June 23, 2026
For mobile game studios scaling a global hit, growth depends on continuing to find new audiences in new places. ChillBase's flagship title, OneState, an open-world MMO and life simulator, had already passed 40 million installs across more than 100 servers worldwide. As the company continued to scale, the team was looking to diversify the media mix and identify incremental channels that could complement existing performance.
For ChillBase, CTV was the natural place to go. The environment was less saturated than mobile and the attention was premium, making these high-value audiences worth competing for, especially in marketing like the US. ChillBase had been running profitable mobile campaigns with Moloco for some time, so when the team began evaluating where to test CTV as a performance channel, extending an existing partnership was the natural starting point.
Bringing performance discipline to a new channel
CTV as a performance channel was still relatively new for the team. Moving from interest to a scaled channel meant resolving real questions about attribution, incrementality, and how transparent the inventory and reporting would be compared to mobile.
The existing mobile partnership made the expansion natural. The team already trusted the data they were getting from Moloco, and they already knew what good looked like in the reporting. Extending that into CTV gave them the visibility they needed to validate the channel on their own terms.
Creative built across formats, optimized for engagement
The CTV campaign launched in February 2026 with creative built specifically for CTV rather than mobile assets stretched to fit. Three video lengths ran in parallel: 40 seconds, 30 seconds, and 15 seconds. The longer formats carried the narrative weight of an open-world MMO, which is hard to communicate in a flash. The shorter cuts handled frequency and reinforcement.
Running multiple lengths gave the campaign access to broader supply and let Moloco's AI find the right creative for each viewing context, the same compound AI architecture driving ChillBase's mobile performance, now applied to a new screen.
Scaling spend without trading off performance
In the first month, the campaign exceeded ChillBase's target KPI by roughly 2X. That validated the channel quickly enough for the team to commit to scaling.
Over the quarter that followed, ChillBase scaled spend 9X while performance stayed consistently above target. CTV has moved from an exploratory test into an established channel in ChillBase's UA strategy.
The high-value user profile coming through CTV is a meaningful complement to the team's mobile acquisition work, not a substitute for it. With a validated measurement approach, a creative framework that scales, and a partnership that extends across both mobile and CTV, ChillBase has CTV established as a durable channel and is continuing to invest from here.
"We'd already built a strong performance partnership with Moloco on mobile, so when we started exploring CTV, expanding with them was the natural next step. They helped us validate the channel quickly and gave us the visibility to scale with confidence. CTV is now a permanent part of our growth strategy."
–Margarita Chaiko, Senior User Acquisition Manager at Chillbase
Customer
ChillBase
Headquarters
Industry
Gaming
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