Alice Games
Dynamite Day
The Challenge
Alice Games was back on Trapster for their next title — Dynamite Day, a co-op social-deduction thriller set inside a missile-defense bunker: up to 6 players, minutes on the clock, spies feeding you lies, and one launch decision that ends humanity if you get it wrong. After running Dig, Dig, Die through the platform, the studio knew creator short-form worked; this time the game was already at release, so the goal wasn't a slow wishlist drip — it was a same-week awareness explosion.
The question was concentration: could enough creators publish at once to make the game feel like it was everywhere on launch, instead of trickling out over weeks?
The Approach
The campaign opened on Trapster with tiered CPM pricing from $5 and dedicated videos only under the #DynamiteDay_top tag, so every post was fully about the game. 37 creators self-enrolled across TikTok, YouTube Shorts, and Instagram Reels — and all 78 videos went live within a single day. The campaign budget was fully deployed in roughly 24 hours.
The premise carried the content: fake alarms, traitor accusations, the one-mistake-and-everyone-dies pitch. Videos pulled 59,900+ likes at a 4.0% like rate, with the top TikTok breaking 334,000 views. Because views kept accruing after creator caps were hit — and tiered pricing shifted spend toward lower-rate tiers — the effective CPM settled at $2.40, less than half the nominal rate. Three days after posting day, the Steam page had added 7,800 wishlists at $0.46 each.
Results
Top Performing Videos
37 creators across TikTok, YouTube Shorts, Instagram. Tap a card to watch the post.
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