcription and auto-timing allows huge time savings for the team. Plus, the lack of training required to effectively use CaptionHub means there are no additional learning and development overheads either. Mission accomplished. Now, who’s up for a game of Brawl Stars?

“Subtitling non-scripted videos is a complex task, and in our fast-paced environment, every minute of time saved counts. Auto-transcription, timing, and integration with our translation tool are all features that save on the management side. Time we now get to spend on the translation of our videos.”

Silvio Clausen

Head of Localisation

Supercell are using the unique power of Phrase and CaptionHub to localize at scale