Case Study: Obby — From Zero to Popular
How an obby game went from zero players to 10K daily active users through challenge content and community building.
0
Starting DAU
10,400
Ending DAU
8 Weeks
Campaign Duration
$150
Total Budget
340K
Total Visits
6,200
Discord Members
The Challenge
A brand new obby game with unique difficulty mechanics had just launched with zero existing audience. The developer had minimal budget ($150) and no social media following. The obby genre is extremely crowded, making discoverability the biggest challenge.
The Strategy
We leveraged the obby genre's natural fit with challenge content. The strategy centered on creating impossible-looking gameplay clips that would drive comments and shares, then converting that attention into a competitive Discord community with speedrun leaderboards.
Execution
- Recorded the 10 hardest sections of the obby from multiple dramatic camera angles
- Created fail compilation videos showing the most frustrating moments
- Posted daily TikToks for 8 weeks with challenge-oriented captions
- Spent $50 on boosting the 3 highest-performing TikToks
- Spent $100 on 2 micro-influencer challenge videos (Can you beat this obby?)
- Built a Discord with speedrun leaderboards and weekly prize competitions
Results
- First challenge video reached 1.8M views on TikTok
- DAU grew from 0 to 10,400 over 8 weeks
- Total visits reached 340K with a $150 total spend
- Discord grew to 6,200 members with active speedrun community
- Game appeared on Roblox Discover page by Week 5
- Community-generated content (speedrun clips) created a self-sustaining content cycle
Key Takeaways
Challenge and fail content is the most effective format for obby marketing
Community competition (speedruns, leaderboards) creates organic content generation
Even $150 can launch a successful game if the content strategy matches the genre
Obby games benefit from extremely low production cost content — raw gameplay works
Discord speedrun communities have the highest engagement rates of any Roblox game community type
Want results like these for your game?
Every campaign starts with understanding your game. Get a free growth review to see what strategy would work best for you.