![\"\"](\"https:\/\/partnier.com\/wp-content\/uploads\/2026\/10\/Results-banner-1920\u00d7860@2x-1024x459.webp\")
<\/figure>\n\n\n\nFor Scream IV, 49 games<\/strong> were added to hand-curated collections, giving creators and journalists a ready-made selection of relevant games to explore, compare and cover through roundups, livestreams, reviews, shorts and other content.<\/p>\n\n\n\n The amplification campaign achieved 8.5 million views<\/strong> from over 5,000 videos, and 173 press articles from outlets with an average of 122 million monthly visitors.<\/p>\n\n\n\n For back-catalogue games, it created a cost-effective opportunity to resurface at a moment of renewed interest in their genre. For upcoming titles, it provided timely exposure and an opportunity to build creator and press interest ahead of a dedicated launch campaign.<\/p>\n\n\n\n Very little. Partnier handled the collection, creative, promotion and outreach.<\/p>\n\n\n\n Publishers simply needed to:<\/p>\n\n\n\n For games already set up on Partnier, participation could require little more than opting into the event and managing the requests that followed.<\/p>\n\n\n\n Ahead of Scream Fest, we invited relevant publishers to participate. <\/p>\n\n\n\n Participating games could be entered as Featured, Promoted or Standard<\/strong>, determining their prominence within the collection and supporting promotion. Clients could buy these entries as required, starting at $99, if they didn\u2019t have entitlements in their subscription already.<\/p>\n\n\n\n Each publisher checked that its individual game listing was current and ready for creators and press. Where possible, publishers added codes and configured pre-approval, allowing selected creators to claim games immediately.<\/p>\n\n\n\n Partnier then built the collection pages, including Scream Fest-inspired creative, editorial copy and links through to every participating game.<\/p>\n\n\n\n As Scream Fest began, Partnier promoted the collections across its creator and press ecosystem.<\/p>\n\n\n\n This included Discover advertising on Keymailer and Game.Press, dedicated newsletters, social promotion and a video showreel<\/strong> featuring games from the collection.<\/p>\n\n\n\n Creators and journalists were encouraged to use the collection as more than a directory of individual games. It provided material for Scream Fest roundups, comparisons, themed livestreams, reviews, shorts and other event-led coverage.<\/p>\n\n\n\n Requests flowed through to each game’s normal campaign management page. Publishers could review applicants, approve requests and distribute codes exactly as they would during an individual title campaign.<\/p>\n\n\n\n Creators then had the usual three-week coverage window<\/strong>, with Partnier tracking published content as it appeared.<\/p>\n\n\n\n Over 60 days, the Scream Fest IV amplification received requests to participate from over 5,000 content creators,\u00a0 delivering 8.5 million views across participating games. Almost 200 press outlets created content, with 120 million average monthly visitors. The biggest games saw over 500k views each, but even the rest saw an average 172k views each, showing the breadth of the campaign\u2019s success.\u00a0<\/p>\n\n\n\n The result was a coordinated burst of activity around dozens of games, timed to coincide with a period when Steam itself had already focused player attention on their genre.<\/p>\n\n\n\n Taken as a whole, the Scream Fest campaign generated 8.5 million video views,<\/strong> and an estimated press reach of 122 million<\/strong>.<\/p>\n\n\n\n Those results came from bringing a large group of relevant games together around an event that already had a reason to matter. Steam had created the moment and the audience interest. Our role was to turn that into a coordinated opportunity for publishers, creators and press.<\/p>\n\n\n\n Scream Fest is only one example. Partnier supports all 24 Steam themed events across the year<\/strong>, so there is typically another relevant opportunity around twice a month. For publishers with a catalogue of games and the appropriate subscription, that means individual titles can repeatedly come back into consideration as relevant themes appear.<\/p>\n\n\n\n That regularity matters on the other side of the marketplace too. Creators and journalists know there will continually be new collections to explore, each providing a different editorial hook and a new selection of games to cover. An older game can suddenly become relevant again because its genre is in focus. A forthcoming game can use an event to test creator and press interest. A recently launched title can gain another promotional moment without simply repeating its launch campaign.