Splitgate 2’s Influencer Campaign Had the Backlash

Splitgate 2’s failure to generate the expected excitement in the gaming world following its release has drawn attention to the game’s promotional process. Developer 1047 Games, who spent over $400,000 on an influencer-focused marketing campaign, failed to recoup this investment. Microtransaction backlash and the CEO’s controversial statements were also among the factors that negatively impacted the process.

Why Did Splitgate 2’s Influencer Campaign Fail?

Splitgate 2 launched on June 6, 2025, but player interest quickly waned. One of the largest investments in the game’s promotion was its influencer campaign. A LinkedIn report analyzing the marketing process revealed that 1047 Games allocated the majority of its approximately $408,000 budget to Twitch. However, the platform only generated 20% of its total viewership.

While a smaller portion of the budget was allocated to YouTube videos and Shorts, TikTok was completely ignored. Yet, TikTok had generated over 7 million organic views. This demonstrated that the campaign’s understanding of its target audience was significantly lacking. The low level of interest among content creators in the game also limited its impact.

Another noteworthy element in the report was that, despite the campaign’s technically flawless execution, it failed to address the product’s fundamental problems. The game’s failure to connect with its loyal audience and its mainstream focus were cited as factors contributing to the campaign’s success. The layoffs and the co-founders’ salary waiver just weeks after launch further highlighted the seriousness of the situation.

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