Case study · Sep 2025
Kyle Crane in the forest above Castor Woods, an infected closing in
Dying Light: The Beast · Techland · Launch coverage

14 guides. 10.5M views.

Easter egg hunts and weapon guides on TikTok, Instagram and YouTube, from launch day.

10.5MViews
850KEngagements
174KSaves
750KAverage views per video
The game

Kyle Crane is back.

Open-world parkour survival in Castor Woods. Out 19 Sep 2025 on PC and consoles.

Format
14 short-form guides and 4 articles
Posted
19 to 27 Sep 2025, launch week
Paid boost
None. 100% organic
Results

The numbers.

581KLikes
174KSaves
90.7KShares
3,625Comments
TikTok9.2M
Instagram1.2M
YouTube134K

TikTok, Instagram and YouTube insights, 19 Sep to 1 Oct 2025

750K views per video.

On average, across all 14 guides.

174K saves9.2M views on TikTok2 videos over 3M views
Top videos

The guides that took off.

Top 01
Dying Light

“THEY SEE ME ROLLIN”

Official account
2,738 likes
3.3MFind and drive the Combine HarvesterTikTok · 24 Sep 2025
Top 02
3.1MHow to find Excalibur, on launch dayTikTok · 19 Sep 2025
Top 03
1.1MHow to get the Leviathan AxeTikTok · 21 Sep 2025

“how do you just find these things the game only out for 2days”

TikTok comment · 3,420 likes

“Bro I passed the harvester yesterday and was like ‘what if...’ but kept going because it was almost night 😂”

TikTok comment · 3,984 likes

Why it worked.

A castle on a hill above Castor Woods

Out on launch day

The first guide went up the day the game came out.

Kyle Crane leaping at an infected in a village

Easter eggs fans love

Excalibur, the Leviathan Axe, the Ninja Turtles.

The Castor Woods welcome sign

Worth saving

One find per video, so players save it for later.

Game coverage

Got a game to launch?

Launch guidesTikTok, Instagram, YouTube
Launch packagesReviews, articles, release day
Results reportLike this one
Megan KempDirector, ITP Gaming and ITP Live Experiences
megan.kemp@itp.com See the media kit