The game is notable for its long soft launch period during which virtually every aspect of the game changed. Supercell officially announced the game via a livestream video on June 14, 2017. It received an iOS soft launch in Canada the following day. The soft launch would last a total of 522 days, during which internally it was doubted whether or not the game would ever actually see a general release. Initially the game was played in portrait mode and had players tapping on the screen, this was changed eventually to players using analog controls and playing in landscape mode. Other changes include changing the UI, changing the metagame and transitioning the game from 2D to 3D. Frank Keienburg attributes the difficult beta period to the developer working in a new genre where they “weren’t sure how to interpret its success”. The game soft-launched in Finland, Sweden, Denmark, Norway, Ireland, Singapore, Hong Kong, Macao and Malaysia for iOS on January 19, 2018, and on June 26, 2018, Android received early access to the game as a continuation of the soft launch.