Inside Brawl Stars esports: Partner program, long-term goals, & more

Mobile Games

January 2, 2025

Wasif Ahmed

Brawl Stars is Supercell’s most popular esports title, with its viewership greatly surpassing that of Clash of Clans and Clash Royale. Its unique MOBA-like game modes make it viewer-friendly, and with a high skill cap, Brawl Stars stands to become a global esports title.

As such, we got to sit down with Kim Jensen, Brawl Stars Esports Manager at Supercell to discuss the 2024 season, what’s to come in the future, the partner program, and more.

Image Credits: Supercell

Before we get into that, Supercell has already teased its 2025 season, revealing some details about the forthcoming year’s Brawl Stars Championship. In this, the biggest change has been that the APAC region has been once again split into East Asia, Southeast Asia, and South Asia.

Brawl Stars Esports Interview with Kim Jensen

In 2024, there was an overall reduction in the number of slots to the LCQ, with Asian-pacific regions being clubbed together. Why was this change made?

The breakdown of slots for each region is generally adjusted based on the performance of the game for each region, alongside participation data from our Monthly Qualifiers.

Can you tell us a bit about the decision 2025 to once again split the Asia Pacific regions?

APAC is the trickiest region to solve for in terms of competition- and match fairness, due to its geographical size. When we went with sub-regions in 2023 it diluted the storylines of the region, due to the reduced number of matches, and it made it harder for viewers to follow – this is what we attempted to solve with one combined region in 2024.

That said, it became clear to us during the year that a single region and single server location was not suitable for most players, so this is something we’re looking to change for next year, and we expect the 2025 approach will provide a better competitive experience for the majority of players. Brawl Stars is a global game, so we strongly believe in a global footprint for the Brawl Stars Championship as well.

Image Credits: Supercell

How does the Brawl Stars Esports Partner Program help teams? What is the long-term goal of the program?

The partner program is a way for us to recognize the most impactful organizations in the Brawl esports ecosystem, providing revenue sharing on the sales of in-game team branded cosmetics and World Finals skin, as well as offering an ongoing opportunity for partnership and dialogue.

Behind the scenes, we are leveling up the program with several new initiatives, some of which will be visible to fans directly.

The long-term goal is to run a world-class esports program involving world-class esports organizations, and we’re off to a great start!

Could you tell us a bit about the criteria for selecting teams for the program? With Brawl Stars esports viewership bringing good numbers consistently, what are the long-term plans for it?

We evaluate prospective partners on an individual basis – we aim to work with partner teams that are able to cultivate and grow the fandom around Brawl esports beyond what it is today, as well as serving as an aspirational organization – something for the competitive scene to look up to.

We’re optimistic that the current model, where we are able to partner with the most impactful teams while maintaining an open ecosystem, is something special and worth building on for the long term.

Image Credits: Supercell

You mentioned in the 2025 roadmap that it will be a packed calendar. Can you offer more insights into the tournaments that we will get to see in 2025?

We’re trying to find the right way to grow the program, providing a better narrative and storylines for fans to follow. On the topic of events, we’re hoping to visit new locations in 2025, bringing official BSC events to new fans – we’ll have more to share on this in January, and more detailed info leading up to each event.