Growing a cozy sequel from pre-launch discovery to wishlist momentum and launch.
Tiny Lands 2 needed to expand beyond the existing Tiny Lands audience and build enough pre-launch demand to support a strong release.
The campaign focused on two connected goals: grow Steam wishlists before launch and convert that accumulated interest into launch traffic and sales.
Challenge
The main challenge was wishlist growth in a competitive Steam environment.
Tiny Lands already had an established puzzle audience, but targeting traditional “Hidden Object” players alone limited scale and resulted in relatively high acquisition costs.
To grow the game beyond its existing niche, we needed to broaden its appeal, identify new audience opportunities, and create a marketing system capable of generating sustained wishlist growth ahead of launch.
The strategic question became:
How could we reposition Tiny Lands 2 to attract a wider cozy-gaming audience without losing the core puzzle proposition?
Strategy
Audience and market research highlighted an opportunity within the broader Cozy Gaming space.
Rather than leading communication with the puzzle mechanic itself, the campaign shifted toward the emotional value of the experience: calm, observation, discovery and visual satisfaction.
This led to the creative platform:
Find Your Pause
Instead of selling Tiny Lands 2 purely as a “spot the difference” game, we positioned it as a relaxing visual experience for players looking for a slower, more mindful type of gameplay.
This gave the campaign a broader entry point into audiences interested in cozy games, relaxing experiences, visual ASMR and slow gaming.
