Kwalee
Steam To Electric
The Challenge
Kwalee was driving wishlists on Steam To Electric — a rail-line management game that runs a century of locomotive history from steam to electrification. The page was already established at roughly 54,000 wishlists, which meant the studio wasn't testing whether the game had an audience; it was testing whether short-form creators could add measurable volume on top of an existing base.
For a publisher of Kwalee's size, the question isn't whether one campaign works — it's whether the unit economics hold well enough to run this repeatedly.
The Approach
Flat $5 CPM across TikTok, YouTube Shorts, and Instagram Reels, dedicated videos only, tagged #steamtoelectric.
45 creators posted 78 videos over four days — a deliberately wide posting spread, which suited a strategy game that rewards a longer look. Tracked views reached 973,024 with 19,714 likes and 1,519 comments, and the Steam page added 3,677 wishlists over the window. Cost per wishlist came out at $0.78 with an effective CPM of $2.96 — the kind of number that survives a media-buying spreadsheet.
Results
Top Performing Videos
45 creators across TikTok, YouTube Shorts, Instagram. Tap a card to watch the post.
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