Wobbly Life 1.0 Launch Case Study

The Challenge

When RubberBand Games came to us for help with launching Wobbly Life out of Early Access, they already had a passionate and loyal fanbase. They had built this fanbase using grassroots efforts and cultivated their community steadily on social media. While their social channels grew, their fanbase was eagerly waiting for the official 1.0 release and space update that doubled the size of the game. 

Our challenge was to take all that momentum and turn it into a launch worthy of the community’s loyalty and the small development team’s commitment.  We didn’t just want the game to succeed; we wanted to send Wobbly Life into orbit and make sure it received the recognition it deserved.

The Strategy

With a large and engaged fanbase already in place, our approach focused on flawless execution and meaningful amplification. Every element of the campaign had to feel intentional and aligned with the spirit of the game—playful, bright, and full of personality. 

We built a multi-pronged strategy centered on three key pillars: influencer relations, public relations, influencer activation through a mailer, and paid advertising. Each part played a critical role in ensuring the launch had the reach and energy it deserved.

Public Relations

We began by amplifying awareness through a targeted PR campaign. The key wasn’t just to get coverage, but to tell the right story that Wobbly Life was a fun, family-friendly game that stood out for what it didn’t do. In an industry crowded with microtransactions and gated content, Wobbly Life felt refreshing and genuine.

This came as no surprise, as we knew the game had massive potential to gain momentum and resonate with a broad audience that had been craving something more authentic and wholesome. That early traction laid the foundation for community growth, word-of-mouth excitement, and sustained media interest. This resulted in over 200+ pieces of media coverage and a combined total of 390M UVM.

Influencer Relations and Mailer

With a sandbox-style game like Wobbly Life, the key to success lies in creativity and chemistry. We wanted to find creators who could not only play the game but bring it to life through storytelling, laughter, and community-driven content. Our influencer team carefully selected creators who were known for being funny, high-energy, and authentic—people who could highlight the unpredictable and silly moments that make Wobbly Life so fun. We encouraged them to play with friends, explore freely, and make the experience their own. 

The response was incredible. Every creator involved exceeded their contracted hours, not because they had to, but because they were genuinely having fun. Their audiences picked up on that energy, leading to strong engagement and a wave of organic buzz across Twitch and YouTube. This led to over 74+ video streams with 67K+ hours watched on Twitch.

At the same time, we wanted to bring the game’s charm directly to the media in a way that felt personal. That’s where the mailer came in. We designed a custom diorama and plush inspired by Wobbly Life’s unique character design. These were sent to select press and influencers, serving as both a memorable keepsake and a conversation starter. The result was genuine delight from recipients who immediately understood the personality of the game before even loading it up.

Paid Marketing

Finally, we invested in a paid marketing strategy designed to reach beyond the core fanbase. Since Wobbly Life’s audience skews younger, we concentrated our budget on YouTube and TikTok, platforms where playful, short-form, and personality-driven content thrives.

We started with an A/B test, splitting the spend between the two platforms. After reviewing the early data, it became clear that TikTok was outperforming YouTube with lower CPMs and higher engagement rates. We shifted our focus accordingly, optimizing creative assets and expanding our targeting to build on that momentum.

For the second phase of the campaign, we used retargeting ads to reengage viewers who had interacted with earlier content but hadn’t yet made a purchase. We built ad sets that spotlighted gameplay highlights and user-generated moments to remind those potential players why the game was worth their attention. This approach helped convert curiosity into downloads and sales.

The Results

By combining the passion of the existing community with thoughtful amplification across media, creators, and paid marketing, we helped turn an already beloved indie title into a breakout moment. The launch of Wobbly Life’s Space Update exceeded expectations and proved what is possible when authentic storytelling and creative energy align at the right time. 

Recap: 

• 5.7 Million Trailer Views
• 760M Total UVMs
• 67K Hours Watched via Twitch
• 3.1M advertising impressions with a $0.01 CPV
• 74+ Video Streams