Palia
About The Game
Developer: Singularity 6 Corporation
Publisher: Singularity 6 Corporation
Campaign Timeframe: May 13, 2025
Goal: Promote the Palia console release as well as the Elderwood expansion
Briefing Overview
For the launch of Palia’s Elderwood expansion and console release, we partnered with Singularity 6 to execute a multi-region creator campaign. We ran sponsored as well as organic activations and developed in-game challenges, adding a twist to the campaign.
Palia’s hybrid identity, being a cozy, semi-online adventure with MMO-like depth, required a nuanced creator strategy capable of reaching audiences from casual life-sim enjoyers to more invested, progression-driven players.
The campaign was deployed across English markets as well as key European regions such as Germany, France and Spain. We activated creators on Twitch, YouTube and TikTok, making this a multi-platform activation.
Campaign Approach
Palia presented a unique positioning challenge: it’s not an MMO, but its depth surpasses typical cozy titles. Our creator selection therefore combined veteran Palia players, which were crucial to showcase late-game Elderwood content, with cozy gaming channels able to drive broad awareness. As exploring the mystical world of Palia is more fun with friends, we applied our knowledge and learnings from previous campaigns to assemble creator squads to play together. In terms of benchmark titles we created a list of no less than 20 different titles, including Animal Crossing, Dinkum (case study here), My Time at Portia, Coral Island, Stardew Valley, Disney Dreamlight Valley and many more.
Oh and the fun part, as we were briefed shortly before release, we had to deal with a very tight outreach window. Scary, but nothing our team of chefs can’t handle!
Execution & Rollout
The sponsored part of the campaign had us reach out to close to hundred creators! The campaign required continuous roster adjustments due to the tight timeframe and some last minute cancellations, particularly among larger YouTube creators. Streams therefore proved more agile and quicker to confirm, though scheduling remained a challenge due to May’s crowded release calendar.
Despite these logistical hurdles, the creators' sentiment towards the game was consistently positive, which validated the benchmark strategy!
Sponsored Campaign Results
YouTube views: +1.12m (+135% above estimate)
Twitch avg cumulated CCV: 57k (72k peak)
Twitch hours watched: 172k
Despite the logistical challenges, we still managed to get 17 creators to post YouTube content, half of which being YouTube dedicated content. While we’re proud of this achievement, Twitch was clearly the backbone of the campaign as it helped drive sustained exposure. Sponsored streams delivered consistently high CCV with many creators streaming beyond their contracted time (63 minutes extra time on average), which translated into strong CPVH efficiency. This helped us reach a CPVH that was 30% lower than our estimate!
TikTok Results
TikTok views: +2.5M (+900% above estimate)
TikTok was a complete success. Despite a smaller creator pool on this campaign, short-form content dramatically overperformed benchmarks, with several cozy creators generating viral reach.
Organic Campaign Results
Twitch avg cumulated CCV: 18k
YouTube views: 2.500
Content quantity: 158 (5 videos, 136 streams, 17 social posts)
The organic campaign for Palia featured quite a few repeat players, many of which added significantly to the high number of streams this campaign received, potentially illustrating how the creators selected for the organic media plan were very relevant. Many of these repeat players also posted about their streams on social media, and a couple of them made videos, quickly increasing the overall number of organic content pieces.
Challenge Campaign Results
Submissions: 66
Non-Creator Program share: 9%
Gift subs handed out: 860
The challenge campaign was a huge success for creators who had already played Palia for large amounts of time, giving them a fresh challenge in a familiar game. It also allowed the small channels that were part of the Palia Creator Program to get rewarded with some gift subs, which they appreciated a lot.
Creator Highlights
Our personal highlight was seeing the creator's reactions to the game. Especially the creator program participants were extremely thankful, but the organic and paid campaign saw wonderful comments as well. Creator-wise, we would like to share some top results;
Bonjwa, a German variety team, topped our expectations with 209% expected views for a game that would be slightly out of their league.
Shenpai, whom we already expected to be a great fit, required some effort to schedule, but it was all worth it when she brought in 306% expected views (plus 130k+ YouTube views)!
ChilledChaos was not only a very late edition, but also a very exciting addition, liking the game a lot, inviting a few friends, and organically including a multistream.
Stumpt made us aware of the impact that a comforting game like Palia can have, due to a team member sharing their personal connection and love for Palia with us.
On the organic campaign side, Salista_Belladonna, Chillinwithchi, Blaqueice1222 and Hannahbananaram practically became Palia-specialised streamers!
Key Learnings and Conclusions
Even before the update dropped, we noticed that the time window was a little shorter than we would’ve liked, especially considering the difficulty of onboarding YouTube creators. With May being as busy as it was, a week or two would have made a massive difference. Luckily, the communication with Singularity 6 ran like a well-oiled machine, and we are extremely grateful for their responsiveness and reliability in giving us all the answers we needed. The amount of trust Singularity 6 put into our ability and expertise was also much appreciated. It’s safe to say we look forward to working with them in the future!
