Helsinki-based video game developer Supercell, majority-owned by China’s Tencent, is launching its first new game in more than five years, aiming to draw in new groups of players because according to Chief Executive Ilkka Paananen mobile games face increasing competition from other entertainment, reported Financial Express.

Squad Busters is the newest offering of this Finnish game development company. The company which started off with the browser game Gunshine.net, has since released six more mobile games – Hay Day, Clash of Clans, Boom Beach, Clash Royale, Brawl Stars and Squad Busters. Notably, Hay Day and Clash of Clans generated revenue of €2 million per day in 2013.

Supercell, which has generated over $10 billion in revenue since its 2012 launch, is releasing its new game Squad Busters. The game promises to appeal to a broader audience with its simple, one-thumb gameplay, according to Chief Executive Ilkka Paananen.

“Our goal is to create games that everyone can enjoy, regardless of age or gender, making them part of gaming history,” Paananen said.

Despite the continuous revenue growth from its five existing games, Supercell is focusing on attracting new players to expand its reach. Most mobile games are free to download, and the game developers earn revenue from in-app purchases that are not compulsory but help in progressing the game easily.

“It’s not surprising that older players are more likely to make these purchases,” Paananen noted. He acknowledged the increasing difficulty of creating a global hit, citing heightened competition not only within the gaming industry but also from other forms of entertainment like Netflix, TikTok, and social media.

“Competition for people’s free time has never been tougher,” he said. “Gaming truly belongs to everyone.”