INTEREST
How many people were drawn in by the title and the image.
PIXEL PROMO HORROR LAB
TEST THE IDEA
BEFORE THE PROJECT BEGINS.
Saying “sounds interesting” on a survey is not the same as walking into a world and spending time there. PIXEL PROMO HORROR LAB turns your concept into a short playable experience and releases it worldwide, building the evidence you need from how people actually behave.
- 265,425hours played
- 87countries & territories
- 51.7%outside Japan
- IDEA
- PROTOTYPE
- RELEASE
- MEASURE
- DECIDE
GLOBAL VALIDATION PLATFORM
The testing is already under way.
265,425
HOURS PLAYED
Total hours played
About 30.3 years of time, spent by players worldwide
733,812
PLAYS
Total plays
87
COUNTRIES & TERRITORIES
Countries and territories played in
51.7%
OUTSIDE JAPAN
Playtime from outside Japan
23,877,965
IMPRESSIONS
Total impressions
not by how it feels.
Scroll sideways to see the whole screen.
The Epic Games Creator Portal dashboard — active playtime segmented by country and territory, 5–31 August 2026. Note this period differs from the totals above. Open at full size
Epic Games Creator Analytics · all 7 live titles · 2026-05-30 to 2026-08-26 · captured 2026-08-28
WHAT CAN WE TEST?
What can we actually find out about your concept?
ENGAGEMENT
How long those who started actually stayed with it.
DROP-OFF
Where they left — within two, five or ten minutes.
CHOICE
Which characters, actions, storylines and endings were chosen.
REGION
Which countries and regions responded most strongly.
RETURN
Whether the people who played once came back.
These are playable concept tests based on the behaviour of Fortnite players. They do not forecast total market demand or revenue.
TESTING DIFFERENT WORLDS
Which world, where, and for how long.
A hospital, a school, a stigmatised flat, a Japanese house. Even within horror, the setting, the cast, the presence and the story change how people respond.
We release the work worldwide and accumulate which elements held which regions, and for how long.
FROM IDEA TO DECISION
Take the boardroom hypothesis, and test it on the world.
IDEA → PROTOTYPE → RELEASE → MEASURE → DECIDE
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01 1–2 weeks
IDEA
We work out, with you, the hypothesis worth testing — what you would need to see in order to decide.
Briefs, character sketches, world studies
-
02 1–2 months
PROTOTYPE
We turn part of the concept into a five to fifteen minute experience. Not the whole thing — only the part you need to test.
UEFN editor, space building, in-game views
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03 Same day
RELEASE
Through Fortnite, the experience becomes available worldwide. From day one, 87 countries and territories are in scope.
The live experience, players, the map
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04 2–4 weeks
MEASURE
We gather playtime, drop-off, choices, return visits and regional response. The data starts arriving the next day.
Creator Portal analytics, charts, heatmaps
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05 On delivery
DECIDE
We read the results and hand you what you need to proceed, revise or stop. It will not always say “go”.
Comparison report, the decision, an IP roadmap
We run these five steps for every title. We have built around thirty of them in two years — better than one a month, released and measured. 7 are live today. Deciding not to continue is also a result.
In CLOSED WARD 713, players hear both Mina and Kiritani, and the story turns on which of them they believe.
From the choices made, how far they got, where they left and whether they replayed, we can read which character and which turn people responded to.
Playtime
DATA ANALYSIS IN PROGRESS
Countries
DATA ANALYSIS IN PROGRESS
Character chosen
DATA ANALYSIS IN PROGRESS
Endings reached
DATA ANALYSIS IN PROGRESS
Drop-off points
DATA ANALYSIS IN PROGRESS
Replays
DATA ANALYSIS IN PROGRESS
Per-title behavioural data is still being aggregated. Measured figures will appear here once they are ready.
CHARACTER RESPONSE
Which character was chosen, believed and remembered.
- Who did they walk towards?
- Whose word did they believe?
- Who did they keep talking to?
- Who got talked about afterwards?
You cannot judge a character by looking at the design.
We place characters inside a world people can actually enter, and read their potential as IP from how players behave around them.
WHAT THE DATA TOLD US
The data rewrote our assumptions.