<\/p>\n\n\n\n This is particularly valuable for back-catalogue games. Steam does not charge publishers simply to participate in its themed events, and the publisher has already done most of the work required to create and launch the game. Event amplification provides a relatively low-cost way to put that existing asset back in front of creators, press and players when there is a genuine reason for renewed attention.<\/p>\n\n\n\n It also illustrates why we consider events one of the five cornerstones of game marketing<\/strong>, alongside community, influencers, press and storefront activity. Event-based promotion does not need to replace or compete with a dedicated single-title campaign. It creates additional moments throughout a game’s lifecycle when there is a credible reason to talk about it again.<\/p>\n\n\n\n Scream Fest happened to be the event we chose for this case study. The more important observation is what happens when this becomes continuous: a catalogue of games gets repeated opportunities to become timely again, while creators and press get a regular supply of new angles, combinations and reasons to cover them.<\/p>\n\n\n\n <\/p>","protected":false},"excerpt":{"rendered":" Turning a Steam event into a bigger marketing opportunity Steam Scream Fest creates a concentrated period when players, creators and press are actively looking for horror games. Partnier\u2019s Event Amplification offers participating titles a way to come together in curated collections and coordinates promotion across Keymailer, Game.Press, newsletters, social media and other channels. For Scream IV, 49 games were added to hand-curated collections, giving creators and journalists a ready-made selection of relevant games to explore, compare and cover through roundups, livestreams, reviews, shorts and other content. The amplification campaign achieved 8.5 million views from over 5,000 videos, and 173 press articles from outlets with an average of 122 million monthly visitors. For back-catalogue games, it created a cost-effective opportunity to resurface at a moment of renewed interest in their genre. For upcoming titles, it provided timely exposure and an opportunity to build creator and press interest ahead of a dedicated launch campaign. What did publishers need to do? Very little. Partnier handled the collection, creative, promotion and outreach. Publishers simply needed to: For games already set up on Partnier, participation could require little more than opting into the event and managing the requests that followed. How the Scream Fest campaign worked 1. Building the collection Ahead of Scream Fest, we invited relevant publishers to participate. Participating games could be entered as Featured, Promoted or Standard, determining their prominence within the collection and supporting promotion. Clients could buy these entries as required, starting at $99, if they didn\u2019t have entitlements in their subscription already. 2. Getting the games ready Each publisher checked that its individual game listing was current and ready for creators and press. Where possible, publishers added codes and configured pre-approval, allowing selected creators to claim games immediately. Partnier then built the collection pages, including Scream Fest-inspired creative, editorial copy and links through to every participating game. 3. Launching the promotion As Scream Fest began, Partnier promoted the collections across its creator and press ecosystem. This included Discover advertising on Keymailer and Game.Press, dedicated newsletters, social promotion and a video showreel featuring games from the collection. Creators and journalists were encouraged to use the collection as more than a directory of individual games. It provided material for Scream Fest roundups, comparisons, themed livestreams, reviews, shorts and other event-led coverage. 4. Managing creator interest Requests flowed through to each game’s normal campaign management page. Publishers could review applicants, approve requests and distribute codes exactly as they would during an individual title campaign. Creators then had the usual three-week coverage window, with Partnier tracking published content as it appeared. 5. The results Over 60 days, the Scream Fest IV amplification received requests to participate from over 5,000 content creators,\u00a0 delivering 8.5 million views across participating games. Almost 200 press outlets created content, with 120 million average monthly visitors. The biggest games saw over 500k views each, but even the rest saw an average 172k views each, showing the breadth of the campaign\u2019s success.