The Alters
Objective:
The Juicy Results
Strategy:
We built a global paid campaign designed for impact across platforms. We kicked off with a coordinated Twitch takeover, rallying all creators to go live together & launch The Alters straight into top placement. It worked, we climbed fast & held our spot, fuelling organic hype from the start.
We handpicked opinion leaders in the survival genre, creators we knew would click with the game’s emotional depth, moral dilemmas & sci-fi survival. From chaotic roleplay to calm analysis, each creator helped show what made The Alters truly unique.
Across platforms:
- Twitch delivered real-time engagement & laid the foundation for organic growth. Our creator choices were so strong, it returned over 70+ hours of extra playtime outside of the contracted hours.
- YouTube did the heavy lifting on education. From “Let’s Plays” to genre round-ups (“Best Sci-Fi Games of 2025”) & tactical “How to…” guides, this content met players right where they were searching. 60% of views came from Google, boosting not just discovery, but retention. It kept players informed, engaged & less likely to bounce or leave negative reviews.
- TikTok drove awareness with scroll-stopping shortform content that brought the game’s unique flavour to life in seconds
We activated creators across NA, UK, Brazil, France & Germany, ensuring the campaign spoke to players worldwide, in the languages & genres they love most.
We exceeded our campaign KPIs by 3x & have kicked off the next campaign with 11 bit studios 💚
Campaign Video.
What stood out from the very beginning was the personal approach Disobey took towards our project. They went above and beyond what was outlined on paper, and it was clear just how genuinely invested they were in the launch's success - it truly felt like they were part of our team. Their response time was great as well, something that becomes invaluable in the final stretch before a release when everything tends to happen all at once. What was also super important to me was the way they adapted quickly whenever plans shifted (which, as we all know, they often do). In the end, campaign's results surpassed our initial expectations. We’re incredibly satisfied with the collaboration and would gladly work with them again!
