The challenge
A successful Roblox horror game had strong core gameplay but limited visibility beyond its existing player base. It needed to attract new players at scale and re-engage players who had drifted away.
The goal
Run a focused 30-day organic campaign that maximized reach and converted attention into active players.
The strategy
- Lead with high-intensity gameplay moments that immediately conveyed tension and replayability
- Show multiple maps and mechanics to signal variety and depth
- Optimize for virality because the free-to-play game had very little friction to entry
Implementation
We distributed short-form content across TikTok, YouTube Shorts, Instagram Reels, Facebook, and X, rapidly testing formats for retention and shares. Winning clips were scaled through new hooks, tighter pacing, and visual remixes.
A marketing and product feedback loop
External traffic encouraged Roblox's discovery system to push the game organically. At the same time, comments surfaced bugs, balance issues, and friction points, giving developers real-time insight and enabling faster fixes.
The outcome
The campaign became both a player-acquisition engine and a live playtest at scale—growing the audience while helping the development team improve the game.