Supercell Store Expands Gift Card Testing to Brazil After EU Rollout

Why It Matters

The expansion opens a new, cash‑friendly revenue channel in high‑growth markets, potentially increasing user spend and retention. It also positions Supercell against rivals that already leverage physical gift cards.

Key Takeaways

• Gift cards now testing in Brazil and Germany
• Previously launched in EU using euros
• Only Brawl Stars supports redemption currently
• Physical retail cards may follow digital version
• Supercell aims global rollout after testing

Pulse Analysis

Supercell’s Store gift‑card system, first introduced in select European markets, is now being piloted in Brazil and Germany. The digital cards let players add prepaid balance to their Supercell ID, which can be combined with other payment methods for in‑game purchases. By extending the feature beyond the euro zone, Supercell signals its intent to create a unified, cross‑border monetisation tool that works on any currency, simplifying the checkout experience for a broader audience. The system also supports code redemption via the Supercell ID interface, ensuring seamless integration across the company's portfolio.

Brazil represents a fast‑growing mobile‑gaming market, with average revenue per user (ARPU) climbing above $10 USD, making it an attractive testbed for new payment solutions. Gift cards can capture consumers who lack credit cards or prefer cash‑based transactions, potentially boosting conversion rates for titles like Brawl Stars. Moreover, prepaid balances encourage incremental spending, as users often top up beyond immediate needs, driving higher lifetime value and providing Supercell with richer data on purchasing behaviour. Early data from the EU pilot shows a 12% lift in average spend among gift‑card users, suggesting similar upside in Latin America.

If physical retail cards follow the digital rollout, Supercell could tap into Brazil’s extensive network of convenience stores and supermarkets, further widening distribution channels. Competitors such as Epic Games and Roblox have already leveraged physical gift cards to boost brand visibility, so Supercell’s move may be a defensive strategy to retain market share. Continued expansion into additional regions will likely standardise the gift‑card ecosystem, giving developers a reliable revenue stream while offering players a flexible, offline‑friendly payment option. Furthermore, integrating gift cards with loyalty programs could deepen engagement, as retailers often bundle them with promotions during holidays.