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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
$50,423
Ad Revenue

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.

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.

A Thriving Campaign

Across Meta and Reddit, the campaign delivered 3.1 million advert views, 4,136 sales, 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.

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