Builds Media Coverage and Creator Interest for Miniature Painter Simulator

Swain Games was preparing to showcase Miniature Painter Simulator during Steam Next Fest. The immersive simulation game recreates the relaxing hobby of miniature painting and lets players complete client jobs, sell their creations, manage an online store, and import custom models.

With thousands of demos competing for attention during the festival, Swain Games needed help reaching the audiences most likely to connect with the game. Our two-month PR and organic influencer marketing campaign focused on increasing visibility, encouraging demo downloads, and strengthening wishlist and creator interest ahead of launch.

For the PR component, we provided key media with early access to the demo and conducted press release outreach at the start of Steam Next Fest. Additional demo pitching during and after the festival extended the campaign and created more opportunities for coverage.

Our organic influencer strategy targeted three groups: tabletop and miniature hobbyists, cozy and relaxation gamers, and creative sandbox players. We researched creators through those categories and comparable games, then conducted several rounds of outreach before, during, and after Steam Next Fest.

During the campaign, we secured 16 pieces of coverage from outlets including Bleeding Cool and Wargamer, as well as listicle placements from Gamereactor and Blues News. 

The organic influencer campaign generated strong interest from creators across our targeted groups. We conducted four waves of outreach, which led to 20 influencers expressing interest in trying the demo and participating in the launch. This provides Swain Games with a strong pool of relevant creators to connect with for future beats.

Together, the PR and organic influencer campaign gave Miniature Painter Simulator immediate visibility and a clear path to continue building momentum through launch.