How We Brought OMUT’s Brutal Gameplay to Life… Literally

With the whole identity of OMUT being to break players, the usual campaign toolkit wasn’t going to cut it. We built an experience that embraced the pain… and let the audience inflict it.

The Idea

The Boss Box was a one-day live event where four streamers took on OMUT from inside a custom-built room designed to blur the lines between game and reality. Every element of the space (from the lighting to the sound design to the literal moving walls) was engineered to torment in sync with the gameplay. But we didn’t stop there.

Each streamer’s Twitch chat had the power to vote on a menu of in-game and real-world punishments, triggered live and in real time. Think jump scares, inverted controls, sudden darkness, even electric shocks via TENS pads. Whatever chat chose happened instantly. The more the streamers suffered, the more viewers tuned in.

The Approach

The Boss Box was a stage for chaos. We worked directly with OMUT’s developers to integrate remote-triggered modifiers and gameplay hacks, creating a seamless bridge between game mechanics and physical punishment. Then we cast the right mix of creators to amplify the chaos: from niche horror streamers to high-audience entertainers with a taste for masochism.

Each had one hour to defeat as many in-game bosses as they could. Simple enough… if their own fans weren’t actively trying to sabotage them. What followed was unpredictable, unscripted, and painfully entertaining. It made for compulsive viewing and pure community-driven chaos — exactly the kind of experience OMUT was built for.

“It’s not often you get to help introduce a new game to the world, and with The Boss Box, I feel we made something genuinely memorable. It was great to see the audience get involved in the chaos. Working closely with Megabit and Madame Cyclone, we built an experience that stayed true to OMUT’s brutal spirit while being wildly fun to watch. Even with all the punishment we put the creators through, somehow, everyone had a great time.” — Jamie Wallace, Lead Creative

We chose a mix of creators to hit both ends of the audience spectrum: Velvet of SlayStation for their bold, crossover appeal; Pim’s Crypt for indie horror credibility; Scroobius Pip for his sharp, engaged community; and MrRoflWaffles for pure reach. Each brought a different flavour, helping OMUT land with both hardcore fans and new players.

The Outcome

The Boss Box did exactly what it was built to do: it made people sit up, pay attention, and most importantly — wishlist OMUT. By letting audiences control the chaos, we transformed passive viewers into active participants. As it turns out, when you're invested in making a streamer’s life hell, you're a lot more likely to check out the game yourself.

The result? A major spike in Steam wishlist numbers, demo downloads, and a flood of new fans introduced to OMUT's punishing gameplay and eerie world. From hardcore horror-heads to challenge-run obsessives, players turned up to wishlist, play, and suffer.

Oh, and for the record…
Final body count: 1,625 deaths.
Total bosses defeated: 5.
Streamer dignity: long gone.