A successful base game does not guarantee attention for every DLC. Months after launch, each expansion has to earn its own moment. Fractured Utopias & Breach of Trust offered very different experiences, so we built two distinct creator strategies around what made each DLC worth playing.

For Fractured Utopias, the focus was systems. We partnered with trusted strategy & city-builder creators who could unpack its expanded Utopia Builder mechanics, political systems & faction conflict through credible, in-depth gameplay.

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When rising view costs made the original awareness plan less efficient, we shifted paid media towards traffic, using high-performing short-form content to drive players directly to Steam. Wilfratgaming became the campaign’s most effective traffic driver, accounting for 94% of all tracked clicks.

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The depth of creator fit also turned paid placements into genuine advocacy. Cringer streamed for 30 additional unpaid hours, while Kotton continued playing for another seven hours after his sponsored segment ended.

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For Breach of Trust, the focus shifted from systems to story. Pre-recorded YouTube content gave creators room to explore New Edinburgh, collapsing public trust, crisis leadership & the consequences of every decision. Short-form content turned those pressure points into immediate hooks, while Spark Ads scaled the strongest creator content around launch.

Creator fit extended the campaign beyond the paid moment, too. Gamewise achieved 140% of their average channel viewership, while Pravus went on to publish two additional organic Let’s Plays after his sponsored content.

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Across both campaigns, creator selection centred on trusted strategy, city-builder & survival specialists whose audiences already understood the appeal of Frostpunk. Paid media then adapted to each objective, prioritising Steam traffic for Fractured Utopias & scalable awareness for Breach of Trust.

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Across Platforms

• YouTube created evergreen consideration, giving credible creators room to explain each DLC’s value through detailed gameplay, guides & narrative-led videos.
• Twitch was used selectively where it unlocked the right creator fit, created live launch energy or supported stronger long-form YouTube content.
• Short-form content turned political tension, city collapse & “what would you choose?” moments into high-impact discovery hooks.
• Spark Ads scaled the creator content already resonating, shifting between traffic & awareness optimisation based on each DLC’s objective.

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