Overview

Indie studio Second Dinner’s mobile game, Marvel Snap, has been a massive success since its launch in 2022. Known for its fast pace of play and 170 iconic Marvel characters, Marvel Snap has generated over $200 million in revenue and had over 15 million downloads.

Knowing that Discord has been a launchpad where indie titles turn into word-of-mouth viral hits, Second Dinner ran a (wildly successful) Play Quest for desktop in 2024. So when we rolled out Video Quests on Mobile in 2025, they were first in line to try them.

Problem

Second Dinner launched two big Marvel Snap updates that had players buzzing right away. They’d paused UA to get those releases out the door, but saw this as the time to capitalize, proactively driving engagement from both new and lapsed users.

Their goal was for their UA to match the excitement of the updates, avoiding stale, intrusive placements that turn players off. Just as important was having granular insight into the lower-funnel performance metrics that mattered most, like Cost Per Install and ROAS—numbers that aren’t available with click tracking alone.

Solution

Second Dinner ran two Video Quests on Mobile, three weeks apart, featuring fan favorites Venom, Thor, and Spider-Man facing off in a superhero battle. It was important to lead the campaign with creative and a reward that were both authentic extensions of the Marvel Universe. The second campaign leveraged AppsFlyer and Discord’s server-to-server integration for mobile measurement, delivering deeper insights and stronger performance.

Reward

Players who completed the first Quest earned an exclusive Spiderman Symbiote Avatar Decoration that became a Discord-wide hit with Marvel Snap fans. The second Quest rewarded players with an exclusive in-game reward for a Premium Mystery Variant and Mystery Border.