Case Study: Kabam Scales Marvel: Contest of Champions with Nanigans Video Ad Optimization

Kabam - Customer Case Study

Kabam, a leading mobile and social games company, needed to launch *Marvel: Contest of Champions* while attracting users likely to make in-app purchases, not just casual Marvel fans. Working with Nanigans and its advertising automation software, Kabam tested Mobile App Install ads on Facebook, comparing video and image formats to improve cost-per-install and purchase quality without overspending.

Nanigans dynamically optimized spend across the campaigns while Kabam refined creative toward gameplay-focused video ads. The result was a clear lift in performance: video ads delivered 78% higher click-through rates, 77% more purchases than image ads, and accounted for 46% of total impressions. Kabam also found lower CPIs and stronger purchase behavior among video-driven users, helping turn the game into a top-grossing title.

Kabam

John Choi

Senior Marketing Manager