Playstack's marketing of Balatro, a poker-themed roguelike, defied conventional methods, focusing on streamer engagement. Recognizing that gameplay was best experienced firsthand, they targeted smaller streamers playing similar games. This strategy built a vocal community, generating buzz and attracting media attention. This "Wheel of Attention" marketing cycle fueled Balatro's success, leading to over 5 million copies sold. Playstack's intentional campaign demonstrates the power of community-driven marketing in the indie game space.