Officially launched worldwide on 25 August 2021, “Marvel Future Revolution” is Marvel’s first open-world multiplayer role-playing game. The game was developed and published by Netmarble and began its open beta in late June this year in Canada.
The game story is adapted from the famous Marvel event “Secret War 2015: Prelude”. It tells the story of the collision of parallel universes due to the collapse of time and space, and superheroes from different universes get to meet each other.
Thanks to the great market appeal of Marvel superheroes, the game achieved a remarkable market performance by topping the U.S. App Store free rankings on its release date and remaining in the top for 10 days. It also reported great market performance in South Korea, Hong Kong, Canada, and other countries/regions. According to the App Store and Google Play market data collected by SocialPeta, “Marvel Future Revolution” has obtained approximately 50 million downloads and over $30 million in revenue. It all shows how powerful Marvel IP can be for a game.
Cinematic quality advertisement with efficient advertising data
The mention of Marvel often reminds people of the vivid images of Iron Man, Captain America, The Hulk, and other Marvel superheroes on screen. Marvel has made the transition from a traditional comics company to one of the world’s most prominent film companies. Films have become an important label for Marvel.
The game’s publisher Netmarble has made full use of that in publicizing the game where, compared to the ads of most traditional mobile games, we can find many film elements, such as narrator subtitles on the bottom of ads, film shot cuts, copied shots from Marvel films, and so on.
With those film elements added to ads, the ads look fancier and more exquisite, also it’s a good way to reach Marvel film fans. After all, it’d be nice to play the on-screen superheroes in a mobile game.
A cultivation system of costume collection in parallel universes
I’d like to take this opportunity to introduce its gameplay. As Marvel’s first open-world 3A MMO product, the game starts with choosing one from 8 major Marvel superheroes. Each superhero represents a class.
Unlike “Marvel: Future Fight”, another Marvel mobile game, that features in hero collection, “Marvel Future Revolution” has a fixed number of playable heroes. Players can collect exclusive skins for the game heroes to level up. It’s a way to show the variety in multiverse heroes, also a great surprise for fans of multiverse superheroes. Because they would love to play Captain Hydra and write their own stories in-game.
On top of differently themed costumes, there’re many costume combinations for players to freely style their superheroes. Netmarble is quite ready to promote the game with this. Hot ads captured by SocialPeta show that advertising data about multiverse heroes’ skins account for 15% of all advertising data, among which Captain America and Spider-Man contributed most of the data.
Blast upon release, with over 3000 creatives (without repetitions)
Now let’s see what information SocialPeta has got about the ad putting of “Marvel Future Revolution”. Early on 28 June this year, SocialPeta captured advertising data about Marvel’s Future Revolution. Now there’re over 3000 advertising data (without repetitions) accumulated on iOS and Android although it has been less than a month since the game was released, and less than 100 days since its first advertisement.
Advertising data captured by SocialPeta show that there’re 3 stages of “Marvel Future Revolution” advertising. The first stage is around 26 June, advertising a little during the game private beta to warm up. On 24 July, the game was available for pre-registration. And finally, on 25 August, ads were massively put after the game’s open beta, with the max daily advertising data on iOS being 662 and the max daily advertising data on Android being nearly 1000. As for advertising data in different countries/regions, America, China’s Taiwan, South Korea reported the top 3 advertising data on iOS, while South Korea, America and Canada reported the top 3 advertising data on Android.
There is no question about the game’s hard power, given the fact that it’s Marvel and Netmarble’s blockbuster game, and its original story and fancy frames make wonderful gameplay. However, after the blast fueled by the IP at the beginning, “Marvel Future Revolution” is obviously slowing down. Take its main market America for example, the game data are clearly dropping both on Gross Rankings and Free Rankings.
It’s also a challenge for IP mobile games. With the market returning to a rational level and the IP losing its specialty, players choose to play the game because it has a better operation plan and continuous game ads. It’s almost certain that “Marvel Future Revolution” will have a more impressive market performance.