Supercell, a titan in mobile gaming, is making a bold play in the nascent field of AI-native gaming, launching an innovation lab designed to cultivate the next generation of interactive experiences. At Forward Future Live, Jessica Jung, the lead of Supercell's SFAI Innovation Lab, outlined a vision where artificial intelligence transcends mere optimization, instead becoming the very fabric of new game worlds. This proactive stance highlights a critical shift in the industry, moving beyond incremental improvements to embrace generative possibilities that redefine player engagement.
Jessica Jung, speaking at Forward Future Live on September 5th, 2025, detailed Supercell's strategic pivot towards AI. Under the leadership of Otto Soderberg, Head of AI at Supercell, the company is embarking on a multi-pronged approach: transforming internal operations with AI, modernizing existing game development, and, most ambitiously, exploring the "future of interactive entertainment" through the SFAI Innovation Lab. Her hypothesis is clear: "The future of gaming looks like AI-native," with new gameplay interactions possible only with LLMs and AI. This proactive stance, she explained, is a deliberate "hedge against" the stagnation that can arise from existing success, encouraging fresh perspectives to challenge established development norms.
A striking feature of Supercell's incubator is its founder-friendly model: participants receive housing, meals, and compute resources, yet Supercell takes no equity. This unconventional approach aims to attract "outside thinkers" and "fresh blood," fostering radical innovation free from traditional venture capital pressures. The incubator model is designed to tap into diverse talent pools, bringing in external perspectives that might be overlooked in conventional R&D structures.
The emergence of "zero-generation" AI games, often from indie developers, underscores the creative liberation AI offers. For the first time, non-deterministic gameplay, with surprising and unscripted outcomes, is becoming widely accessible. This democratizes game creation, allowing individuals to realize complex visions without the prohibitive budgets and large teams traditionally required.
However, the path to widespread AI-native gaming is fraught with challenges. Latency remains a significant hurdle for multimodal AI agents, impacting real-time voice and video interactions. Furthermore, as AI drives down the cost of content creation, intellectual property (IP) becomes an even more critical differentiator. Game companies must develop robust strategies for fine-tuning models on proprietary data, securing their unique creative assets in a world awash with AI-generated content. The ability to control and align AI NPCs, preventing unintended or "evil" behaviors, also demands sophisticated custom models and smart prompting, moving beyond generic AI assistants. Jessica Jung emphasizes the need for "smart prompting" and bespoke models to ensure AI agents behave within desired game parameters.
Supercell’s long-term objective is to transform into an AI company, leveraging the insights and innovations from the SFAI Innovation Lab to inspire and disseminate AI capabilities across its global operations. This strategy acknowledges that true progress in AI-native gaming will come from a blend of internal expertise and external, boundary-pushing experimentation, all while navigating the complexities of a rapidly evolving technological landscape.
