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MARVEL Contest of Champions is already a huge title in the mobile gaming space with over 180 million life-to-date downloads. The game has become a worldwide phenomenon and continues to add new characters for users to play with (most recently with Havok) and win industry awards (most recently the Tabby Awards). Now, new Android users can try out the game before installing as Kabam worked with AppOnboard to enable a “Try Now” button directly on the Google Play store.

The Google Play Instant program, which was announced last year, excited Kabam for two main reasons: conversion and retention.

“Intuitively, it makes sense for the instant app to positively influence those metrics,” said Mark Panelo, Senior Director of Business Development & Operations at Kabam.

“When you get to try something before you buy it, you’re not blindly purchasing the product and more inclined to enjoy it.”

One challenge Kabam foresaw was creating an Instant App under the Google Play Instant file size limit (10 MB), since MARVEL Contest of Champions is a high-fidelity title. The company decided to partner with AppOnboard because AppOnboard’s platform is able to create instant apps that maintain gameplay quality (even 3D) in lightweight file sizes. By partnering with AppOnboard, Kabam was also able to keep its engineering teams focused on the development of the actual game.

Check out the final Instant App below:

What We Love About the Unit:

  • High-quality 3D graphics that are true to gameplay
  • User gets to experience a fight with two popular Super Heroes, fighting with Wolverine against Captain America
  • Teaches users how to play, including how to use a Champion’s Special Attack


The MARVEL Contest of Champions instant app is averaging nearly a 50% call-to-action engagement rate, meaning nearly 1 of 2 users are tapping to install during the instant app experience or on the end card.

“Acquiring more quality users economically is the goal of every developer. We are hopeful that the Google Play Instant program influences that,” said Panelo.

AppOnboard and Kabam look forward to continuing partnering together to create instant apps and change the ways users discover and try out new Kabam titles.

Try This Week’s Instant App For Yourself:

If you are viewing this on your Android device, TAP HERE to check out the “Try Now” experience yourself on the Google Play Store! Make sure you have opted-in to Instant Apps in your Google settings. Please Note: If you are using Samsung Browser or Firefox, you may need to go to the Google Play Store directly to access the “Try Now” button.