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.

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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.

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.

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.

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.

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