Excitement for Steam Next Fest Demo

Publisher HOOK enlisted UberStrategist to run a sponsored influencer campaign for The Magical Mixture Mill, a cozy potion-brewing sandbox simulation. The activation took place during Steam Next Fest, just ahead of the game’s early access launch.

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The goal was to build visibility and excitement for the demo during the festival. HOOK wanted to spark early momentum, encourage players to try the game, and create anticipation for its upcoming launch.

We targeted influencers who regularly cover sandbox and simulation games. This approach positioned the demo in front of audiences already interested in its style and mechanics, making the coverage feel relevant and credible.

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Our strategy centered on Twitch. Sponsored streams offered a direct way to spotlight The Magical Mixture Mill during Steam Next Fest. We secured dedicated playtime with key creators, which helped the game stand out in the crowded festival lineup and gain valuable visibility at a critical discovery moment.

The campaign delivered strong visibility for The Magical Mixture Mill during Steam Next Fest. Sponsored streams generated more than 420,000 impressions on Twitch. Several creators also chose to post videos on YouTube outside the activation, which expanded reach beyond the original campaign.

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The exposure helped the game stand out in a crowded festival lineup and introduced it to communities who enjoy sandbox and simulation titles. By securing attention from trusted creators at a key discovery moment, the campaign built excitement for the demo and set the stage for a successful early access launch.