Hired 2 Die

Hired 2 Die, developed by Brazilian indie studio Electric Monkeys, is a 1–4 player co-op survival horror game where players take on unsettling, everyday jobs under the threat of supernatural beings known as Distortions. Using CCTV, motion sensors, alarms, and voice chat, survival depends on coordination and timing. To help the game stand out in a crowded horror market, The Game Marketer launched a one-month campaign designed to boost brand awareness and encourage organic player-driven content, focusing on Twitch-first creators in the horror space.

The Challenge

With the clock already ticking, Electric Monkeys turned to The Game Marketer. The campaign had to be planned and launched fast, leaving little time to onboard creators. In a horror market dominated by hits like Phasmophobia, Dead by Daylight, and etc., Hired 2 Die faced an uphill battle for visibility and community attention. Without a strategy to ignite real excitement, the game risked fading into the darkness.

Hired 2 Die launch challenge by The Game Marketer competing in a crowded horror market against Phasmophobia and Dead by Daylight

from our client

The Solution

The team built a grassroots push around nano and micro-horror creators with loyal Twitch followings. TGM zeroed in on influencers who stream horror co-op games, inviting them to play with friends to highlight the game’s social, high-tension moments. Out of 850 creators contacted, 20% jumped in, sparking a flood of organic content. In May alone, 43 Twitch streams and VODs aired, racking up over 21 hours of gameplay. On YouTube, highlight reels and shout-outs kept the buzz alive. One standout crew showcased the co-op voice chat in paired sessions, capturing the suspense and energy the audience couldn’t get enough of.

Hired 2 Die grassroots influencer solution by The Game Marketer activating nano and micro horror creators on Twitch

Influencer Activation

We identified and engaged nano and micro creators passionate about horror and Twitch streaming. A one-month campaign focused on live co-op gameplay with friends, encouraging authentic, suspenseful content that highlighted the game’s use of CCTV, motion sensors, alarms, and voice chat.

Outreach & Content Production

Our outreach included over 850 Twitch creators, yielding a 20% positive response rate. The result was 43 organic streams and VODs—over 21 hours of live gameplay across platforms, alongside YouTube highlights and community-driven shoutouts. One standout activation featured paired creators who emphasised the game’s co-op chat mechanics to great effect.

Hired 2 Die outreach and content production by The Game Marketer generating 43 organic Twitch streams and 21 hours of live gameplay

Community Engagement & Reach

The campaign delivered a strong 4.73% engagement rate on Twitch, totaling 457 hours watched and a peak of 52 concurrent viewers. YouTube content received over 1.4K views, with audiences spanning five countries (led by Brazil). Overall performance rose 11% month-over-month, all achieved organically without paid media.

Hired 2 Die community engagement results showing 4.73% Twitch engagement rate and 457 hours watched across five countries

The Outcome

The Game Marketer activated micro-influencers across Twitch and YouTube to build awareness and engagement for Hired 2 Die. Centering the campaign on nano creators within the horror genre, we prioritised authentic live streams and gameplay highlights to strengthen community connection. Twitch delivered a 4.73% engagement rate and 457 hours watched, while YouTube videos generated 1,400+ views. The campaign expanded the game’s visibility across five countries and drove an 11% performance lift in May, achieved entirely through grassroots creator support.

Hired 2 Die campaign outcome by The Game Marketer delivering 11% month-on-month performance lift through organic horror creator activations

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What our clients say

"The team demonstrated exceptional dedication in delivering effective influencer marketing support, greatly contributing to our success in enhancing new player acquisition within our targeted markets."

"Their paid media expertise allowed us to identify the right markets for a soft launch...and their creative output let us translate the best of our game content to eyes around the world."

"The Game Marketer helped us bring in so many players on launch day that it almost broke our servers. The staff are very friendly, experts in their field, and most importantly, they provide results."

"Their paid media expertise allowed us to identify the right markets for a soft launch...and their creative output let us translate the best of our game content to eyes around the world."

"We really appreciate all of The Game Marketer’s support up to now and would gladly work with them again in the future for appropriate projects."

"It was a pleasure to work with The Game Marketer! Their proactiveness and suggestions of different solutions were much appreciated throughout the whole campaign cycle."

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Hired 2 Die

The Challenge

The Solution

Influencer Activation

Outreach & Content Production

Community Engagement & Reach

The Outcome

Game Marketing Case Studies

Work We're Proud Of

Bandai Namco

Raid: Shadow Legends

ShantyTown

Humble Bundle

Let's Find Out What Your Game Actually Needs