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The major platforms to promote your Video Game in China

08/11/2023 Written by The Game Marketer

If you’re looking to get your video game out there in the Chinese market and make a splash, you’ve come to the right place. China loves servers, apps and platforms created by tech companies and gaming enthusiasts just like yourself. With that being said, finding the right platform or app to promote your video game can be tricky – especially when it comes to navigating Chinese censorship laws while still getting the exposure you need to promote your product effectively. In this blog post we will dive into some of the top platforms for promoting video games in China – including their features, pros and cons; so that you don't have to waste precious time searching through all these sites for yourself! So read on if ready explore how best approach marketing in such a key country with big potential rewards from its vast audience.

1. Leverage major social media channels to reach a wide audience, such as Weibo, WeChat and Bilibili

2. Utilise influencers on platforms like TikTok and Douyin to drive awareness of your game

3. Take advantage of partnerships with companies in the gaming industry, such as streaming services, esports organisations or hardware providers

4. Participate in gaming conventions and events to raise brand visibility

5. Create localised content for Chinese gamers, such as videos featuring Chinese-speaking streamers or tutorials 

6. Use targeted advertising campaigns through platforms such as Baidu to promote your game in China

Leverage major social media channels to reach a wide audience

1. Leverage major social media channels to reach a wide audience, such as WeChat and Bilibili

To reach a large audience, especially among Chinese-speaking people, prominent social media platforms such as Weibo, WeChat, and Bilibili are vital. Weibo, like Twitter, requires attractive images and engaging content, thus using trending hashtags is critical for greater visibility. Interacting with followers and collaborating with influencers can help increase your reach. Official accounts are required for WeChat, an all-in-one app, to give regular updates and exclusive content. WeChat's "Moments" and mini-programs can be used to increase engagement and create interactive experiences. Meanwhile, Bilibili, a famous video-sharing network, caters to a younger audience, therefore visually appealing and engaging videos are required. Collaboration with Bilibili content makers can help to grow the fan base even further. Cultural localisation, consistency, cross-promotion, data analytics, and community-building initiatives are essential for success on these platforms. 

WeChat: WeChat is a messaging app that has over 1 billion monthly active users in China. It offers many features such as social networking, online payments, and mini-games. By creating a WeChat account for your game, you can promote it to a huge audience.

Bilibili: Bilibili is a video-sharing platform that is popular among gamers and anime fans. It has over 200 million registered users and is a great platform for promoting video games.

Weibo: Weibo is a microblogging website popular in China that is frequently compared to Twitter. It allows users to share brief posts, photographs, and videos with their followers as well as participate in discussions using hashtags.

2. Utilise influencers on platforms like Bilibili, and Douyin to drive awareness of your game

Utilize influencers on platforms

Bilibili: Bilibili, also known as the "YouTube of China," has emerged as a beloved video-sharing platform, particularly among the youth, gamers, and anime enthusiasts. Leveraging Bilibili in your game marketing strategy presents a remarkable opportunity to connect with a passionate community. To target gamers and anime fans, collaborate with influencers and content creators on the platform to amplify awareness of your game. Engaging video content related to your game, such as gameplay videos, reviews, and tutorials, can captivate audiences and spark interest. Embracing live streaming on Bilibili with gameplay sessions, Q&A sessions, or special events creates real-time interaction and a sense of community. To attract more players to the platform, consider offering Bilibili-exclusive in-game items or bonuses. Capitalising on Bilibili's anime-oriented audience, cross-promote your game with anime and manga creators, tapping into their fans. Active community engagement, addressing feedback, and participating in discussions can foster positive relationships with potential players. Take advantage of Bilibili's advertising opportunities, utilising pre-roll and in-video ads for targeted exposure. By staying attuned to trends and viral challenges, you can boost visibility and engagement. Integrating Bilibili into your marketing strategy allows you to tap into a fervent gaming and anime community in China, ultimately driving awareness and fostering lasting player engagement.

Douyin: Douyin has a large and engaged user base, giving it a perfect platform for reaching out to your potential gamers. Begin by studying and identifying influencers who are relevant to your game's genre and target audience. Form meaningful relationships with them by expressing genuine interest in their content and demonstrating how your game connects with their interests and fans. Offer sponsorship or collaboration opportunities to these influencers, encouraging them to create captivating content that showcases your game's unique features. User-generated content campaigns, incentives, and giveaways can further boost engagement and attract new players. Keep a close eye on campaign performance, track metrics, and engage with the Douyin community proactively. Localise content to resonate with the Chinese audience and consider investing in paid advertising on Douyin to amplify your message. Try to create Long-term partnerships with successful influencers that can sustain interest and boost your game presence over time. By strategically utilising influencers on Douyin, your game can gain widespread awareness and engagement in the Chinese gaming market.

