Hi, thanks for asking!
Most of it was free/organic marketing. I posted the game in indie game communities and on social media, but the biggest spike came from outside that.
The Hive was featured on the itch.io front page by itch.io staff, and a YouTuber found the game there and made a video about it. That brought most of the 25k views.
So it was not really paid marketing. More like organic visibility, a good bit of luck, and the game being discovered by the right person.






