By Gel Woerle, Game LiveOps Product Manager for SYBO

How does a game stay atop the charts for over a decade? In a fast-paced industry like mobile, it’s a question every developer wants to answer. For the most downloaded mobile game of all time, Subway Surfers, the key isn't a single secret but an ongoing philosophy that’s woven into the fabric of the game: an unwaveringly consistent and community-focused liveops strategy. 

At SYBO, we believe no successful game can exist, let alone entertain players for over 13 years, when liveops isn't a fundamental part of the core gameplay loop. It’s not an add-on or an afterthought; it’s the engine that keeps the game fresh, engaging, and, most importantly, fun. For us, that engine is powered by Subway Surfers’ World Tour series, which has brought players to a new global destination in-game every three weeks since 2013. But it goes much deeper than just changing the game’s setting. Our strategy is about building an in-game experience that evolves and grows with our players – catering to their passions, celebrating key global moments, and even inviting them to leave their own mark on the game they love.

Treat Your Community as Your Co-pilot

The single most valuable asset games have is their community. Players’ creativity and feedback should be the North Star for any liveops calendar. It’s important to not just create content for them – but to build it with them. Every season, our team does a deep dive into community sentiment, including what they thought about the latest World Tour destination, new content, and recent challenges and events. This two-way dialogue unearths invaluable insights that directly shape the future of the game. We want our players to be true stakeholders in the Subway Surfers universe, not just passive visitors.

Recently, in response to player feedback requesting more collaborative gameplay opportunities, we launched a new "Team Takeover” event within Subway Surfers that allowed the entire community to work together to collect coins that unlocked unique rewards for all players. The event fostered a greater sense of shared purpose and collective achievement, reminding everyone that we’re all on this run together.

Tie In-Game Content to Real-World Cultural Moments

The foundation of Subway Surfers’ liveops calendar is ensuring we’re integrating the out-of-game moments that our global player base cares about most. We strategically create each season, event, and World Tour destination to coincide with and celebrate real-life moments – whether it's Holi, International Women's Day, Pride Month, or Halloween. This approach allows us to create content that feels timely, relevant, and immediately familiar to millions of players. It transforms the game from a static pastime into an ever-evolving experience that celebrates alongside them.

This strategy also allows for more geographically targeted engagement, which is critical for games like Subway Surfers whose communities span all corners of the globe. For a holiday like Labor Day in the United States, we can offer complimentary rewards exclusively to our US-based players to deliver a more personalized gesture. By mirroring the current moments defining the real world, developers can make their games feel more dynamic and cultivate a deeper sense of connection with players.

Balance Novelty and Nostalgia

One of the greatest challenges in managing a game that has been live for over a decade is finding the right balance of content for both new players just starting their first run and decade-long Surfers. At SYBO, we’re eternally grateful for our veteran players who have stood by Subway Surfers’ side since the start, and have made it a priority to constantly introduce new events and game modes to ensure they continue to feel challenged. A successful liveops strategy is not just about offering more of the same; it’s about evolving the experience and providing new ways to engage with the core mechanics players already love.

This can also be achieved by introducing exciting new content and partnerships that bring a fresh energy into the game. Throughout 2025, Subway Surfers’ liveops calendar has been supercharged with collaborations with other iconic games. This spring, for example, we launched Subway Surfers’ first-ever dual-game crossover event with Crossy Road, which resulted in one of our most successful in-game events to date, and additionally just kicked off a collaboration with the legendary 8 Ball Pool. These partnerships allow us to surprise players, introduce both games to new audiences, and celebrate the wider culture of mobile gaming. 

Building Your Own Winning LiveOps Strategy

SYBO’s approach to Subway Surfers’ liveops is built on three pillars: build with your community, not just for them; integrate timely cultural moments for greater connection and relevancy; and balance new content with the core experience your long-time players love. For any studio looking to build a game for the long run, these principles are not just strategies—they’re necessities.

To achieve this, studios must create genuine avenues for feedback and co-creation with their community, and show players that their voices have a real impact with future updates. Secondly, look outside the game for inspiration. By tying your content calendar to both global and local cultural moments, liveops teams can create a powerful sense of shared experience and ongoing excitement. Finally, never forget your most loyal fans. While attracting new players is crucial, true longevity comes from equally prioritizing serving the players who have been with you through thousands of updates. By consistently offering fresh challenges and simultaneously respecting the core gameplay they fell in love with, you build a foundation that can last a decade and beyond.