“Summer 2025 marked a turning point in the world of influencer marketing on Twitch,” is what a marketing agency might have said to pat itself on the back. From July 22 to August 12, Ankama and the agency Jump Influence orchestrated a campaign of unprecedented scale for the release of the Osavora dimension in Dofus. Dubbed “Feed the Beast,” this operation nearly broke platform records and has just been awarded the prestigious Café Macchiato Prize for the best influencer strategy of 2025.
The ambition was substantial: to create an interactive experience that went beyond the usual streaming session. Lucien Melki, founder of Jump Influence, recalls the challenge set by Ankama: “We developed and created an extension directly on Twitch. For 3-4 months, there was design and development work with Dofus and the Jump teams.”
The result exceeded all expectations. On the very first day, over 66,000 people used the extension, a near-record on Twitch. Throughout the event, 167,500 users downloaded the extension, turning each live stream into a collective adventure where viewers fed Gargandyas, the mighty Titan of Osamodas, to evolve it from level 1 to level 100.
Bruno Vicaire, Influence Manager at Ankama, highlighted the results that “exceeded our wildest expectations”: over 100,000 unique users in less than a week, zero audience erosion during the first week of the game (a first for the Dofus category), and “a unique interactive and immersive experience.”
The campaign mobilized 350 creators (pro streamers) and over 600 streamers who shared the extension with their communities. In total, 250,000 people participated in this operation, making “Feed the Beast” one of the largest collaborative experiences ever carried out on Twitch. As Lucien Melki pointed out on LinkedIn, “We simply created the most popular interactive extension in the world on Twitch.”
The extension offered four types of interactive events that occurred regularly during the streams. Every 30 minutes, Forgemagic runes appeared on the overlay, requiring viewers to click quickly before they disappeared. Bosses also emerged, requiring players to answer quizzes about the Krosmoz universe correctly or cast the right elemental spell. Finally, some monsters could only be defeated by spamming the chat. This cross-stream approach allowed players to contribute to collective progress regardless of the channel they were watching, creating true synergy between the different communities.
Dofus audience statistics on Twitch testify to the effectiveness of this campaign. In July 2025, at the launch of “Feed the Beast,” the game recorded a spectacular 120% increase in average viewers compared to the previous month, rising from 893 to 1,964 average viewers [attached: statistics]. The peak number of viewers reached 12,244 on July 22, the day the event launched.
In August, despite the event gradually winding down on the 12th, the audience remained strong with 2,009 average viewers (+2.3% compared to July) and 1.49 million hours watched. The average number of streams increased from 31 in July to 38 in August, a 22.5% rise.
Ankama’s strategy for this campaign was part of a desire to enhance the viewer experience for organic content creators rather than investing large budgets in external creators. This approach paid off, creating a virtuous circle where the existing community became the main driver of the game’s promotion.
“This year, we chose to enhance the viewer experience for our organic content creators instead of spending large budgets on external creators.” – Bruno Vicaire
A strategy that generated an authentic and engaged audience, far removed from the ephemeral spikes often seen in traditional influencer campaigns.