The action fantasy game Spellbreak launched its cross-platform version on September 3, 2020. But the game's developer, Proletariat, has been building an avid Spellbreak player community for two years. In this presentation, Proletariat CEO Seth Sivak reveals how he and his team grew Spellbreak from an unknown title into a viral game. From embracing memes to enabling early evangelists, here are 12 tactics to drive growth in a product's early stages. This session was part of “Working with the Gaming Influencer Ecosystem,” an event hosted by Andreessen Horowitz (a16z) that explored the platforms, audience behaviors, creator dynamics, and best practices for partnering and collaborating with influencers.