Mobile game Marvel Snap

We led global go-to-market paid media for a major IP launch, holding CPI below benchmark at scale.

Platform: iOSAndroidPC
Channels: MetaGoogleTikTok
Strategies: User acquisitionBranding

Objective

The game needed a global launch that balanced high brand expectations, tight deadlines, premium ad inventory and creative quality across multiple markets at once.

The core challenges we solved

01
High expectations and tight deadlines
Launching across multiple global markets under a major brand left little room for a slow start in any one region.
02
An accelerated timeline
The release schedule moved up unexpectedly, which forced fast coordination across every platform and partner.
03
Premium inventory at a workable cost
Inventory had to be locked in early while staying cost efficient and compliant with the rules in each region.
04
Differentiation in a crowded category
Standing out against established franchises meant driving retention while holding creative quality at scale.

Our approach

Step 01
Global media coordination
We worked directly with Meta, Google and TikTok to lock premium inventory ahead of launch in the priority regions, planning for reach, efficiency and coverage together.
- Premium inventory secured globally before launch
- Close coordination with Meta, Google and TikTok
- Execution compressed to the accelerated timeline
Step 02
Creative development and execution
Multiple creative studios produced and localised assets per platform, spanning 3D animation, playables, UGC video and branded trailers, all held to the brand standards.
- Assets localised per platform and per market
- 3D animation, playables, UGC and branded trailers
- Strict brand standards applied across every asset
Step 03
Campaign optimisation and delivery
Bids, creative and placements were tracked and tuned daily to hold cost efficiency while scaling installs, retention and return across the highest value markets.
- Daily optimisation of bids, creative and placements
- Cost efficiency held while volume scaled
- Budget concentrated in high value markets