Objective

Indie studio Semiwork aimed to boost discovery and deepen engagement for their multiplayer horror game, R.E.P.O., by tapping into their highly active Discord community. Instead of tying the Quest to a traditional game update, the team leaned into a viral meme moment that players had already made iconic.

Solution

Semiwork launched a Play Quest on Discord that rewarded players for playing 15 minutes of R.E.P.O. The reward? A Semibot avatar, inspired by a viral in-game moment where a streamer was knocked down and began singing “Chest Pain (I Love).” The collectible quickly took off across Discord, with players creatively customizing it as a badge of fandom.

With strong community buzz and creative social sharing, the campaign became one of Discord’s highest-performing Quests to date.

Key Results

The R.E.P.O. Quest was one of the most successful campaigns Discord has ever seen. Over 725,000 avatars were redeemed, and the campaign drove a 38% share of new or lapsed players, introducing the game to a wider audience. With a cost per session of just $0.15, the campaign delivered an 11x uplift in completions versus expectations, while CPM came in 74% below benchmark.

• 728K+ avatar redemptions, driven by viral meme culture
  
  
• Sub $0.15 cost per 15-minute session
  
  
• Sub $1.12 cost per new user
  
  
• 38% of participants were new or lapsed players