Don’t Wake The Beast is a roguelite stealth game where you sneak through dungeons, steal treasures, and try not to wake the terrifying beasts guarding them. Intense, right?
As better. gaming agency, we had the pleasure of preparing and executing a strategy for the game's announcement. What followed was a whirlwind of success: within just 48 hours, the game shot to the top of Steam’s Global Wishlist, and our Reddit post exploded with over 10,000 upvotes and a reach of more than 500,000 users!
This isn’t my first brush with viral success. A 1 year ago, my campaign for Lumencraft on TikTok hit over 9 million views with just three videos. That experience taught me a lot about what resonates with audiences, and it’s been exciting to see those lessons pay off again — this time on a completely new project, on a totally different platform.
Creating a viral post on Reddit doesn’t happen every day — especially for an indie game that’s still waiting to gain widespread recognition. But this time, we knew we had something special — and with the right strategy and execution, we turned Don’t Wake The Beast, a promising indie gem, into a viral sensation.
Imagine this: you’re sneaking through randomly generated dungeons, dodging traps and enemies, trying to steal treasures guarded by massive, terrifying beasts. Sounds intense, right? That’s Don’t Wake The Beast in a nutshell — a roguelite stealth game with heart-pounding gameplay. It’s exactly the kind of game we love at better.—something that’s clever, challenging, and keeps you on the edge of your seat.
If you’ve ever wanted to channel your inner Bilbo Baggins escaping Smaug, this is your moment. One of the inspirations behind the game was the hit board game Clank!, which combines adventure and stealth perfectly. Oh, and that title? Spot on—it tells you exactly what the game is about and conveys the tension you feel while playing. The idea came from the game’s core mechanic: sneaking through dungeons without waking the terrifying beasts that guard their treasures. It’s a name that immediately sparks curiosity and sets the stakes, making it impossible to ignore. Plus, it’s the kind of phrase that sticks in your head—just like the game’s heart-pounding gameplay.
The success of Don’t Wake The Beast wasn’t just about picking the right platforms — it was about crafting content that truly resonated with the audiences on those platforms. For Reddit, we knew that the gaming community thrives on authenticity, creativity, and quirky ideas. So instead of a polished, corporate-style post, we leaned into the game’s charm and humor.
The post highlighted the game’s unique tension—sneaking through dungeons, stealing treasures, and trying not to wake terrifying beasts—using a tone that felt conversational and relatable. The headline alone teased the gameplay in a way that sparked curiosity without feeling overly promotional. It was less about selling the game and more about sharing an exciting concept that players could immediately imagine themselves enjoying.
But the deeper reason it worked lies in our choice of subreddit. We didn’t just target gamers in general; we focused on a community dedicated to pixel art—a space where players and artists come together to celebrate the craft behind the visuals. This choice meant the audience wasn’t just interested in gameplay but also appreciated the art style as a standalone value.
By tailoring the post to highlight the pixel art of Don’t Wake The Beast, we tapped into their shared passion. The post showcased the game’s visual design alongside its unique tension—sneaking through dungeons, stealing treasures, and trying not to wake terrifying beasts—using a tone that felt conversational and relatable.
This approach fit perfectly within the culture of Reddit, where users value genuine enthusiasm over obvious marketing. It’s a reminder that understanding the audience isn’t just about choosing the right platform — it’s about speaking their language and giving them something they genuinely care about.
By taking the time to truly understand our audience — not just their gaming habits, but their creative passions — we were able to craft a message that resonated deeply. This success reinforces an essential truth about marketing: it’s not just about reaching people, but connecting with them on their terms.
I’ll let you in on the secret:
Don’t Wake The Beast is the latest viral success, following my last hit on TikTok with Lumencraft. That campaign pulled in over 9 million views across three videos, proving on te platform was the perfect playground for that game. But every title is different, and every game needs to find its own paradise land. For Beast, that place turned out to be Reddit—a platform where its tension-filled gameplay and quirky concept resonated perfectly with the community.
Every game has its place, and success often comes from adapting to the right audience. Beast thrived on Reddit, while TikTok reminded us that each platform demands its own unique approach. That’s the nature of marketing—what works wonders for one game might not for another. The key is not to get discouraged but to find the space where a game can truly shine.
That’s why having a partner who can help navigate this chaotic landscape is so important. Whether it’s TikTok, Reddit, influencers, or a completely different channel, the goal is always the same: to discover the platform that fits the game and amplifies its unique story.
At the end of the day, success isn’t about a perfect track record. It’s about learning from what works, adapting from what doesn’t, and always pushing forward. Don’t Wake The Beast may have found its groove on Reddit, but we’re still on the hunt for new opportunities to give it the visibility it deserves. Here’s to the next challenge—and the next big win.
One more thing
It’s not just a one-off success. Two more posts about Don’t Wake The Beast went viral, this time on a subreddit for dragon enthusiasts — perfectly matching the game’s theme. And if that wasn’t enough, we saw another viral moment with Void Dungeon (the second game we helped announce) on Pixelart subbredit,, which gained over 2,500 upvotes and almost 100 000 views https://www.reddit.com/r/PixelArt/comments/1hc00bb/new_boss_what_would_you_call_it/.
What does this tell us? That with the right strategy, strong creative direction, and proper targeting, repeatable success is absolutely possible. It’s all about knowing your audience, finding the right platform, and delivering content that resonates. Here’s to many more wins like these!