List of top search engines and social networks in China to market your Video Game
18/04/2023 Written by The Game Marketer
Are you looking to market your new video game in China? If so, then it’s essential to understand the key search engines and digital marketing platforms used by gamers, particularly those based in China.
With an incredible 1.4 billion population and a rapidly growing gaming industry, it is crucial for any developer or publisher who wishes to reach Chinese players effectively for their game’s success. That's why in this blog post we'll be exploring the list of top search engines that can help you tap into the lucrative Chinese gaming market and make sure your title gets noticed!
Discover all you need to know about this quickly-growing ecosystem – from social media networks to Baidu and beyond – as well as effective strategies for optimizing campaigns within these channels. Gain insights on how keyword research works in different languages & cultural nuances like tones, nuances & attitudes towards gameplay before investing large amounts of resources into launch plans.
Let's dive right in - read on to find out what the best ways for marketers in 2023 look promote video games with success across China!
Baidu （百度) – how it can help you reach Chinese gamers
WeChat (微信) - Attract more players for your video game
BiliBili (哔哩哔哩, Bīlī Bīlī) - the ultimate video-sharing platform for effective game marketing
Weibo (微博) - Maximize your game's exposure in China
Qihoo 360 (奇虎360) – the perfect search engine for your high-quality gaming videos
Sogou (搜狗) – a top choice for gaming-related searches
Shenma (神马) – the go-to source for game reviews and discussion forums
Youdao (有道) – fast and accurate search experience
Bing (必应) – Microsoft’s own search engine that is gaining traction in China
1. Baidu （百度） – how it can help you reach Chinese gamers
The Chinese internet leader Baidu provides a fantastic opportunity to interact with a passionate gaming community. Baidu serves a sizable audience with a voracious desire for gaming content as the biggest search engine and internet platform in China. Baidu establishes itself as a crucial tool for game developers and marketers seeking to have a significant impact on the Chinese gaming market because of its sizable user base, cutting-edge tools, and specialized marketing solutions. You may tap into Chinese gamers' interests and needs, find target markets, and create a marketing strategy that appeals to them by utilizing Baidu's unmatched reach and insights. Baidu, which is data-driven and intelligence-powered, may assist in taking your game company to new heights in the expanding Chinese market.
2. WeChat (微信) - Attract more players for your video game
WeChat is a popular platform in China with a massive user base, making it an attractive platform for video game marketing. To use WeChat effectively, video game marketers can take advantage of a variety of strategies.
Firstly, creating an official account is an effective way to interact with users and provide customer support.
Secondly, WeChat mini-programs are a powerful tool to create in-app experiences related to video games, such as mini-games or promotions. Influencer marketing is also popular in China, and collaborating with influencers on WeChat can increase your game's exposure to a wider audience. WeChat offers various advertising options, including banner ads, sponsored posts, and WeChat Moments ads, which can be targeted to specific demographics.
Lastly, building a community around the game through WeChat groups can foster a sense of community among players, allowing them to share tips, feedback, and suggestions.
In summary, WeChat can be an effective platform for video game marketing in China, but it requires a strategic approach and a deep understanding of the platform and target audience to achieve success.
3. BiliBili (哔哩哔哩, Bīlī Bīlī) - the ultimate video-sharing platform for effective game marketing
Bilibili is a popular video-sharing platform in China with a strong presence among young people and gamers, making it an attractive platform for video game marketing. One effective strategy is setting up a specific channel to showcase game-related media, such as trailers, gameplay videos, and behind-the-scenes footage. Partnering with Bilibili influencers is another way to reach a wider audience, as these influencers have established followings and can promote your game to their fans. Bilibili's live streaming features can also be leveraged to host game events, such as tournaments or Q&A sessions with developers. In addition, Bilibili offers various advertising options, including banner ads, video ads, and sponsored content, which can be targeted to specific demographics. Finally, engaging with the Bilibili community through comments, forums, and conversations can help build a sense of community around your game and increase engagement.
In summary, Bilibili can be a powerful platform for video game marketing in China if approached strategically, leveraging its user base and diverse marketing features.
