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HumanitZ game logo - open world zombie survival game by indie.ioHumanitZ 1.0 launch paid media case study by The Game Marketer delivering 3.1M advert views and 313% ROAS
Paid Media
Creative Production

HumanitZ

The Zombies Weren't the Only Ones Multiplying

Indie.io partnered with The Game Marketer to support the 1.0 launch of HumanitZ. With the full release marking a significant milestone after years in Early Access, the goal for the team behind HumanitZ was clear—visibility, reach, and conversion. This is why TGM ran a targeted paid media campaign across Meta and Reddit with messaging anchored to survival-driven messaging alongside precise audience targeting.

3.1M+
Advert Views
313%
ROAS
4.3%
CTR

The Threat of Competition

HumanitZ was stepping out of Early Access into a genre already packed with established titles like Project Zomboid, DayZ, State of Decay, and Dying Light. Each had loyal fanbases and strong name recognition. For a 1.0 launch to succeed, the campaign needed to reach players who were actively looking for their next survival game and give them a clear reason to choose HumanitZ over the competition. The window was tight and the stakes were real.

HumanitZ competitive survival genre launch challenge by The Game Marketer competing against Project Zomboid DayZ and State of Decay
from our client

Right on Target

The Game Marketer ran a double paid media campaign on Meta and Reddit, each with its own, unique approach. On Meta, the focus was on survival tension messaging with ads built around danger, pressure, and the stakes that HumanitZ 1.0 had. Top headlines like “The Living Are Just as Deadly” and “Staying Alive Requires Steady Aim” outperformed discount-led creatives. On Reddit, the strategy leaned into contextual targeting, placing ads directly in front of survival game communities like r/projectzomboid, r/survivalgaming, and r/7daystodie where players were already actively discussing and evaluating games in the genre. The result was a campaign that reached the right players with the right message at the right time.

HumanitZ Meta and Reddit paid media solution by The Game Marketer using survival tension messaging and contextual subreddit targeting

A Thriving Campaign

Across Meta and Reddit, the campaign delivered 3.1 million advert views and a 313% return on ad spend; all within a two week launch window. Compared to HumanitZ's Early Access launch in 2023, the numbers told an even clearer story. The right strategy at the right moment makes all the difference. And the work did not stop at paid media. As part of TGM's broader partnership with indie.io, the team also handled social media management, content ideation, and industry-facing posts across the publisher's portfolio—making HumanitZ just one part of a larger, collaboration.

HumanitZ 1.0 launch results by The Game Marketer showing 4136 sales and 313% ROAS within a two week campaign window

HumanitZ Creative and Paid Media Marketing Services
HumanitZ Creative and Paid Media Marketing Services
HumanitZ Creative and Paid Media Marketing Services
HumanitZ Creative and Paid Media Marketing Services
HumanitZ Creative and Paid Media Marketing Services
HumanitZ Creative and Paid Media Marketing Services
HumanitZ Creative and Paid Media Marketing Services
HumanitZ Creative and Paid Media Marketing Services
HumanitZ Creative and Paid Media Marketing Services
HumanitZ Creative and Paid Media Marketing Services
HumanitZ Creative and Paid Media Marketing Services
HumanitZ Creative and Paid Media Marketing Services
HumanitZ Creative and Paid Media Marketing Services
HumanitZ Creative and Paid Media Marketing Services
HumanitZ Creative and Paid Media Marketing Services
HumanitZ Creative and Paid Media Marketing Services
HumanitZ Creative and Paid Media Marketing Services
HumanitZ Creative and Paid Media Marketing Services
HumanitZ Creative and Paid Media Marketing Services
HumanitZ Creative and Paid Media Marketing Services
HumanitZ Creative and Paid Media Marketing Services
HumanitZ Creative and Paid Media Marketing Services
HumanitZ Creative and Paid Media Marketing Services
HumanitZ Creative and Paid Media Marketing Services

Game Marketing Case Studies

Work We're Proud Of

Our team has collaborated with game publishers and studios across the globe. Here are just some of the massive titles we had the pleasure of working on:World of Warhips, Raid: Shadow Legends, Cities: Skylines, GTFO, HumanitZ, theHunter: Call of the Wild, and many more...
More Case Studies

Bandai Namco

13M
Impressions
50%
Return on Spend
$20
Revenue Per User
Paid Media

Raid: Shadow Legends

2.5M
Total Views
66%
Follower Increase
912K
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Creative Production
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ShantyTown

100K+
Wishlists for Launch
1.5M+
Steam Page Visits
70K+
Demo Downloads
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PR
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Humble Bundle

100M
IMPRESSIONS
2.5M
CLICKS
120%
DOWNLOAD INCREASE
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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."

Jing Kai
Product Marketing Manager APAC, Wargaming

"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."

Tony Pearce
Co-Founder / CEO, Reality Plus

"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."

Henrik Nyström
Founder / CEO, Star Vault

"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."

Jimmy Tisell
Community Lead, Avalanche Studios

"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."

Andy Pearson
Chief Strategy Officer, PQube

"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."

Julija Laskovska
User Acquisition Manager, Paradox Interactive

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