Enshrouded · Keen Games

Gaming · 2024

Scaling a survival-game phenomenon — from Early Access hype to a year-long, three-region creator engine.

Creator MarketingMedia PlanningTwitch & YouTubePaid & Earned

ClientPeriodMarketsKeen GamesJan – Dec 2024GSA · FR · NA

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A creator engine, sized for a phenomenon.

For the Early Access launch of Enshrouded, Keen Games needed a partner who could run a large-scale creator programme — paid and organic — across Twitch and YouTube without breaking stride. We started by building on the existing demo hype and activating 250+ creators who produced more than 1,100 streams and videos in the launch window.

The Early Access release outperformed every projection. From there, we worked with Keen to identify additional target audiences — adjacent communities that hadn't yet seen the game — and turned that into a sustained, three-region creator programme running throughout 2024.

By year-end the campaign had touched 598 creators, produced 1,467 pieces of content, and clocked over 14 million VOD views — with creators streaming a combined 5,794 hours of Enshrouded gameplay.

Three moves, one programme.

Approach

Phase 01

Ride the demo hype.

Mobilise creators already covering the open demo and convert that energy into a launch-window broadcast wall — paid feature streams plus an earned-first amplification layer across Twitch and YouTube.

Phase 02

Map the adjacent audiences.

Use the Early Access performance data to find the next concentric circle of players — survival fans, builders, the Minecraft community — and brief creators in those niches with on-tone hooks.

Phase 03

Run it for a year, in three regions.

Operate the programme as an always-on engine across GSA, France and North America — rotating creator tiers, content formats and message angles month over month through all of 2024.

By the numbers

One year. Three markets. A creator wall that didn't stop.

598

Creators activated
191 paid · 309 earned

1,467

Pieces of content
996 streams · 471 videos

14.23M

VOD views
across YouTube & Twitch

601K

Twitch concurrent
viewer peak

5,794h

Content length
broadcast on Enshrouded

Audiences we mapped.

01Survival-game corePrimary
02Building & sandbox playersAdjacent
03The Minecraft communityAdjacent
04Early-access & co-op enthusiastsTertiary

Number-one wishlisted on Steam at launch — and a creator wall that kept the game in the conversation for the rest of the year.

— Campaign summary

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