“The short answer is that we spend nothing. We spend salaries. It's all organic. The core part producing content is less than 10 people. They are super nimble and very efficient at producing — and therefore the flywheel runs by itself.”

Subway Surfers spends nothing on paid ads — 10 people produce 5-10 assets a day and the flywheel runs itself

Subway Surfers' entire content marketing engine is fewer than 10 people. No paid amplification budget beyond small boosts of content that is already going viral. The team produces 5-10 assets a day, balancing in-game-relevant material with trend-jacking content that rides cultural moments. The result is near-daily viral posts and an evergreen top-3 chart position without spending millions on user acquisition.