Games Incubator: Turning a 20-Second Trailer into 20 Million Views

The Challenge & Solution

The Challenge

Games Incubator wanted to build early hype for It Works: Electronic Store Simulator, but the game was still deep in development. They had no playable build to share publicly—only a Steam page and a highly energetic, 20-to-30-second trailer. At the same time, the game had already started taking off organically, with significant wishlist spikes appearing even before it became our primary focus. The challenge was to recognize that growth early and sustain it in a crowded market using limited assets at the beginning of the campaign.

Our Collaborative Strategy

We knew that for simulation games, a compelling hook is often enough if placed in the right hands. Our long-standing partnership with Games Incubator, built over several years, also meant we could move quickly once the game’s early momentum became clear.

• The Ambassador Approach: We identified a Douyin creator with 300,000 followers who specialized in fun, simple simulation games. Our contact with the creator really helped strengthen that traction further. Rather than a one-off sponsorship, we partnered closely with him, providing exclusive thumbnails, regular updates, and direct support. This made him feel valued as an official ambassador for the title.
• Localized Playtesting: When the time came for testing, Western tools like Google Forms were inaccessible in China. We facilitated a massive localized playtest by setting up tailored surveys via local platforms to capture critical player data.
  

Impact & Results

• Viral Growth: Driven by a single dedicated creator, the short trailer videos generated over 20 million views on Douyin.
• Wishlist Explosion: The game's wishlists on Heybox grew from 10,000 to over 40,000, with this specific creator single-handedly driving an estimated 50,000+ wishlists across platforms.
• Actionable Data: Out of 100,000 total global playtest sign-ups, an incredible 70% came from China. The local survey yielded over 1,800 detailed responses within four days, boasting an 87% positive score and providing the developers with a clear, actionable roadmap for optimization.

What It Worked

We recognized the potential of short-form, hook-driven content on platforms like Douyin and built on the game’s early momentum. By deeply engaging with a single, highly aligned influencer and making him a true partner to the studio, we helped fuel the organic growth engine. Furthermore, executing a flawlessly localized playtest ensured the studio received the data they needed to perfect the game for its largest audience.