Celia Zimmermann

Head of Player Experience Sybo

Celia Zimmermann is the Head of Player Experience at SYBO, the mobile games studio best known for creating the global hit Subway Surfers. With a decade of experience in mobile and free-to-play (F2P) games, she has spent the past seven years focused on community development, leading digital communication and engagement strategies for Subway Surfers, Subway Surfers City, and SYBO. In this role, she has amplified the brand's social media presence, helping build and nurture a collective audience of more than 30 million followers across platforms—and growing.

Conference Day 2 - 9th September 2026

11:30 AM Presentation - 14 Years, One Game, Endless Relevance: How Subway Surfers Keeps Rebuilding Its Community

In a crowded, fast-moving market, engagement alone isn't enough. The challenge is turning constant community interaction into something that actually shapes the game and sustains it over time. Celia Zimmermann from SYBO shares how the team behind Subway Surfers built one of the most active, expressive communities in mobile gaming, fueled by user-generated content, creator programs, and cultural relevance. From viral social moments to in game features, insights are continuously fed back into development cycles, influencing everything from seasonal updates to character design. Now, those same learnings are being carried into new titles, as SYBO looks to recreate that community magic beyond a single game.

• Turning player behaviour and community sentiment into actionable game and content decisions

• Scaling user-generated content and creator ecosystems to fuel sustained, organic growth

• Applying community-first strategies to build engagement from day one on new titles

Check out the incredible speaker line-up to see who will be joining Celia.

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