\u00a0 The result was a coordinated burst of activity around dozens of games, timed to coincide with a period when Steam itself had already focused player attention on their genre. Conclusions and observations Taken as a whole, the Scream Fest campaign generated 8.5 million video views, and an estimated press reach of 122 million. Those results came from bringing a large group of relevant games together around an event that already had a reason to matter. Steam had created the moment and the audience interest. Our role was to turn that into a coordinated opportunity for publishers, creators and press. Scream Fest is only one example. Partnier supports all 24 Steam themed events across the year, so there is typically another relevant opportunity around twice a month. For publishers with a catalogue of games and the appropriate subscription, that means individual titles can repeatedly come back into consideration as relevant themes appear. That regularity matters on the other side of the marketplace too. Creators and journalists know there will continually be new collections to explore, each providing a different editorial hook and a new selection of games to cover. An older game can suddenly become relevant again because its genre is in focus. A forthcoming game can use an event to test creator and press interest. A recently launched title can gain another promotional moment without simply repeating its launch campaign. This is particularly valuable for back-catalogue games. Steam does not charge publishers simply to participate in its themed events, and the publisher has already done most of the work required to create and launch the game. Event amplification provides a relatively low-cost way to put that existing asset back in front of creators, press and players when there is a genuine reason for renewed attention. It also illustrates why we consider events one of the five cornerstones of game marketing, alongside community, influencers, press and storefront activity. Event-based promotion does not need to replace or compete with a dedicated single-title campaign. It creates additional moments throughout a game’s lifecycle when there is a credible reason to talk about it again. Scream Fest happened to be the event we chose for this case study. The more important observation is what happens when this becomes continuous: a catalogue of games gets repeated opportunities to become timely again, while creators and press get a regular supply of new angles, combinations and reasons to cover them.<\/p>","protected":false},"author":15,"featured_media":28195,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[1,34],"tags":[],"class_list":["post-28183","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-case-studies","entry","has-media"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/partnier.com\/ja\/wp-json\/wp\/v2\/posts\/28183","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/partnier.com\/ja\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/partnier.com\/ja\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/partnier.com\/ja\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/partnier.com\/ja\/wp-json\/wp\/v2\/comments?post=28183"}],"version-history":[{"count":4,"href":"https:\/\/partnier.com\/ja\/wp-json\/wp\/v2\/posts\/28183\/revisions"}],"predecessor-version":[{"id":28212,"href":"https:\/\/partnier.com\/ja\/wp-json\/wp\/v2\/posts\/28183\/revisions\/28212"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/partnier.com\/ja\/wp-json\/wp\/v2\/media\/28195"}],"wp:attachment":[{"href":"https:\/\/partnier.com\/ja\/wp-json\/wp\/v2\/media?parent=28183"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/partnier.com\/ja\/wp-json\/wp\/v2\/categories?post=28183"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/partnier.com\/ja\/wp-json\/wp\/v2\/tags?post=28183"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}What did publishers need to do?<\/strong><\/h2>\n\n\n\n
![\"\"](\"https:\/\/partnier.com\/wp-content\/uploads\/2026\/10\/STEAM-SCREAM-FEST-4-THUMBNAIL-1024x576.webp\")
<\/figure>\n\n\n\n\n
How the Scream Fest campaign worked<\/strong><\/h2>\n\n\n\n
1. Building the collection<\/strong><\/h3>\n\n\n\n
![\"\"](\"https:\/\/partnier.com\/wp-content\/uploads\/2026\/10\/Cropped-screenshot@2x-1019x1024.webp\")
<\/figure>\n\n\n\n2. Getting the games ready<\/strong><\/h3>\n\n\n\n
3. Launching the promotion<\/strong><\/h3>\n\n\n\n
![\"\"](\"https:\/\/partnier.com\/wp-content\/uploads\/2026\/10\/Social-ads-mockup-1920\u00d71280@2x-1024x683.webp\")
<\/figure>\n\n\n\n4. Managing creator interest<\/strong><\/h3>\n\n\n\n
5. The results<\/strong><\/h3>\n\n\n\n
![\"\"](\"https:\/\/partnier.com\/wp-content\/uploads\/2026\/10\/Two-games-spotlight-1920\u00d71280@2x-1-1024x683.webp\")
<\/figure>\n\n\n\nConclusions and observations<\/strong><\/h2>\n\n\n\n