Haaland Payback Time

In 2024, we made Erling Haaland the first real person in Clash of Clans—giving fans a reason to play. But what about his haters? We gave them what they always wanted: revenge. The Payback Time Challenge let rivals raid the village Haaland spent over a decade building the game. Billboards near rival stadiums and real-time ads fueled the rivalry, while rival football stars urged fans to take him down. Unlike other brands, we didn’t just engage his fans—we turned his millions of haters into Clash of Clans lovers.