Case Study: Horror Game to 1M Players

A solo developer had built a polished horror game with strong D1 retention (34%) but was stuck at 50-80 daily players after two months of being live. The game had no social media presence, no community, and was invisible on the Roblox Discover page. The developer had a limited budget and needed to find the most cost-effective way to break through.

We focused on a TikTok-first strategy leveraging the horror genre's natural viral potential. Jump scare reactions, atmospheric clips, and mystery content tend to perform extremely well on short-form platforms. We combined this with micro-influencer partnerships to create a wave of content around the game over a concentrated 2-week launch window.

1. Created 30+ TikTok clips featuring jump scares, atmospheric moments, and mystery teasers during Week 1
2. Partnered with 5 micro-influencers (10K-30K followers) who specialized in Roblox horror content
3. Coordinated all influencer content to drop within the same 3-day window for maximum algorithm impact
4. Set up a Discord server before the campaign launched and funneled all social traffic there
5. Ran a small Roblox Sponsored Experience campaign ($50) during the influencer content window to amplify
6. Responded to every TikTok comment within 1 hour for the first 2 weeks to boost engagement metrics

• First TikTok went viral (2.3M views) within 48 hours of posting
• Reached 1.08M total visits within 6 weeks of campaign start
• Peak concurrent players hit 4,200 during influencer content wave
• Discord grew to 8,500 members in the first month
• Game organically appeared on Roblox Discover page after Week 2
• D1 retention held steady at 31% even with massive traffic influx
• Developer earned $12,000+ through game passes and premium payouts

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