5 reasons you are dumb for saying, “We’re Relying on Organic Marketing—It Worked for Among Us”

It’s a line I've heard and seen for years in web3 gaming.

At first glance, it sounds smart. Budget-conscious. Even noble.

But here's the problem: using Among Us as your blueprint for organic growth is not just wishful thinking—it’s a fallacy.

1. Survivorship Bias: You're Only Seeing the Winners

Among Us is a classic case of survivorship bias. You're looking at the one indie game that exploded through organic, viral growth, while ignoring the thousands that never got noticed, despite similar strategies.

For every Among Us, there are countless games with clever mechanics, fun gameplay, and zero visibility.

Most of them “relied on organic marketing,” too. You just don’t hear about them—because they didn’t survive.

2. It Wasn't Just Organic—It Was Lightning in a Bottle

Among Us launched in 2018… and flopped.

The “organic growth” came in 2020, thanks to a perfect storm:

• Global lockdowns

• A massive spike in online gaming and streaming

• Huge Twitch and YouTube creators picking it up (unpaid, but incredibly lucky)

• The rise of social deception games as a trending genre

None of that was planned. None of that is repeatable.

Banking your strategy on “lightning striking twice” isn’t a marketing plan. It’s a gamble.

3. You Can’t Plan for Virality

Virality, by its very nature, is unpredictable.

You can make great content. You can encourage community.

But you cannot control whether the algorithm or a streamer takes a liking to your game.

Organic growth isn’t wrong. But saying “we know it works because it worked for Among Us” is like saying, “we’re skipping college because Steve Jobs did.”

Sure. It’s possible. But is it your best bet?

4. Organic Still Requires Fuel

Even organic growth has a price. Whether it's time, community management, consistent content creation, partnerships, or PR—someone is paying. Often in time, energy, or burnout.

Among Us didn’t go viral because they did nothing. The devs updated the game, engaged the community, and rode the momentum. They didn't just “launch and pray.”

If you're relying on organic marketing, great—just make sure you've got a real plan behind it. Set clear content strategies. Engage real communities. Track and tweak.

5. Your Game Isn’t Among Us

Not in genre. Not in timing. Not in market conditions. Not in platform behavior. Not in audience trends. And definitely not in pandemic-fueled opportunity.

Comparing yourself to Among Us is flattering, but dangerous. It gives a false sense of security and can justify inaction.

The truth? Organic growth is part of a strategy, not a shortcut to success.

So, What Should You Do Instead?

• Build in public

• Show your face and your game on socials

• Create moments worth sharing

• Talk to your community like people, not targets

• And yes, set aside some budget—even a little—for seeding, creators, or boosting reach

Organic marketing can work. But don’t fall into the trap of assuming virality is owed to you. Among Us is the exception, not the rule.

Which games are doing it the best currently? Who are the actual examples people should be looking to?