In a strategic partnership with Supercell, we executed a two-phase initiative to catalyze community engagement for Clash Royale. The first, King of the Arena, was a high-stakes, exclusive creator-invitational with a $25,000 prize pool, leveraging top-tier influence. We followed this with The Proving Grounds, a massive open-registration tournament that democratized competition and activated the broader player base.
Supercell challenged Tribe to help them find an approach to giving fans new ways to engage with Clash Royale and to create events for competitors that appealed to all.
A single destination: the campaign was centered around one website, Arena-royale.com, serving as our campaign hub and the primary landing and promotional platform for both events, offering additional cross-promotional opportunities.
Arena-royale.com was built in-house, enabling streamlined web development and branding, largely driven by its global accessibility. The platform was built to seamlessly accommodate mobile and desktop viewers.
Additionally, it increased engagement from co-streamers in six languages, enhancing accessibility and expanding creator discovery.
12 invited creators battling it out in a dynamic, high-stakes format for a $25,000 prize pool.
A place for casual players to get a taste of competitive formats: 4 days of open qualifiers, with a 5th day featuring a high-polished broadcast for The Finale.
The Proving Grounds shook up traditional CRL formats with Modified Duels, leading to the development of new strategies and greater accessibility for players.
Beyond the numbers, King of the Arena and The Proving Grounds redefined what competitive access looks like for the Clash Royale community, giving elite creators a stage to showcase top-tier play while opening the door for everyday players to step into competition for the first time. By breaking down the barrier between spectator and competitor, we didn't just drive views and watch hours; we helped build a more inclusive, engaged, and empowered player base.
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