CheatCheat

Before CheatCheat's Steam page had even launched, CheatDev had posted a couple of videos about the game that performed well organically, giving them an early signal that the concept resonated with short-form audiences.

With the Steam page going live, the goal was to amplify that early traction through creators and turn social attention into wishlists during the game's critical first weeks on Steam.

Cheating off classmates in CheatCheat

Rather than changing what was already working, the campaign built on the same qualities that had driven CheatCheat's early organic content.

Jestr activated creators around the Steam page launch, introducing the game to new audiences at scale while every piece of attention had an immediate destination and CTA: discover the game and wishlist it on Steam.

The campaign generated 5.1M views across 52 videos from 49 creators, more than tripling view target. Content also achieved an 11.9% engagement rate, one of the strongest signals of how naturally the game resonated with short-form audiences.

That attention coincided with a major influx of wishlists during the Steam page's first two weeks, giving CheatCheat a strong initial base for Steam discovery. Even after the creator push slowed, wishlist growth continued through a long tail as Steam discovery and organic attention carried the momentum forward.

What began as a positive signal from a few organic videos became millions of creator-driven views right as CheatCheat became available to wishlist.

Wishlist chart provided by CheatDev showcasing the results from the announcement campaign on Jestr