Rather than simply buying reach, we built the campaign around creator fit.

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We hand-picked puzzle game specialists & thoughtful variety creators whose communities already loved games like Portal, The Witness & The Talos Principle. By partnering with creators we believed would genuinely enjoy Viewfinder's innovative mechanics, the campaign generated authentic reactions rather than scripted sponsorships. Every creator incorporated natural gameplay commentary, launch messaging & calls-to-action that encouraged viewers to discover the game for themselves.

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That approach paid off. Many creators continued playing well beyond their contracted sponsored segments, generating 100+ hours of additional unpaid gameplay & viewership. Eight creators completed the game live on stream, while creators such as Cupahnoodle played for more than 11 hours because she simply didn't want to stop. Even after the campaign ended, creators like Aliensrock continued producing Viewfinder content, extending the campaign's reach long after launch.

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When creators genuinely enjoy a game, audiences notice. Authentic enthusiasm translated into stronger engagement, overwhelmingly positive community sentiment & long-tail exposure that paid media alone couldn't have achieved.

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