“Creative agencies can't take risks with the brand. There's no incentive for them to do it. We had a new person joining the team — she did a dance with the mascot costume and one of her first videos had 75 million views.”

In-house content creation cannot be outsourced — agencies won't take brand risks and the best ideas come from people who live the brand

Subway Surfers has never used an external agency for content. The reason is structural: agencies are incentivised to avoid brand risk and therefore avoid the creative territory where viral moments live. Internal creators who love the brand try things an agency would never propose. The 75-million-view dance video from a new hire's first week is a concrete data point — no brief, no approval chain, just an employee with access and belief in the product.