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. The challenge was to spark and sustain momentum in a crowded market using minimal assets.

Our Collaborative Strategy

We knew that for simulation games, a compelling hook is often enough if placed in the right hands.

• The Ambassador Approach: We identified a Douyin creator with 300,000 followers who specialized in fun, simple simulation games. 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. By deeply engaging with a single, highly aligned influencer and making him a true partner to the studio, we created an 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.