Putting creators in the Drivers Seat
From Streams to Installs
Gaming is all about connection, teamwork and shared moments. DUBS is built to make those connections happen.
NewGen partnered with DUBS to turn creators into active engines of growth, driving installs, engagement, and authentic community participation across the United States.
Driving growth through creators
DUBS needed to scale installs without losing authenticity. Traditional paid acquisition alone wouldn’t build the engagement or credibility required.
NewGen designed a multi-layered system to drive both awareness and action, putting creators at the centre of growth.
Creators were at the heart of the campaign, introducing audiences to DUBS through streams and social content that showed real use cases – from finding teammates to forming squads and competing live. By demonstrating the app in action, creators positioned DUBS as a utility, not just another download.
Live experiences brought the community to life. Using NewGen Live, audiences could participate in challenges and competitions alongside their favorite creators. One standout moment was DUBS Versus, an interactive live game-show where creators and their communities competed in real time. Participation drove installs through engagement, not promotion, making the app part of the experience itself.
Top-performing creator content was then amplified through paid media on TikTok and Snapchat, extending reach while keeping creator authenticity intact. The combination of organic engagement and paid distribution created a compounding effect, improving click-through, lowering cost per install, and boosting overall efficiency.
