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ShantyTown

Cosy & Carefully Built

Solo developer Erik Rempen of Silk Softworks partnered with TGM to help shape, direct, and grow ShantyTown. The game is a cosy urban diorama builder centered around creativity and space management, tasking players to build upward due to limited space. ShantyTown already had a charming, clear identity—TGM’s role was to build on that foundation. Working closely with Erik throughout the process, we directed the project across strategy, branding, Steam page optimisation, social management, PR, and asset creation.

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

Stacking Creatives

TGM’s creative team handled everything from content ideation and copywriting to asset creation and trailer production. A new logo and revamped Steam page was created to highlight the beauty of ShantyTown. Over the course of the campaign, the team produced multiple trailers, developed platform-specific content, and pushed out a consistent visual direction that gave ShantyTown recognisable presence online.

from our client

More Visitors to Dock!

Extensive paid media campaigns were rolled out, building around key development beats throughout the year. With continuous creative testing, country targeting, and of course, retargeting efforts, the campaign focused on finding what direction was best with cosy and city-builder audiences. The result? Strong engagement across the board, including low CPC and CPWL rates, high-performing ad creatives with CTRs reaching up to 6%, and strong wishlist conversion performance.

The Town Kept Growing

By launch, ShantyTown had grown into far more than a cozy city builder. The game surpassed 100,000 wishlists, generated over 1.5 million Steam page visits, and achieved more than 70,000 demo downloads. TGM was able to create and sustain a highly engaged community before release. Thanks to that momentum, ShantyTown saw a successful showing at PAX Rising, earned recognition as one of the Games Ground Indie Winners, and helped open opportunities for Erik himself, including some guest appearances across different podcasts. From the ground up, ShantyTown became a carefully built success story, one unique building at a time.

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