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Kabam Games

Kabam Games Levels Up With Iterable Experiments and Sees a 17% Lift in CTR

Kabam Games is a leader of developing entertaining, immersive, and highly social multiplayer games, enjoyed by millions around the world. Their mission is to entertain the world by bringing amazing games to the screen of your choice, like Marvel Contest of Champions and Disney Mirrorverse.

Prior to Iterable, scaling was one of Kabam’s biggest challenges. Providing games to millions around the world in over 15 languages meant hundreds of emails and mobile campaigns needed to be created, which was a near impossible task. 

Betina Ng, Manager of Player Lifecycle Engagement at Kabam Games shares “in the past, we had to build 16 versions of a campaign and as you can imagine, that can certainly be a very manual process.” 

To help automate the campaign creation process, Betina leverages Catalog to create no-code recommendations and dynamic content allowing one template to serve thousands of unique customers. As Betina shares, “we are now able to leverage Catalog and can eliminate the need to build multiple versions of one template. This has been a huge time saver for us.” 

Betina also heavily uses Experiments to continuously test different messaging they’re sending at each stage of a player’s journey—from newcomer to avid gamer. “Our team uses Experiments to do a lot of creative or content testing. We just love that it’s so easy to use.” 

As an example, Betina’s team recently did a CTA button creative test for their email and push reactivation campaigns, which contributed to an overall 17% increase in CTR. With the increase in click-through rate, Kabam also saw an increase in their daily active players, directly driving towards one of the team’s key KPIs. “The reporting in Iterable makes it so easy for us to just look at the results of these experiments and quickly optimize our campaigns”, shares Betina.

As Kabam Games looks ahead to the future, Betina is excited about the endless possibilities they have with Iterable to help them deliver unforgettable gameplay experiences to players everywhere. 

I would recommend Iterable for brands looking to scale, especially for those where their lifecycle marketing team wants to improve their operational efficiencies. The icing on the cake for us is the support we receive from Iterable. We’ve built a strong relationship which feels like a true partnership.

Betina Ng
Betina Ng
Manager of Player Lifecycle Engagement @Kabam Games

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