Developer of global hit titles such as Marvel Contest of Champions, Disney Mirrorverse, Shop Titans and more.
Kabam is a world leader in developing entertaining, immersive and highly social, multiplayer games. They have partnered with leading entertainment brands like Disney, Hasbro and Universal to create mobile games based on some of the world’s most iconic franchises, including Marvel Contest of Champions, Disney Mirrorverse and more.
With millions of happy players already downloading Marvel Contest of Champions globally, Kabam sought innovative ways to scale their acquisition campaigns, diversify their budgets and increase their return on ad spend (ROAS). Together with Bidalgo, they launched large scale cross-channel campaigns on Apple Search Ads and three other channels.
In a highly saturated vertical, the strength of Kabam & Marvel’s brands was a huge asset. After leveraging Bidalgo on other channels, and with stellar brand and title recognition on their side, the team set to work on a total refresh of their Apple Search Ads activity that would focus on brand and competitor campaigns in particular.
In alignment with Apple Search Ads best practices, the team rebuilt an all-new hierarchy with defined differentiation in keywords (by name brand, category, etc.), introduced new high-potential keywords, and began to experiment with increasing new keyword bids accordingly.
Given the significant shifts in their campaign structure and strategy, the Bidalgo platform was a critical resource to help the Kabam team stay on top of all their new analysis, management and optimization needs, including:
Data aggregation & analysis: transforming data from all available sources into actionable insights. For example, using custom over-time graphs, the team could instantly visualize the performance impact of keyword bid changes over time. This made it easy to understand which changes were driving the best results, as well as when and how to make future optimizations with that data in mind.
Keyword management: enabling easy creation of Creative Sets, management of bid/budget changes, and keyword analysis. For example, using the platform’s “group by” feature, Kabam could view and shift their keyword performance within each geographical region they were targeting, as well as drilling down to the keyword level to assess performance across all geos at once
Partnering with Bidalgo to level up their campaign structure, analysis and management, Kabam successfully scaled their Apple Search Ads activity for Marvel Contest of Champions while cutting costs and increasing overall ROAS, including:
- 38% increase in D7 ROAS
- 8% increase in spend
- 8.5% decrease in CPIs
- 3 additional markets opened