Infinity Nikki Influencer Campaign
Build awareness for Infinity Nikki, Version 1.8, Danqing Season among Russian-speaking gamers through a YouTube and Twitch campaign
3,983 peak concurrent viewers on a 2 hour 24 minute live stream
Background
Infinity Nikki is a cozy open-world game from Infold Games, built on Unreal Engine 5, which combines the dress-up mechanics of the Nikki franchise with exploration, puzzle-solving, and light platforming. That combination places it between two audiences that rarely overlap. One already plays Genshin Impact and Honkai: Star Rail, the other The Sims, Animal Crossing, and Stardew Valley, and Infinity Nikki competes with both for the same playing time.
RMAA Agency ran the Russian-speaking campaign for Version 1.8, the Danqing Season. The update leaned on a classical Chinese painting style unfamiliar to players raised on Western fantasy art, so the work had to make an aesthetic legible before it could make an update appealing.
Goal
The client wanted to grow awareness across the Russian-speaking gaming community around the Version 1.8 update, the Danqing Season. The first difficulty was cultural, because Infinity Nikki leans on a classical Chinese painting style known as Danqing that felt unfamiliar to players used to Western art styles. The messaging therefore had to make that style accessible by comparing it to games the audience already knew, such as Genshin Impact.
The campaign also had to reach a specific group of young women who preferred relaxed life simulators while still appealing to committed fans of large role-playing games. Success depended on choosing creators who could explain deep systems such as cooperative movement, extensive outfit customization, and life-simulation mechanics without making the title look complicated.
Solution
Strategy
The client set the platforms and formats, choosing a 60- to 90-second insert on YouTube and a multi-hour broadcast on Twitch. A short clip lists what is in the game. A stream shows the game from the inside, with the mechanics working in real time, and it pulls viewers into the world rather than describing it to them. Twitch also gathers people who came for one streamer at one hour, not people scrolling past.
The briefing flagged the Danqing style as a barrier for audiences outside East Asia and asked creators to bridge it by referencing games their viewers already knew, such as Genshin Impact and Honkai: Star Rail. That instruction narrowed the casting further, because the comparison only carries weight from someone whose own audience actually plays those titles, which is where the HoYo channels earned their place on the list.
We screened a longlist across the categories where each audience lives, covering Sims 4, Stardew Valley, Gacha Life, anime, multi-gaming, beauty, family, and lifestyle channels, then narrowed to creators whose regular output already matched the two profiles. Two of them sit in the HoYo category, which reaches players of large role-playing games, and the rest covered the cozy side. A short list beat a wide one, since scattered small placements would have reached both audiences thinly.
Campaign execution
The campaign ran in August 2025. Creators walked viewers through the features that showed the update at its best, including the cat-themed Forever Bond costume, the Clouded Loong outfit that summons a dragon a friend can ride.
axesay (461K subscribers), muuurrchik (301K subscribers), and TurboVafelka (136K subscribers) built 60- to 90-second segments about the laid-back gameplay into their own YouTube videos, each tailored to their own following and covering customization depth and open-world exploration.
Leron_Baron (193K followers on Twitch, 24.6K on Telegram) hosted a branded Twitch broadcast that ran two hours and 24 minutes, carrying a banner link in the description so viewers could act on it while they watched.
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A Telegram announcement from the same creator went out ahead of the stream to drive attendance, turning into the single strongest format of the flight.
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Results
The Version 1.8 flight delivered its coverage across both audience tiers in the first ten days of August 2025.
- Total views: 208,148 across YouTube integrations, a Twitch broadcast, and a Telegram announcement.
- By placement: 78,390 for axesay, 44,647 for the Twitch stream, 43,701 for muuurrchik, 26,610 for TurboVafelka, and 14,800 for the Telegram post.
- Live engagement: 1,790 average and 3,983 peak concurrent viewers across a 2 hour 24 minute stream.
- Strongest format: the pre-stream Telegram announcement outperformed every other placement against its own channel baseline.