Take advantage of partnerships with companies in the gaming industry

3. Take advantage of partnerships with companies in the gaming industry, such as streaming services, esports organisations or hardware providers

To enhance awareness and drive success for your game, leverage partnerships within the gaming industry, including streaming services, esports organisations, and hardware providers. Collaborate with well-known gaming streaming platforms such as Twitch, YouTube Gaming, or Facebook Gaming, allowing influential streamers to play your game live and share their experiences with their dedicated followers. Engage esports teams or organisations to introduce your game to their fan base through exciting tournaments, exclusive in-game items, or sponsorships for their events. Form alliances with gaming hardware companies to promote your game alongside their products, offering attractive bundles and exploring co-marketing initiatives. 

Collaborate with gaming influencers and content creators across various social media platforms to create authentic and engaging content featuring your game, generating organic interest and fostering a growing community around it. Explore cross-promotional opportunities with other games or gaming-related products that appeal to a similar target audience. Lastly, seek media partnerships to secure positive media coverage, further enhancing the visibility and reputation of your game. By establishing strategic partnerships, your game can experience exponential growth, resonate with the gaming community, and ultimately achieve the desired success.

Participate in gaming conventions and events to raise brand visibility

4. Participate in gaming conventions and events to raise brand visibility

Participating in gaming conventions and events in China is a powerful strategy to enhance brand visibility and effectively promote your mobile game. These events offer unique opportunities to connect with the gaming community, industry professionals, and potential players. To make the most of such events, it's crucial to select the right conventions that align with your game's genre and target audience. Once at the event, set up an attractive booth or exhibit space to showcase your game, allowing attendees to experience it firsthand. Engage with visitors actively, answer their questions, and encourage feedback to create a positive impression of your brand. Collaborate with popular gaming influencers in China to generate excitement around your game before, during, and after the event. Organise contests, tournaments, or in-game events at your booth to attract attendees and offer exciting prizes and giveaways to create buzz. Networking with industry professionals, including publishers and distributors, can lead to potential collaborations and expansion opportunities. Multilingual support, capturing the moment with photos and videos, and hosting presentations or workshops related to game development further reinforce your brand's presence in the Chinese gaming community. By leveraging gaming conventions and events, you establish a strong foundation for your mobile game's success in the Chinese market.

Create localized content for Chinese gamers

5. Create localised content for Chinese gamers, such as videos featuring Chinese-speaking streamers or tutorials

Creating localised content for Chinese gamers is a vital strategy to establish a strong presence in the Chinese gaming community. Collaborating with popular Chinese-speaking streamers and gaming influencers, we can produce engaging videos that showcase our mobile game and highlight its unique features. In addition, crafting comprehensive gameplay tutorials in Mandarin will help Chinese players understand and enjoy the game better. To deepen the connection with the audience, we can incorporate Chinese cultural references and themes into the game's content, such as in-game events tied to Chinese festivals or historical figures. By organising localised events and offering rewards specific to Chinese players, we can foster excitement and a sense of exclusivity. Furthermore, establishing a presence on Chinese social media platforms and responding to player feedback in Mandarin will strengthen our engagement with the community. Providing in-game language support for Mandarin and offering Chinese-subtitled videos and trailers will make the game more accessible and appealing. By celebrating Chinese holidays and partnering with gaming influencers to create challenges, we can create memorable experiences that resonate with the audience. Embracing these localised strategies demonstrates our dedication to the Chinese market and enhances our mobile game's potential for success in China.

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6. Use targeted advertising campaigns through platforms such as Baidu to promote your game in China

To effectively promote your game in China, consider leveraging targeted advertising campaigns through platforms like Baidu. As the dominant search engine in China, Baidu provides a vast audience to reach potential players. Start by optimising your advertising campaigns with keyword targeting, ensuring they align with your game's genre and target audience's search queries. Select strategic ad placements, including search ads, display ads, and mobile ads, to maximise exposure. Utilise geographic targeting to focus on specific regions where your game is likely to resonate the most, tailoring your advertising message accordingly. Demographic targeting allows you to narrow down your audience based on age, gender, and interests, enabling personalised ad creation. Conduct A/B testing to refine ad creatives and improve effectiveness based on data-driven decisions. Optimise your landing page with Chinese language support and culturally relevant content for a seamless user experience. Regularly monitor campaign performance, adjusting budgets and strategies to achieve better results. By employing targeted advertising on Baidu, you can effectively reach and engage with your desired audience, driving success for your game in the competitive Chinese gaming market.


launching a game in China takes a great deal of thought, effort and planning — and many companies have had incredible success following these steps. Starting with leveraging major social media channels such as Weibo, WeChat, Bilibili and Douyin and taking advantage of influencer marketing is key to driving awareness. It's also important to form partnerships within the gaming industry — like streaming services, esports organisations, and hardware providers — as well as attend gaming conventions or other events. Localising content for Chinese markets will be essential to ensure your game resonates with gamers there, while Baidu can help you reach the right audience using targeted advertising campaigns. By following these steps, you'll be well on your way to having an amazing launch in China!

Elevate your video game's presence in China with our specialised expertise in video game marketing. Connect with us today and unlock a world of opportunities for your game in the Chinese market.