4. Weibo (微博) - Maximize your game's exposure in China
A useful resource for video game marketing is Weibo, a well-liked social media site in China. Making an official account that enables communication and involvement with users is one tactic. This can be used to share information about the game, such as updates and announcements, and to offer customer assistance. Another strategy for expanding your audience is to collaborate with Weibo influencers who can spread the word about your game to their followers. Weibo also provides a variety of ad choices, like banner ads, sponsored posts, and hashtags that can be promoted to a certain audience. Organizing promotional activities like giveaways or contests can also boost participation and raise brand recognition. Additionally, interactive content, such as polls and quizzes, can foster a sense of community and increase engagement. In summary, Weibo can be an effective platform for video game marketing in China if approached strategically, leveraging its large user base, diverse marketing features, and interactive content.
5. Qihoo 360 （奇虎360）– the perfect search engine for your high-quality gaming videos
Qihoo 360 is also known as Haosuo. When you're on the hunt for high-quality gaming videos, look no further than Qihoo 360 — a remarkable search engine that caters specifically to your gaming needs. This innovative platform understands the importance of providing you with top-notch resources to quench your thirst for engaging gameplay, insightful walkthroughs, and riveting eSports content. With Qihoo 360's powerful search capabilities, you'll be able to easily navigate through countless videos, discovering new gaming experiences and content creators while also re-discovering timeless classics. By connecting you with the gaming community's finest sources, Qihoo 360 offers a seamless and efficient means of indulging your passion for gaming – all on one platform. Say goodbye to aimless browsing and hello to Qihoo 360, the perfect search engine that elevates your gaming video experience.
6. Sogou （搜狗） – a top choice for gaming-related searches
If you're looking to market your gaming business in China, then SEO in China should include Sogou as one of your top choices. Sogou is a top search engine and its importance has only grown since its merger with Tencent, one of the leading Chinese technology companies. In addition to SEO for gaming, Sogou ads offer a great opportunity to reach millions of users who use its search engine from desktop and mobile alike. Brands have made good use of sponsored vlogs and social media posts on microblogs like Wechat, Sina Weibo etc to gain visibility on Sogou's search results besides other traditional SEO techniques. So if you want to tap into this immense potential audience, SEO optimization with specific marketing strategies aimed at the Sogou search engine should be given utmost priority.
7. Shenma （神马） – the go-to source for game reviews and discussion forums
Go no further than Shenma to keep up with the most recent game releases and choose your new gaming hobby. Shenma is a valuable resource for both serious players and casual gamers looking for game reviews and discussion boards. Shenma is a platform where users can have in-depth discussions, share insightful information, and get professional advice on a range of gaming-related topics. It has an educational tone of voice. The website acts as a gathering place for enthusiastic gamers to exchange ideas, and stories, and even have civil disagreements while staying up to date on the specifics of their favorite games. So, whether you are a hardcore gamer looking to expand your gaming horizons or simply someone who wants to stay updated on all the latest gaming scoop, Shenma is your one-stop destination.
8. Youdao （有道） – fast and accurate search experience
To use Youdao for video game marketing in China, it's important to use Chinese keywords related to your game, optimize your website for the Chinese audience, use paid advertising, collaborate with gaming influencers, utilize social media, and monitor and analyze your results using Youdao's analytics platform. By following these tips, you can increase your visibility, reach your target audience, and drive more traffic to your website.
9. Bing （必应）– Microsoft’s own search engine that is gaining traction in China
Bing, the search engine from Microsoft, is expanding significantly in China as the digital environment develops. Bing, which is frequently overshadowed by Google, has benefited from the exceptional potential in China to provide millions of consumers with an alternate search experience. Bing has not only endured but has achieved amazing progress in catering to and meeting the demands of regional audiences in China despite the country's tight internet rules and Google's absence. Bing is developing into a spectacular example of how cutting-edge technology and clever commercial tactics may converge to maximise unrealized potential as it continues to expand in China. In the end, Bing's presence in China could have a significant impact on the direction of the global search engine business.
Developing a game app or website in China has particular difficulties. You must overcome important challenges like search engine optimization and localization if you wish to succeed in this industry. A global video game marketing strategy may be effective for some businesses, but it seldom achieves the same level of success as an approach that is particularly designed for Chinese viewers. When conducting research into the Chinese gaming market, the search engines covered here—Baidu, Qihoo 360, Sogou, Shenma, Youdao, Bing —should all be taken into account. There has never been a better opportunity to enter the Chinese gaming business with so many resources at your disposal and so much untapped potential!
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