Everyone assumes rage quitting is bad for business. Clash Royale just proved the opposite, and built a global campaign on it, created by Uncommon Stockholm.

After a Clash Royale study showed that 66% of gamers rage quit, and 85% of them come back enjoying the game more, Clash Royale and Uncommon Stockholm built Turn Rage Into Victory an entire campaign around that insight by turning real internet rage clips into the actual voices of in-game characters sourced from across the internet for the launch of Viking Season. Actual screams and rants were repurposed as battle cries for the game’s characters, turning online meltdowns into battle cries in the Arena.

Turn Rage Into Victory celebrates the passion and unfiltered emotions that come with competitive gaming.

“Rage is often seen as the moment a player loses control, but the research shows it is often just an intermission before they return enjoying the game even more,” stated Hallvard Vaaland and Mathias Sandvik, creatives at Uncommon Stockholm. “For Viking Season, we wanted to give players permission to embrace the rage and turn it into victory.”

The campaign also invites players to submit their own best meltdowns at rage.supercell.com. Ten finalists will face a community vote, with the winning clip immortalised in-game as Clash Royale’s first-ever Rage Emote…

…and Clash Royale is giving away limited-edition Rage Balls – desktop punch bag stress toys made for letting it all out when matches get heated.

“We wanted to take a behaviour every gamer recognises and turn it into something worth celebrating,” commented Björn Ståhl, CCO at Uncommon Stockholm. “From voicing the characters with real rage clips to turning a player meltdown into an in-game emote, every part of the campaign gives rage a role in victory.”