Supercell acquires majority of Love & Pies maker Trailmix and invests $60M more
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Supercell has acquired a majority stake in Trailmix, the maker of the Love & Pies mobile game, and it plans to invest a further $60 million to supercharge its growth.
The move is a step up in the investment strategy for Supercell, which generates billions in revenue from games such as Clash of Clans, Clash Royale, Hay Day, Boom Beach, and Brawl Stars. While Supercell itself has stayed relatively small, it has invested in a variety of startups in the past few years. The amount of the investment wasn’t disclosed, but the $60 million figure shows Supercell is willing to invest a lot in Trailmix.
King veterans Carolin Krenzer and Tristan Clark started Trailmix in December 2017 to make a diverse and inclusive studio whose games have a positive impact. About half the leadership team is female, a reflection of the intended audience — 25-year-old to 45-year-old women.
“We’ve been working with them for such a long time, and we couldn’t be happier about our partnership,” Krenzer said about Supercell. “Love & Pies has been doing pretty well over the last few months. So it’s a natural step.”
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The company focused on creating a talented and diverse team, combining free-to-play mobile gaming with storytelling, and having a positive impact. They launched Love & Pies in September and the game has seen more than two million downloads. While that number is small, Krenzer said she was encouraged that the game had a retention rate of
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