Beholder: Conductor

Beholder: Conductor had launched in April 2025, more than a year before Alawar returned with a major promotional push in July 2026.

Around a 70% discount, Steam Daily Deal, and Steam Train Fest, Alawar saw an opportunity to give the game a second discovery moment. The goal wasn't just to convert players who already knew about Beholder: Conductor, but to put the game in front of an entirely new audience more than a year after release.

In-game screenshot of Beholder: Conductor

Jestr activated creators around the promotion, introducing Beholder: Conductor to audiences well beyond the game's existing community.

While the game's more niche premise naturally resulted in a smaller group of participating creators, those who picked it up found an experience they genuinely enjoyed sharing. Creator content introduced the game's mechanics, premise, and world to viewers who often had little familiarity with Beholder or the wider series.

Combined with the discount and Steam visibility, the creator push gave audiences a new reason to discover a game they may have completely missed the first time around.

The campaign generated 9.19M views from 38 videos, nearly 10x its view target, at an effective CPM of just $0.61.

More importantly, the promotion reached well beyond Beholder's existing audience. In a public breakdown of the campaign, Artem Bashutin, Head of Marketing at Alawar, reported that over eight days, Beholder: Conductor sold 67,016 copies, generated $228,286 in gross Steam revenue, and added 83,348 new wishlists.

Beholder: Conductor sales after 8 days of discount

Only 17,345 of those 67,016 sales came from wishlist purchases and activations. Artem specifically highlighted this as evidence that the promotion wasn't simply converting the game's existing audience, but reaching a significant number of new players.

That discovery was also visible in Steam traffic. According to Artem, Search Suggestions went from almost nothing to roughly 36,000 visits on the peak day, generating more than 90,000 visits during the promotion. He directly connected much of that spike to the external awareness generated by Jestr:

"I believe much of this spike came from external awareness created by Jestr."

Artem was also clear that Jestr was one piece of a larger promotion: the 70% discount was the biggest sales lever, while the Daily Deal created the initial spike, Steam Train Fest sustained relevant traffic, and Jestr helped amplify the whole thing.

More than a year after release, Beholder: Conductor had found a major new audience.