Neither of these was predicted at the planning stage. They are cases where the data corrected us.
FINDING 01
People abroad are reading the story, not just reacting to it.
21.7 min
Average session — too long for jump scares alone
Our titles keep their Japanese voice acting and localise the text. Players around the world hear Japanese and read the story in their own language.
The average session is 21.7 minutes. Horror that only startles you wears off in a few minutes. Twenty minutes in a seat means somebody is reading.
Saudi Arabia is our third market by playtime (12,341 hours), ahead of France, Germany and the UK — and we have never planned a title for the Middle East. The story reached them anyway.
Japanese story-driven horror travels, as long as it is translated. That is what the data says.
Source: Epic Games Creator Analytics. Captured 2026-08-28.
FINDING 02
No deal was made. The world found it anyway.
1.62M views
Organic playthrough
Windah Basudara, an Indonesian YouTuber, played ACCIDENT PROPERTY 2:33 AM for an hour and the video reached 1.62M views (2026-03-28).
This was not a sponsorship. We never approached him. He found it himself.
These are not numbers bought with ad spend — they are a creator abroad choosing the work. We read that as proof the testing environment works.
OUR SERVICES
From testing a concept to growing an IP.
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01
CONCEPT DEVELOPMENT
Hypothesis design for your concept, world, characters and the value of the experience.
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02
PLAYABLE PROTOTYPE
Building the part you need to test as a short playable experience.
-
03
GLOBAL EXPERIENCE TEST
Worldwide release through Fortnite, and testing how users respond.
-
04
BEHAVIOR ANALYSIS
Analysis of playtime, drop-off, choices, retention and regional response.
-
05
IP DEVELOPMENT REPORT
Interpreting the results, and a written proposal for revision and next steps.
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06
UEFN GAME DEVELOPMENT
UEFN game development built around your IP, brand, venue or product.
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07
FORTNITE EXPERIENCE
Designing your brand, venue or product as a playable experience inside Fortnite — including how players move through the island and how long they stay.
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08
BRAND COLLABORATION
Joint projects between the PIXEL PROMO horror worlds and your brand, woven in without breaking the world.
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09
IP COLLABORATION
Turning the characters and worlds of an existing IP into a horror experience, translated into something playable while respecting the source.
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10
VIRTUAL SPACE DESIGN
Immersive virtual spaces, drawn from our background in architecture and spatial design.
WHY PARTNER WITH PIXEL PROMO?
Validate worldwide before you commit.
In conventional IP development you cannot really read the market until the thing is finished and on sale.
We put part of the concept in front of the world as something people can play. Beyond survey answers, the evidence comes from what users actually did — clicked, entered, chose, left, and came back to.
- A release platform reaching 87 countries and territories
- A free way in — no purchase required to take part
- Behavioural testing through playtime and drop-off
- Response compared country by country
- Choice data on characters and storylines
- Immersive spaces built on architectural design experience
- Proposals for publishing, film, merchandise and events
Test it on the world.
Learn from behaviour.
Decide what comes next.
PIXEL PROMO HORROR LAB is a playable concept test centred on the behaviour of Fortnite players. It does not forecast total market demand or revenue, and it does not identify IP that is guaranteed to succeed. It builds evidence, from real behaviour, for deciding whether to proceed.
HOW TO START
From first contact to results.
The first message does not lead straight to a quote. We start by working out what you want to find out. Nothing is billed until you have agreed to the plan.
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01
Get in touch
Your concept does not need to be finished. “We want to know whether this travels” or “we are unsure whether to proceed” is a fine place to start.
What you need: nothing
-
02
First conversation (no charge)
We put into words what you actually want to find out — and tell you if it is a question testing can answer, or if the concept is not suited to it at all.
What you need: an outline of the concept, verbally is fine
-
03
Proposal and quote
We present the test design, the timeline and the cost. Nothing is billed up to this point, and you can decline here without obligation.
Nothing is billed before this point
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04
Build, release, measure
We turn it into a short experience, release it worldwide and collect the data — sharing the numbers with you as they come in.
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05
Report and decision
You receive the numbers and what we read in them. It will not always say “go”. If we read it as a reason to stop, we will say so.
