“Not only do we allow them to do it, we also share it afterwards if they do something cool. The team is also very autonomous — we've had a very proactive team for many years that have managed to make several viral waves where we could see that the audience really is picking up.”

Amplify UGC by sharing the best user content yourself — social proof for creators costs nothing and generates more content

Subway Surfers' UGC flywheel is reinforced by the brand's own accounts resharing exceptional user content. This costs nothing but signals to creators that making Subway Surfers content gets recognition — organic incentive to keep producing. Combined with a permissive IP policy (no takedowns for fan videos) and an open content team that says 'yes' by default, the result is a self-sustaining creator economy around the brand that no ad budget can replicate.