Campaign Snapshot
Game on Twitch at launch
Pieces of Content
Game Installs
Views (YouTube + Twitter)
Live Stream Concurrent Viewers (CCV)
Avg. Conversion Rate: Top 10 Creators
The Background
MARVEL SNAP, a free-to-play collectible card game, has taken the gaming world by storm. Honored as Mobile Game of the Year at the 2023 D.I.C.E. Awards and Best Mobile Game at both the 2022 Game Awards and 2023 New York Game Awards, it has captivated fans globally.
To build on this success, MARVEL SNAP launched its PC version in August 2023. Partnering with BENlabs, MARVEL leveraged advanced AI tools to drive awareness, elevate engagement, and secure its place as the #1 game on Twitch during launch.
Launching MARVEL SNAP to PC Gamers
The campaign debuted on August 26, 2023, propelling MARVEL SNAP to the top of the Twitch charts. The momentum continued with creators posting content across Twitch, YouTube, Twitter, TikTok, and Instagram through October 2023.
- 220+ creators from North America and Europe live-streamed gameplay and offered audiences exclusive in-game rewards via Twitch Drops.
- Creators connected with MARVEL SNAP’s core gaming audience and extended reach to new gaming communities, including sports gamers.
BENlabs’ AI-powered insights ensured seamless creator selection, audience targeting, and real-time campaign optimization. As a result, MARVEL SNAP captured attention across key gaming communities, achieving widespread success.
The Role of BENlabs AI
1). AI Audience Mapping
BENlabs AI identified ideal audience segments, revealing overlaps between core gamers, collectible card game (CCG) enthusiasts, and unexpected groups like FIFA gamers. AI insights uncovered where these audiences spent time online and which content resonated with them.
2). AI Creator Matching
With a network of 14 million vetted creators, BENlabs AI pinpointed influencers who aligned with MARVEL SNAP’s goals and brand values. Collaborating with creators early allowed the campaign to maximize impact while maintaining cost efficiency.
3). AI Campaign Optimization
BENlabs AI tracked performance in real-time, optimizing cost-per-view (CPV) and cost-per-concurrent-viewer (CPCCV). This continuous adjustment ensured campaign efficiency, reducing CPCCV by 21.5% and CPV by 11.8% compared to previous MARVEL SNAP campaigns.
4). AI Predictive Analytics
Using historical data from MARVEL SNAP’s mobile campaigns, BENlabs AI provided predictive insights that shaped the campaign strategy, ensuring every creator activation drove measurable success.
Reaching Audiences Globally
Twitch, the leading platform for PC gaming, was the campaign’s focus. BENlabs AI identified and activated creators across diverse regions and languages, including:
- 19 Italian-speaking creators
- 18 French-speaking creators
- 11 German-speaking creators
- 7 Spanish-speaking creators
- 6 Portuguese-speaking creators
Over 220 creators contributed to the campaign, collectively streaming 536 hours, exceeding contractual obligations by 182 hours, and delivering $460,000 in added value without increasing the budget.
The results
- #1 on Twitch: MARVEL SNAP ranked #1 in the gaming category on Twitch during the first two hours of the launch. It remained in the top 4 for eight hours.
- 11.5M+ Views: Across Twitch, YouTube, and Twitter.
- 13,314 Installs: Directly attributed to campaign efforts.
- 21.5% Reduction in CPCCV: Compared to previous campaigns.
A Strategic Approach to Creator Diversity
Rather than relying solely on mega influencers, BENlabs activated smaller creators at scale. This approach:
- Diversified risk by offsetting underperformers with high-performing creators.
- Built engaged communities aligned with core interests, driving deeper connections and higher conversion rates.
Conclusion
The MARVEL SNAP PC launch campaign demonstrates the power of BENlabs AI to transform influencer marketing. By identifying the right audiences, matching creators strategically, and optimizing performance in real time, the campaign delivered record-breaking results while staying cost-effective.
Want to create campaigns that dominate the charts? Partner with BENlabs.
