Blight Night
Blight Night, a horror retro game from Famous Games, was preparing for release with the ambition to capture the attention of both horror fans and retro gaming enthusiasts. With that in mind, The Game Marketer designed an influencer-led campaign that focused on genuine connections with communities already passionate about these genres. The effort leaned into organic creator partnerships, encouraging authentic gameplay experiences to ripple across streaming platforms and social channels.
The Challenge
Famous Games stepped into the campaign facing a limited field. The horror gaming space had fewer creators producing new content, with many sticking to established titles. Choosing to run the campaign entirely through unpaid collaborations made the pool even smaller. Launch delays disrupted timelines, and early access bugs led to hesitation from several creators. The task was to maintain interest, secure genuine coverage, and build visibility without relying on paid promotion.
The Solution
The campaign focused on nano and micro-influencers whose audiences valued genuine recommendations over hype. Creators were selected for their strong engagement in the horror and retro genres, along with variety streamers interested in trying new titles. Content rolled out on Twitch, YouTube, and TikTok, with each platform used for its strengths in driving gameplay discovery. Consistent outreach and follow-ups kept the game on creators’ radars despite early setbacks. By the end of the campaign, 35 creators had shared organic content, generating over 200,000 impressions and 19,000 views across Twitch and YouTube, with 15,000 unique viewers engaged all without any paid promotion.
Paid Media
Strategies often used for paid amplification were adapted to maximise organic reach. Creator content was timed and sequenced to maintain momentum well beyond the initial release window.
PR
Press outreach supported influencer activity, with targeted placements in horror and indie game outlets. This created a secondary wave of visibility that complemented the organic creator push.
Influencer Marketing
The heart of the campaign. The team connected with 718 influencers, securing 180 responses. Despite nearly 100 requests for paid collaborations, persistence and targeting brought 35 creators fully onboard. Platforms were matched to content styles: long-form live streams and VODs on Twitch and YouTube, and bite-sized gameplay moments on TikTok.
Social and Community
Influencer content was amplified within relevant online communities, ensuring that engagement extended beyond creator audiences. Key distribution tools such as Press Engine and Lurkit helped reach both niche horror spaces and broader retro gaming fans.
