Kabam

Strategizing for a Successful Soft Launch

Kabam's Disney Mirrorverse

Case Study

Collaborating with a Global Gaming Leader

Kabam, a global leader in developing entertaining, immersive, and highly social multiplayer games, approached us with the goal of successfully launching their highly anticipated game, Disney Mirrorverse.

As experts in the gaming app industry, we understood the importance of a strategic and well-executed soft launch to gauge market response and optimize the game’s performance.

The Challenge

Strategizing for a Successful Soft Launch

As Kabam consultants, we focused on equipping the team with the necessary knowledge and strategies for a successful app launch. We reviewed platforms, devices, and game category (Action) to determine the ideal solution: a Soft Launch on iOS and Android platforms. Our testing markets included Italy (IT), Brazil (BR), Mexico (MX), and Singapore (SG), strategically selected to gather valuable user feedback.

To optimize performance, we divided the soft launch into three stages: Tech Launch, Retention Launch, and LTV Launch. Each stage targeted specific testing countries and key metrics like installs, cost per install (CPI), and lifetime value (LTV). We collaborated with Kabam to establish clear goals, ensuring a cohesive strategy for user acquisition, engagement, and monetization.

The Solution

A Systematic and Data-Driven Approach

To address Kabam’s needs, we adopted a systematic and data-driven approach. First, we conducted an in-depth analysis of the gaming marketplace, assessing market size and market share across various countries and platforms. This analysis provided crucial insights into the target audience, competitive landscape, and potential user acquisition opportunities.

In addition to the positions involved in the project (UA, ASO, Analytics, Financial Analysis, and Product Analysis), we also took into consideration the challenges and adaptations required for different languages, cultures, and regulations during the soft launch. This included developing different creatives, ASO strategies, and character selections tailored to each country’s preferences and localizing the game accordingly. For the APAC market, we implemented a unique strategy and collaborated with local partners to ensure effective targeting and engagement in Japan, Korea, and Chinese-speaking markets outside of China.

Based on the market analysis and considerations for localization, we identified testing countries for each stage of the soft launch: Tech Launch, Retention Launch, and LTV Launch. This approach allowed us to progressively optimize the game’s performance while collecting user feedback at different stages of the soft launch. By carefully selecting countries that represented the target audience and provided diverse user demographics, we ensured a comprehensive testing process.

Furthermore, we leveraged projection analysis to estimate key metrics for the worldwide launch. This involved forecasting the number of installs, predicting CPI trends, and projecting LTVs. These projections enabled us to align our strategies and resources accordingly, ensuring a well-prepared and successful worldwide launch.

The Results

Soft Launch, Strong Outcomes

Our collaboration with Kabam during the soft launch of Disney Mirrorverse yielded impressive results. Here are some key highlights:

Soft Launch Retention and LTV phases country selection and budget allocation and distribution by platform
Competitor analysis and determining the market size and market share by analyzing each major and small players in the sub category by country and platform
Identified additional country opportunities for the team to consider part of their WWL strategy.
APAC Market planning and strategy: by sourcing, hiring, and establishing a relationship with local partners for Japan, Korea, & Chinese Speaking markets outside of chine (Singapore, Taiwan, Vietnam were the major ones)
WWL preparation: Worked closely with their UA, Finance, and analytics team to determine the WWL budget by country, channel, and platform, and project the CPI and LTV.