Train Sim World 6
Developer: Dovetail Games
Publisher: Dovetail Games
Release Date: 30 Sep, 2025
Platforms: PC, Playstation 5, Xbox Series S/X
BRIEFING
When Dovetail Games geared up to launch the 6th entry of the Train Sim World franchise, they were looking for more than just reach. They wanted to build excitement, drive real momentum that could carry players from early curiosity to launch enthusiasm, all whilst bringing their core community along for the ride. Our role was to craft a campaign that didn’t just announce Train Sim World 6, but pushed the franchise forward into new territory.
APPROACH
We split the campaign in two distinct phases:
1) Pre-order: igniting interest
We began with a light strategic push by means of a short-form activation based on trailers and early gameplay footage, targeting an English speaking audience. The goal was to tease, not overwhelm. Creators delivered strong results with more than 550k views, which helped to establish early hype and give us a runway into launch.
2) Launch: bringing the game to life
For launch we expanded the scope to both an English and German audience, as those two markets are key for the Train Sim World community. We counted on a good mix of YouTube videos, TikToks and, for the first time in a meaningful way, livestreams.
The idea was to let each format, platform and creator play to their strengths. YouTube would provide depth, TikTok would fuel momentum, and streams would test whether Train Sim World could thrive in an unpredictable live environment.
With this in mind, we proceeded with the rollout and spoiler alert - it was a great success, with all 12 creators we had originally selected onboard for the ride. Here is where the main challenge for this campaign started: the complexity of driving trains in a livestream, especially without previous preparation. For this, we prepared documentation, briefs and guides for creators, and invited them to play the tutorials before going live, offering our help in case they needed extra insights.
Results
YouTube - Reliable, strong and boosted by organic wins
We reached more than 135% of our estimates with +350k views total.
The CPM ended up being 25% lower than our estimations, with 10 total videos delivered (including organic uploads).
TmarTn2’s sponsored video alone surpassed 150k views, while TobinatorLP, who went beyond the brief and created a really well polished dedicated video, hit 150% over estimates.
YouTube Highlights
Twitch - a SUCCESSFULL test
We reached +8,400 hours watched with an average cumulated CCV of +2,700 (132% over estimates).
A really good metric that shows how the main challenge was overcome, is that creators streamed for 72 minutes longer than required (on average). While not everyone’s first day in the cab (where the driver sits) went equally smooth, all creators managed to depart and had a great time showing their community what Train Sim World 6 is all about.
This was one of the biggest wins of the campaign as we had historically avoided livestreams for Dovetail Games due to lack of control. For Train Sim World, streams were a risk as creators needed time to understand the game, troubleshoot issues that may arise and learn mechanics live in front of their audiences, but creators leaned in: they stayed longer, engaged naturally with the game and made the learning curve part of the entertainment.
Both Tobinator and YogsCast performances were outstanding, surpassing our expectations by 140% and +165% respectively. Sophiexelisabeth deserves a special mention as well, as she streamed the game for close to 5 hours.
Twitch Clip Highlights
TikTok - an unexpected powerhouse
We ended up reaching +1.6m views (+500% over estimates) at a quarter of the estimated CPM.
FragNart overperformed with 980% over estimates. Markrei and Blitz became 2 highlights of the campaign with +700% and +22,000% over estimates respectively.
TikTok HIGHLIGHTS
Conclusions and Learnings
What made this campaign successful wasn’t one platform or one creator, it was the balance.
By combining pre-order hype with launch visibility, mixing short-form and long-form content, and testing livestreams for the first time in a meaningful way, we built a campaign that felt dynamic and resilient.
The biggest breakthrough was proving that Train Sim World can work on livestreams. Even with its complexities, creators managed to entertain, adapt, and deliver above-target results. With the right selection, streams can become a consistent tool for future entries.
Another key learning: diversifying formats reduces risk.
Past campaigns relied heavily on YouTube and were tightly tied to creators’ upload schedules, format and the algorithm. This time, TikTok, streams, and pre-order content helped spread momentum across different touchpoints.
In short, Train Sim World 6 didn’t just launch, it travelled: the campaign moved through multiple stations and arrived stronger than any previous activation.
