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SYBO: Reinforcing acceptance, diversity, and inclusion

December 19, 2023

With a global player base of over 150 million per month and over 8.3 million followers on TikTok, SYBO aims to educate, inspire, and give a voice to all its players. In June 2023, SYBO launched a Pride campaign that included in-game updates to raise awareness for underrepresented communities, social media initiatives that highlighted LGBTQIA+ stories, and key strategic partnerships with LGBTQIA+ advocacy groups to help spread vital messaging around acceptance and inclusion to millions of players and communities at a global scale.

Reinforcing acceptance, diversity, and inclusion

In June 2023, SYBO launched a multifaceted campaign to celebrate Pride and reinforce its core values of acceptance, diversity, and inclusion. For the Subway Surfers World Tour series, the studio launched an in-game, playable Pride-themed map of New York City, decorated with flags of underrepresented LGBTQIA+ groups, including the pansexual and nonbinary communities. The game also introduced a new genderqueer character named Rain, who joined an existing roster of LGBTQIA+ characters from previous years.

To simultaneously engage its massive community on social media, Subway Surfers collaborated with the It Gets Better Project to highlight LGBTQIA+ creators and SYBO employees by providing a global platform to share their personal stories that inspire hope. SYBO showcased over six characters' stories across social media, providing personal testaments to how they found their communities and sense of belonging.

On the local front, SYBO showed their support by participating in the Copenhagen Pride parade on August 19, 2023. Staff walked in the parade with a Subway Surfers-themed banner.

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About SYBO

Based in Copenhagen, SYBO is a mobile games studio founded in 2010 and best known for its hit endless runner game, Subway Surfers.

Since its release in 2013, Subway Surfers has been downloaded more than 4 billion times and holds the title of the most downloaded game of all time.

Aside from the flagship Subway Surfers game, SYBO additionally launched Subway Surfers Blast, Subway Surfers Tag, Subway Surfers Match, and Blades of Brim.