EXBO
STALZONE
The Challenge
STALZONE is free-to-play, already live, and already large — an open-world survival shooter with a substantial player base and a six-figure follower count on Steam. That changes what a campaign is for. There are no wishlists to grow and no launch to build toward; the only thing that matters is putting the game in front of people who will install it tonight.
For a live-service shooter, that means creators whose audiences actually play shooters. Reach from the wrong rooms is worth nothing.
The Approach
The campaign ran at a flat $15 CPM — three times the platform's typical rate — deliberately set high enough to make the campaign worth a top creator's dedicated video rather than a passing mention. Dedicated videos only, tagged #stalzone, across TikTok, YouTube Shorts, and Instagram Reels.
27 creators posted 45 videos over two days, a deliberately small and selective roster rather than a volume push. It shows in the engagement: 26,529 likes on 806,353 tracked views, a 3.29% like rate. And because views kept accruing after creator caps, the effective CPM settled at $7.81 — roughly half the nominal rate the studio committed to.
Results
Top Performing Videos
27 creators across TikTok, YouTube Shorts, Instagram. Tap a card to watch the post.
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