Gaming giant Supercell has launched a new global campaign to mark ten years of its mobile game Boom Beach.

The campaign, developed in partnership with Waste Creative and in-house production studio This Thing of Ours, is dedicated to its fans celebrating ‘Generation Boom’, a nod to the players that refer to themselves as ‘boomers’.

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As part of the campaign, the gaming giant has launched a 60-second animated film which showcases a miniature diorama, with a Boom Beach scene brought to life on a one-metre cake.

At first glance, the cake looks like a memento of ten years of player achievements, however, the film shows that the cake was created by Dr. T, the nefarious scientist who is the game’s primary antagonist, to celebrate ten years of player failures.

The push is running across social channels YouTube, Facebook, Instagram and X.

Supercell Game Resourcing Lead, Lasse Seppänen, said: “Reaching the ten-year mark is an incredible achievement, and it’s all thanks to our passionate and dedicated community of Boom Beach players.

“To honour their unwavering support, we’re thrilled to launch our latest campaign, which celebrates players and invites them to share their commander stories, cherish the past and anticipate the future.”