CLIENT
Games Operators
GAME
Infection Free Zone
YEARS
2022-2023
SERVICES
Influencer outreach
Localization
Community management
Localization
Community management
Channels
Bilibili
Douyin
Douyin
The campaign generated 145k+ views
“The wishlists’ growth has exceeded our expectations!”
- Jakub Ananicz, CFO at Games Operators
Goals
- Increasing the wishlist number on Steam
- Monitoring Chinese social media & gathering feedback
- Getting as much Steam traffic as possible during the premiere of the upcoming title
Challenges
- API integration with Chinese maps
- Crowdfunding in China
- Mapping out most loyal fans
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How we did it?
The Challenge & Solution
Games Operators faced the challenge of establishing a strong presence in the Chinese gaming market for their title "Infection Free Zone" - an innovative city builder allowing players to use real-world locations. They needed to overcome technical challenges with Chinese map API integration, develop a crowdfunding strategy for China, and identify their most loyal potential fans in this new market.
We implemented a comprehensive market entry strategy focused on four key areas:
Influencer Marketing Campaign: We leveraged our extensive database of verified Chinese influencers to create massive awareness. Our targeted outreach resulted in multiple content creators publishing videos about the game, with three high-profile influencers agreeing to publish content free of charge - including one Douyin creator who initially requested 12,000 RMB (€1,500+) for sponsored content.
Localized Content Creation: We produced specialized Chinese-language content tailored for local platforms. Our gameplay videos and customized promotional materials resonated strongly with Chinese gamers, gathering thousands of views, comments, and reactions across platforms like Bilibili and Douyin.
Community Management: We established direct communication with the Chinese gaming community through interactive initiatives, including an AMA (Ask Me Anything) session that generated over 70 substantive comments. This provided valuable insights into player expectations and helped shape ongoing development priorities.
Strategic Engagement: We organized key giveaway competitions and other engagement activities designed to attract new players while building loyalty among existing fans.
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Impact & Results
The campaign delivered transformative results that exceeded the client's expectations. Our comprehensive approach generated impressive organic growth across all key metrics without requiring paid advertising. Over the six-month partnership, wishlist numbers increased by 26,799 - representing a 46% jump in total wishlists.
China became Games Operators' most important market, accounting for 31% of all global wishlists - the highest percentage from any country worldwide. In total, our activities helped generate 45,000 wishlists from Chinese gamers. During our most intensive two-week campaign period, we achieved extraordinary engagement: 33 influencers published 102+ videos that garnered over 11 million views and reached an audience with a combined following of 5 million users.
The game climbed to #6 on Heybox's list of most popular upcoming games, establishing strong positioning in this competitive market. The synchronized release of content created a powerful visibility wave that transformed the game's Chinese market presence.
What made this successful?
Several key factors contributed to the campaign's effectiveness:
- Cultural Expertise: Our deep understanding of Chinese gaming platforms, influencer relationships, and community dynamics allowed us to secure valuable coverage without significant paid promotion costs.
- Long-term Strategic Approach: Rather than pursuing quick wins, we built a sustainable foundation for ongoing success through authentic community building and relationship development.
- Integrated Multi-channel Strategy: By coordinating activities across Bilibili, Douyin, and other platforms, we created a cohesive presence that amplified impact across all channels.
- Authentic Engagement: Our community management approach prioritized genuine interaction, resulting in high-quality feedback that improved both the game and marketing approach.
Beyond metrics, our partnership with Games Operators created a vibrant community of engaged Chinese players enthusiastic about the game. For more insights about the daily operations and collaborative process, interested parties can contact Konrad Chmielewski directly on LinkedIn.
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Ready to expand into China?
Your game can achieve similar results. Schedule a free consultation and learn how we can help you enter the Chinese gaming market.
Wojciech Jaworski
CEO
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ADDRESS
CDK sp. z o. o.
John Paul Avenue II 22
00-133 Warsaw
HQ for Gaming
Room B3, 19/F,
Tung Lee Commercial Building
91-97 Jervois Street
Sheung Wan, Hong Kong
hello[at]huqiaogames.comJohn Paul Avenue II 22
00-133 Warsaw
HQ for Gaming
Room B3, 19/F,
Tung Lee Commercial Building
91-97 Jervois Street
Sheung Wan, Hong Kong
NIP 525-286-36-60
KRS 0000901525
REGON 389015135
KRS 0000901525
REGON 389015135