Case Study - Cities:Skylines

RETO MOTO digital transformation

China Marketing for Paradox Interactive

Paid Media User Acquisition for Cities:Skylines in China.

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Paradox Interactive approached us to help market their game Cities:Skylines in China. The game had been made available on local digital platforms and via Steam but had previously never been marketed so awareness was low.

The Challenge

  • Paradox needed to target the specific gaming niche audience of PC desktop simulation players.
  • They needed all new localised creative.
  • In addition they had no local platforms set-up or governmental approval for marketing.

The Goal

Raise Awareness & Drive Sales

We were tasked with raising awareness of the brand in China and driving sales through the WeGame platform.

The Approach

  • We built a digital acquisition strategy, targeting specific sites, categories, and audience profiles, as well as helping them produce all localised creatives.
  • Further, we worked with Chinese authorities to get their business and all creative approved.
  • We also assessed all current landing page content in China and gave recommendations for changes.
Julija Laskovska, User Acquisition Manager, Paradox Interactive

“It was a pleasure to work with The Game Marketer! Their proactiveness and suggestions of different solutions were much appreciated throughout the whole campaign cycle.”

Julija Laskovska, User Acquisition Manager, Paradox Interactive

Video Game Programmatic

Localised Creatives

We built numerous creatives for the standard game as well as its DLC. We also created specific Chinese New Year celebration adverts.

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What We Did

China Marketing


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  • Analysed the market and available data and audited current CN Landing pages.
    • Steam & WeGame
    • Social Media Channels (WeChat, BilliBilli, Weibo)
  • Built programmatic media campaigns to target “PC Gamers” in China.
    • High Reach providers e.g. Tencent, Baidu, Youku, Iqiyi, Qihoo360
    • Niche Gaming Social Sites e.g. BiliBili, Gamersky, LeTV
    • Targeted high value VIP users who normally skip Ads.
    • Optimised campaign e.g. Time of Day, PC, CS Social
  • Developed new localised media content for Chinese players.
    • Localised calls to action
    • Chinese New Year Campaign
    • Sunset Harbour DLC
  • New Cities Website
    • Created tracking pixels to help identify and target players.
    • Building data profile of high performing media and users.
    • Retargeting engaged but not converted users.
    • Measured results, buy conversion & user journeys.


Increase in total engagement with over 500 million views of Cities:Skylines adverts across China. Maintained a low CPC throughout the entire campaign while still bidding on premium inventory and saw an Increase in overall sales. In addition helped build a player profile for China and clear understanding within the business of the China market.

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How We Can Help in China

Digital Business Consulting

China Marketing Strategy

We can develop a comprehensive China marketing plan for your title and build a full suite of digital marketing and social capabilities to reach your players in China. We can drive real sales across your sites or 3rd parties like WeGame and Steam.

Digital Marketing

China Audience Targeting

Maximise spend efficiency by only targeting the right players for your game. We use big data and machine learning to build specific audience profiles that match your game. We then constantly optimise your results to find the right audience.

Analytics & Data

China Creatives and Localisation

We can help you design new creatives for the Chinese audience, or localise your current inventories to suit Chinese tastes and Ad formats. We then constantly optimise ads and messaging for maximum performance.

Ecommerce Services

China Paid Media

We use a combination of social, search and programmatic display to put your messaging in front of the right players. With direct access to inventory from the likes of Baidu, Alibaba, Tencent and more we can get you in front of the right audience for your game.

Interested in a free consultation?

or call: +44 (0) 330 043 0038 and let's brainstorm.