Calm and cosy farming sims have been a long-time favourite on the App Store, and when it comes to this genre, few titles are as iconic as Supercell’s Hay Day.

The game’s charming characters and lively updates have kept it going strong since its 2012 launch, but what truly sets it apart is something else entirely: the development team behind it, living and breathing inclusivity and diversity.

In celebration of International Women’s Day, we sat down with Sari Latvala – game artist and visual owner who has been part of Hay Day’s journey since its earliest days – to talk about what keeps the game thriving and what drives the team forward.

You started out at Supercell as a marketing artist more than 15 years ago and went on to build an amazing career. What’s the secret to such sustained success?

If I had to pick one thing, it would be the drive to find meaning in what I do and to keep growing. I feel lucky that I’ve been able to go beyond just doing a job and actually pursue something I’m passionate about.

Investing in both professional and personal development has been important too. I’ve always tried to keep pace with a constantly changing world, and taking on different roles over the years has given me a much deeper understanding of the various stages and contexts of game development. It’s been a huge asset in my career.

Having been with the team since the early days, Hay Day must hold a really special place in your heart. What would you say sets the team apart?

I joined less than a year after the game was launched, and the game’s casual feel and its warm, cosy visuals won me over right away. The team has grown a lot since then, but the core values have stayed the same: curiosity, collaboration and a culture of respect. I think what I value most is the close bond I felt from day one, as well as the fact that we can collaborate in an environment built on trust and stability. Anyone can share their ideas and drive change.

The Hay Day team is quite diverse. Do you think that composition gives you a particular edge when it comes to game design and development?

When you bring together people with diverse backgrounds, experiences and ways of thinking, it naturally broadens your perspective. A diverse team tends to foster a more open, safe environment, one where ideas flow more freely and get discussed more constructively.

On the development and creative side, it deepens your understanding of who you’re making the game for and what kind of experience you want to create. That shows up in the small but meaningful details, characters, humour, tone, and it helps us make a game that everyone can simply relax and enjoy.

Are there any examples of how the team’s experiences and perspectives have made their way into the game?

A lot of recent examples tie into the values that Hay Day holds dear, like the joy of togetherness and strong community. Values such as care and empathy, in particular, often stem from the lived experiences of many women on the team.

One specific example would be when we partnered with the marketing team on a charity campaign for Christmas 2025. Knowing that pets are cherished family members for so many people, we ran an in-game event that introduced a new dog to the game while also raising funds for real-world animal shelters. Players said it was a meaningful experience, seeing the game create positive change beyond the screen.

One of Hay Day’s strengths is that anyone can pick it up and enjoy it. Do you have a personal design philosophy or process that you live by?

We’ve always held onto this belief that Hay Day should be a safe space, a place where people can step away from everyday life. To deliver on that, we listen to what players have to say and try to infuse every part of the design, characters, decorations, everything, with warmth and a human touch.

Creativity and self-expression matter a lot, too, so we always leave room for players to enjoy the game in their own way. The safe yet playful atmosphere in the game is a conscious choice, aimed at building a world people want to keep coming back to.

What’s the most memorable piece of feedback you’ve ever received?

A player told us how impressed they were that the plants and animals in the game felt true to life. That one resonated with me personally, since I care a lot about nature conservation. We were inspired by that feedback and went on to include endangered bird species in the game, as a way for players to learn about different wildlife and maybe develop an interest in conservation along the way.

Last year, there was a news story about a women’s track team bonding over Hay Day. What do you think is the biggest reason the game connects with such a wide range of players?

Mobile games help a lot of people step away from the pressures of daily life, and Hay Day is no different. It’s easy for anyone to pick up, and it offers a safe space where you can express yourself however you like. I think a big part of it is also that players are free to form their own communities and write their own stories. Behind all of that are three principles the team believes in: farms are stories, players are creators and community is key.

The world of Hay Day is full of distinctive characters, including plenty of great women such as Maggie. When you’re designing characters that challenge stereotypes, what values guide you?

For the team and me, characters aren’t just visual elements. They’re individuals with their own personalities. When it comes to challenging stereotypes, we go for characters that feel human and authentic, not exaggerated.

We’re careful to make sure that gender or age doesn’t define what a character’s role can be. In the safe warmth of Hay Day, diversity is simply a natural part of the world. It doesn’t need to be called out. The characters we introduce going forward will also go through that same thoughtful process, but I think you’ll see characters with even more depth and dimension in the future.

When do you most keenly feel that the role of women in the games industry has changed? And are there areas that still need improvement?

I think we’ve seen very positive progress. The most noticeable change is that women’s roles have expanded significantly. Women now have equal access to specialised game-related education that was limited in the past, and more women are progressing into development and leadership positions. The broader industry shift toward valuing diversity has played a part too, and it’s not a passing trend, but a genuine commitment to better outcomes.

That said, there’s still room to improve when it comes to the impact of parental leave on women’s careers. Right now, the burden of taking leave still falls disproportionately on women. I think we need a collective effort across society, not just the industry, to share that responsibility more evenly, rather than leaving it on one side.

What does the future look like for you personally and for Hay Day?

Having worn different hats over the years, I’ve come to appreciate how multifaceted the games industry is and what kinds of expertise it demands. Personally, I want to keep learning, collaborating and creating with joy. I see that as the foundation for sustained creativity and long-term success.

Hay Day has the potential to grow even bigger commercially, but I think it also has great potential in becoming a game that transcends generations and holds meaning for even more people. Our team has real momentum. As Supercell CEO Ilkka Paananen puts it: “Best teams make the best games.”