Skibidi Toilet game

One big creator video drove millions of downloads in two weeks. Escape the Toilet, a mobile game built around the Skibidi Toilet YouTube universe, got two to three million downloads across iOS and Android in about two weeks. One YouTube Shorts video about the game passed 50 million views, and word of mouth followed.

Rafael Kramer reached the Skibidi Toilet creator when he had about 5 million subscribers; he now has more than 50 million. Cold outreach was never the best channel, and a credible Instagram profile with mutual followers worked better. The game came out of Kramer's first company, which helped influencers launch their own games and which he sold at 17 for at least six figures.

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Give the creator half the game and real involvement, not a script. Kramer gave the creator 50% of the game and kept him involved through weekly update calls, his ideas and character updates, so it felt like the creator's own launch. The creator then made the promo video himself.

Ideas did not all have to be implemented, but the creator had to feel heard. Kramer picks creators for real community in the comments rather than raw views: a creator with 5 million followers and 2 million views per video still flopped on a different game. "You really have to make them feel like it's their game, which it is."

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Influencer distribution brought downloads but not a lasting game. Kramer credits the success to the creator's distribution, not to an inherently good game, and his games monetized at roughly 10 cents per user against 80 cents to $1 for well-monetized mobile games.

He hired developers to build levels and characters, but they never cracked retention. The game was later taken down for a reason that has not been disclosed.

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