As huge fans of The Chinese Room, the plan for this campaign was simple. The plan for this campaign was simple. Using careful curation and placement, we'd let the game speak for itself and approach every relevant creator possible in the horror/narrative genre, before branching out to more horror-focused creators. Our mission was to position this so that the game would organically trend worldwide and showcase the game's finest moments, whilst preserving the mystery of its ending – a common challenge for shorter, narrative games.

We hand-picked over 600 creators known for their passion for shorter, narrative-rich experiences and a taste for 'elevated horror.' This curation proved instrumental to our success, as tastemaker placements sparked an additional 400 requests for the game from other prominent influencers and helped us reach a vast amount of relevant placements.

To amplify the buzz, we worked alongside Secret Mode & Carburant who crafted 20 high-quality buzzkits to top creators around the globe. This generated millions of social media impressions and fantastic sentiment, creating a ripple of excitement that reached far and wide.

Guillotine's combination of targeted outreach with horror game 'must have' propelled the game into the global spotlight.

The game was trending on X (Twitter) on launch day, trending on YouTube Gaming for the entirety of launch week. 11 front page Twitch placements during week one, 751 content placements on launch day alone. 1.6m watch hours on Twitch within the first 48 hours and a total of 500m YouTube views on placements within the first few months.