Instagram Reels has become a key platform for showcasing games, especially those in the indie and early-release segments. A recent report by GameDiscoverCo, looking at an analysis of over 800 Reels created by content producer Mavitivo between February 2024 and April 2025 provides a deeper understanding of which types of games gain the most traction on the platform. Mavitivo’s format typically focuses on introducing a game with a compelling visual or narrative hook, often crafted to appeal to a broad audience. His output averages around 60 Reels per month, offering a sizable dataset to examine patterns in what makes a game shareable and potentially successful.

How Do Games Go Viral on Instagram Reels?

Over 7.8 Million Views

One notable example is The Long Drive North, a title that benefited significantly from this exposure. A Reel about the game, published by Mavitivo in October 2024, reached 7.8 million views. This online attention helped the game reach over 300,000 Steam wishlists, according to internal estimates. The game’s success demonstrates the growing influence of short-form video content in shaping player interest and driving wishlist growth.

Link Between Visual Appeal and Game Sales

Despite the power of viral Reels, not all highly viewed content results in strong sales. One of the most viewed Reels featured Drunk Builder Simulator, a game built around chaotic physics and unpredictable gameplay. While the humorous elements made for shareable content, issues with control precision and gameplay depth meant that the game did not maintain strong commercial performance. This case highlights the limitations of virality when not paired with solid execution and user retention strategies.

Conversely, games that combine visual interest with unique gameplay can benefit from viral exposure. Slackers: Carts Of Glory, a racing game centered around shopping carts, received little prior attention until Mavitivo featured it. The Reel helped the game sell nearly 100,000 units since its release in September 2024. The success, while front-loaded, illustrates how certain genres and aesthetics—particularly those with a strong visual identity—can resonate with viewers even if the concept initially seems niche.

Role of Established IP and Genre Familiarity

Not all viral games are new or unexpected. Some titles already established in the market also performed well on Reels, often due to their recognizability or longstanding community interest. Hello Kitty Island Adventure, for instance, gained traction with a Reel timed between its Apple Arcade debut and upcoming multi-platform release. Similarly, Who’s Your Daddy?, a game known for its surreal and unconventional gameplay, continued to generate strong viewer engagement. These examples show that virality can reinforce existing interest and that well-known franchises are capable of extending their reach through short-form content.

Viral Content Doesn’t Guarantee Sales

Another insight from the analysis is that visibility alone does not ensure commercial success. The game Only Way Is Down received nearly five million views from a single Reel, but sold only around 6,000 copies. The title attempted to follow in the footsteps of popular physics-based platformers like Only Up and Little Kitty Big City, but the execution failed to deliver a lasting player experience. This gap between social media engagement and actual player conversion reinforces the importance of refining the core gameplay loop and user experience before leaning heavily on social promotion.

What Developers Can Take Away

Although no single formula guarantees a game will go viral, there are identifiable patterns worth studying. Mavitivo’s top 25 most viewed Reels reveal that visual clarity, novelty, and genre familiarity all contribute to shareability. Developers interested in increasing the visibility of their games on platforms like Instagram should analyze these examples to understand what makes certain titles stand out. By doing so, they can better position their games for attention in an increasingly competitive and content-driven market.

In a space where content creation and user engagement intersect, particularly within the growing gaming segment of web3 and independent development, understanding what drives interest on platforms like Instagram Reels is becoming essential. The data points to a reality where both quality and presentation matter—and where virality, while valuable, is only one part of a broader commercial strategy.